Customer data platforms (CDPs) can manage data from online and offline interactions, web and mobile devices, and third-party data providers. Data integration, enrichment, management, and analytics help businesses create targeted marketing campaigns, personalize customer interactions, and optimize the customer journey.
CDPs are used by marketing, customer experience, data scientists, and analysts and are often integrated with CRM systems. They're popular with businesses looking to build strong customer relationships.
Acquia, a company that provides open digital experience solutions, has released updates to its customer data platform (CDP) in order to support enterprise marketing teams. One of these updates is a unified data layer, which is powered by Snowflake. This allows for centralized storage of customer data and better data quality. It also improves system performance by getting rid of the need to pass data back and forth between different systems.
In addition, the CDP now includes direct SQL access, which allows data scientists to access analytics, insights, and data directly within the CDP rather than having to download and move data to other systems.
This unique capability among major CDP vendors streamlines the process of understanding customer data. The CDP can also integrate with Acquia's digital asset management system, enabling customers to use existing marketing content and product information across both platforms. Acquia plans to release further enhancements in 2023 to support customer self-service and broader integrations.
About Acquia
Acquia is a software company that provides products and services for building, managing, and optimizing digital experiences. The company was founded in 2007 and is headquartered in Boston, Massachusetts. Acquia has a variety of products and services that can be used to build, manage, and improve digital experiences. Acquia is used by a range of organizations, including businesses, government agencies, and non-profits. It is particularly popular among organizations that use the Drupal content management system.