The MarTech marketplace has agreed on the importance and pertinence of Customer Data Platforms. They give companies a unified record of their customer data, help overcome organizational silos, and centralize data access so that marketers can gain insights faster and more accurately. And that’s just the tip of the iceberg of the growth potential a CDP can bring to a company.
CDPs are in vogue right now because businesses have realized that their first-party data is fundamental for their growth strategy and customers are getting more aware and worried about how their personal data is handled. Personal data regulations are getting even stricter, and managing customer information safely is now a high priority for global brands.
But CDPs shouldn’t be run just like another SaaS service, operating on centralized multi-tenant shared infrastructures that allow for lower operational costs to the providers. While this operational style makes a lot of sense for many kinds of services, it’s important to consider whether it still makes sense when the service in question is hosting and processing not just companies’ data but their customers’ information too.
This is why we’re private
Creating the Velocidi Customer Data Platform as a private infrastructure was a choice we made anticipating the growing importance of data privacy. From the get-go we knew data privacy would be a more significant problem than it was, say, five years ago. This was confirmed by the recent scandals with Facebook, Cambridge Analytica, the multiple data leakage cases we’ve been hearing about on the news and the implementation of stricter data regulations all across the globe, like the GDPR and the Chinese Cybersecurity Law.
For our clients, implementing the Velocidi Private CDP means being the exclusive tenant of their data. What does this entail, you may ask?
- The CDP infrastructure is deployed inside the customer’s walled garden, on their private cloud and they’re the only ones that have any kind of access to it.
- The client has full control over their first-party data, without having to rely on shared infrastructures, allowing them to keep a complete record of how, when and where their data is managed.
- All the security controls are defined and set by the client, so there’s no need to overlap or interweave security frameworks.
What we do is provide the CDP services on top of the client’s infrastructure, and the maintenance needed to keep it running well and bringing in the results our clients need, finding a favorable balance between cost of operations and data security.