Data is the gold of the digital age. Whether sales, marketing or service – no successful digital business without data. The collection, processing and analysis of all types of data, especially customer data, therefore plays a key role in many companies to break down data silos, drive omnichannel marketing forward and ultimately obtain a 360-degree view of the customer. Behind all these activities is the well-known mission – but also challenge – of creating a personalised customer experience across all devices and all channels.

The creation, spread and use of digital platforms are logical and necessary consequences to turn these visions into reality. Its major advantage is the direct data exchange between all parties involved (companies and customers, but also partners and employees) via the platform itself. To use data effectively and achieve real competitive advantages, however, it is not sufficient to only collect huge amounts of data. Whether ERP, PIM, MDM or CRM – an effective system is required to be able to structure, connect and analyse data. Real time is the keyword of the moment. It is becoming increasingly relevant as customers expect unique and individual experiences quickly, anytime and anywhere. Companies have to react to these expectations and find their single source of truth which, based on robust data, helps them better understand their customers and address them appropriately.

But despite all the possibilities and a variety of providers, systems and solutions, the one perfect tool does not yet seem to exist. Data silos persist. In the context of customer relationship management, a 360-degree view of the customer is too often still theory rather than practice. For this reason, software providers are working on a new solution that is to connect the remaining loose ends completely and cleanly. We are talking about customer data platforms (in short: CDPs). Which role do CDPs play in a crowded system landscape? What distinguishes them from other systems such as CRM? Which development stage are CDPs currently in? Who are the most important providers? We answer these questions today.