Abstract:

This study explores the adoption of a customer data platform (CDP) in German companies. Lately, customer data has become a crucial asset for companies. However, the increasing amount of data makes it challenging to cluster and evaluate the high amount of customer data from different platforms. Combined in one platform, a CDP centralizes technology solutions that collect customer data from various sources, thus facilitating personalized and automated marketing processes. The study uses a critical realism and deductive approach to explore the subjective meanings of CDP implementation within the selected German organizations. A mixed-method approach has been applied to gathering data through 19 semi-structured interviews and a qualitative content analysis according to Mayring (2020) was conducted. The study investigated how companies perceive the benefits and challenges of implementing a CDP in their organizations. While interviewees recognize the value of CDPs in creating comprehensive customer profiles, challenges such as data quality issues hinder adoption. The findings highlight the need for prioritizing data quality and building expertise and resources to implement CDPs effectively. Recommendations include fostering communities for knowledge sharing and gradually preparing for CDP integration to ensure competitiveness.