At Stripe International Inc., the effective use of customer data has become a healthy habit. Like many companies, the apparel retailer and lifestyle brand company started using customer data to improve its advertising results and grow its customer base. The results of its first foray into CDP-driven data modeling were so compelling that the company decided to expand the use of its customer data platform (CDP). Stripe’s initial objectives were similar to those of many companies contemplating buying a CDP. Stripe wanted to evaluate its customer acquisition efforts, including its advertising.

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