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Data Platforms & the Data Infrastructure Layer

CDPs & CDIs are common terms used to represent the data platform layer. This lesson will cover why this capability is central to a marketing technology stack.

  • A MarTech stack needs the ability to collect event data (whenever someone performs an action) by identifying users.
  • Customer Data Platform collects and controls data (events and users) and federates this data out to other tools.
  • 3 types of data in CDP: User data, event data, audiences (list of certain people).

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Data Hygiene & Management

Often lost in translation, data hygiene and management is the process of managing your data in various tools and across a unified stack. We'll talk about these domains, why they matter, and how they fit into a set of stack capabilities.

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