What is a CDP?
Customer Data Platforms are managed systems that facilitate a unified, persistent and agile database of customers that provides a single view across many different viewpoints. A customer data platform functions as a marketing system that unifies a company’s customer data from marketing and other channels, to enable customer modelling and optimize the timing and targeting of messages and offers (Gartner). A CDP builds a complete profile of each of your individual customers through the collection and linking of first-party data to individual profiles. They are ready-to-use solutions, allowing departments without a high level of technical resources or skills, like marketing, to manage, analyze and use that data immediately after the initial technical implementation and set-up
Why do you need a CDP?
The main objective for companies of all sizes is to ultimately offer the right product, to the right people, at the right time. To maximize the opportunities for this to happen, marketers need to communicate to target audiences efficiently and engagingly in a consistent manner across all channels. By providing a single point of data for marketers and leadership, organizations can better maintain and grow their market share within competitive sectors.
What do you use a CDP for?
A CDP is used to manage previously fragmented data across multiple touchpoints, such as customer locations, budgets, purchase history and preferred shipping methods. This provides the capability to track and understand customer behaviour across several channels, which in turn allows businesses to make informed decisions based on what their customers truly need, and when.
What kind of data does a CDP work with?
CDPs are very flexible and can organize a range of different data sets. The most common streams include transactional data (previous purchases, purchase frequency, empty carts), campaign behaviour (clicks on email campaigns, shares on social media, open rates), online activity (bounce rates, organic traffic, traffic sources) and customer service data (past history, issues resolved or unresolved).
How will a CDP allow you to personalize?
By using a CDP, you'll be able to develop customer intelligence at a more granular and individual level. Through insights across multiple channels, users will be able to have a fuller picture of their target customer and, therefore, be able to create better experiences with more effect. To learn more about all the features of a CDP, here.
The value of a CDP for digital leadership
What does a CDP enable for digital leadership?
CDO:- A reliable and futureproof digital solution to integrate your Martech
- A catalyst for digital transformation
- An easily justifiable investment in technology, with measurable ROI
CMO:
- A 360-degree view of target audiences, including both segments and individual behaviors
- Significantly reduction in advertising waste by enabling hyper-personalization and targeting capabilities
- A better view and meeting of KPIs, clearer link between marketing spend and sales
- Actionable, in-depth insights to get to know your audiences better
- The solution to future-proof your digital Martech
CIO:
- Better data collection and storage
- Integration of all customer-related data into a single solution
- Easy integration into existing architectures
- Easier ROI understanding for stakeholders
