Customer Data Platforms

The Phase2 Perspective

Because a CDP’s core purpose is to serve as “data middleware” - ingesting data from sources and delivering it to destinations - a CDP is often evaluated only by the quality and scale of its integrations. While we agree that it’s important that a CDP have a library of integrations, we believe that the true value of CDPs to marketers is not in ingestion, but in a CDP’s ability to: 

• Unify that data by intelligently matching records from these disparate sources into composite customer profiles 
• Segment these customer profiles not only along traditional demographic lines, but also in novel or unexpected ways through the use of artificial intelligence
• Activate that data by pushing it back out to marketing channels, such as email lists or social media, where those audience segments can be targeted by marketing campaigns