There is more data available to businesses today than ever before. Transactional data, demographic data, and practically endless quantities of behavioral data are all available. When you add it all up, you have information on everything from anonymous ad impressions to known client purchases, product usage, and customer service. A superset of all of this data is called customer data.
The typical storage of this data in organizational or technological silos makes it very challenging for businesses to deliver consistent customer experiences across a range of channels and consumer devices.
What are Customer Data Platforms (CDP)?
Customer data has become essential to business and marketing operations, which is why CDPs exist. So what precisely is consumer data?
Customer data is the information that customers leave behind when they use the internet and engage in online and offline business transactions, such as those that take place on websites, blogs, e-commerce platforms, and in person.
To provide a comprehensive perspective of the consumer, a CDP can gather data from both online and offline sources, including websites, mobile apps, and email systems. A CDP can assist businesses in predicting the best course of action to take with a certain client after obtaining this data. This enables organizations to discover what must be done in order to keep particular clients. Customer care teams can also use a CDP to customize their help for each customer. A CDP can often be integrated with marketing automation software, data warehouse software, and other platforms that store data.
How Do Customer Data Platforms (CDP) Work?
By utilizing built-in connectors, SDKs, webhooks, and APIs, a CDP can connect to a wide range of technological platforms, data sources, and channels. They ingest and combine information from a variety of diverse sources, including profile data, real-time interaction data (behavioral and transactional), campaign, product, and customer support data, as well as mobile, POS, marketing, device, and Internet of Things (IoT) data.
These data sets are ingested and integrated by a customer data platform to provide a single, comprehensive customer profile. Identity resolution or data unification are terms used to describe this integration process. Advanced algorithms are used in consumer identification resolution to combine identifiers from many systems, create automated graphs, and continually combine data into a profile as customers interact in real-time. To establish a single customer view, data is verified, cleared up, and deduplicated during the unification process. After then, profiles are enhanced with data from first, second, and third parties to fill in any gaps in the data and update older data for additional attributes.
Moreover, CDPs are capable of performing predictive scoring, journey orchestration, and customer profile analysis and segmentation using rules or machine learning. A few more sophisticated CDPs offer machine learning (ML) and artificial intelligence (AI) for audience segmentation and predictive analytics. Marketers may monitor client interactions throughout the whole customer journey with the help of customer journey orchestration skills in order to deliver the correct message, at the right time, on the right channels.
Why Do You Need Customer Data Platforms (CDP)?
Your organization, your client relationships, and your present software and marketing initiatives will all benefit from CDPs. Here are a few of the main benefits associated with having a CDP.
Data Silos Becomes History To You
Data that is accessible to one department but kept separate from the rest of an organization is referred to as a data silo. These happen when companies grow too quickly to communicate data effectively or when technology can’t keep up. Silos are bad to have since they hinder collaboration, slow down organizational progress and productivity, and jeopardize the accuracy of your consumer profile data.
Your business can prevent data silos with the use of CDPs. You can be sure that your data is accurate and available to everyone by combining your employee data with that of your customers.
Capture Data Directly
There is a lot of data out there, but you can ensure you have the correct data at your fingertips by collecting first-party information directly from your clients, site visitors, social network fans, and subscribers. As this information is directly from your target market, it is the greatest kind of information to gather and use as the basis for marketing decisions.
The primary goal of CDPs is to gather first-party data via pixels and other tracking devices. In this manner, you can be sure that your CDP always displays the most up-to-date audience data.
Cross-channel Marketing Gets Unified
Your company probably has several marketing initiatives running concurrently. Trying to communicate, exchange, and educate one another on the data you use for and acquire from these initiatives can take up valuable time and energy. In this situation, CDPs are useful. CDPs provide precise, unified data that helps to harmonize cross- and multi-channel marketing initiatives. They also serve the purpose of gathering and organizing fresh data that can motivate ongoing marketing initiatives.
CDP vs. Marketing Automation
Marketing automation systems often handles automatic, repetitive processes like scheduling social media postings, sending out large email marketing campaigns, and updating campaign data. Additionally, they are utilized for lead scoring, lead targeting, and segmentation. Marketing automation systems find it increasingly difficult to use data from both online and offline channels to design, execute, and scale marketing campaigns across digital channels as the number of consumer channels increases. Consumers want marketing that is truly tailored to them, but marketing automation solutions aren’t built to quickly provide cross- and omnichannel marketing campaigns at scale.
That is where a customer data platform (CDP) comes into play. A CDP can ingest data from online and offline data sources and unify it for that all-important single view of each customer. With this 360-degree view, marketers no longer have to make educated guesses. They can easily see customers’ channel preferences, buying propensity, website behavior, and product preferences. With these insights, marketers can successfully target the right customers with the right strategies.
If you want to increase the effectiveness and agility of your marketing operations while also enhancing the overall customer experience, a customer data platform may be the best option for your business.
A CDP can combine customer data from various silos and channels to produce a single customer perspective that can act as the organization’s single source of truth. With the help of this one perspective, marketing, customer care, and sales teams can quickly evaluate customer data and pinpoint key demographic groups for more pertinent, contextual, individualized, and consistent messaging.
You couldn’t run a business if there were no customers. They should be at the heart of all that we do, particularly our marketing, and in order to accomplish so, we need actual, raw customer data. Consumer data platforms give us the unity, precision, and speed we need to keep our organizations in line, our marketing creative, and our customers engaged.