When you activate data in Customer Data Platform (CDP), the system aggregates multiple data sources into a unified and actionable view and simplifies data management. The purpose of this is to use the consolidated data to target and engage customers with personalized content and improve their experience across various digital channels.
Lifecycle of data in CDP¶
CDP receives data from various source systems. This data captures the customer journey and provides latest information about the customer.
The data ingested by CDP completes the following steps:
- CDP ingests data from source systems through an integration known as connector.
- CDP unifies the ingested data and enriches its quality.
- After the data is cleansed, deduped, and ready, the user activates the data by using Campaigns+.
- When a campaign is deployed, CDP sends the data to the user's digital channels. The user can then use the data to enhance their marketing campaigns.