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SAP Customer Data Platform

The SAP Customer Data Platform is a software solution that centralizes customer data from various sources within a company and makes this data available to other systems (e.g., marketing solutions, CRM systems, etc.).

With the SAP Customer Data Platform (CDP), companies are able to gain interconnected insights about customers based on data from different sources and use them at every digital or personal touchpoint.

Strategic Alignment

Establish a strategy that puts data-driven customer insights at the heart of your business to gain the necessary understanding of your customers and subsequently respond to their needs.

Personalization

From business customers to end customers, personalized customer interactions are now an essential element in customer experience management in order to retain customers, increase sales, and promote growth.

Maximum Customer Loyalty

Foster long-term customer relationships and sustainably strengthen your customer loyalty through precise interactions and individual offers.

Your Benefits

  • In-depth customer profiles: Experience a 360° view of your customers, allowing you to understand your target audience in every way.

  • Real-time analytics: Stay one step ahead and get insights that allow you to make immediate adjustments to your marketing strategy.

  • Seamless integration: Seamlessly connect SAP CDP to your existing systems to ensure smooth data exchange.

SAP Customer Data Platform – Dashboard

Source: SAP

CORE FUNCTIONALITIES

The platform is designed to handle large volumes of data. The data can be provided by primary, secondary and third-party providers, structured or unstructured, known or anonymous. All data, from operational data from transactions to feedback via surveys, can be assigned to a profile in real time.

By analyzing customer data and behavioral patterns, comprehensive customer understanding can be developed. Customer insights help companies to better understand their customers and develop effective marketing strategies. This enables companies to offer personalized and customizedcustomer experiences and thus build long-term customer relationships.

SAP CDP can be integrated with other SAP cloud solutions (e.g., ERP, supply chain management, etc.) thanks to a shared data model. This means that every employee in the company has a standardized view of customers.

Achieve synergies in your organization by understanding who holds the customer relationship across different business units of a large company (e.g., brands and regions). SAP CDP helps you adapt and succeed in dynamic and rapidly changing markets.

Integration

  • SAP ERP

  • SAP S/4HANA

  • SAP Emarsys

  • SAP Commerce Cloud

Frequently asked questions

A CRM system focuses on managing customer relationships, tracking sales opportunities, and supporting customer service. It concentrates on internal customer data and offers functions for sales automation and contact management.

In comparison, a CDP solution focuses on collecting, unifying, and analyzing customer data from multiple sources to create a comprehensive customer profile. While CDP aims at comprehensive data analysis and use, CRM focuses more on the management and optimization of customer relationships.

Modern marketing solutions (e.g., SAP Emarsys) enable the creation of dynamic customer profiles or a personalized approach via different channels. The focus of the marketing solution is on the implementation of marketing activities to address customers.

CDP, on the other hand, is used for data analysis and data usage in order to gain insights into customer behavior. CDP acts as a data hub that can be integrated with various systems, while the marketing solution focuses on the use of customer data for short-term marketing objectives.

A CDP solution is a data platform that specializes in the collection, consolidation, and analysis of customer data from various sources. CDP can be used to create comprehensive customer profiles, using this data for sales and marketing purposes. CDP integrates data from various sources, such as CRM systems, website data, and email marketing tools. The aim is to obtain a comprehensive 360° view of customers.

In contrast, a CIAM solution is used to manage customer access, such as usernames, passwords, user logins, etc. CIAM solutions primarily manage customer identity data that is generated through the use of company services.