AUTOMATION OF DATA COLLECTION AND ANALYSIS USING CDP-PLATFORMS

The work is devoted to the analysis of key technologies used in CDPs (Customer Data Platform) – platforms for collecting, processing and analyzing client data. Modern approaches to data collection and processing, including API integration, SDK for mobile applications, pixel tracking and file import are considered. Special attention is given to technologies such as ETL processes, data enrichment, identification and unification algorithms, cross-channel attribution and personalized recommendations. The importance of confidentiality and reliable data storage is stressed. CDP-platforms are seen as a tool for personalizing communication with customers, increasing their loyalty and optimizing marketing strategies.