Customer Data Platforms: The Decisions That Matter
Systems that unify customer data from several sources into one profile for marketing and analysis.
Samir Haddad
The key figures
- Identity resolution
- matching records across sources is the core challenge
- Sources
- web, CRM, support and transactional systems
- Activation
- unified profiles feed campaigns and audiences
- Governance
- consent and deletion must flow through the platform
Why this is worth getting right
Data scattered across tools produces contradictory reporting and prevents coordinated communication.
Do this, not that
Do
- Define the customer record before choosing tools
- Start with the highest-value data sources
- Propagate consent and deletion requests
- Validate matching rules
- Measure whether unified data changes decisions
Don’t
- Buying a platform before defining requirements
- Identity matching nobody validates
- Consent lost between systems
- Data collected with no use
When to bring in help
Our advice Bring in help when customer data is fragmented across tools.
Where this comes from
- Microsoft Learn — Customer data platform
- California Privacy Protection Agency — CCPA regulations
The figures and practices above come from the sources listed.
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Where to go next
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