--- title: "The Benefits of a Real-Time Customer Data Platform" id: "33129" type: "resource" slug: "real-time-cdp-benefits-guide" published_at: "2020-10-26T16:36:10+00:00" modified_at: "2025-10-20T20:45:05+00:00" url: "https://tealium.com/resource/whitepaper/real-time-cdp-benefits-guide/" markdown_url: "https://tealium.com/resource/whitepaper/real-time-cdp-benefits-guide.md" excerpt: "[mk_page_section bg_image=\"https://tealium.com/wp-content/uploads/2020/10/definitive-guide-chapter1_header-image.jpg\" bg_color=\"#027cc1\" bg_stretch=\"true\" enable_3d=\"true\" video_color_mask=\"#02ce94\" video_opacity=\"1\" padding_top=\"150\" sidebar=\"press-releases-sidebar\"][vc_column css=\".vc_custom_1592359299845{padding-top: 2% !important;}\"][vc_row_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1592359845961{padding-right: 8% !important;}\"][mk_padding_divider size=\"50\"][mk_fancy_title tag_name=\"h1\" color=\"#ffffff\" size=\"36\" font_weight=\"900\" font_family=\"none\"]THE BENEFITS OF A REAL-TIME CUSTOMER DATA PLATFORM (CDP)[/mk_fancy_title][mk_fancy_title color=\"#ffffff\" size=\"31\" font_weight=\"500\" font_family=\"none\"]Learn how CDPs deliver the experiences customers..." taxonomy_resource_type: - "Whitepaper" taxonomy_product: - "AudienceStream Customer Data Platform™" taxonomy_topic: - "Data Privacy Governance" taxonomy_vertical: - "B2B" - "Digital Services" - "Entertainment" - "Financial" - "Healthcare" - "Hospitality" - "Media" - "Retail" - "Sports" - "Travel" --- Whitepaper # The Benefits of a Real-Time Customer Data Platform (CDP) ## Learn how CDPs deliver the experiences customers want and the business results you need Pick up a Truman and move him around.Pause wandering #### Looking to enhance customer acquisition, foster loyalty, boost retention, or elevate your brand experience through tailored interactions? Look no further than a Customer Data Platform (CDP)! **Take Sportsbet, an online betting and entertainment powerhouse, for example. By seamlessly integrating their CDP with their CRM, they experienced a remarkable 10-15% increase in reach.** **Dive into this eBook to learn these CDP benefits:** - The fundamentals of CDPs – A comprehensive CDP 101 overview - The key advantages of employing a Customer Data Platform - How CDPs seamlessly complement your existing teams and tools - The value of having a single view of your customer ## Featured Resources [Powered by Tealium](https://tealium.com/blog/teal-on-teal/how-we-used-our-own-stack-to-personalize-tealium-com/?db_surface=web&db_slot=0) ### Loading Learn more ### Loading Learn more ### Loading Learn more ### Submitted! Thank you! --- # The Benefits of a Real-Time Customer Data Platform (CDP) ## From Silos to a Single View As consumers gained new ways to interact with companies, the relationship between brand and consumer changed. A single view of the customer has been essential but difficult to achieve. CDPs create a meaningful view of the customer in a timely manner, essential in good times and bad. Understanding the customer is a necessity, and CDPs handle this through a holistic data approach. ### Insight Gartner estimates the cost of poor data quality averages $15 million annually for companies. ## The Benefits of a Customer Data Platform CDPs build and connect a tech stack that adapts to consumer behavior, saving integration work and time. - **Enable Operational Efficiency and Business Agility:** Access and leverage customer data across departments effectively. - **Tear Down the Data Silos:** Unify first and third-party data for a comprehensive 360-view. - **Deliver a Single View of the Customer:** Fuel marketing with comprehensive, trusted data. - **Impact Marketing and Customer Experience:** Equip yourself to manage relationships and market with your audience in mind. ### Insight According to Gartner, processing a single data subject request to comply with CCPA or GDPR costs $1,406 on average. ## CDP Defined by Tealium A CDP collects data from sources like web, mobile, and IoT, creating accurate profiles in real time, accessible and actionable for other tools. The Customer Data Platform industry is evolving. Definitions from analysts often need to be vague due to diversity in the industry. - **Tealium's Definition:** A CDP is a technology that collects data from sources, unifies it for accurate profiles in real time, and makes it accessible for tools and technology. ## Data-First CDPs Excel in the Following Areas - **Vendor-neutral data ingestion** - **Real-time functionality** - **Privacy and consent management** - **Identity resolution** - **Ability to predict outcomes** - **Unified audience management** ## Insights into the CDP Marketplace Tealium found over 50% of organizations say their CDP lacks basic capabilities. Understanding what CDPs offer is crucial before buying. ### Key Points - Not all CDPs are made equal. - Better buy-in is necessary. - Even happy customers are looking for more. - Governance and privacy are the future. ### Insight Sportsbet saw a 10-15% uplift in reach by integrating their CDP with their CRM. ## CDPs Are the Ultimate Technology Team Player CDPs integrate with numerous technologies, acting as a supergroup to manage customer data. ### The Customer Data Supply Chain 1. **Collect:** Gathering data from various sources. 2. **Standardize:** Defining business rules for data consistency. 3. **Transform and Enrich:** Aligning data with customer profiles. 4. **Integrate:** Making data available across technologies. 5. **Activate:** Using standardized, unified data for cross-channel campaigns. ## Proving the Value of a CDP Understanding the Customer Data Supply Chain helps assess CDP value. Foundational use cases prove initial ROI and build for future value. ## Tealium's Role Tealium connects customer data from various sources, empowering brands to create real-time customer data infrastructures. Their Customer Data Hub includes tag management, an API hub, and machine learning, trusted by over 1,000 businesses globally. For more information, visit [Tealium's website](https://tealium.com).