{"id":13786,"date":"2023-01-04T15:45:29","date_gmt":"2023-01-04T15:45:29","guid":{"rendered":"https:\/\/e-dialog.group\/whitepaper\/customer-data-platform-whitepaper\/"},"modified":"2026-02-27T14:16:31","modified_gmt":"2026-02-27T14:16:31","slug":"customer-data-platform-whitepaper","status":"publish","type":"whitepaper","link":"https:\/\/e-dialog.group\/en\/whitepaper\/customer-data-platform-whitepaper\/","title":{"rendered":"Customer Data Platform Whitepaper"},"content":{"rendered":"<div id=\"content-header-block_ac64449c0e0a90481b96c831bf8976d2\" class=\"content-header block block--content-header\" data-title=\"\">\n  <div class=\"content-header__content content\">\n    <div class=\"content__col col col--left\">\n      <svg class=\"col__decoration deco deco--left\" width=\"374\" height=\"220\" viewbox=\"0 0 374 220\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n        <circle cx=\"187\" cy=\"33\" r=\"150\" stroke=\"#FBC105\" stroke-width=\"74\"><\/circle>\n      <\/svg>\n      <div class=\"col__inner inner-col\">\n        <h1 class=\"inner-col__hl\">Customer Data Platform Whitepaper<\/h1>                          <div class=\"inner-col__sl\">360&deg; customer profiles and cross-channel personalisation without 3rd-party cookies<\/div>\n                        <a href=\"#form\" target=\"_self\" class=\"inner-col__cta\">\n        Download the whitepaper for free\n      <\/a>      <\/div>\n    <\/div>\n    <div class=\"content__col col col--right\">\n      <svg class=\"col__decoration deco deco--right\" width=\"374\" height=\"220\" viewbox=\"0 0 374 220\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n        <circle cx=\"187\" cy=\"33\" r=\"150\" stroke=\"#FBC105\" stroke-width=\"74\"><\/circle>\n      <\/svg>\n      <div class=\"inner-col\">\n                  <h2 class=\"inner-col__title\">Get new whitepapers and updates on digital marketing topics with our newsletter<\/h2>          <a href=\"https:\/\/e-dialog.group\/en\/newsletter\/\" target=\"_self\" class=\"inner-col__link\">\n        Subscribe to Newsletter\n      <\/a>              <\/div>\n    <\/div>\n  <\/div>\n<\/div>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><aside id=\"aside-content-block_1aca9b24b8692b15569fc649c23aa38d\" class=\"aside-content block block--aside-content\" data-title=\"\">\n  <div class=\"aside-content__content content\">\n                        <div class=\"content__sl\">\n          <svg width=\"15\" height=\"15\" viewbox=\"0 0 15 15\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n            <circle cx=\"7.5\" cy=\"7.5\" r=\"6\" stroke=\"#C32218\" stroke-width=\"3\"><\/circle>\n          <\/svg>\n          Guide:         <\/div>\n            <h2 class=\"content__hl\">Use first-party data<\/h2>              <div class=\"content__text\"><p>with a Customer Data Platform<\/p>\n<\/div>\n                        <\/div>\n<\/aside><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\"><div id=\"basic-content-block_958387984663e5561d0c11677235edfb\" class=\"basic-content block block--basic-content block--no-margin\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <p>To succeed in digital marketing today, you must also make your data usable for campaigns and insights.<\/p>\n  <\/div>\n<\/div>\n\n<div id=\"highlight-text-block_424555c260f1d94b200c742897984fd2\" class=\"highlight-text block block--highlight-text\" data-title=\"\">\n  <div class=\"highlight-text__content content\">\n    <svg class=\"content__decoration\" width=\"292\" height=\"292\" viewbox=\"0 0 292 292\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n      <circle cx=\"146\" cy=\"146\" r=\"113.5\" stroke=\"#FBC105\" stroke-width=\"65\"><\/circle>\n    <\/svg>\n    <h3 class=\"content__hl\">For decision-makers in marketing, e-commerce, sales and CRM, using a Customer Data Platform (CDP) offers benefits and opportunities.<\/h3>          <div class=\"content__text\"><p>In our recently expanded whitepaper, we explain what a CDP is and the value and benefits it can bring to companies.<\/p>\n<\/div>\n          <\/div>\n<\/div>\n\n<div id=\"basic-content-block_bf9f1e782b4fa61f5eefe3a3157e83aa\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h2>Personalising the customer journey<\/h2>\n<p>Customers want personalisation and relevant messaging across all channels. The foundation for this is your own 1st-party data&mdash;more than ever with the phase-out of 3rd-party cookies. The challenge? Internal company data is often not consolidated and therefore cannot be activated for cross-channel activation and personalised customer communication. Existing data silos also make complex machine learning approaches more difficult, such as purchase propensity or customer lifetime value modelling.     <\/p>\n<p><a class=\"btn btn--primary-2 btn--wysiwyg\" href=\"#form\">Go straight to the download<\/a><\/p>\n  <\/div>\n<\/div><\/div>\n<\/div>\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><aside id=\"aside-content-block_19bee660f902a85dfc83b30ba9c760cf\" class=\"aside-content block block--aside-content\" data-title=\"\">\n  <div class=\"aside-content__content content\">\n                      <h2 class=\"content__hl\">Customer Data Platform Whitepaper<\/h2>              <div class=\"content__text\"><p>set up with Google Cloud and the Google Marketing Platform &amp; alternatives<\/p>\n<\/div>\n            <a href=\"#form\" target=\"_self\" class=\"content__cta\">\n        Download for free now\n      <\/a>            <\/div>\n<\/aside><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\"><div id=\"basic-content-block_8cf716d40445a749405832b2887e0d5a\" class=\"basic-content block block--basic-content block--no-margin\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <p>Challenge &amp; opportunity: Not least due to the phase-out of 3rd-party cookies, activating your own customer data <strong>across all channels, in real time<\/strong> is more important than ever&mdash;not only for insights, but above all for activation and personalisation along the customer journey.<\/p>\n<p>This whitepaper provides a <strong>guide<\/strong> on how to master the challenge of <strong>data consolidation, activation and personalisation along the customer journey<\/strong>:<\/p>\n<h3>This whitepaper covers:<\/h3>\n  <\/div>\n<\/div>\n\n  <div id=\"small-ul-block_8a4a89818414b0331f001157b9a73b24\" class=\"small-ul block block--small-ul block--no-margin\" data-title=\"\">\n    <ul class=\"small-ul__content content\">\n              <li class=\"content__li li\">\n                      <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\">\n              <circle fill=\"#0045a5\" cx=\"12\" cy=\"12\" r=\"11.77\"><\/circle>\n              <polyline fill=\"none\" stroke=\"#fff\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.5\" points=\"18 7.25 11 16.75 6 12.75\"><\/polyline>\n            <\/svg>\n            Introduction to the topic                  <\/li>\n              <li class=\"content__li li\">\n                      <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\">\n              <circle fill=\"#0045a5\" cx=\"12\" cy=\"12\" r=\"11.77\"><\/circle>\n              <polyline fill=\"none\" stroke=\"#fff\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.5\" points=\"18 7.25 11 16.75 6 12.75\"><\/polyline>\n            <\/svg>\n            Know-how: What to look out for                  <\/li>\n              <li class=\"content__li li\">\n                      <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\">\n              <circle fill=\"#0045a5\" cx=\"12\" cy=\"12\" r=\"11.77\"><\/circle>\n              <polyline fill=\"none\" stroke=\"#fff\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.5\" points=\"18 7.25 11 16.75 6 12.75\"><\/polyline>\n            <\/svg>\n            Build, buy or hybrid &ndash; which is the right approach?                  <\/li>\n              <li class=\"content__li li\">\n                      <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\">\n              <circle fill=\"#0045a5\" cx=\"12\" cy=\"12\" r=\"11.77\"><\/circle>\n              <polyline fill=\"none\" stroke=\"#fff\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.5\" points=\"18 7.25 11 16.75 6 12.75\"><\/polyline>\n            <\/svg>\n            Roadmap, architecture &amp; roll-out: How it can be implemented                  <\/li>\n              <li class=\"content__li li\">\n                      <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\">\n              <circle fill=\"#0045a5\" cx=\"12\" cy=\"12\" r=\"11.77\"><\/circle>\n              <polyline fill=\"none\" stroke=\"#fff\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.5\" points=\"18 7.25 11 16.75 6 12.75\"><\/polyline>\n            <\/svg>\n            Details on the benefits of a CDP                  <\/li>\n              <li class=\"content__li li\">\n                      <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\">\n              <circle fill=\"#0045a5\" cx=\"12\" cy=\"12\" r=\"11.77\"><\/circle>\n              <polyline fill=\"none\" stroke=\"#fff\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.5\" points=\"18 7.25 11 16.75 6 12.75\"><\/polyline>\n            <\/svg>\n            Outline of a typical system landscape                  <\/li>\n              <li class=\"content__li li\">\n                      <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\">\n              <circle fill=\"#0045a5\" cx=\"12\" cy=\"12\" r=\"11.77\"><\/circle>\n              <polyline fill=\"none\" stroke=\"#fff\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.5\" points=\"18 7.25 11 16.75 6 12.75\"><\/polyline>\n            <\/svg>\n            Benefits of a hybrid implementation                  <\/li>\n              <li class=\"content__li li\">\n                      <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\">\n              <circle fill=\"#0045a5\" cx=\"12\" cy=\"12\" r=\"11.77\"><\/circle>\n              <polyline fill=\"none\" stroke=\"#fff\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.5\" points=\"18 7.25 11 16.75 6 12.75\"><\/polyline>\n            <\/svg>\n            CDP operating model &amp; stakeholders for introducing a CDP                  <\/li>\n              <li class=\"content__li li\">\n                      <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\">\n              <circle fill=\"#0045a5\" cx=\"12\" cy=\"12\" r=\"11.77\"><\/circle>\n              <polyline fill=\"none\" stroke=\"#fff\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.5\" points=\"18 7.25 11 16.75 6 12.75\"><\/polyline>\n            <\/svg>\n            Further best-practice cases of successful CDP implementations                   <\/li>\n          <\/ul>\n  <\/div>\n\n\n<div id=\"image-fullscreen-block_a418750f619e799bff4b9129c1a100c0\" class=\"image-fullscreen block block--image-fullscreen block--no-margin\" data-title=\"\">\n  <div class=\"image-fullscreen__content content\">\n    <img loading=\"lazy\" decoding=\"async\" width=\"2500\" height=\"1406\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-1.png\" class=\"content__img img img--desktop\" alt=\"Darstellung der Funktion einer Customer Data Platform als Verbindung zwischen Datenquellen und Datenaktivierung\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-1.png 2500w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-1-300x169.png 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-1-1024x576.png 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-1-768x432.png 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-1-1536x864.png 1536w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-1-2048x1152.png 2048w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-1-1120x630.png 1120w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-1-1117x628.png 1117w\" sizes=\"auto, (max-width: 2500px) 100vw, 2500px\">      <\/div>\n<\/div><\/div>\n<\/div>\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><aside id=\"aside-content-block_52036b314a99945da16d494f03917f9b\" class=\"aside-content block block--aside-content\" data-title=\"\">\n  <div class=\"aside-content__content content\">\n                      <h2 class=\"content__hl\">Individual customer experiences<\/h2>              <div class=\"content__text\"><p>across ALL devices and ALL channels<\/p>\n<\/div>\n            <a href=\"#form\" target=\"_self\" class=\"content__cta\">\n        Go straight to the download\n      <\/a>            <\/div>\n<\/aside><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\"><div id=\"basic-content-block_db79c86afcf3788f4d349c29f3a0a53b\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <p>In a CDP, all data from a wide range of channels &amp; sources can be consolidated to obtain as close to a 360-degree view of our customers as possible and personalise journeys accordingly. <strong>The goal is consistent, personalised customer communication across devices and channels&mdash;based on the customer lifecycle.<\/strong><\/p>\n<p>A Customer Data Platform acts as middleware between existing systems and the data silos of marketing and sales. It gives these systems access to the stored data for analysis and activation. Of course, implementation requires effort. But it is worth it! <strong>The result is better marketing performance through activation across all channels, including marketing automation, onsite and social media, and a better understanding of user behaviour<\/strong>.   <\/p>\n  <\/div>\n<\/div>\n\n<div id=\"image-fullscreen-block_3e543e24a3f2e91a530d2446a6c7a0b4\" class=\"image-fullscreen block block--image-fullscreen\" data-title=\"\">\n  <div class=\"image-fullscreen__content content\">\n    <img loading=\"lazy\" decoding=\"async\" width=\"2500\" height=\"1406\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-2.png\" class=\"content__img img img--desktop\" alt=\"Gegen&uuml;berstellung der Herausforderungen im Marketing wie Kanal&uuml;bergreifende Journey-Begleitung und Aktivierung sowie Cookie-Sterben mit Einsatzgebieten einer CDP wie Prediction, Insights, Audiences &amp; Targeting oder Personalisierung im Marketing\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-2.png 2500w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-2-300x169.png 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-2-1024x576.png 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-2-768x432.png 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-2-1536x864.png 1536w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-2-2048x1152.png 2048w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-2-1120x630.png 1120w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/CDP-Grafiken-2-1117x628.png 1117w\" sizes=\"auto, (max-width: 2500px) 100vw, 2500px\">      <\/div>\n<\/div>\n\n<div id=\"basic-content-block_82303006227c04e9fa6c040fc6244a8b\" class=\"basic-content block block--basic-content block--no-margin\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h2>Build, buy or hybrid?<\/h2>\n<p>As with many system decisions, choosing a Customer Data Platform also involves a difficult choice:<\/p>\n  <\/div>\n<\/div>\n\n  <div id=\"small-ul-block_7bf6320ce141b15269ec83d0ec31f827\" class=\"small-ul block block--small-ul block--no-margin small-ul--one-column\" data-title=\"\">\n    <ul class=\"small-ul__content content\">\n              <li class=\"content__li li\">\n                      <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\">\n              <circle fill=\"#0045a5\" cx=\"12\" cy=\"12\" r=\"11.77\"><\/circle>\n              <polyline fill=\"none\" stroke=\"#fff\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.5\" points=\"18 7.25 11 16.75 6 12.75\"><\/polyline>\n            <\/svg>\n            <strong>Build:<\/strong> Use Google Cloud Platform with ad-hoc and real-time use of all Google data, plus flexible integration of your own and third-party systems                  <\/li>\n              <li class=\"content__li li\">\n                      <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\">\n              <circle fill=\"#0045a5\" cx=\"12\" cy=\"12\" r=\"11.77\"><\/circle>\n              <polyline fill=\"none\" stroke=\"#fff\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.5\" points=\"18 7.25 11 16.75 6 12.75\"><\/polyline>\n            <\/svg>\n            <strong>Buy: <\/strong>Licensing a &ldquo;ready-made&rdquo; platform that often appears to offer many advantages at first glance                  <\/li>\n              <li class=\"content__li li\">\n                      <svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 24 24\">\n              <circle fill=\"#0045a5\" cx=\"12\" cy=\"12\" r=\"11.77\"><\/circle>\n              <polyline fill=\"none\" stroke=\"#fff\" stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"1.5\" points=\"18 7.25 11 16.75 6 12.75\"><\/polyline>\n            <\/svg>\n            <strong>Hybrid:<\/strong> The best of both worlds!                  <\/li>\n          <\/ul>\n  <\/div>\n\n\n<div id=\"basic-content-block_78386b3b120ea3a100e63d9ed95f1970\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <p>In the whitepaper, we outline the pros and cons of these solutions and provide an initial insight into the world of licensing providers.<\/p>\n  <\/div>\n<\/div><\/div>\n<\/div>\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><aside id=\"aside-content-block_8ffcb75df876980857d7c3bc20d52c3e\" class=\"aside-content block block--aside-content\" data-title=\"\">\n  <div class=\"aside-content__content content\">\n                      <h2 class=\"content__hl\">Download the whitepaper now<\/h2>                        <\/div>\n<\/aside><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\"><div id=\"basic-content-block_3ede0f168507f2197f4f1c0b16d6cb4a\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h2>Customer Data Platform whitepaper &ndash; download now!<\/h2>\n<p>Please complete the form below to access the free download of the whitepaper. This document is continuously updated. By downloading it and submitting your email address, you will receive all updates free of charge and automatically.  <\/p>\n  <\/div>\n<\/div>\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><div id=\"image-fullscreen-block_38898843b0ae51c49aad7b2ca5db72e6\" class=\"image-fullscreen block block--image-fullscreen block--no-margin\" data-title=\"\">\n  <div class=\"image-fullscreen__content content\">\n    <img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"1080\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/download-Whitepaper-CDP-1.png\" class=\"content__img img img--desktop\" alt=\"\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/download-Whitepaper-CDP-1.png 600w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/download-Whitepaper-CDP-1-167x300.png 167w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/download-Whitepaper-CDP-1-569x1024.png 569w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/download-Whitepaper-CDP-1-350x630.png 350w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/10\/download-Whitepaper-CDP-1-349x628.png 349w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\">      <\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\"><div id=\"form\" class=\"basic-content block block--basic-content active-campaign-form\" data-title=\"Form\">\n  <div class=\"basic-content__content content\">\n    <div data-ac-tracking=\"\" data-ac-event=\"content_download_form\" data-ac-form_name=\"download formular\" data-ac-form_type=\"content download\" data-ac-form_subject=\"free-whitepaper\" data-ac-form_title=\"Whitepaper Customer Data Platform Download\"><div class=\"_form_64\"><\/div><script type=\"text\/javascript\" src=\"https:\/\/e-dialog.activehosted.com\/f\/embed.php?static=0&amp;id=64&amp;69F6DC83E6625&amp;nostyles=1&amp;preview=0\"><\/script><\/div>\n  <\/div>\n<\/div><\/div>\n<\/div>\n\n\n<div id=\"basic-content-block_19acdb9abfd86583eddcebf631756f2c\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <p>This update from 2023-01-04 &ndash; Edition 2.0 of the whitepaper &ndash; is a comprehensive revision and expansion of the CDP whitepaper. This version includes an addition in Chapter 05 on data types, sources &amp; profiles of a CDP and explains the benefits of a CDP in detail in Chapter 09. Chapter 11 outlines the typical marketing system landscape and how it is linked to the CDP. Chapter 14 adds the benefits and opportunities of the hybrid option when it comes to the build-or-buy decision for a CDP. Chapter 15 has been expanded with additional insights on the CDP Turbo Google Ads Data Hub. Chapter 17 deals with introducing a CDP in the company and the stakeholders to consider, and Chapter 18 adds the CDP operating model. The case studies in Chapter 22 have been expanded to include the implementation for Falkensteiner Hotels &amp; Residences.      <\/p>\n  <\/div>\n<\/div>\n\n<div id=\"teaser-slim-block_98629794eaa8579074691ecd701e8856\" class=\"teaser-slim block block--teaser-slim\" data-title=\"\">\n  <div class=\"teaser-slim__content content\">\n    <div class=\"content__img\">\n              <svg width=\"299\" height=\"299\" viewbox=\"0 0 299 299\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n          <circle cx=\"149.5\" cy=\"149.5\" r=\"117\" stroke=\"#FBC105\" stroke-width=\"65\"><\/circle>\n        <\/svg>\n          <\/div>\n    <div class=\"content__info info\">\n                  <h2 class=\"info__hl\">Of course, our data activation experts will be happy to support you with any questions.<\/h2>      <a href=\"https:\/\/e-dialog.group\/en\/contact-form\/\" target=\"_self\" class=\"info__cta\">\n        Contact us!\n      <\/a>    <\/div>\n  <\/div>\n<\/div><\/div>\n<\/div>\n<div id=\"teaser-classic-block_5b8d22e6ef05c4b489261cffc902dee0\" class=\"teaser-classic block block--teaser-classic\" data-title=\"\">\n  <div class=\"teaser-classic__content content\">\n    <div class=\"content__top top\">\n      <div class=\"top__info info\">\n                  <div class=\"info__sl\">\n            <svg width=\"15\" height=\"15\" viewbox=\"0 0 15 15\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n              <circle cx=\"7.5\" cy=\"7.5\" r=\"6\" stroke=\"#C32218\" stroke-width=\"3\"><\/circle>\n            <\/svg>\n            Knowledge          <\/div>\n                <h2 class=\"info__hl\">Exciting news &amp; relevant updates<\/h2>      <\/div>\n          <\/div>\n    <div class=\"content__posts posts-teaser\">\n                      <div class=\"posts-teaser__post-teaser post-teaser post-teaser--logo\">\n                      <div class=\"post-teaser__img\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"233\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Galeria-GCP-AI-Case_processed-300x233.png\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Galeria-GCP-AI-Case_processed-300x233.png 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Galeria-GCP-AI-Case_processed-1024x794.png 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Galeria-GCP-AI-Case_processed-768x595.png 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Galeria-GCP-AI-Case_processed-1536x1190.png 1536w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/04\/Galeria-GCP-AI-Case_processed-2048x1587.png 2048w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\">            <\/div>\n                                <div class=\"post-teaser__logo\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"234\" height=\"49\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/11\/galeria_logo-referenzen.png\" class=\"attachment-medium size-medium\" alt=\"\">            <\/div>\n                                <div class=\"post-teaser__tag\">Technology<\/div>\n                    <h3 class=\"post-teaser__title\">Galeria: From vision to measurable performance with Google Cloud AI<\/h3>\n                    <div class=\"post-teaser__more\">\n            Read more            <svg width=\"12\" height=\"12\" viewbox=\"0 0 12 12\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n              <path d=\"M1 5.25C0.585786 5.25 0.25 5.58579 0.25 6C0.25 6.41421 0.585786 6.75 1 6.75L1 5.25ZM11.5303 6.53033C11.8232 6.23744 11.8232 5.76256 11.5303 5.46967L6.75736 0.6967C6.46447 0.403806 5.98959 0.403806 5.6967 0.6967C5.40381 0.989593 5.40381 1.46447 5.6967 1.75736L9.93934 6L5.6967 10.2426C5.40381 10.5355 5.40381 11.0104 5.6967 11.3033C5.98959 11.5962 6.46447 11.5962 6.75736 11.3033L11.5303 6.53033ZM1 6.75L11 6.75L11 5.25L1 5.25L1 6.75Z\"><\/path>\n            <\/svg>\n          <\/div>\n          <a href=\"https:\/\/e-dialog.group\/en\/success-story\/galeria-from-vision-to-measurable-performance-with-google-cloud-ai\/\" aria-label=\"Galeria: From vision to measurable performance with Google Cloud AI\"><\/a>\n        <\/div>\n                      <div class=\"posts-teaser__post-teaser post-teaser post-teaser--logo\">\n                      <div class=\"post-teaser__img\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"185\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Josef-Grabner_LINK-Mobility_02-2-scaled-e1771922709825-300x185.jpg\" class=\"attachment-medium size-medium\" alt=\"Josef Grabner, LINK Mobility\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Josef-Grabner_LINK-Mobility_02-2-scaled-e1771922709825-300x185.jpg 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Josef-Grabner_LINK-Mobility_02-2-scaled-e1771922709825-1024x632.jpg 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Josef-Grabner_LINK-Mobility_02-2-scaled-e1771922709825-768x474.jpg 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Josef-Grabner_LINK-Mobility_02-2-scaled-e1771922709825-1536x948.jpg 1536w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Josef-Grabner_LINK-Mobility_02-2-scaled-e1771922709825-2048x1264.jpg 2048w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\">            <\/div>\n                                <div class=\"post-teaser__logo\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"75\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Untitled-design-300x75.png\" class=\"attachment-medium size-medium\" alt=\"Logo link mobility\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Untitled-design-300x75.png 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Untitled-design-1024x256.png 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Untitled-design-768x192.png 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/02\/Untitled-design.png 1200w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\">            <\/div>\n                                <div class=\"post-teaser__tag\">Technology<\/div>\n                    <h3 class=\"post-teaser__title\">e-dialog focuses on Messenger Marketing with LINK Mobility<\/h3>\n                    <div class=\"post-teaser__more\">\n            Read more            <svg width=\"12\" height=\"12\" viewbox=\"0 0 12 12\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n              <path d=\"M1 5.25C0.585786 5.25 0.25 5.58579 0.25 6C0.25 6.41421 0.585786 6.75 1 6.75L1 5.25ZM11.5303 6.53033C11.8232 6.23744 11.8232 5.76256 11.5303 5.46967L6.75736 0.6967C6.46447 0.403806 5.98959 0.403806 5.6967 0.6967C5.40381 0.989593 5.40381 1.46447 5.6967 1.75736L9.93934 6L5.6967 10.2426C5.40381 10.5355 5.40381 11.0104 5.6967 11.3033C5.98959 11.5962 6.46447 11.5962 6.75736 11.3033L11.5303 6.53033ZM1 6.75L11 6.75L11 5.25L1 5.25L1 6.75Z\"><\/path>\n            <\/svg>\n          <\/div>\n          <a href=\"https:\/\/e-dialog.group\/en\/news\/e-dialog-focuses-on-messenger-marketing-with-link-mobility\/\" aria-label=\"e-dialog focuses on Messenger Marketing with LINK Mobility\"><\/a>\n        <\/div>\n                      <div class=\"posts-teaser__post-teaser post-teaser post-teaser--logo\">\n                      <div class=\"post-teaser__img\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"233\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/12\/Lascana-VAIS_processed-300x233.png\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/12\/Lascana-VAIS_processed-300x233.png 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/12\/Lascana-VAIS_processed-1024x794.png 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/12\/Lascana-VAIS_processed-768x595.png 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/12\/Lascana-VAIS_processed-1536x1190.png 1536w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/12\/Lascana-VAIS_processed-2048x1587.png 2048w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\">            <\/div>\n                                <div class=\"post-teaser__logo\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"1\" height=\"1\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/12\/LASCANA_Logo_2025_purple2.svg\" class=\"attachment-medium size-medium\" alt=\"\">            <\/div>\n                                <div class=\"post-teaser__tag\">Technology<\/div>\n                    <h3 class=\"post-teaser__title\">LASCANA transforms the customer experience with Google VAIS:C<\/h3>\n                    <div class=\"post-teaser__more\">\n            Read more            <svg width=\"12\" height=\"12\" viewbox=\"0 0 12 12\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n              <path d=\"M1 5.25C0.585786 5.25 0.25 5.58579 0.25 6C0.25 6.41421 0.585786 6.75 1 6.75L1 5.25ZM11.5303 6.53033C11.8232 6.23744 11.8232 5.76256 11.5303 5.46967L6.75736 0.6967C6.46447 0.403806 5.98959 0.403806 5.6967 0.6967C5.40381 0.989593 5.40381 1.46447 5.6967 1.75736L9.93934 6L5.6967 10.2426C5.40381 10.5355 5.40381 11.0104 5.6967 11.3033C5.98959 11.5962 6.46447 11.5962 6.75736 11.3033L11.5303 6.53033ZM1 6.75L11 6.75L11 5.25L1 5.25L1 6.75Z\"><\/path>\n            <\/svg>\n          <\/div>\n          <a href=\"https:\/\/e-dialog.group\/en\/success-story\/lascana-transforms-the-customer-experience-with-google-vaisc\/\" aria-label=\"LASCANA transforms the customer experience with Google VAIS:C\"><\/a>\n        <\/div>\n                      <div class=\"posts-teaser__post-teaser post-teaser 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https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/12\/appshunter-io-iOWLBQewoDo-unsplash_processed-e1767175612937-2048x1098.jpg 2048w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\">            <\/div>\n                                          <div class=\"post-teaser__tag\">Analytics<\/div>\n                    <h3 class=\"post-teaser__title\">Cookieless GA4 with Server-Side GTM &amp; Firestore<\/h3>\n                    <div class=\"post-teaser__more\">\n            Read more            <svg width=\"12\" height=\"12\" viewbox=\"0 0 12 12\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n              <path d=\"M1 5.25C0.585786 5.25 0.25 5.58579 0.25 6C0.25 6.41421 0.585786 6.75 1 6.75L1 5.25ZM11.5303 6.53033C11.8232 6.23744 11.8232 5.76256 11.5303 5.46967L6.75736 0.6967C6.46447 0.403806 5.98959 0.403806 5.6967 0.6967C5.40381 0.989593 5.40381 1.46447 5.6967 1.75736L9.93934 6L5.6967 10.2426C5.40381 10.5355 5.40381 11.0104 5.6967 11.3033C5.98959 11.5962 6.46447 11.5962 6.75736 11.3033L11.5303 6.53033ZM1 6.75L11 6.75L11 5.25L1 5.25L1 6.75Z\"><\/path>\n            <\/svg>\n          <\/div>\n          <a href=\"https:\/\/e-dialog.group\/en\/blog\/cookieless-ga4-with-server-side-gtm-firestore\/\" aria-label=\"Cookieless GA4 with Server-Side GTM &amp; Firestore\"><\/a>\n        <\/div>\n          <\/div>\n  <\/div>\n<\/div>","protected":false},"featured_media":13787,"template":"","meta":{"_acf_changed":false},"categories":[450],"c-year":[47],"class_list":["post-13786","whitepaper","type-whitepaper","status-publish","has-post-thumbnail","hentry","category-technology","c-year-47"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customer Data Platform Whitepaper | e-dialog<\/title>\n<meta name=\"description\" content=\"Whitepaper: CDP \u2013 360\u00b0 customer profiles &amp; cross-channel personalisation with 1st-party data 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