Customer Data Platform Evaluation Criterion

CDP should provide deduping, cleansing, normalization, or other data management services. As well as recognize patterns in the data to perform data reconciliation. We have to make sure the platform is in compliance with data privacy regulations such as compliance with GDPR etc. The ability to ingest first-party, second and third-party data from multiple sources. Accepts large volumes of data from any source, stores it in a usable format, provides tables, and shows relationships. Creates unified profiles that bring together disparate data about each customer and allows for chaining and appending data.

CDP should provide an interface that enables the marketer to create and manage segments. At a minimum, CDPs should contain rules-based segment creation but more advanced customer segmentation can feature automated segment discovery, predictive analytics, and propensity models. Able to handle a wide variety of data including unstructured data.

It is good to have CDP with a multifaceted approach to analytics — including behavioral, sentiment, and predictive analytics to help generate actionable insights for the user. Cloud and big data capabilities to enhance scalability.

CDP should be able to integrate both internal and external connectors (i.e. Excel, MySQL, Google Data Platform, Amazon AWS, etc.). It can handle extensions to BI software as well as having a web interface for easy access.

The platform should be intuitive, easy-to-use, and efficient in giving the right information to the right people and providing a 360 understanding of their client for the marketer. The solution allows for personalization to fit the needs and provides a customer experience for the marketer.