(Advising customers on the implementation of a Customer Data Platform: Lasse Hoffmann / Principal Consultant at e-dialog and Dominic Herr / Senior Advisor Digital Strategy at e-dialog)(Advising customers on the implementation of a Customer Data Platform: Lasse Hoffmann / Principal Consultant at e-dialog and Dominic Herr / Senior Advisor Digital Strategy at e-dialog)VIENNA.The optimization of content, targeting and timing of the customer approach through cross-channel personalization along the customer journey brings relevance back to advertising.To do this, digital expert e-dialog consolidates, analyzes and activates all data in a customer data platform, the heart of cookieless data-driven advertising.Hybrid solutions offer double advantages here.The Customer Data Platform (CDP) is the central element of a 1st party data strategy with advantages for customer contact.The consolidation of consent-compliant data collected from all AdTech and MarTech systems of a company enables the creation of 360° customer profiles.AI and machine learning-based analyzes provide real-time insights, which in turn can be used for activation across all advertising and marketing channels.Achieve more with less data After the initial excitement, the end of 3P cookies has led to a rethink in the industry.The focus is again on the customer and how he or she can best be reached.“It's not about the 'transparent consumer', but about the responsible handling of the user's favor in the form of paying attention to advertising messages.This attention should be matched by relevant messages personalized to this person, at the right moment and on the right channel.Because at the same time it is very much about creating converting touchpoints.”Lasse Hoffmann, Principal Consultant at e-dialog, describes the mindset for the cookieless era.Expensive ad stack?Build or Buy The Customer Data Platform is an irreplaceable addition to the system landscape for advertisers.The CDP acts as middleware between the existing systems and data silos of marketing and sales.It gives these systems access to the stored data for analysis and activation.Of course, the implementation is associated with effort.But it's worth it!The result is better marketing results through activation in all channels including marketing automation, onsite and social media, and a better understanding of user behavior.There are various technical setup options for implementing a CDP.Purchasing a software package as a classic SaaS solution offers an out-of-the-box system with a sophisticated user interface and many standard features.A custom-designed system built on Google Cloud Platform (GCP) allows for more flexibility, real-time raw data access, and lower runtime costs.The best of both worlds is achieved with a hybrid solution that combines the flexible modeling of GCP with the reduced overhead of SaaS.“Each setup has advantages and disadvantages and must be chosen based on the individual needs and possibilities of each customer.We have already successfully implemented a CDP solution for customers from retail, telco and travel and are currently evaluating it.Our experts for data consolidation, activation and personalization along the customer journey have summarized the most important points for the system decision as well as a roadmap for a customer data platform implementation in a white paper."Dominic Herr, Senior Advisor Digital Strategy at e-dialog, refers to the experience and expertise of e-dialog and to www.e-dialog.group/CDP.e-dialog will also be presenting the possible uses of a customer data platform at the Google Analytics Conference from April 20 to May 5, 2023. The master class in Vienna, Munich and Zurich is dedicated to the new possibilities offered by the networking of different data via Google Cloud and CDP brings and how it can be enabled through Data Science, Machine Learning and AI.(red)With our news you stay up to date!Sign up for our free newsletter now.It is well known that beer and culture are inseparable.Now the private brewery Zwettl presents the ...KLAGENFURT.After the takeover of the location of the AGM wholesale store in Klagenfurt by Transgourmet Ös...