Marketing automation through campaign tracking and performance analysis. How do companies use CDPs? Automation of data management (integration, validation and cleaning). Identification and classification of all customer attributes and behaviour across systems – both online and offline. Definition of persistent customer profiles and management for future use. Analysis of lifetime customer journeys. Analysis of customer behaviour to improve segmentation (that is, pricing or marketing campaigns). Analysis of customer purchasing history and other behaviour to inform eCommerce or content recommendations. Predictive analysis for modelling customer behaviour (that is, segmentation based on most likely to buy, or most likely to churn). Export of segmented customer lists for campaign execution or business intelligence.