What is a CDP?
Keeping pace with changing consumers needs and expectations can be a challenge for even the most consumer-savvy CPG firm — but it’s made significantly easier by investing in a customer data platform (CDP). A CDP is a customer data management system that provides a persistent, unified database. CDPs enhance many of the existing benefits offered by customer relationship management systems, enabling CPG sales and marketing teams to store, analyze, and extract information from both structured and unstructured data.
In doing so, customer data platforms help CPG brands create hyper-personalized advertising and marketing campaigns and memorable consumer experiences using first-party data — a must for firms looking to expand into the direct-to-consumer market.