Automation
Customer Data Infrastructure
Customer data infrastructure (CDI) is the foundational layer of technology that collects, unifies, stores, and routes customer data across all marketing and business systems. It ensures consistent, high-quality data flows between tools in the marketing technology stack.
Examples
A company implements CDI that captures events from its website, mobile app, and POS system, unifies them into customer profiles, and syncs them to the CRM, email platform, and analytics tool.
Best Practices
Design your data taxonomy before implementation, enforce data quality at the collection point, build real-time and batch processing capabilities, and maintain a clear data dictionary.