CDP是什么意思？如何定义CDP？CDP产品中包含哪几大关键要素？

一、CDP是什么意思？

CDP，内部称之为数字化营销，英文全称Customer Data Platforms。与ERP、OMS等系统不同之处在于，行业内并没有对CDP形成标准化的定义。

二、如何定义CDP？

目前市面上对于CDP的定义大致分为4类：

（1）在2016年提出的【A customer data platform(CDP)is a type of packaged software which creates a persistent,unified customer database that is accessible to other systems.Data is pulled from multiple sources,cleaned and combined to create a single customer profile.This structured data is then made available to other marketing systems.】

（2）咨询机构Gartner提出：“A CDP is a marketing system that unifies a company’s customer data from marketing and other channels to enable customer modeling and optimize the timing and targeting of messages and offers.”

（3）咨询机构Forrester Research认为：“A CDP centralizes customer data from multiple sources and makes it available to systems of insight and engagement.”

（4）纷析智库在最新公布的CDP白皮书中提到：“CDP是企业获取、管理、应用私域数据的系统平台，目的是为了帮助企业更好地利用数据，实现更高水平的数字化营销和运营。相比于DMP偏重于在企业的数字化营销中发挥作用，CDP则偏向于在企业的客户和潜在客户的转化与维系领域发挥价值。”

CDP是什么意思？如何定义CDP？

三、CDP产品中包含哪几大关键要素？

虽然对于CDP的解读众说纷纭，但是不难看出CDP产品中包含了几大关键要素：

（1）CDP能够将常见的一方、二方、三方数据进行汇集，通过数据中台将数据进行统一的归集，打破企业内部由于业务割裂导致的数据分散的现象，进一步提升企业内部对于数据的利用率；

（2）CDP包含数据中台的作用，但是不仅仅局限于数据的收集，而是能够对数据进行深层次、自动化地清洗、分析和萃取，减轻IT同事的工作压力，并且提高数据的查询效率；

（3）CDP具备高度的自动化能力，在脱离代码开发前提下，快速实现标签设定、人群圈选、精细化营销等功能；以数据中台为前提，能够实现对于指标体系、标签体系、营销体系的搭建和落地，形成一套行之有效的营销方法论，并且结合营销自动化工具、营销洞察工具提高企业的营销效率；

（4）CDP支持快速响应，CDP以基础产品化为底座，在面对不同行业时应该满足具备快速定制、快速匹配的能力，满足不同的需求。

根据数字化转型网（搜索栏输入：中国数字化转型网，即可了解详情）的资料，CDP是企业数字化转型非常重要的一环。数字化转型网有大量的关于CDP的资料和方案，比如介绍CDP的定义、CDP的功能、CDP的价值、CDP的优秀案例、CDP与DMP的区别等等知识，找数字化转型资料上数字化转型网。若您对CDP数字化感兴趣，想和更多对企业CDP数字化的感兴趣的同道者们进行交流，也可关注第五届华东CIO大会&2023数字化转型展，搜索栏输入：华东CIO大会，即可了解报名和参会详情！

本文为科普类文章，不作为选择建议或投资建议。

翻译：

What does CDP mean? How to define CDP? What are the key elements included in CDP's products?

What does CDP mean?

CDP, known internally as digital marketing, English full name Customer Data Platforms. Unlike ERP, OMS and other systems, there is no standardized definition of CDP in the industry.

2. How to define CDP?

At present, the definition of CDP in the market can be roughly pided into four categories:

(1) Proposed in 2016, [A customer data platform(CDP)is a type of packaged software which creates a persistent,unified customer database that is accessible to other systems.Data is pulled from multiple sources,cleaned and combined to create a single customer profile.This structured data is then made available to other marketing systems.】

(2) According to Gartner: “A CDP is a marketing system that unifies a company’s customer data from marketing and other channels to enable customer modeling and optimize the timing and targeting of messages and offers.”

(3) According to Forrester Research: “A CDP centralizes customer data from multiple sources and makes it available to systems of insight and engagement.”

(4) In the latest CDP white paper published by FCE Think Tank, CDP is a system platform for enterprises to acquire, manage and apply private domain data, with the purpose of helping enterprises make better use of data to achieve a higher level of digital marketing and operations. "Whereas DMP focuses on digital marketing, CDP focuses on the conversion and retention of customers and prospects."

3. What are the key elements included in CDP products?

Although there are different interpretations of CDP, it is not difficult to see that CDP products contain several key elements:

(1) CDP can collect common one-party, two-party and three-party data, and collect data in a unified manner through the data center to break the phenomenon of data dispersion caused by business fragmentation within enterprises and further improve the utilization of data within enterprises;

(2) CDP includes the role of data center, but is not limited to data collection, but can carry out deep and automatic data cleaning, analysis and extraction, reduce the work pressure of IT colleagues, and improve the efficiency of data query;

(3) CDP has a high degree of automation, and quickly realizes the functions of label setting, crowd selection, and fine marketing without code development; On the premise of data center, it can realize the construction and landing of index system, label system and marketing system, form a set of effective marketing methodology, and improve the marketing efficiency of enterprises by combining marketing automation tools and marketing insight tools.

(4) CDP supports rapid response. Based on basic products, CDP should be able to quickly customize and match different industries to meet different needs.