Unified Customer Data
Having enormous amounts of customer data from an ever-growing number of (digital) channels, but still unable to collect, analyze and use it? Customer Data Platforms (CDP) solved one of the biggest limitations to omnichannel and personalized experiences: siloed data. It’s time to use the CDP and start improving your customer experience and the efficiency and effectiveness of your marketing costs. Let’s get in touch!
Why Customer data is essential?
Customers expect to be satisfied with the customer experience that businesses provide for them. 80% even says that the experience is just as important as the products or service itself. That’s probably also why customers are willing to pay for an improved experience.
"Research tells us that organizations that leverage customer behavioral insights outperform peers by 85% in sales growth and more than 25% in gross margin."
In order to provide a satisfactory customer experience, you need to get to know your customers. What are their needs and preferences? Which challenges do they bump into? Companies have all the data they need, but without a proper tool to analyze it, data is only numbers and letters. The only way to have an answer to these questions is through customer data collection, analysis and activation. Being able to act upon this data has shown us the key to the growth of top organizations as compared to similar competitors in their markets.
Do you recognize following issues/stumbling blocks in your business?
- Data is scattered and siloed across different disconnected solutions
- Data is collected but cannot be processed properly so no insights are drawn from it
- Data is collected and analyzed but the organization is not set up or ready to act upon them
Discover how CDP is an essential marketing tool to overcome all the obstacles above. It is a prebuilt system that centralizes customer data from all sources and delivers a unified customer database to other customer engagement systems, like e-commerce platforms and marketing solutions.
CDP to the rescue!
Unify your Customer Data
The first task of a CDP is to collect data and input and put it into a profile for each user. To assist with this task, CDPs use easy-to-implement connectors. Through integrations, a CPD can collect data from every action you make during the customer journey: events, customer attributes, transactional data, campaign metrics, customer service data. After this, the CDP will unify this data based on a set of specified rules, to integrate it into a single customer profile.
Understand your customer
Once the CDP unifies this data into individual profiles, it’s ready to be analyzed. This can enable a deeper understanding of your customers because the data is divided into audiences for each customer. The analytical capabilities of CDPs allow several types of analysis:
- In-depth analysis of your individual customers
- Real-time audience segmentation
- Journey analytics
Activate your customers
The main purpose of customer data is to allow you to evolve from the concept of predefined journey stages to a more dynamic state where you can predict where, when and how customers prefer to engage, and to fully individualize & personalize your interactions with the customer.
Thanks to the insights of the analysis, the data can impact every engagement: during online browsing, in the store with a sales rep, at an e-commerce checkout and even in a customer support call. That’s when you’re ready to start sending high-quality customer data to the right marketing channels to activate marketing campaigns, e-commerce experiences or website engagement triggers.
Difference between DMP and CDP
A DMP collects and connects data from multiple channels related to the marketing campaigns and their targeted audiences, to help marketers reach the right people with advertising. However, this data is only stored for a short period of time. The data collected is mostly anonymous and third-party, so it doesn’t allow for the creation of individual customer views.
Unlike a DMP system, a CDP collects all data from online and offline sources in real-time, from both known and anonymous visitors engaging with your brand across any channel, and is able to match all these interactions with a single customer profile. This creates a 360° view of all users that interact with your brand across any channel and captures the development of your relationship along the customer journey. This greatly increases both the amount of data you gather and its usability, as it’s all centralized in a single platform.
When a CDP is integrated together with a DMP, it can provide significant value to organizations by allowing you to understand and benefit from both 1st and 3rd party customer data.
Get in touch!
We know how to create a successful strategy for your organization after more than 30 years of experience in e-commerce and digital. Through an in-depth assessment based on several key criteria, we will be able to create a data- and customer-driven strategy to grow your business through digital marketing and implement the tools necessary to help you reach your goals, such as an efficient Customer Data Platform or other marketing automation tools.
