Not All CDPs Are The Same!

Nowadays, all platforms, old or new, tend to call themselves a “CDP – Customer Data Platform”. Unfortunately, this creates clarity issues in all business & IT peoples’ minds.

Here are some issues a CDP can help a business or brand solve. One should keep in mind all these domains when selecting a vendor:

Dead or alive: Leave the 3rd Party #cookie discussion and focus on your own data!

A true CDP offers solutions to get ahead of the obsolescence of third-party cookies, where no one would be able to rely on other peoples’ identifiers anymore. You’ll need to setup your own identity management and ID Graph to succeed in this new era. Whatever the new regulations bring in, once you start to collect consented customer data signals, you’ll never have to worry about any changes again.

Manage #ID chaos with proper #IDResolution.

A true CDP enables you to manage an ID pool seamlessly and effectively. Done right, this process lets you orchestrate all your channel communications to get true insights, reach out to your audiences with relevant content in a relevant channel, whether it be through digital or offline stores or your contact center, etc., at the right time.

Personalize #customerexperience

Once you’re able to unify & track customer behavior, the next game-changer action is to #personalize customer experience in all available channels. This can be your e-commerce site, your media campaign, or even your shop floor. Only hyper-personalization can get you salient in perceptual realities and brand consideration sets of consumers.

Forming & streaming audiences to all communication #channels

One key capability to seek in a CDP is its connectivity. It should be able to create and stream audiences in near real-time to both media partners or any of your digital assets and your shop floor or contact center, too, while also providing insights on the actions taken. Relying on just one channel isn’t sufficient; customer experience needs to be seamless across all touchpoints.

Collect and enrich #data , both known and #anonymous #digital #signals

Be flexible in how you collect data. You should include tools to properly ingest data, possibly ETLs, and connect multiple data sources to enrich what you have at hand with both anonymous behavioral signals & hard fact demographics and transactions, regardless of channels.

Get detailed and enriched #insights

You may not want to admit but your existing analytics results cannot measure Safari & Firefox users’ digital behaviors.. This oversight could negatively impact your campaign results by at least 20%, given their significant market share. Additionally, understanding audience performance across different channels is crucial but often overlooked by marketers due to the limited availability of solutions that can provide these insights.

Create a real single customer truth

Until now, many marketers and IT professionals believed that CRM technology was the way to create a single customer truth. However, we now know that anonymous signals and their associated data go beyond these traditional datasets. With CDPs, you can unify all customer data from various databases into a single, accessible location, enabling business professionals to use it more effectively, i.e. creating audiences not only by static data, but also starting to use real-time streaming behavioral data.

Join us in discussing how to address these issues and click here to set up a meeting if you need to.