The Restrictions on “Real-time” CDP Use Cases


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A single customer view can be created by consolidating enterprise data on customer data platforms (CDPs). That single view lets marketers do real-time updates and activations. But “real-time” execution is tricky and depends on many factors. Not all CDPs can do everything.

Here are some limitations in the context of a few “real-time” use cases:

  • Personalization

The “single view of the customer” created by a CDP gives marketers all the customer data they need to activate. Many are personalized in various ways. Dynamic content personalization lets a website or app customize content based on past interactions, browsing history, segment membership, or purchasing behavior. Many things are possible, but implementation depends on data update frequency and activation speed.

  • E-commerce

Many real-time use cases involve online stores. Store software can sometimes manage these use cases without a CDP. However, some use cases require access to the CDP’s single customer record’s more detailed customer information. There are several factors. Having a data connection doesn’t mean teams have current data.

  • Fraud detection

Unauthorized access to login credentials can lead to account takeover fraud. A CDP can track this by noticing logins on different devices or from strange locations. Quick action is needed for this use case. It may involve texting or emailing the account holder to verify login. This use case requires real-time access to the login system if the CDP is not managing them.

  • Data from third parties

Due to competing processes, this may not be possible in one browser session. It should go this way in order. The plugin may call for third-party data while the web server renders the page. Sometimes, it’s best to customize on the second-page view.

Also Read: Top 15 Customer Data Platforms


 It’s impossible to cover all real-time data processing scenarios for CDPs. Keep in mind that back-end data connections may not be real-time. CDP data may need to be transformed before loading.

Read More: The limitations of ‘real-time’ CDP use cases

TalkMartech Bureau
TalkMartech Bureau
TalkMarTech keeps marketing leaders updated with the newest technology innovations, disruptive tech initiatives, and the most relevant MarTech-stack updates and conversations across the globe.   ·.   ·


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