Every year, billions of dollars are spent on online marketing campaigns worldwide. Effectiveness of these campaigns is directly affected by the insights generated by high quality data. Till date, this role has been filled by third party cookies. As support for these cookies gets deprecated, quality of user data being collected is also impacted, thereby reducing marketing effectiveness and increasing media spend. In such a scenario, having a privacy complaint user storage solution can solve a lot of the problems associated with cookies. Customer Data Platforms, or CDPs as they are known, have tried to fill this position. There are out of the box solutions that promise ease of integration and efficient execution. However, for companies that employ martech tools with varying levels of complexity and origin, an out of the box solution often tends to over promise and under deliver. A custom CDP tailored for an enterprise could be an effective alternative in this case. These provide a level of control over data integrity and customization options that ready made solutions cannot. These also reduce dependency on external vendors for continuous support and product development and maturity.
Stacktics are Google Cloud Platform (GCP) Delivery Partners with GCP certified engineers and architects, accompanied by experts in digital ecosystems. This has helped us create a system of various components on GCP that form a Customer Data Platform (CDP). This CDP can leverage either a Looker-based application, or another user interface that can enable an analyst to view all their customer and marketing data in one place, and perform the following core functionalities:
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