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For marketing and sales applications, such a solution usually takes the form of a Customer Data Platform (CDP). A CFP is a system (usually in the cloud) that centrally collects, links, maintains, makes usable and makes available all data a company has about customers, prospects and leads. When all relevant systems are connected to your CDP, the results Cyprus WhatsApp Number List of your campaigns will also flow back into the platform. This way your segmentations, your marketing automation, your personalization and your KPI reports get a little better every time. And that is what you want to achieve with data-based working.

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A good CDP will in any case arrange the following things for you: Collect data The basis is of course the collection of data. Because you can automate this in a CDP, you are freed from a lot of time-consuming and error-prone manual work. Once you have linked a data source, the CDP ensures that data remains up-to-date. Real time if possible, otherwise in nightly updates. Integrate and transform After collection, a CDP transforms your data and integrates records from different systems. This is an essential step, because in a CDP you want to have data at the level of an individual customer.


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You define rules for these transformations, after which the platform can perform these transformations automatically. Verify An important, sometimes forgotten step, is verifying data. A CDP is intended to serve as a basis for decisions. Sometimes those decisions involve a lot of money. So you want to work with the confidence that the data you see is correct. A CDP, therefore, needs possibilities to not only collect and transform data, but also to check it against predefined criteria. Keeping up to date If you have a data platform with up-to-date, verified data on all your customers, you’ve come a long way, but you’re not quite done yet.

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