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Building a single view of customer – Customer Data Platforms

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When it comes to running a small business, it’s important to have a clear and accurate picture of your customers. After all, without a deep understanding of who your customers are and what they want, it can be difficult to make informed decisions about how to grow and improve your business.

What is a CDP?

One way to gain a comprehensive view of your customers is to collect data from all areas of your business, store that data in one place and then use that vast data to form a single, unified view of your customers. This is where customer data platforms (CDPs) come in! CDPs are software services that help businesses collect data from various sources, such as website behavior, customer interactions, and sales data, and then use that data to create detailed profiles of individual customers. Some examples of CDPs include Segment, Lytics, and Treasure Data.

Pros and Cons of using a CDP


  • With a CDP, small business owners can get a better understanding of who their customers are, what they’re interested in, and how they’re interacting with the business.
  • This can help small businesses make smarter marketing decisions, create more personalized experiences for customers, and ultimately drive more sales.


  • CDPs can be expensive, especially for small businesses with tight budgets.
  • CDPs require a certain level of technical know-how to set up and use effectively.

Ensuring Quality Data

In order to make the most out of a CDP, it’s important to ensure that the data being collected is high quality and accurate. This means regularly cleaning and updating your data, and making sure that all relevant data is being captured. Data inconsistencies have the potential to send your business in completely the wrong direction. Good news is there are plenty of software tools for auditing and cleansing your data.


If you’re a small business owner looking to get a better understanding of your customers, consider using a CDP. Just be sure to weigh the pros and cons and make sure you have the resources and expertise to effectively use the platform. And remember, having a single source of truth for your customer data can be a powerful tool for driving business growth and success.