How CDPs enable automated, omnichannel Marketing Orchestration
According to Gartner, a customer data platform is 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. A CDP collects, unifies, analyzes and activates this individual customer data.
Read more about CPD features and capabilities that enable high-performing marketing automation and orchestration:
Customer data unification
A CDP unifies all customer data generated by sources such as marketing channels, e-commerce platforms or websites. This enables the breaking down of data silos, enabling the consistent activation of campaigns to very specific targeted audiences.
In-depth, automated data-analysis
Which products are each customer interested in? How long ago did they engage with the brand? What was their last purchase? Did they buy through a link in an e-mail? Previously, answering these questions was near impossible, as this data is commonly scattered across different channels without a way to link customer information to individual identities. A CDP provides these answers and enables you to personalize your communications, greatly improving relevancy and timing, to meet the needs and wants of your customers.
Easy-integration with all marketing channels
A CDP is the integrating piece, connecting with all your channels to enable the activation of the customer data and marketing activities when certain automation is triggered. This enables marketers to have full, orchestrated control over through which channel or mix each customer will be reached at each specific point in time. Without a CDP, this would otherwise remain a quite challenging task when marketing channels and data are siloed (see picture).
Image source: Exponea
Identification of patterns through data analysis
Having a CDP in place enables you to uncover new insights resulting from channel data unification, for example, to identify the channel (out of your complete mix) your customers prefer to use to engage with your company historically. Then, align your marketing accordingly to avoid ad fatigue, spamming and annoying your customers and improving the allocation of your marketing budget.
Real-time customer behaviour tracking
Understand the behaviour and engagement of your customers with your channels in real-time to adapt your marketing tactics consequently and guide your customer through their individual customer journeys.