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Data Teams, It's Time

Build Your Own Customer Data Platform

Data teams are taking charge of customer data. Learn about the latest trend in building a competitive edge in infrastructure.

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Why Build Your Own Customer Data Platform?

A build-your-own customer data platform (CDP) gives you the ability to gather, filter, and unify customer data across traditionally siloed external and internal sources. This type of CDP also empowers fast-growing enterprises to source and own their data for digital transformation. With a CDP in place, your organization effectively equips decision-makers with all relevant sources of data, so they can leverage data—not just as a core competency, but an in-house competitive differentiator.

A Build-Your-Own CDP vs. an All-in-One Marketing CDP:

All-in-One CDP

Build-Your-Own CDP

Data Available

  • Data limited to digital journey (web, app, email, CRM)
  • Contain all relevant sources of data, customized to your business

Company Size

  • Target small to mid-sized companies with limited developer/data resources
  • Large, fast-growing companies and data-centric organizations

Team Ownership

  • Marketing
  • Data

Benefits

  • Automated
  • Non-technical users
  • Customizable
  • Contain complete data set

Cons

  • Black box
  • Limited data set
  • One size fits all
  • Requires developer work

Primary Goal

  • Automate and connect MarTech tools for companies that lack core data analytics teams
  • Build data as a core competency and in-house competitive differentiator
Data Available

All-in-One CDP

  • Data limited to digital journey (web, app, email, CRM)

Build-Your-Own CDP

  • Contain all relevant sources of data, customized to your business
Company Size

All-in-One CDP

  • Target small to mid-sized companies with limited developer/data resources

Build-Your-Own CDP

  • Large, fast-growing companies and data-centric organizations
Team Ownership

All-in-One CDP

  • Marketing

Build-Your-Own CDP

  • Data
Benefits

All-in-One CDP

  • Automated
  • Non-technical users

Build-Your-Own CDP

  • Customizable
  • Contain complete data set
Cons

All-in-One CDP

  • Black box
  • Limited data set
  • One size fits all

Build-Your-Own CDP

  • Requires developer work
Primary Goal

All-in-One CDP

  • Automate and connect MarTech tools for companies that lack core data analytics teams

Build-Your-Own CDP

  • Build data as a core competency and in-house competitive differentiator

The Build-Your-Own CDP Solution: Customer Data as a Service

  • A Complete Customer Profile.

    Add key behaviors into your source of truth.

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    Customer Data as a Service (CDaaS) helps you build a complete customer picture, so you can be contextually aware and drive relevant experiences without blind spots.

  • Retroactive Data Access.

    Prevent and troubleshoot data blackouts.

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    Sync complete retroactive event history to your warehouse or data lake. All changes in event definitions are reflected, both retroactively and going forward.

  • Standardized Schema.

    Normalize behavioral data and automate the ETL process.

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    Minimize manual errors and increase reliability. Automated ETL layers make schema changes much more transparent and retractable in case things go wrong.

What is Customer Data as a Service?

Customer data as a service (CDaaS) is the automated process of collection for organizing and connecting customer data. Key components include retroactive modeling, virtualization, identity resolution, and data governance to make sure everything is trustworthy. The normalized schema inside CDaaS makes it easy to integrate data with other sources. All this data that’s captured and organized is then piped to your data lake or warehouse, so you can join it with all of your other sources and build your own CDP.

Try for Free

Heap empowers companies like Envoy, Microsoft, WeWork, and Goop to build a complete view of their customers. Heap help teams build a central source of truth to get deeper insights and streamline decisions.

Read Envoy's Story

“Heap allowed us to stop relying on multiple vendors for marketing attribution. We finally had a complete, centralized view of which campaigns were associated with outcomes. Heap allows us to get granular on who is doing what, when, and how. For the first time, we’re able to do marketing attribution on our own rather than relying on third party tools.”

Arvind Ramesh
Arvind Ramesh, Envoy

Learn how to build your own customer data platform

Get the Whitepaper