In what scenario should a real-time CDP business practitioner utilize extensions as a destination?

Utilizing extensions as a destination in a real-time Customer Data Platform (CDP) is particularly effective for activating raw website events. This scenario allows practitioners to seamlessly incorporate real-time data into their operational workflows. When raw website events are captured, they contain valuable information about user interactions on the site, such as page views, clicks, and form submissions.

By employing extensions, businesses can route these raw events directly into other analytics or marketing platforms, making it possible to trigger immediate marketing actions based on user behavior. This real-time activation is crucial for optimizing campaigns and enhancing customer engagement by delivering timely and relevant messages to users.

In contrast, while targeting Facebook audiences, exporting to SFTP connections, and creating marketing actions may involve using extensions, they typically do not emphasize the same level of immediacy and direct interaction with real-time events as activating raw website data does. The focus on real-time data activation underscores the dynamic and responsive nature of digital marketing strategies in today’s environment.