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What can a customer data platform do for you?

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Our Enterprise Marketer's Guide to Customer Data Platforms defines what a CDP is (and isn't), how to choose the right CDP for your business, and use cases to consider.

How is a CDP different from other marketing technologies?

Because some CDP capabilities may overlap with other solutions, marketers can confuse other technologies with CDPs, such as DMPs, CRMs, and MSPs.


CDPs use first party data and identity resolution to build a single customer view that can be used in real-time for marketing, advertising, customer experience, and analytics use cases. DMPs rely on third party data to build anonymous audiences primarily for advertising use cases. 


CRM solutions were founded in B2B technology and have evolved to try to accommodate some B2C use cases. CDPs, on the other hand, were specifically developed for the B2C world. CRMs have traditionally been limited in what channels and data sources they can ingest, whereas a CDP is able to bring in customer data from any online or offline source. 


Before the advent of CDPs, most marketers used Marketing Service Providers (MSPs) to house their database of customer profiles, transactions, product, and campaign history. Most MSPs lack real-time updates, behavioral data, and modern connectivity to other systems. CDPs offer a robust real-time environment that can manage massive data sets. 

Why you need a Customer Data Platform

According to Gartner's 2017-2018 Gartner CMO Survey, marketing leaders invested two-thirds of their budget to support customer retention and growth, and spending on activities that focus on existing customers is outpacing spending on new customer acquisition. Customer analytics is a top priority for CMOs as they seek to inform these decisions. In short, marketers have reached the limits of what third party audience-based marketing can do, and they want to double-down on their own first party data. 

CDP Benefits

  • Consistent customer experiences and messaging across all channels 
  • Increased efficiency of your operating structure 
  • Thoroughly understanding your customers 
  • Improved profitability by reducing discounts and margins 
  • Increased market share in a rapidly changing competitive environment 
  • Understanding the relationship between offline and online experiences, store sales, and eCommerce 
  • Orchestrating engagement across online and offline channels 


  • Customer lifetime value
  • Customer loyalty
  • Customer retention rates
  • Conversion rates 
  • Return on ad spend
  • Operational efficiency across teams and technologies 

Why Acquia CDP?

Acquia CDP is the only customer data platform built to support advanced enterprise needs, with the most flexible and full-featured platform on the market. A few key aspects position Acquia CDP as the top choice for brands across all verticals: 

AI and Machine Learning 

Acquia CDP's calculations and machine learning bring the single customer profile to life, enabling deep insights for analysis and intelligent segmentation and action. With our platform's capabilities, marketers can easily access and explore customer data with interactive queries, cube reporting, template reports, and dashboards. 

Identity Resolution

Acquia CDP can cleanse and standardize data across all sources such as postal address, name, and phone number, as well as enrich customer data with first and third party attributes like income and demographic, social profile data, genderization, and geocoding. Our platform ensures data accuracy with exact and fuzzy matching to dedupe and stitch together online cookie and profile data and offline customer data into a single, persistent ID, even if there is only a partial name, address, or email match. 


Unifying Online and Offline Data 

Acquia CDP's pre-built connectors and APIs easily combine first party customer, transaction, and engagement data from every location and channel so you can gain insights and deliver consistent, orchestrated experiences. Additionally, our services and engineering teams can work with you to create custom, flexible, enterprise-grade integrations to ensure all of your company's data is unified and actionable. Through these integrations, customer, transaction, and engagement data from every location and channel can be used to deliver consistent customer experiences. 



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