CDP Institute

The Customer Data Platform Institute educates marketers and technologists about customer data management.   The Institute publishes industry news and educational materials, provides vendor comparison reports, builds directories of industry vendors and service firms, and offers Webinars, workshops, and consulting on related issues.

Customer Data Platforms are defined as “packaged software that maintains a unified, persistent customer database which is accessible to external systems.”  They are the only types of packaged software specifically designed to create and share a complete view of each customer.  The CDP Institute’s RealCDPTM program certifies systems that meet the Institute’s definition.

Vendor Resources

Marketing Privacy: Navigating Customer Care in a Fast-Changing Environment (CDP Institute) Susan Raab of the CDP Institute explains the role of marketing in privacy issues and why it matters now more than ever.

Industry Update July 2021 (CDP Institute) What’s the latest in the CDP industry? This report from the CDPI tells you everything.

The data trust model proposes individuals can control their data for profit (CDP Institute) Is there a way for individuals to control their own data privacy for a profit? This paper from the CDPI explores one possibility. This article was first published in the Journal of Data Protection & Privacy, Volume 4 Number 2, published by Henry Stewart Publications, London, https://www.henrystewartpublications.com/jdpp 

Lookalike Models (CDP Institute) Select best prospects (on external lists) using model based on CDP data. . Process: Send data on best customers to external system, which will match against its data, build a lookalike model, and return highest-ranked prospects to load into CDP or other systems

Engage Time Optimization (CDP Institute) Send emails or other outbound messages at optimal time for each customer. Process: Execute model based on CDP data; store result on profile for use in CDP or other systems.

Cross-channel Campaigns (CDP Institute) Send optimal messages to customers across all channels. Process: Develop models to predict response to alternative treatments, select best channels, select bet timing, and make other choices needed to determine optimal treatment to each customer. Send instructions to delivery systems to execute.

Loyalty Incentive Selection (CDP Institute) Select loyalty incentive using model based on CDP data. . Process: Execute model based on CDP data; store result on profile for use in CDP or other systems

Prospect Selection (CDP Institute) Select best prospects (among existing leads) using model based on CDP data. . Process: Execute model based on CDP data; store result on profile for use in CDP or other systems

Repurchase Prediction (CDP Institute) Estimate likelihood of repurchase using model based on CDP data. . Process: Execute model based on CDP data; store result on profile for use in CDP or other systems