Such cases always involve

Compromises that the company has to make.Best-of-breed can be implemented with a CDP. The best possible solution can be implemented for every application area and every team. The heterogeneity of the system landscape is not a problem because the CDP works like a metalayer and is linked to all systems. The 360° customer view created in the CDP is the single point of truth and all systems can access this database. The CDP also uses triggers to coordinate activities across different tools and channels.

So that there are no overlaps or inconsistencies DB to Data in customer communication.Possible uses of the toolsDepending on the positioning and intended use of the CDP, it can be viewed as a complement or as a competitor to marketing, sales and service clouds.CDP as a supplementWhen cloud solutions are used together with a CDP, the CDP is primarily used for the creation of complex segments and real-time marketing automation due to its data strengths. For example, the CDP delivers the segments to the Marketing Cloud, which then plays out the segment-specific campaigns.



CDP as a replacementInstead of a cloud solution, the CDP can also be used together with best-of-breed solutions. This way you can put together your personal marketing, sales or service cloud. With this approach, the CDP takes care of merging the data, creating a clean 360° customer view and using triggers to coordinate the various customer-specific activities.Hybrid solutionsWhen using cloud solutions, it is sometimes necessary to use additional tools that cover a specific need (e.g. Whatsapp or Facebook Messenger).