In 2013, analyst David Raab described a new category of marketing data firms as Customer Data Platforms (CDPs).
This week, his Customer Data Platform Institute is out with its third report on this space, and it finds that the category has doubled in the last year to more than 50 companies, mostly in the US. The new study, CDP Industry Update 2018,” (registration required) shows a growing category that is beginning to add functions as it expands.
A CDP, according to the Institute, is a “marketer-managed system that creates a persistent, unified customer database that is accessible to other systems.” Raab sees it as the “golden record” of customer info, defining what the marketer believes is the true info on a given customer, even though other databases for that brand might initially capture incoming data from the field, such as from customers themselves.
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