Terragon Group is pleased to announce that the Consumer Data Platform (CDP) Institute has included Terragon as the only African CDP provider in their Service Provider Directory.
Launched in 2016, the CDP Institute is the world’s leading vendor-neutral organisation dedicated to helping marketers and businesses manage customer data. The institute is an indispensable resource for the martech ecosystem, and Terragon is excited to formally join an esteemed list of companies that are working to boost the presence and application of CDPs.

The Value of CDPs

All modern marketing relies on customer data. To efficiently reach Africa’s consumer market, which is regarded as the fastest growing and expected to reach $2.1 trillion in expenditure by 2025, marketers need great customer insight. While data in and of itself is important, the management and use of data are the actual marketing brain that equips companies to build smart campaigns.
Older customer data management tools such as customer relationship management (CRM) software or data management platforms (DMPs), while useful, create data silos which makes it difficult for businesses to productively use all the data they have access to.
CDPs solve the problem of siloed and first-party fragmented data by unifying data to provide greater customer understanding and satisfaction. CDPs offer a unified customer view that gathers a company’s data (including first, second and third-party data) into a single comprehensive platform. Holistically, CDPs are the key to data-driven marketing.

Why Terragon Group

According to the CDP Institute, a CDP is ‘packaged software that creates a persistent, unified customer database that is accessible to other systems.’ Terrgaon’s CDP meets the Institute’s definition and fulfils all capabilities and use-cases for CDPs. At Terragon, we understand that holistic and actionable customer insights are critical to the success of businesses.
Terragon’s CDP has been a leading force in the consumer marketing space in Africa for over the last 3 years. It comes equipped with access to over 350m online and offline profiles of African Consumers, giving brands operating in Africa the ability to target and reach African consumers.
‘Every market has unique requirements, and we are pleased to welcome Terragon as a firm that will be able to meet many African companies’ needs for unified customer data,’ says David Raab, Founder of the CDP Institute.
Powered by data science and machine learning, Terragon marries online and offline data and uses predictive scoring to help brands accurately target people across channels and devices. Our proprietary software integrates with other data technologies to deliver critical insights and enables brands to solve real business challenges and impact ROI.
Terragon’s CDP services enable companies to enrich data they collect securely, unify and manage the data to drive engaging customer experiences.
‘We are honoured to be accredited as one of the firms recognised to provide CDP-related consulting, implementation, and technology, said Elo Umeh, CEO of Terragon. ‘Terragon is at the forefront of innovation in customer data management and engagement.
This is exemplified by this accreditation and our unique and proactive partnership with Facebook to improve ad personalization in a post-cookie world. Equipped with the CDP and the Facebook conversions API we can support brands to become personalized in their marketing strategies, increase ROI, and reach the customers that matter’.
About Terragon Group: Terragon is a data and marketing technology company in Africa that uses data and analytics to help brands connect at scale to their customers. Terragon is also the only African-founded CDP company to be listed as a partner for the Facebook Conversions API in Africa.
About CDP Institute: The CDP Institute provides vendor-neutral information about issues, methods, and technology related to customer data management in general and to Customer Data Platforms in particular.
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