What is a customer data platform?
Most businesses hold customer data in many places that do not talk to each other. A CDP pulls it together, matches records that belong to the same person and keeps an up-to-date profile. Those profiles can then be sent to email, advertising and analytics tools.
How does a CDP work?
- Collect data. Connect sources such as the website, app, POS, loyalty program and guest WiFi.
- Unify profiles. Match records using identifiers such as email or phone number.
- Build audiences. Create segments based on behavior, value and preferences.
- Activate. Send audiences and profiles to email, SMS, advertising and other tools.
CDP vs CRM: what is the difference?
| CDP | CRM | |
|---|---|---|
| Main users | Marketing teams | Sales and service teams |
| Data | Behavior from many sources, including anonymous visitors | Known contacts, deals and interactions |
| Main job | Unify data and build audiences | Manage relationships and pipelines |
What are examples of CDP use?
| Business | Example |
|---|---|
| Shopping mall | Combining guest WiFi, loyalty and app data into one shopper profile |
| Hotel group | Linking booking, stay and on-property WiFi data for personalized offers |
| Retailer | Joining online browsing with in-store purchases |
| Stadium | Combining ticketing, app and concession data for each fan |
How do businesses use a CDP?
- Personalize marketing. Send messages based on a full view of each customer.
- Reduce wasted spend. Exclude existing customers from acquisition ads, or target lookalikes.
- Measure across channels. See how online and offline activity connect.
How does Aislelabs work with customer data platforms?
Aislelabs Connect captures guest contacts with consent through a branded captive portal, tracks return visits and syncs guest data to CRM and loyalty tools, adding on-site visit data to the venue’s wider customer view. Explore Aislelabs Connect. See also Visitor Database.
FAQs
Do venues need a CDP?
Larger venues and brands with many data sources benefit most. Smaller venues can often start with a CRM and a visitor database.
What is first-party data in a CDP?
Data collected directly from customers with consent, such as WiFi sign-ins and purchases.
Is a CDP the same as a data warehouse?
No. A data warehouse stores data for analysis. A CDP builds customer profiles and sends them to marketing tools.
Can guest WiFi data go into a CDP?
Yes. Guest WiFi contacts and visit history are useful first-party data for a CDP.
Is a CDP privacy compliant?
It can be, when it stores consent and honors opt-outs across every connected tool.
