According to The CDP Institute, “A Customer Data Platform is packaged software that creates a persistent, unified customer database that is accessible to other systems”. Zeotap’s CIP covers all CDP use-cases. Additionally, Zeotap’s CDP houses;
- A natively integrated Identity Resolution Graph,
- ID+: a universal ID solution,
- 3rd party data asset layer, and
- ML-led analytics and Data Clean Rooms.
These features enable both deep customer insights and a persistent 1:1 customer view throughout the customer lifecycle.
“We’re honored to have our technology stack be part of the world’s leading CDP Institute accreditor. This only but accredates our claim that our CIP technology stack is truly helping advertisers and marketers alike to understand their customers better and predict behaviors” – Daniel Heer, CEO and co-founder at Zeotap.
THE PERILS OF CUSTOMER DATA AND THE VALUE OF CDPS
Data unification for a complete understanding of each customer has become not only the highest goal for data-first companies but also has become one of the most unattainable. According to IBM, 80% of top executives believe that their companies are delivering exceptional customer experiences whilst 78% of customers believe that brands do not understand them. Moreover, only a minuscule 2% of global brands have reached marketing maturity. Challenges to collect, unify, and make sense of customer data from across the customer journey spectrum has become paramount.
Customer Data Platforms have solved the challenges of first-party fragmented and often siloed data resulting in customer understanding through data unification.
WHY CUSTOMER DATA PLATFORMS AND WHY ZEOTAP
According to the CDP Institute, “A unified customer experience is impossible without unified customer data”. Most data originates in separate systems that weren’t designed to share it with anything else. Traditional methods for collecting that data into unified customer profiles, such as an enterprise data warehouse, have failed to solve the problem. Newer approaches, like “data lakes”, have collected the data but failed to organize it effectively.”
On the other hand, CDPs have shown to be successful in the collection of data by putting marketing at the core of data control, continues the CDP Institute. By doing this, pioneering companies are able to solve complex identity questions, become personalized in their marketing strategies, increase ROI, and ultimately market only to those who matter.
“We are pleased to add Zeotap to the CDP Institute,” said CDP Institute Founder and CEO David Raab. “The wealth of CDP options is one of the industry’s greatest strengths. Zeotap offers a new option for buyers with a broad set of requirements.”
About The CDP Institute
The CDP Institute acts as the world’s leading vendor-neutral organization dedicated to helping marketers manage customer data that educates marketers about the issues, methods, and technology used to manage customer data, with a special focus on Customer Data Platforms. Activities include publishing educational materials, news about industry developments, creation of best practice guides and benchmarks, and a directory of industry vendors.
Zeotap is a Customer Intelligence Platform (CIP) that helps companies better understand their customers and predict behaviors, to invest in more meaningful experiences. We enable brands to build on a nucleus of first-party data to win new customers and grow their loyal base. Our independent but integrated modules include customer data unification, identity resolution, enrichment, analytics/modeling (including in data clean rooms), and activation to 100+ partners in the marketing ecosystem.
Recognized by Gartner as a “Cool Vendor” (2020) and by AdExchanger as the “Best Data-Enabling Technology” (2019), our platform meets the highest enterprise data privacy and security standards, including GDPR, ISO 27001 and CSA STAR. We serve the world’s top brands, agencies, and publishers across a dozen countries in Europe, North and Latin America, and APAC. Zeotap is also the founding member of ID+, a universal marketing ID initiative.