CDPs are the next big thing in martech, and can help marketing departments create more effective campaigns and experiences for their customers.
CDPs empower marketing departments by unifying customer data
CDPs can help you collect, manage, and analyze data from multiple sources. They also provide a single view of your customers, which helps marketing departments get better insights about their audience. By integrating customer data from different sources into one platform, CDPs empower marketing departments by unifying customer data in one place. As a result of this unification process, marketers can have access to all relevant information on the same screen at any given time.
Additionally, CDP platforms provide an integrated set of tools that help marketers identify key characteristics about their customers and build targeted campaigns based on these insights.
These tools include:
- Personalization capabilities: Characteristics like location and demographics allow companies to tailor content and experiences for each individual person (or household). They can also personalize offers based on past purchases or online interactions with the brand via email newsletters or social media channels (e-commerce websites).
- Lead scoring: Lead scoring allows companies to prioritize leads based on how likely they are to engage in future actions such as making a purchase or filling out an application form for new services offered by the company (enterprise applications)
A CDP can be used to build better customer experiences across all channels
A CDP can help you build better customer experiences across all channels by giving your business a digital version of the customer record.
A CDP allows you to create a unified view of a customer across all marketing channels, so that when someone interacts with one part of your business (online or offline), they get consistent messaging and experience across all touchpoints. This makes it easier for customers to interact with businesses online, because there’s no need to create new accounts each time they engage with different platforms or products. A good example is Amazon, who uses their Customer Data Platform (CDP) in order to personalize content and make recommendations based on previous purchases made on the platform. A CDP works with your other martech tools to create a cohesive, cross-channel experience for your customers.
A CDP can combine with your other marketing tools to create a well-coordinated, cross-channel experience for customers.
Imagine that you work in a company that sells kitchenware. You’ve created an email campaign to boost sales, but the results are underwhelming: people aren’t clicking on the links in your emails or visiting your website after they receive them. A customer data platform (CDP) can help you see where potential customers are coming from and what they’re doing once they get there so that you can make sure you’re marketing effectively across all channels—in other words, it provides a holistic view of the customer journey.
- Use data from one channel to inform decisions about another.* For example, if someone purchased their first knife set through Facebook ads but didn’t convert into the brand’s email list until later—and then didn’t buy anything again from their website—it might indicate that this particular group isn’t ready for further engagement at this time (based on things like previous purchases). That could tell you not only when it’s best not to send more emails but also which kinds of content would be most effective in winning over those same people later down the road when they’re ready to engage further with your brand—or even whether it would be better served by new advertising channels altogether!
A CDP is essential to any omnichannel strategy
The truth is, it’s impossible to create a successful omnichannel strategy without a CDP. Why? Because your business needs a clear view of what customers want and how they engage with your brand across all channels.
This means that all customer data must be collected in one place so that you can use it to:
- Drive personalization across channels, including web, mobile app, in-store experiences, ads and more
- Make better decisions about what products or services to offer (for example: if someone wants to buy something online but then changes their mind after seeing it in person)
A CDP can provide you with valuable insights about your customers and prospects.
It’s a database of all the information that has been collected about each individual who has interacted with your brand. It’s mostly comprised of online data like the pages they visited, who referred them to you or what actions they took on your website or app. The insights come from matching this data to other sources (like CRM system) in order to better segment and target these audiences based on their behaviors and interests.
Using a CDP, marketers can:
- Target specific audiences for campaigns based on demographics like location or age group up through more personal information such as household income level or life stage at which they may be purchasing a home.*
- Optimize digital ads by delivering messages specifically tailored for each user – whether it be an ad on Facebook or Google Search.*
Personalization is easier with a CDP
Personalization is easier with a CDP. Personalization helps you improve engagement, reduce churn, and increase revenue. In fact, according to our 2018 State of the CDP Report by platform provider Appboy:
- Personalized emails increase click-through rates by 22% on average
- Respondents who receive personalized emails are 93% more likely to engage with a brand across multiple channels than those who don’t receive them—and they spend 120% more over time
- 50% of respondents said they would prefer personalized marketing messages from brands rather than generic ones
CDPs are the next big thing in martech, and can help marketing departments create more effective campaigns and experiences for their customers.
CDPs are the next big thing in martech, and can help marketing departments create more effective campaigns and experiences for their customers.
Why? Well, first of all, a CDP is a database of customer information that’s maintained by the business itself—not by a third-party service or agency. This means it’s yours to do with as you please, including sharing with partners that have similar goals (like other businesses within your own network). And because you’re building an interactive record of every interaction your customers have had with your business—all those times they made purchases through your website or stopped by one of your physical locations—you’ll be able to see exactly what content they respond best to when given options like coupons or loyalty programs.
Another benefit? Because this data is being collected at the point where interactions occur (i.e., instead of being pulled from Facebook), its accuracy will be higher than any other type of marketing strategy out there right now since it won’t need manual input from people who might not know exactly what happened during an interaction between themselves and another party (like someone who works in sales).
CDPs are a critical tool in any martech stack, and they can help marketers create more effective campaigns and experiences for their customers. As the number of channels and touchpoints continues to grow, it’s clear that we need new tools to manage all this data. CDPs provide that missing piece, helping businesses understand their customers better so they can build better relationships with them over time.