At Acquia, we’ve long understood that holistic and actionable customer insights are critical for the success of any modern business. To that end, we’ve continued to develop the Acquia Customer Data Platform, a leading force in the customer data platform (CDP) space for more than 15 years. Today, the rest of the world has caught up and values the potential and power of CDPs.
We see that in the rapid expansion of the CDP market. According to the Gartner 2022 Market Guide for Customer Data Platforms, companies selling CDPs have received more than $2.4 billion in venture capital investments through 2021. However, as the number of customer data-focused vendors increases, so does the confusion over what features marketers really need when they invest in a CDP.
In 2019, the Customer Data Platform Institute launched their RealCDP program, a comprehensive evaluation meant to weed out the pretenders from the contenders, so to speak, and provide businesses with an authoritative guide on how to select an enterprise-ready CDP. Acquia is proud to announce that Acquia Marketing Cloud, anchored by Acquia CDP, has been recertified by the CDP Institute as a RealCDP, meeting all requirements needed to provide a complete, unified, and accessible customer database. Fulfilling every requirement within the audit is a remarkable accomplishment among CDP players and a testament to our ongoing innovation.
Understanding the RealCDP Certification
So what does it mean for Acquia to be RealCDP certified?
The full certification process involves an extensive audit by CDP experts. All vendors must meet six requirements to be considered for RealCDP certification:
- Ingest data from any source
- Capture the full detail of ingested data
- Store ingested data indefinitely (subject to privacy constraints)
- Create unified profiles of identified individuals
- Share data with any system that needs it
- Respond in real time to new data and to profile requests
Beyond these requirements, a RealCDP audit evaluates 100+ individual elements, spanning 17 CDP-related capabilities, such as the ability to ingest and maintain data, data hygiene, real-time updates, unified customer profiles, analytics, personalization, and customer journey orchestration.The checklist covers how well the platform can integrate and maintain customer data records, as well as the ability to activate this data to inform business intelligence and marketing activities.
This is an enterprise marketing solution designed to improve sales and marketing efficiency and results
Acquia proudly notes that Acquia Marketing Cloud met every requirement within all 17 CDP capabilities, validating our leading experience in the space and our vision of offering organizations a connected, 360-degree customer data platform. With this achievement, Acquia CDP again proves itself as both a powerful data storage solution and the foundation of a greater, connected marketing cloud that provides users with valuable business intelligence capabilities and helps drive marketing ROI.
“The Acquia CDP is a RealCDP with enhanced functionality and a full CDP stack. This is an enterprise marketing solution designed to improve sales and marketing efficiency and results,” said David Raab, founder of the CDP Institute.
As marketers continue to weed through hundreds of offerings in search of a better way to integrate and activate all their customer data across multiple channels and systems, they need a trustworthy source for determining which CDP vendors will actually help them achieve their goals. Acquia is a true innovator when it comes to customer data management, and our CDP team continues to improve upon what it means to offer an open, data-driven marketing cloud. Acquia CDP’s flexible machine learning framework supports marketing efficiency and customer understanding while our unified, persistent database ensures a central source of clean, deduped, and stitched customer records that inform all sides of the customer experience.
Acquia believes in fulfilling and exceeding all expectations for what a true CDP can do. We’ll continue to provide lifelong value for marketers who want to work smarter and accomplish more with their data. We’ve already got an extensive list of customers, including brands like Lids, GODIVA, and Arcelik, who use Acquia CDP to generate meaningful customer relationships and generate valuable ROI for their business initiatives.
For example, in just one holiday win-back campaign powered by insights from Acquia CDP, headwear retailer Lids drove $250,000 in revenue. GODIVA enjoyed similar benefits. By implementing lookalike modeling via the CDP, the chocolatier saw a 238% increase in its return on advertising spend (ROAS) on Instagram.
Learn more about how to select a CDP that’s best for your organization’s goals by downloading The CDP Institute’s RealCDP report.