The answer to this question lies in the previous one: A CDP contains all customer data from all connected systems and platforms. In contrast, only relevant information for marketing, sales, and customer service flows into a CRM system. This means that the sole use of a customer data platform does not make sense. After all, source systems are needed from which the data flows into the CDP. Target systems are required so that the processed information can then be made available in a usable form.
How does data get into a Customer Data Platform?
The CDPs from renowned providers such as Microsoft, SAP, and Informatica have modern web interfaces. These preconfigured and high-performance APIs (Application Programming Interfaces) make it easy to seamlessly integrate a customer data platform with the relevant source and target systems, thus ensuring smooth data flows. An ETL process (Extract - Transform - Load) forms the basis for data consolidation and provision: structured and unstructured raw data from any source is transferred to the CDP via the APIs. Once the relevant data has been filtered out of the mass of data, it is converted into the desired format, written to databases, and finally made available in the intended target system. All of this happens in real-time.