Customer Data Platform

More successful marketing through personalised campaigns

Drive conversions with data-centric user segmentation

You can run marketing campaigns not based on data – but they are rarely effective. If you just run a campaign on your gut feelings, you’ll never know why and how a certain campaign performed. Above all, without data-centric insights, you won’t be able to predict how your users will respond in the future. Most organisations have tools and data; however, they are usually not the solution, but an integral part of the problem.

Find out more:

Frank Rauchfuß
Your contact person
Frank Rauchfuß
Managing Director Consulting & Data

The data is already there…

The fact that there is already a suitable tool for every channel and use-case is a curse and blessing at the same time. Regardless of whether we are talking about online or offline, every touchpoint, in theory, can be tracked. So you probably already have all your user data, but in most cases you can’t use it profitably.

This is usually due to the fact that a lot of data is duplicated. But because of the multitude of marketing tools and data sources, you can’t see it. As a result, users are approached more often than necessary or offered the wrong information.

The range of tools within an organisation grows over the years – even if specialist departments are in constant, close contact, their marketing tools do not talk to each other. And because no one knows ID 12345xyz is in touch with the company across several channels, you don’t have a clear picture of your users and can’t target your marketing activities accordingly.

Marketing automation tools enable accurate communication. Users are automatically contacted and presented with the best possible message at relevant touchpoints. Standard universal profiles must be created for this to work. By recording past behaviour, you can reliably determine future actions and reactions at a variety of combined data points. It is therefore much easier to plan and execute campaigns tailored to this very behaviour.

... and a Customer Data Platform prepares it all.

Customer Data Platforms (CDPs) are designed to address these challenges. In simple terms, a CDP is a pool of all the data collected in your organisation. And it usually doesn’t matter if these are generated online or offline. What’s more, a CDP is independent of other tools and partially overlaps your marketing infrastructure.

How does a CDP work?

The data collected is merged into the CDP and, as a first step, prepared for further use. Specifically: Data is validated and cleansed. At the end of the process, you have a clean data set which includes all data sources.

In the next step, data is stitched together to create a so-called Single Customer View. Cross-device data is created as new profiles or allocated to existing ones. In this way, duplications created by using several tools are eliminated.

Individual profiles can then be grouped into segments in which several Single Customer Views are combined and marketing activities can be tailored to the specific segment.

User data from marketing activities then flows back into the CDP.  As a result, data can be constantly refined and enriched and marketing campaigns can be more and more effective.

CDP, DMP & CRM: What are the differences?

“Do I even need a CDP if I’m already using a CRM or DMP?” This question is understandable, because at first glance, the three solutions offer similar functionality. In essence, they differ because each has a different targeted focus. Thanks to its data, a CRM or DMP can help drive marketing success when connected to the CDP.

Why do I need a CDP?

A CDP isn’t just another marketing tool to add to your MarTech stack. Instead, a CDP improves and configures current infrastructure.

Key reasons for a CDP:

  • There are several different data silos and tools that aren’t communicating with the each  at the moment.

  • Customer loyalty (repeat buyers) is essential to be profitable, and must be measured and maintained accordingly.

  • Both online and offline are important channels which have to be considered as one and therefore merged.

If at least one of these points applies to you, a CDP will help. Take the differences between CDP solutions into account when making your choice. The following points will help when making the final decision:

  • Scalability: By integrating a new marketing solution, the amount of data can increase exponentially – even in smaller companies. This is even more likely in large corporations, so scalability of the Customer Data Platform is an important consideration.

  • Data protection: Thanks to our many years of experience in the data business, we pay particular attention to data protection and work with providers who guarantee the security of the data collected. After all, we are handling sensitive customer data, that needs to be secured using the latest standards.

  • Interfaces: Because a CDP accesses existing marketing solutions, it is important it connects seamlessly with them. Often, there are already APIs available which create a connection at the touch of a button. With more niche marketing tools, you should ensure that a connection to the chosen CDP can still be made with some manual adjustments (webhooks, APIs,...).

CDP use-cases

Do you want to know how to use CDP in your day-to-day business? You’ll find an overview of the most common use-cases here:

  • Unifying customer profiles for a 360° view

  • Segmentation, with flexible selection of data attributes

  • Audience Building

  • Personalisation based on segmentation and usage behaviour

  • Merging online and offline data

  • Predicting usage behaviour

  • More accurate retargeting with optimised segmentation

  • Real-time customer journey optimisation for users

  • Directly integrating first-party data on mobile devices via SDKs

  • Delivering optimised advertising on social media platforms

  • and much more.

CDP functionality mainly consists of pooling, unifying and preparing data from various sources for other applications. However, this functionality is steadily growing through the use of so-called Customer Data Experience Platforms (CDXP). These offer all the features of a conventional CDP but combines them with functionality from other marketing solutions. This way, processed data can be used immediately for campaigns, for example. The choice of the most suitable system for you largely depends on your data infrastructure.

Vereinheitlichte Kundenprofile für eine 360°-Sicht

Segmentierung mit frei wählbaren Attributen der gesammelten Daten

Audience Building

Personalisierung basierend auf Segmentierung und Nutzungsverhalten

Zusammenführung von On- und Offline-Daten

Vorhersagen zum Nutzungsverhalten

Akkurateres Retargeting mit optimierten Segmenten

Echtzeit-Optimierung der Customer-Journey von Nutzer:innen

1st-Party-Data auf Mobilgeräten über SDKs direkt integrieren

Optimierte Werbung auf Social-Media-Plattformen schalten


Die Funktionen einer CDP bestehen also weitgehend darin, Daten aus verschiedenen Quellen zu bündeln, zu vereinheitlichen und aufbereitet für andere Anwendungen bereitzustellen. Dieser Einsatzzweck wird allerdings stetig erweitert, namentlich durch sogenannte Customer Data Experience Platforms (CDXP). Diese bieten alle Eigenschaften einer klassischen CDP, kombinieren diese aber darüber hinaus mit Funktionen anderer Marketing-Lösungen. Auf diese Weise können die aufbereiteten Daten direkt für bspw. Kampagnen eingesetzt werden. Was das für Sie sinnvollere System ist, hängt jedoch wesentlich von Ihrer Dateninfrastruktur ab.

Find the right solution with diva-e

As you can see, a CDP solution offers a multitude of use-cases. At the same time, it needs a comprehensive data set to work in a targeted way. So your current marketing solutions might not necessarily be the right ones on which to build a Customer Data Platform – diva-e’s experts can help with the assessment and decision.

We have a defined process that evaluates your existing data solutions, suggests additions and optimisations and finds the right Customer Data Platform for you. We are vendor-agnostic and are therefore not bound to individual CDP solutions. Instead, we maintain close partnerships with the leading suppliers. Of course, we also support the implementation and subsequent operation of your data solution.

Basic requirements for implementing a CDP

The Discovery Phase identifies the marketing tools used your organisation. By liaising with both the IT and Marketing departments, we determine how data can be merged into the CDP. This is also an opportunity to retire some tools or close existing data gaps. We offer a free Discover Workshop so we can build an impression of your MarTech landscape.

The important question is; what will the CDP be used for? What are the primary objectives and how quickly should they be achieved? What use-cases are driving the idea of using a CPD? And which specialist departments are and are not involved? This can either be determined internally or together with us in a separate workshop.

Contact us for more information about Customer Data Platforms!

Frank Rauchfuß
Your contact person
Frank Rauchfuß
Managing Director Consulting & Data

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