At Acquia, we’ve long understood that holistic and actionable customer insights are critical for the success of any modern business. The Acquia Customer Data Platform (formerly AgilOne) has been a leading force in the customer data platform (CDP) space for over 15 years. Recently, the rest of the world has also started to see the potential and power of CDPs.
The market for CDPs is expanding at a rapid rate. According to Gartner’s 2020 Market Guide for Customer Data Platforms, companies selling CDP technology have received more than $1.8 billion in venture capital investments. 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 with a mission to weed out the “pretenders from the contenders” and provide businesses with an authoritative guide on how to select an enterprise-ready CDP. Acquia is proud to announce that the Acquia Marketing Cloud, anchored by Acquia CDP, is certified by the CDP Institute as a RealCDP, fulfilling all requirements needed to provide a complete, unified and accessible customer database. Fulfilling every requirement within the audit is a unique accomplishment among CDP players and a testament to our ongoing innovation.
So what does it mean for Acquia to be RealCDP certified?
The total certification process involves an extensive audit by CDP experts. All vendors must meet these five minimum requirements in order to be considered for a 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
Beyond these standard requirements, the RealCDP audit evaluated over 100 individual elements, spanning 14 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 covered both how well the platform could integrate and maintain customer data records and the ability to activate this data to inform business intelligence and marketing activities. Acquia is proud to note that the Acquia Marketing Cloud met all requirements within all 14 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 has proven 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 Marketing Cloud is certified as a RealCDP that serves as the connective tissue for shaping true cross-channel, meaningful customer experiences. Our evaluation found that Acquia’s CDP gives marketers the ability to ingest, analyze and activate all of their data across any system in real time and is backed by robust native machine learning and AI capabilities that improve sales and marketing efficiency,” 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 of their customer data across multiple channels and systems, they need a trustworthy source to determine which CDP vendors will actually help them achieve their goals. We can say with confidence that Acquia Customer Data Platform is a true innovator when it comes to customer data management, and our teams are continuing to improve upon what it means to offer an open, data-driven marketing cloud. Our 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 have used Acquia’s Customer Data Platform to generate meaningful customer relationships and generate a valuable ROI for their business initiatives.
Learn more about how to select a CDP that’s best for your organization’s goals by downloading The CDP Institute’s RealCDP report.