Using a CDP for Customer Acquisition

By definition, Customer Data Platforms assemble data about customers: that is, people already doing business with a company.

In fact, many CDPs were originally designed so they could only load data associated with a customer ID. Primary use cases for CDPs have always been making better use of this customer data for cross-sell, upsell, and retention programs.

But, while retention marketing is highly profitable, most marketers still spend the bulk of their budgets on acquisition.1 As they make increasing use of their CDP in other programs, those marketers naturally ask whether it can help with acquisition as well. The answer – assuming they have the right CDP – is a resounding Yes.

Download and read the article to learn why...

Released on 25/03/2025.

This article was authored by David Raab, Founder of the Customer Data Platform Institute, focussing on the critical thinking process for marketers when looking to solve customer acquisition challenges with a CDP like Relay42.