Marketing Cloud - Tech Feature

Data Management Strategy

To empower users across the business, it’s important not just to unify data into a foundational layer, but make sure data is accurate, trusted, understandable, and actionable by any team whose business relies on understanding the customer. 

For the data architect, agility and efficiency are key drivers. A composable architecture gives you the right building blocks to connect data source systems to streamline workflows, increase agility, and boost business revenue through campaigns and digital experiences powered by data.

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Key Benefits


While there are many ways to unify first party data, a unified data strategy with a CDP at the center gives your team the flexibility to quickly adapt to business changes, technology changes, and changes in customer behaviors.


A CDP-powered data management strategy gives many teams across the company direct access to data, in a safe, secure, and reasonable way. This creates greater inter-team efficiencies and frees your team’s time up for more strategic initiatives.


When the whole business believes in the data, then data-driven insights and decisions get more buy-in across the company. A CDP takes data from source systems and builds a cleansed database that can power insight and action based on one harmonized source of truth.

Key Use Cases


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Data Unification

Ingest data from online and offline source systems into a single, unified profile that can be readily accessed by technical and non-technical teams for analytics and action.


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Data Quality

Gain insights and activate data from unified data that is high quality, reliable, and trustworthy. Through a rigorous identity resolution process that cleanses, dedupes, and stitches data together, the resulting database provides accurate insights and actionable segmentation.

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Acquia CDP is the only CDP that comes with a proven data model purpose built to support the needs of vertical environments such as retail. This makes data immediately available in the system, while also ensuring that even as the platform evolves, ingested data will always be usable.


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Data Privacy

Acquia CDP’s Privacy API ensures that consumer privacy is protected, while enabling you to comply with regulations such as GDPR, CCPA, etc. A Consumer Privacy Center lets your customers set their privacy preferences aggregated from all data source systems in the CDP.

Key Features
Customer Data Management
Unique customer IDs
Automatically assign unique identifier to each consumer throughout the consumer's lifetime
Same database for analytics and campaign segmentation
Analytics and campaign segmentation is drawn from the same persistent data set. This includes householding data (physical and street address, etc.).
Management of customer and prospect data
Segregation and management of customer and prospect populations at the individual level
Limitless attributes
No limits on attributes stored per customer, product, etc.
Agile attribute management
New attributes are easily created and calculated from existing data
Automatic incorporation of post-purchase data
Data such as returned orders, in store pick-up, and in-store returns are incorporated into the unified dataset
Coupon management and support
Promotions, coupons, multiple coupons per order, and coupons specific to an individual customer and item are supported and incorporated into the unified dataset
Alignment with internal reporting systems
Revenue/margin calculations are continuously in sync with client’s internal reporting systems
Architecture flexibility
CDP architecture easily adapts to new data, changes in data feeds, so that new attributes are easily added to the CDP
Geographical nuance and flexibility
CDP creates customer level geographical and preferred store locations such as geographically closest stores and the store most shopped at most
Unlimited data types
No restrictions on data types or sources
Customer geographical preference
CDP enables store customer contact preference including contact by SMS, email opt in, direct mail opt in, voice mail opt in
360 customer view
CDP creates a 360 view of the customer from online, offline, and behavioral data
Ingestion of anonymous data
Ingest anonymous data and backstitch to identified customers; OOTB integration with onboarding and data activation providers.
Support of unstructured data
Unstructured data such as product reviews, call center comments, etc., is incorporated into the CDP
Cookie data storage
First party cookie data from owned websites, etc., is stored in the CDP
Data Management at Acquia

Why Acquia CDP?

While approaches to data management such as a data lake, marketing service provider, or even over-reliance on a CRM are all useful ways to bring data together, only Acquia CDP provides the necessary ability to ensure the quality of the data, apply intelligence and insights, and to make this unified data available to analytics and non-technical teams alike.

Unify Data

Acquia Customer Data Platform unifies data, gives you important business metrics, and activates data across all customer-facing teams and systems.

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Acquia CDP’s identity resolution engine ensures that you are gaining all analytical insights based off an accurate and comprehensive 360 profile.

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Customer Journey

Activating data and orchestrating experiences across campaigns in Acquia Campaign Studio can be turbo-charged when powered by a CDP.

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Marketing Cloud - Tech Feature

What Else...

When a CDP is at the center of your digital strategy, it becomes a critical part of your tech stack, enabling hundreds of analytical and personalization use cases. Learn the impact a CDP can have when part of your marketing cloud and your digital experience project.