SugarCRM, which long ago expanded to include marketing and customer service solutions, has added a data integration platform to connect with external business applications. It’s one more example of making external data available to customer management systems. You know, like you do with a CDP.
Enriching data with information from third parties is one important integration use case. Dresner Advisory Services reports that 25% of companies do it frequently or constantly. There’s plenty more here in this 101-page report on data preparation, including feature lists and vendor rankings.
Enrichment is good, but not if it’s done with stolen data. Encryption is one way companies avoid that. This Ponemon Institute study found that Protecting customers’ personal information is now the most common reason for using encryption (54%). The most common challenge (67%) was discovering where sensitive data is stored in the organization – something else a CDP often helps companies to do.
The CDP Institute educates marketers about the issues, methods, and technology used to manage customer data, with a special focus on Customer Data Platforms. Join the CDP Institute for free access to valuable information and insights.