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Customer data platform categorization spectrum

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Todd Belcher
Todd Belcher

A visual attempt at explaining how CDP Resource goes about categorizing customer data platforms. Simplified, for your viewing pleasure.

Marketing
1  sur  3
infrastructural experience Over-simplified CDP Categorization Spectrum Customer data platforms can be placed on a basic spectrum. Many CDPs focus on core customer data architecture. Many focus on “activation” or delivery of data and decisions. And, of course, many sit in between.
collection unification analytics delivery infrastructural experience Over-simplified CDP Categorization Spectrum Within this spectrum, there are core functionality areas. The problem with the simplified spectrum is that each of these areas itself is made up of one or more spectrums.
collection unification analytics delivery ingestion only ingestion, SDKs, APIs simple stitching complex traceable resolution segmentation, reporting built-in and external ML, AI segments, profiles orchestration, complex triggering infrastructural experience Less-simplified CDP Categorization Spectrum Going just one level deeper, the complexity of this market becomes clear. Also clear: the reasoning behind industry analysts and consultants wary to select a single platform as “the one,” instead advocating for careful selection based on organizational fit and tangible use cases.

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Customer data platform categorization spectrum

  • 1. infrastructural experience Over-simplified CDP Categorization Spectrum Customer data platforms can be placed on a basic spectrum. Many CDPs focus on core customer data architecture. Many focus on “activation” or delivery of data and decisions. And, of course, many sit in between.
  • 2. collection unification analytics delivery infrastructural experience Over-simplified CDP Categorization Spectrum Within this spectrum, there are core functionality areas. The problem with the simplified spectrum is that each of these areas itself is made up of one or more spectrums.
  • 3. collection unification analytics delivery ingestion only ingestion, SDKs, APIs simple stitching complex traceable resolution segmentation, reporting built-in and external ML, AI segments, profiles orchestration, complex triggering infrastructural experience Less-simplified CDP Categorization Spectrum Going just one level deeper, the complexity of this market becomes clear. Also clear: the reasoning behind industry analysts and consultants wary to select a single platform as “the one,” instead advocating for careful selection based on organizational fit and tangible use cases.