Google’s Consumer Data Intelligence Platform: Accelerating Consumer Growth with Data-Driven Innovation

3 min read
Jun 22, 2023

In today’s data-driven world, businesses need a way to collect, store, and analyze customer data to make informed decisions. Google’s Consumer Data Intelligence Platform (CDP) is a powerful tool that can help businesses do just that.

What is a Consumer Data Intelligence Platform (CDP)?

Wikipedia defines a Customer Data Platform as:

customer data platform (CDP) is a collection of software that creates a persistent, unified customer database accessible to other systems. Data is pulled from multiple sources, cleaned, and combined to create a single customer profile. This structured data is then made available to other marketing systems. [1] According to Gartner, customer data platforms have evolved from various mature markets, “including multichannel campaign management, tag management, and data integration.” [2]

The Google CDP is a cloud-based platform that provides a unified view of customer data from all sources. This allows businesses to track customer interactions across all online and offline channels. The CDP also provides various tools for analyzing customer data, including machine learning and artificial intelligence in Vertex AI, BigQuery, and Looker. 

Traditionally CDPs were used to get a 360-degree view of a customer. With Google’s Customer Data Intelligence Platform, data from across the customer’s data estate can be integrated into the framework for a true 360-degree view across all interactions, not just marketing. This definition aligns with Pythian’s views on a Customer Data Platform and fits nicely with our IP.

The Google CDP makes sense for Pythian customers using Google Analytics. Due to the similar architectures, customers using Cortex would greatly benefit from integrating their marketing data into a greater Enterprise Data Platform.

CDP End to End data integration

The CDP can be used by businesses of all sizes to improve their customer insights, marketing campaigns, and customer experience. Some of the benefits of using the CDP include:

    • Improved customer insights: The CDP provides a unified view of customer data, which allows businesses to track customer interactions across all channels. This information can be used to identify trends, patterns, and insights that can help businesses improve their marketing campaigns and customer experience.
    • More effective marketing campaigns: The CDP can create more effective marketing campaigns by targeting customers with relevant messages. The CDP can also be used to track the effectiveness of marketing campaigns and make adjustments as needed.
    • Improved customer experience: The CDP can be used to improve the customer experience by providing customers with personalized recommendations and offers. The CDP can also track customer satisfaction and identify areas where the customer experience can be improved.

The CDP framework is very similar to the Google Cortex framework, and it leverages similar Google Cloud Components such as PubSub, BigQuery, DataFlow, Vertex, and Looker.

Pythian has developed extensive IP around its EDP Quickstart that would act as an accelerator of value for our customers. 

Pythian EDP Quickstart Accelerator



Google’s CDP is a powerful tool that can help businesses of all sizes improve their customer insights, marketing campaigns, and customer experience.


“There are legitimate concerns about AI, its value, and its consequences. My take: AI will likely revolutionize searchability holistically, revolutionize human/computer interaction dramatically, but has the largest potential to give as many right answers as wrong.” – Paul Lewis.   


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