Of developing their own solution. On the other hand, this creates various problems. This makes it difficult to merge the completely different purchased individual solutions into a single unit. The individual solutions work with different interfaces.  Definitions, data models, logics, workflows, etc. It is correspondingly difficult to achieve clean communication and, in particular, clean data exchange between the individual solutions. In contrast, the CDP is designed to link to various solutions. Thanks to pre-built interfaces, data import services, webhooks and tags,On the one hand it makes sense for the large.

The CDP can connect to practically

All tools – including cloud solutions – and DB to Data can thus enable a smooth exchange of data and information. In contrast to the Marketing Cloud, the various tools in the CDP effectively remain as individual solutions, with different logins, different interfaces and different handling. Cross-system 360° customer view Another problem with marketing clouds with many individual solutions is that they often do not offer a true 360° customer view. By default, the data from the individual tools is not merged, but rather the customer ID is simply moved back and forth between the tools.

A customer like this has

Been recorded in every system. However, their customer Phone List data is not stored in a central profile. To accomplish this, a lot of IT effort is often required.The definition of a 360° customer view also differs from that of a CDP. At Salesforce, for example, the 360° customer view includes data from all Salesforce applications. Everything that exists in the Salesforce world can also be more or less merged. But what about external systems? It usually gets pretty difficult. In a CDP, the 360° customer view is much broader. It includes data from all systems with which the CDP can link. And there are quite a few.