The CDP Institute is an initiative from Marketing Technology Analyst David Raab with the aim to educate marketers and marketing technologists about how Customer Data Platforms can solve critical marketing data needs.
The unified database process, a.k.a. single customer view, has rich functionality to load data from multiple sources and do standardization, validation, enhancement, hygiene, matching, deduplication, governance and auditing. These were standard functions for traditional marketing databases, which needed them to match direct mail names and addresses, but are not always found in modern customer data platforms.
David Raab, Raab Associates
400+ customers | Thousands of users | Millions of uniquely targeted campaigns