Customer Data Platforms (CDPs) have emerged as powerful tools for businesses to understand their customers better and drive personalized experiences. However, amidst the promises and buzzwords, lies and misconceptions often lurk. Let's explore what you need to know about CDP vendors and why CDP projects often fall short.
The Illusion of Complete User Interaction Capture
One of the common myths perpetuated by CDP vendors is the notion of complete user interaction capture. CDPs fall short when it comes to capturing long-term user behavior.
Because of CDPs dependance on tagging, you likely suffer from data inaccuracy because you’re relying on custom tagging, with no data signals and out-of-the-box data models. When something goes wrong or a change has been made, the data isn’t collected at all. And if someone didn’t think to tag for it, there’s no chance of getting that data.
Instead, focus on creating data structures that seamlessly collect and connect user interactions over an infinite period. A solution like this enables you to capture, store, and persist a user’s preferences as part of the profile.
The Mirage of Data Availability Timeframes
Another area where CDP vendors tend to stretch the truth is in data availability timeframes. Many claim to offer real-time data processing with lightning-fast speeds. However, the reality is very different.
Data that is actually captured and connected in real time is critical so brands can interact with their customers immediately. This near-instant access ensures brands are equipped with the most up-to-date information to drive meaningful actions.
To be successful, you need to have data available in the right format at the right time, all the time. CDP projects struggle to meet the time and availability thresholds brands need to utilize their data, resulting in lost opportunities and revenue.
Digital Identity and Profile Limitations
CDP vendors often make shiny claims about the value their platform can bring, especially when it comes to tracking identity. The truth is: these vendors lack visibility and have limited ways to effectively track the user journey, which widens the digital identity gap and results in poor data quality.
CDPs also struggle with identity issues caused by cookie deprecation and browser inhibitors that restrict their cookie life, resulting in broken journeys, gap-filled profiles, and inaccurate attribution.
The Deception of Data Connectivity
Data connectivity is a crucial aspect of any CDP solution, yet CDP vendors make exaggerated claims about their integration capabilities.
The truth is: CDP projects lack any type of structure that makes data usable. This lack of a structured data model makes it more difficult to power seamless integrations and adapt to diverse systems.
The Myth of Data Privacy and Security
While many vendors boast about their robust security measures, the gaps between claims and reality are significant.
These systems experience loss of ownership and control over their data, not to mention compliance challenges and PII risks within system integrations.
Data solutions must be 100% fully compliant and adhere to the highest privacy and security standards without a reliance on third-party cookies.
Conclusion
Now that you’re aware of the failed promises of CDPs, perhaps it’s time to break up with your CDP vendor and look toward a solution like Celebrus that embraces transparency, reliability, and performance.
Celebrus helps you achieve more with better data.
Better data is data that is complete without having to build custom code and rely on tagging to try and capture it.
It’s data that solves for digital identity and can persist that identity in a true patented fashion across your channels.
It’s a profile capability that ensures you can keep a record of all interactions and finally solve for a single customer view that is so elusive, across all channels and devices. It’s data that is available immediately, in the format you need it, so that you can focus on using the data instead of worrying about capturing it.
It’s data that complies with all local regulations and provides comfort that you can actually use the data without violating consumer trust.
Tag management is dead
Manual tagging is a common practice to support digital marketing, but it's time-consuming and prone to error. Say goodbye to tag management and hello to a tagging-free data capture solution.
