These modules contain pre-configured plugs or connectors to marketing databases and other tools, making it easier to integrate the external databases into the operation. Other modules help standardize data processing and cleanse data.
Some CDPs have additional functionalities such as forms manager, business intelligence, analytics, reporting, personalization, marketing automation or artificial intelligence.
The Customer Data Platform can not only obtain data from a CRM system. Other external systems, so-called channels, can also be connected to the CDP. These are applications such as social media channels, websites or email marketing.
These systems interact with the Customer Data Platform to display messages and in turn share engagement and campaign data with the Customer Data Platform to keep up to date data.
These applications are not part of the Customer Data Platform, but some CDPs have tight integration with the delivery platforms, allowing campaigns to be scheduled and even messages to be sent directly from a CDP.