一、什么是CDP?
CDP的定义
随着消费者话语权的加强，以及DTC模式的发展，企业加强了以第一方消费者数据为核心的管理和应用，营销环境的改变引起规则的变化，企业需要对客户数据信息进行存储，运营，进行有效的流量转化。近些年来，核心价值专注于数据应用的“CDP”（Customer Data Platform）客户数据平台在营销行业中渐渐兴起，经历过疫情后，越来越多的企业开始对CDP跃跃欲试。
在2013 年David Raab首次提出了CDP（Customer Data Platform） 的概念，其定义为: CDP 的目标是汇集所有客户数据并将数据存储在统一的、可多部门访问的数据平台中，让企业各个部门都可以轻松使用。
什么是CDP？CDP客户数据平台的功能
二、CDP客户数据平台的功能有哪些？
CDP客户数据平台的功能一：连接数据源
各部门割裂的数据会对运营造成极大的挑战，CDP客户数据平台是一个营销系统，它统一了企业来自营销或其他渠道的客户数据，支持客户数据建模，优化顾客体验；CDP客户数据平台连接了来自企业各部门的数据信息，提供不断更新的客户画像，并对接企业各类营销活动数据服务，通过CDP客户数据平台的数据连接整理分析，企业各部门数据流动起来，并提供给其他营销系统使用数据。
CDP客户数据平台的功能二：人群画像
CDP客户数据平台能够对客户所有数据进行整合，将用户在各个渠道的行为归一化形成完整的客户画像，CDP客户数据平台将企业收集到的客户属性，行为数据，预测购物行为转译为消费者独一无二的标签，根据业务对不同类型客户进行分组，为后续客户服务奠定数据基础。
CDP客户数据平台的功能三：用户触达
CDP客户数据平台的用户运营是以消费者为中心的个性化推荐，根据客户信息进行千人千面的广告推荐；并可以利用人群数据结合DMP精准投放程序化广告；利用MA工具进行客户个性化内容输出；使用CDP进行RTA广告投放等等。
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本文为科普类文章，不作为选择建议或投资建议。
翻译：
What is CDP? What are the functions of CDP’s customer data platform?
What is CDP?
Definition of CDP
With the strengthening of consumers’ right to speak and the development of DTC mode, enterprises strengthen the management and application of first-party consumer data as the core. Changes in marketing environment lead to changes in rules, and enterprises need to store and operate customer data information and carry out effective traffic transformation. In recent years, “CDP” (Customer Data Platform), whose core value focuses on data application, has gradually emerged in the marketing industry. After experiencing the epidemic, more and more enterprises have begun to try CDP.
In 2013, David Raab first proposed the concept of CDP (Customer Data Platform), which is defined as: CDP aims to collect all customer data and store the data in a unified, multi-department accessible data platform, so that all departments of the enterprise can easily use.
What are the functions of CDP’s customer data platform?
The first function of the CDP customer Data platform is to connect to data sources
CDP Customer data platform is a marketing system that unifies a company’s customer data from marketing and other channels to support customer data modeling and optimize customer experience. CDP customer data platform connects data information from various departments of the enterprise, provides constantly updated customer portraits, and connects with various marketing activity data services of the enterprise. Through the data connection and analysis of CDP customer data platform, the data of various departments of the enterprise flows and provides data for other marketing systems to use.
CDP customer data platform function two: crowd portrait
CDP customer data platform can integrate all customer data and normalize user behaviors in various channels to form a complete customer portrait. CDP customer data platform translates customer attributes, behavior data and predicted shopping behaviors collected by enterprises into unique labels for consumers, and groups different types of customers according to business. Lay the data foundation for subsequent customer service.
The third function of CDP’s customer data platform is user access
The user operation of CDP customer data platform is consumer-centered personalized recommendation, and thousands of ads are recommended according to customer information; And can use the crowd data combined with DMP precise programmatic advertising; Use MA tools for customer personalized content output; Use CDP for RTA advertising and more.
