By the CDP Institute’s RealCDP definition, a true Customer Data Platform must be able to ingest data from any source, capture the full detail of that data and retain it indefinitely (subject to privacy constraints), create a unified profile of an identified individual (that is, a Single Customer View or SCV), and share that profile with any system that needs it. This sounds like a marketer’s dream – but doesn’t guarantee that marketers will be able to access and leverage that data to gain insights, enrich the customer profile, and meet regulatory obligations. For that, an added user interface is needed.

A use case is a statement of what a marketer wants to get out of a project, system or platform. Whether they work for a single or multi-brand retailer, if the business operates on at least two channels, marketers are going to face these use cases as the Top 5 requirements for a Customer Data Platform (CDP):

When it comes to data protection, a storm has long been brewing. First came worries about Alexa eavesdropping in people’s homes and recording conversations (in November 2018 a New Hampshire judge ruled that audio captured in the home of a murder victim could be used as evidence in court). Then the Cambridge Analytica-Facebook scandal broke, with data harvested off people’s Facebook accounts being used to drive political advertising, potentially affecting the U.S. election result. Consumers’ growing concern has led to harsh new data protection regulations – GDPR came into force in Europe on 25th May 2018, then the California Consumer Privacy Act became effective in the state on 1st January 2020.

Data privacy is a hot topic these days, with the General Data Protection Regulation (GDPR) enforcing stricter guidelines for the use of personal data for EU citizens and the forthcoming California Consumer Privacy Act (CCPA) offering stringent powers to consumers who feel that their personal data has been misused.

These data management regulations, and similar laws in countries like Australia, Japan and Brazil, are starting to put pressure on organizations to establish systems and processes that demonstrate the responsible use of customer data.