Raab Associates Inc., a marketing technology consulting company, has debuted the Customer Data Platform Institute, which will offer a suite of resources to help marketers use Customer Data Platforms (CDP) to build a unified customer view, the company said.
The Customer Data Platform is defined as a “marketer-managed system that creates a persistent, unified customer database that is accessible to other systems.” The company said CDPs are a new alternative to systems that have failed to deliver a unified customer view. They include enterprise data warehouses, data management platforms and channel applications such as email engines.
“The growing need for more complete [and] accessible customer data has fueled the rise of CDP systems,” said David Raab, Founder of the CDP Institute and Principal of Raab Associates. “We’ve identified nearly two dozen vendors who now fit the definition. But awareness of CDPs is still very low. The Institute will educate marketers about CDP capabilities and to help them take full advantage of these powerful new systems.”
The Institute will be managed by Raab Associates and assisted by an advisory board of marketing practitioners from companies such as JPMorgan Chase, Spotify and Wiley Publishing.