Once your data is ingested in the CDP and you have set up your first dynamic audiences, you can start to activate it in your communication channels, such as Facebook, e-mail, Mobile, and your webshop.
Without a CDP, most marketers can use some data to drive relevant communication, but the data is often generated in the same channel, that it is being activated. For example, you can send an email to everyone who has clicked your newsletter in the past 30 days.
However, if you wish to communicate a specific message to anyone who has been in contact with your brand for the past 30 days, a CDP enables you to compile a list of relevant users and still send an e-mail but based on data from all your customer’s digital touchpoints.
From these two scenarios, it is not hard to imagine which of the two lists is most accurate and apprehensive. You simply get more value from your data, when it is combined in a single platform, instead of stored in separate silos.