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tableValues="1 1" /></feComponentTransfer><feComposite in2="SourceGraphic" operator="in" /></filter></defs></svg> <div data-elementor-type="header" data-elementor-id="5062" class="elementor elementor-5062 elementor-location-header"> <section class="elementor-section elementor-top-section elementor-element elementor-element-62d67729 elementor-section-height-min-height mwd-menu-home elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-items-middle elementor-invisible" data-id="62d67729" data-element_type="section" data-settings="{"sticky":"top","sticky_effects_offset":3,"animation":"fadeIn","sticky_on":["desktop","tablet_extra","tablet","mobile"],"sticky_offset":0}"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-31be865c" data-id="31be865c" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-552c980a elementor-widget elementor-widget-image" data-id="552c980a" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.13.2 - 11-05-2023 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=".svg"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}</style> <a href="https://e-dialog.group/at/"> <img width="236" height="59" src="https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-logo.svg" class="attachment-full size-full wp-image-5066" alt="" loading="lazy" /> </a> </div> </div> </div> </div> <div class="elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-80a38b8" data-id="80a38b8" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div 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href="https://e-dialog.group/at/euer-wissen/">Euer <br> Wissen</a> <ul class="sub-menu"> <li id="menu-item-30948" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-30948"><a href="https://e-dialog.group/at/event-ubersicht/">Events</a></li> <li id="menu-item-30943" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-30943"><a href="https://e-dialog.group/at/whitepaper-ubersicht/">Whitepaper</a></li> <li id="menu-item-30944" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-30944"><a href="https://e-dialog.group/at/success-stories/">Success Stories</a></li> <li id="menu-item-30945" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-30945"><a href="https://e-dialog.group/at/blog/">Blogartikel</a></li> </ul> </li> </ul> </li> <li id="menu-item-1793" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-1793"><a href="#">Wir können</a> <ul class="sub-menu"> <li id="menu-item-30949" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-30949"><a href="https://e-dialog.group/at/branchen/">Branchen</a></li> <li id="menu-item-30951" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-30951"><a href="https://e-dialog.group/at/technologien/">Technologien</a></li> <li id="menu-item-30950" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-30950"><a href="https://e-dialog.group/at/kanaele/">Kanäle</a></li> </ul> </li> <li id="menu-item-3504" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-3504"><a href="#">Wir sind</a> <ul class="sub-menu"> <li id="menu-item-19896" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-19896"><a href="https://e-dialog.group/at/kontakt/">Kontakte und Standorte</a></li> <li id="menu-item-19897" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-19897"><a href="https://e-dialog.group/at/karriere/">Team & Karriere</a></li> <li id="menu-item-19898" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-19898"><a href="https://e-dialog.group/at/teaching-talking/">Teaching & Talking</a></li> <li id="menu-item-30953" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-30953"><a href="https://e-dialog.group/at/social-engagement/">Social Engagement</a></li> </ul> </li> </ul></div> </div> </div> <div class="elementor-element elementor-element-0e794f6 elementor-widget elementor-widget-shortcode" data-id="0e794f6" data-element_type="widget" data-widget_type="shortcode.default"> <div class="elementor-widget-container"> <div class="elementor-shortcode"><div id="mwd-main-navigation"><div id="mobile-ui-btn-bar"><img class="burger" src="https://e-dialog.group/wp-content/themes/e-dialog/img/bars.svg" alt="menue"><img class="close" src="https://e-dialog.group/wp-content/themes/e-dialog/img/close.svg" alt="menue"></div><div id="mobile-ui-footer"><a href="https://e-dialog.group/at/kontakt/" target="">Kontakt</a><div class="social-media"><a target="_blank" href="https://de-de.facebook.com/edialog.at/"><img src="https://e-dialog.group/wp-content/themes/e-dialog/img/socialmedia/facebook.svg" alt="facebook"></a><a target="_blank" href="https://twitter.com/e_dialog"><img src="https://e-dialog.group/wp-content/themes/e-dialog/img/socialmedia/twitter.svg" alt="twitter"></a><a target="_blank" href="https://www.instagram.com/e_dialog/"><img src="https://e-dialog.group/wp-content/themes/e-dialog/img/socialmedia/instagram.svg" alt="instagram"></a><a target="_blank" href="https://at.linkedin.com/company/e-dialog_2"><img src="https://e-dialog.group/wp-content/themes/e-dialog/img/socialmedia/linkedin.svg" alt="linkedin"></a></div></div><ul id="mwd-main-navigation-menu" class="mwd-main-navigation-menu"><li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-1792"><a href="#">Ich will<span class="menu-item-arrow"></span></a> <div class='sub-menu-wrap'><ul class='sub-menu'> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-has-children menu-item-36963"><a href="https://e-dialog.group/at/bessere-kampagnen/">Bessere <br> Kampagnen<span class="menu-item-arrow"></span></a> <ul class='sub-menu'> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-3459"><a href="/bessere-kampagnen/#holistic-cross-channel-campaigns">Holistic Cross-Channel-Campaigns</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-1794"><a href="/bessere-kampagnen/#programmatic-display-video-everything">Programmatic Display, Video & Everything</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-3461"><a href="/bessere-kampagnen/#social-media-advertising">Social Media Advertising</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-3558"><a href="/bessere-kampagnen/#search-engine-advertising">Search Engine Advertising (SEA)</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-3559"><a href="/bessere-kampagnen/#creativity">Creativity</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-3560"><a href="/bessere-kampagnen/#marketing-automation">Marketing Automation</a></li> </ul> </li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-has-children menu-item-36964"><a href="https://e-dialog.group/at/daten-nutzen/">Daten <br> nutzen<span class="menu-item-arrow"></span></a> <ul class='sub-menu'> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-3460"><a href="/daten-nutzen/#digital-analytics">Digital Analytics</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-3462"><a href="/daten-nutzen/#consent-management">Consent Management</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-3463"><a href="/daten-nutzen/#datascience-ai-in-marketing-and-retail">Datascience & AI in Marketing and Retail</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-5334"><a href="/daten-nutzen/#attribution-mmm">Attribution & MMM</a></li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-32318"><a href="/daten-nutzen/#ux-testing-personalisation">UX, Testing & Personalisation</a></li> </ul> </li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-has-children menu-item-36965"><a href="https://e-dialog.group/at/euer-wissen/">Euer <br> Wissen<span class="menu-item-arrow"></span></a> <ul class='sub-menu'> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-30948"><a href="https://e-dialog.group/at/event-ubersicht/">Events</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-30943"><a href="https://e-dialog.group/at/whitepaper-ubersicht/">Whitepaper</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-30944"><a href="https://e-dialog.group/at/success-stories/">Success Stories</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-30945"><a href="https://e-dialog.group/at/blog/">Blogartikel</a></li> </ul> </li> </ul></div> </li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-1793"><a href="#">Wir können<span class="menu-item-arrow"></span></a> <div class='sub-menu-wrap'><ul class='sub-menu'> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-30949"><a href="https://e-dialog.group/at/branchen/">Branchen</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-30951"><a href="https://e-dialog.group/at/technologien/">Technologien</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-30950"><a href="https://e-dialog.group/at/kanaele/">Kanäle</a></li> </ul></div> </li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-3504"><a href="#">Wir sind<span class="menu-item-arrow"></span></a> <div class='sub-menu-wrap'><ul class='sub-menu'> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-19896"><a href="https://e-dialog.group/at/kontakt/">Kontakte und Standorte</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-19897"><a href="https://e-dialog.group/at/karriere/">Team & Karriere</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-19898"><a href="https://e-dialog.group/at/teaching-talking/">Teaching & Talking</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-30953"><a href="https://e-dialog.group/at/social-engagement/">Social Engagement</a></li> </ul></div> </li> </ul></div><style>#mwd-main-navigation ul#mwd-main-navigation-menu > li:nth-child(3) .sub-menu-wrap > ul.sub-menu:before{content: url(https://e-dialog.group/wp-content/uploads/2022/02/e-dialog-wirsind-menu.svg) !important;}#mwd-main-navigation ul#mwd-main-navigation-menu > li:nth-child(3) .sub-menu-wrap > ul.sub-menu:after{background-image: url("https://e-dialog.group/wp-content/uploads/2021/11/e-dialog-kontaktbox-1.jpg");}</style></div> </div> </div> </div> </div> </div> </section> </div> <style>.bg-color-post {background-color: #0d5699;}.bg-color-success-story {background-color: #081e56;}.bg-color-whitepaper {background-color: #3da4c6;}.bg-color-job {background-color: #02644a;}.bg-color-e-dialog-event {background-color: #61ae79;}.bg-color-pressrelease {background-color: #081e56;}.icon.icon-post {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-blog.svg");}.icon.icon-success-story {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-success-stories.svg");}.icon.icon-whitepaper {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-whitepaper.svg");}.icon.icon-job {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-jobs.svg");}.icon.icon-e-dialog-event {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div class="mwd-blogPost flex breadcrumb"> <div class="container"> <span class="parent"> <a href="https://e-dialog.group/at/whitepaper-ubersicht/" title="Whitepaper">Whitepaper</a> </span> <span class="arrow">></span> <span class="child">Whitepaper - Customer Data Platform</span> </div> </div> <div class="mwd-blogPost flex job-intro space-top space-bottom"><div class="container"><div class=""><div class="image-holder" style="background-image: url(https://e-dialog.group/wp-content/uploads/2022/03/Image-Whitepaper-8.jpg)"></div><h1>Whitepaper - Customer Data Platform</h1><h2>Whitepaper Edition 2.0</h2></div></div></div><div class="mwd-blogPost flex content space-top space-bottom"><div class="container"> <div data-elementor-type="wp-post" data-elementor-id="29480" class="elementor elementor-29480"> <section class="elementor-section elementor-top-section elementor-element elementor-element-79b512f7 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="79b512f7" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6db4d6d2" data-id="6db4d6d2" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-9b06135 elementor-widget elementor-widget-heading" data-id="9b06135" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.13.2 - 11-05-2023 */ .elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}</style><h2 class="elementor-heading-title elementor-size-default">360° Kundenprofile und kanalübergreifende Personalisierung ohne 3rd Party Cookies</h2> </div> </div> <div class="elementor-element elementor-element-ee53271 elementor-widget elementor-widget-heading" data-id="ee53271" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Leitfaden: 1st Party Daten mit einer Customer Data Platform nutzen</h3> </div> </div> <div class="elementor-element elementor-element-417c9bef elementor-widget elementor-widget-text-editor" data-id="417c9bef" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <style>/*! elementor - v3.13.2 - 11-05-2023 */ .elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}</style> <p>Wer heute im Digitalmarketing erfolgreich sein möchte, muss seine Daten auch entsprechend für Kampagnen und Insights nutzbar machen. Für Entscheidungsträger im Marketing, e-commerce, Vertrieb und CRM bietet der Einsatz einer <strong>Customer Data Platform</strong> (CDP) Vorteile und Möglichkeiten. Was eine CDP ist, welchen Nutzen und Vorteile sie für Unternehmen bringen kann, erklären wir in unserem nun erweiterten Whitepaper.</p> </div> </div> <div class="elementor-element elementor-element-cca7206 elementor-widget elementor-widget-text-editor" data-id="cca7206" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Kunden wünschen sich Personalisierung und eine relevante Ansprache über alle Kanäle. Die Grundlage dafür bieten Ihre eigenen 1st Party Daten. Mit dem Wegfall der 3rd Party Cookies mehr denn je zuvor. Die Herausforderung? Die unternehmensinternen Daten sind oft nicht konsolidiert und können somit nicht für die kanalübergreifende Aktivierung und eine personalisierte Kundenansprache aktiviert werden. Bestehende Datensilos erschweren außerdem komplexe Machine Learning Ansätze, wie Purchase Propensity oder Customer Lifetime Value Modelling.</p> </div> </div> <div class="elementor-element elementor-element-da0e868 elementor-widget elementor-widget-text-editor" data-id="da0e868" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Dieses Whitepaper bietet einen <strong>Leitfaden</strong>, wie Sie die Herausforderung der <strong>Datenkonsolidierung,</strong> <strong>Aktivierung und Personalisierung entlang der Customer Journey </strong> meistern:</p> </div> </div> <section class="elementor-section elementor-inner-section elementor-element elementor-element-4afb07c elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="4afb07c" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-9b9f147" data-id="9b9f147" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-471e707 elementor-widget elementor-widget-text-editor" data-id="471e707" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <ul><li>Einführung: Worum es geht</li><li>Know-how: Worauf zu achten ist</li><li>Build, Buy oder Hybrid – was ist der richtige Ansatz -> erweitert in Version 2.0</li><li>Roadmap, Architektur & Roll-Out: Wie es umgesetzt werden kann</li></ul> </div> </div> </div> </div> <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-d32e300" data-id="d32e300" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-29aac3d elementor-widget elementor-widget-text-editor" data-id="29aac3d" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Edition 2.0 vom 4.1. 2023 erweitert das Whitepaper um:</p><ul><li>mehr Details zu Benefits einer CDP</li><li>Skizze einer typischen Systemlandschaft</li><li>Vorteile einer hybriden Implementierung</li><li>CDP Operating Model & Stakeholder für die Einführung einer CDP</li><li>weitere Best Practice Cases erfolgreicher CDP Implementierungen </li></ul> </div> </div> </div> </div> </div> </section> <div class="elementor-element elementor-element-f53c00f elementor-widget elementor-widget-heading" data-id="f53c00f" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default"><a href="#Form">Direkt zum Whitepaper-Download!</a></h3> </div> </div> <div class="elementor-element elementor-element-5c3d0cd elementor-widget elementor-widget-image" data-id="5c3d0cd" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <figure class="wp-caption"> <img decoding="async" width="960" height="381" src="https://e-dialog.group/wp-content/uploads/2022/03/CDP-Grafik-1.jpg" class="attachment-full size-full wp-image-29486" alt="Customer Data Platform Whitepaper - Grafik" loading="lazy" srcset="https://e-dialog.group/wp-content/uploads/2022/03/CDP-Grafik-1.jpg 960w, https://e-dialog.group/wp-content/uploads/2022/03/CDP-Grafik-1-300x119.jpg 300w, https://e-dialog.group/wp-content/uploads/2022/03/CDP-Grafik-1-768x305.jpg 768w" sizes="(max-width: 960px) 100vw, 960px" /> <figcaption class="widget-image-caption wp-caption-text">(c) e-dialog</figcaption> </figure> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-dd969f1 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="dd969f1" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6a1865d" data-id="6a1865d" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-8115466 elementor-widget elementor-widget-heading" data-id="8115466" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Individuelle Customer Experiences – über ALLE Geräte und ALLE Kanäle hinweg</h2> </div> </div> <div class="elementor-element elementor-element-d4bd447 elementor-widget elementor-widget-text-editor" data-id="d4bd447" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>In einer CDP lassen sich sämtliche Daten aus den unterschiedlichsten Kanälen & Quellen konsolidieren, um einen möglichst 360 Grad Blick über unsere Kundinnen und Kunden zu erhalten und entsprechend die Journeys ideal zu personalisieren. <strong>Ziel ist eine einheitliche, personalisierte, geräte- und kanalübergreifende Kundenansprache – basierend auf dem Kundenlebenszyklus.</strong></p><p>Eine Customer Data Platform fungiert als Middleware zwischen den bestehenden Systemen und Daten-Silos von Marketing und Vertrieb. Sie gibt diesen Systemen Zugriff auf die gespeicherten Daten zur Analyse und Aktivierung. Natürlich ist die Implementierung mit Aufwand verbunden. Aber es lohnt sich! Bessere Marketing-Ergebnisse durch die Aktivierung in allen Kanälen inkl. Marketing Automation, Onsite und Social Media, und ein besseres Verständnis des Nutzerverhaltens sind die Folge.</p> </div> </div> <div class="elementor-element elementor-element-9cf5b98 elementor-widget elementor-widget-image" data-id="9cf5b98" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <figure class="wp-caption"> <img decoding="async" width="960" height="540" src="https://e-dialog.group/wp-content/uploads/2022/03/cdp-grafiken-konsolidierung.png" class="attachment-full size-full wp-image-45378" alt="Konsolidierung 1st Party Daten in einer CDP" loading="lazy" srcset="https://e-dialog.group/wp-content/uploads/2022/03/cdp-grafiken-konsolidierung.png 960w, https://e-dialog.group/wp-content/uploads/2022/03/cdp-grafiken-konsolidierung-300x169.png 300w, https://e-dialog.group/wp-content/uploads/2022/03/cdp-grafiken-konsolidierung-768x432.png 768w" sizes="(max-width: 960px) 100vw, 960px" /> <figcaption class="widget-image-caption wp-caption-text">(c) e-dialog</figcaption> </figure> </div> </div> <div class="elementor-element elementor-element-3257301 elementor-widget elementor-widget-heading" data-id="3257301" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default"><a href="#Form">Jetzt kostenlos downloaden und als erstes über Updates informiert werden!</a></h3> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-c4f0720 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="c4f0720" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-35f789f" data-id="35f789f" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-59147d5 elementor-widget elementor-widget-heading" data-id="59147d5" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Build, Buy oder Hybrid?</h2> </div> </div> <div class="elementor-element elementor-element-6b5e260 elementor-widget elementor-widget-text-editor" data-id="6b5e260" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Wie bei vielen System-Entscheidungen stellt sich auch für die Customer Data Platform die Qual der Wahl: </p><ul><li><strong>Build:</strong> Einsatz der Google Cloud Platform mit ad-hoc und Realtime Nutzung aller Google Daten sowie flexiblem Anschluss eigener und fremder Systeme</li><li><strong>Buy:</strong> Lizenzierung einer “fertigen” Plattform, die zumeist auf den ersten Blick viele Vorteile verspricht</li><li><strong>Hybrid</strong>: Das beste aus beiden Welten!</li></ul><p> </p><p>Im Whitepaper zeigen wir die Vor- und Nachteile dieser Lösungen auf und geben einen ersten Einblick in die Welt der Lizenz-Anbieter.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-5d6f2ef elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="5d6f2ef" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4103495" data-id="4103495" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-3c9ba8e elementor-widget elementor-widget-text-editor" data-id="3c9ba8e" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Um immer auf dem neuesten Stand zu bleiben, werden wir unser Whitepaper fortlaufend aktualisieren. Gerne können Sie das Dokument kostenlos downloaden (und ausdrucken) – durch die <a href="#Form">Übermittlung Ihrer E-Mail-Adresse</a> werden Sie automatisch und kostenlos informiert, sobald eine aktualisierte Version des Whitepapers vorliegt.</p> </div> </div> <div class="elementor-element elementor-element-5057d62 elementor-widget elementor-widget-heading" data-id="5057d62" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default"><a href="#Form">Jetzt kostenlos downloaden und als erstes über Updates informiert werden!</a></h3> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-34190b6 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="34190b6" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e10ce3f" data-id="e10ce3f" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-508e550 elementor-widget elementor-widget-heading" data-id="508e550" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Whitepaper Customer Data Platform</h2> </div> </div> <div class="elementor-element elementor-element-f852309 elementor-widget elementor-widget-text-editor" data-id="f852309" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><strong>mit der Google Cloud und der Google Marketing Platform aufsetzen & Alternativen</strong> <br /><br />Herausforderung & Chance: Nicht zuletzt durch den Wegfall der 3rd-Party Cookies ist die Aktivierung eigener Kundendaten <strong>über alle Kanäle hinweg, in Echtzeit</strong>, nicht nur für Insights, sondern vor allem zur Aktivierung und Personalisierung entlang der Customer Journey das Gebot der Stunde.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-69ae78cd elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="69ae78cd" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-41d242d9" data-id="41d242d9" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-1aef0b8b elementor-widget elementor-widget-text-editor" data-id="1aef0b8b" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Dieses Whitepaper bietet einen Leitfaden, wie Sie die gegenwärtige Herausforderung meistern:</p><ul><li>Einführung: Worum es geht</li><li>Know-how: Worauf zu achten ist</li><li>Build, Buy oder Hybrid – was ist der richtige Ansatz</li><li>Roadmap & Architektur: Wie es umgesetzt werden kann</li></ul> </div> </div> <div class="elementor-element elementor-element-7ff08f8 elementor-widget elementor-widget-heading" data-id="7ff08f8" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default"><a href="#Form">Jetzt kostenlos downloaden</a></h3> </div> </div> </div> </div> <div class="elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-7fc56f5d" data-id="7fc56f5d" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-230038dd elementor-widget elementor-widget-image" data-id="230038dd" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" src="https://e-dialog.group/wp-content/uploads/elementor/thumbs/CDP-Whitepaper-Building-a-CDP-2022-Version-1.0-plkn9aleyaas55atjudyzhd1p27vjpztepvlkoiayo.jpg" title="CDP Whitepaper – Building a CDP 2022 Version 1.0" alt="Whitepaper CDP Titel - Customer Data Platform" loading="lazy" /> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-f583387 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="f583387" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7720e24" data-id="7720e24" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-ac69ea5 elementor-widget elementor-widget-heading" data-id="ac69ea5" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Update vom 4.1.2023 - CDP Whitepaper Edition 2.0:</h2> </div> </div> <div class="elementor-element elementor-element-3d03c5c elementor-widget elementor-widget-text-editor" data-id="3d03c5c" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Dieses Update – Edition 2.0 des Whitepaper – ist eine umfangreiche Überarbeitung und Erweiterung des CDP Whitepaper. Diese Version umfasst eine Ergänzung in Kapitel 05 zum Thema <strong>Datentypen, Quellen & Profile einer CDP</strong> und erläutert detailliert in Kapitel 09 die <strong>Benefits einer CDP</strong>. Kapitel 11 skizziert die typische <strong>Systemlandschaft</strong> im Marketing und wie diese mit der CDP verknüpft ist. Kapitel 14 ergänzt die Vorteile und Möglichkeiten der Variante <strong>Hybrid</strong>, wenn es um die Entscheidung Build-or-Buy einer CDP geht. Kapitel 15 wurde um weitere Insights zum <strong>CDP Turbo Google Ads Data Hub</strong> ergänzt. Kapitel 17 befasst sich mit er <strong>Einführung einer CDP im Unternehmen</strong> und den zu berücksichtigenden Stakeholdern, Kapitel 18 ergänzt das <strong>CDP Operating Model</strong>. Die <strong>Case Studies</strong> in Kapitel 22 wurden um die Umsetzung für <strong>Falkensteiner Hotels & Residences</strong> erweitert.</p> </div> </div> <div class="elementor-element elementor-element-2f6b618 elementor-widget elementor-widget-heading" data-id="2f6b618" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default"><a href="#Form">Jetzt kostenlos downloaden</a></h3> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-1b358d6 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="1b358d6" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5c13808" data-id="5c13808" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-480dba1 elementor-widget elementor-widget-heading" data-id="480dba1" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Inhalte Whitepaper Customer Data Platform</h2> </div> </div> <div class="elementor-element elementor-element-5c0c029 elementor-widget elementor-widget-text-editor" data-id="5c0c029" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <ul><li>Vorteile & <strong>Nutzen</strong> einer CDP</li><li><strong>Anforderungen</strong> an eine CDP & Abgrenzung zu CRM, DMP und DWH</li><li>Konsolidierung 1st Party Daten</li><li><strong>Benefits</strong> einer CDP-Lösung</li><li><strong>Funktionsweise</strong> einer CDP & typische Systemlandschaft</li><li>Entscheidungshilfe für die <strong>Build or Buy</strong>-Frage und Vorteile einer Hybrid-Lösung</li><li>Vorstellung Google Ads Data Hub</li><li>Das CDP <strong>Operating Model</strong></li><li><strong>Roadmap</strong> für einen CDP Rollout</li><li>Case Studies & Erfahrungsberichte</li></ul> </div> </div> <div class="elementor-element elementor-element-754cb2c elementor-widget elementor-widget-heading" data-id="754cb2c" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default"><a href="#Form">Jetzt kostenlos downloaden</a></h3> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-27e318b9 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="27e318b9" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1e0c2200" data-id="1e0c2200" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-135419f0 elementor-widget elementor-widget-text-editor" data-id="135419f0" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Nach dem Download unseres Whitepapers informieren wir Sie exklusiv vorab über Updates zum Thema und schicken Ihnen automatisch die neueste Version des Whitepapers zu.<br /><a href="https://e-dialog.group/at/newsletter-anmeldung/">Melden Sie sich auch gleich zu unserem Newsletter an</a> und bleiben Sie top informiert über Neuerungen im Bereich Datenschutz und Webtracking, Programmatic Marketing, Digital Analytics, Search & Social Advertising, Conversion Optimierung & E-Mail Marketing. <strong>Tipp:</strong> Über neue Whitepaper zu den wichtigsten Themen des Data-driven Marketing 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Wichtige Updates, Trends und Online-Marketing Insights teilen wir regelmäßig im <a href="https://e-dialog.group/at/newsletter-anmeldung/">e-dialog Newsletter – melden Sie sich jetzt an!</a><br />Selbstverständlich unterstützen Sie unsere Datenaktivierungs-Experten gerne bei allen Fragen: <a href="mailto:kontakt@e-dialog.group" target="_blank" rel="noopener noreferrer">kontakt@e-dialog.group</a></p> </div> </div> </div> </div> </div> </section> </div> </div></div><div class="mwd-blogPost flex more-topics space-top space-bottom"><div class="container"><h3 class="more-topics-headline">Weitere Whitepaper</h3><div class="col-container"><div class="col"><a href="https://e-dialog.group/at/whitepaper/playbook-programmatic-kampagnen-mit-google-dv360/" title="Playbook Programmatic Kampagnen mit Google Display & Video 360"><img width="800" height="420" src="https://e-dialog.group/wp-content/uploads/2022/07/e-dialog-Playbook-Programmatic-mit-DV360-1024x538.png" class="attachment-large size-large wp-post-image" alt="e-dialog Playbook Programmatic mit DV360" decoding="async" loading="lazy" srcset="https://e-dialog.group/wp-content/uploads/2022/07/e-dialog-Playbook-Programmatic-mit-DV360-1024x538.png 1024w, https://e-dialog.group/wp-content/uploads/2022/07/e-dialog-Playbook-Programmatic-mit-DV360-300x158.png 300w, https://e-dialog.group/wp-content/uploads/2022/07/e-dialog-Playbook-Programmatic-mit-DV360-768x403.png 768w, https://e-dialog.group/wp-content/uploads/2022/07/e-dialog-Playbook-Programmatic-mit-DV360.png 1200w" sizes="(max-width: 800px) 100vw, 800px" /><div class="inner"><div class="icon icon-whitepaper"></div><h4>Playbook Programmatic Kampagnen mit Google Display & Video 360</h4><a class="link" href="https://e-dialog.group/at/whitepaper/playbook-programmatic-kampagnen-mit-google-dv360/" title="Playbook Programmatic Kampagnen mit Google Display & Video 360">Mehr Lesen <svg width="21" height="11" viewBox="0 0 21 11" fill="none" xmlns="http://www.w3.org/2000/svg"><g 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