The BearingPoint white paper explains how customer data platforms (CDPs) unify data from multiple touchpoints to create AI- and context-based customer profiles for personalized journeys. As third-party cookies disappear, CDPs absorb this gap by collecting first-, second-, and third-party data across online and offline sources. They enhance marketing, sales, and service through real-time recommendations and omnichannel orchestration. Use cases include AI-driven personalization—optimizing offers based on customer interactions—and context-based engagement, where real-time behavioral data tailors offers to current needs. BearingPoint supports firms in implementing CDPs with structured processes, standardized use cases, and future-proof IT architectures.

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