Customer Data Platform

The CDP provides the key to comprehensive data-driven marketing, a very attractive marketing concept where all your customer data is combined for marketing (and other) uses. Without the data and the management of the data, the ‘marketing brain’ that allows for smarter campaigns simply can’t function. So bringing together the data is very important.
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Why Do You Need a CDP?

It costs way more to acquire a new customer than to retain an existing one. It is highly advised to put significant effort into retaining your existing customers. And today’s customers feel entitled to have a personalized, relevant, and cohesive customer experience as their fundamental universal right. To become a lovable brand that customers stay with, delivering a delightful experience at every interaction is the new minimum.

In order to better serve and exceed the expectations of your customers, you first and foremost need the power of data to effectively support your customers and address their needs. Accurate and accessible data is the foundation for all your seamless CX efforts

A CDP helps you unify vast amounts of data in a single place, organize and make them easily accessible to other systems for analysis and strategy purposes. You can rely on this clean and thorough data for your marketing efforts, among other needs.

The aim of the CDP is to bring together all customer data and stitch the data together into unified customer profiles. So a marketer can easily work with it.
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What Does a CDP Do?

Many marketers face challenges when arranging vast amounts of data crucial for their campaigns. A CDP offers a great solution to this problem by collecting and unifying data from several sources and systems. As a database software, it provides a seamless integration by unifying and classifying previously fragmented data, so each department can access it for their own unique needs.

Are you searching for solutions to boost your online reach and visibility, while driving traffic, engagement, leads, mobile app installs, event registrations, and sales? Then look no further. We have you and your business goals covered.

To learn more about our social media advertising services click here.

What Kind of Customer Data Do CDPs Work With?

Behavioral Data

A customer’s actions during a session on a website, an app, or a browser on a mobile device.

Demographic

A customer’s name, address, contact information, birthday, occupational info, and more.

Transactional

A customer’s purchases, return actions, all information gathered from payment systems like POS and transactional activities on eCommerce sites.

More Authority

People ask questions on social media. We build a reputation for your company.

More Fun

Different social platforms create an opportunity to let your creative side show

More Marketing Power

Sharing exciting posts and announcements benefit your overall online marketing efforts.

Did you know, a huge 68% of users will often go straight to a business’s social media profile to read reviews. Whether your business sells a product or offers a service, customers online want to see real people talking about your brand. They want to see what you have to offer and if it’s worth their time and money.

If your business isn’t set up on social media and you feel your business could benefit from a strong social media strategy, get in touch with us for a chat

Features of CDP

Unified Customer View

A CDP provides a 360-degree view of customers to help you understand and target your customers in a pin-pointed way. It persistently unifies data from several channels, both online and offline, in a single platform and organizes it in an efficient manner to serve a variety of systems. Its main goal is to help marketers boost their marketing efforts.

Segmentation

CDPs aggregate data from thousands, even millions of customers. They allow marketers to create basic and advanced segments from these data and let you target different customers based on their behavior, historical data, past purchases, likelihood to purchase, predictive segments and more.

Analytics & Insights

Every part of a business can benefit from such powerful data. Your marketing surely needs it to fuel its growth, but also your business intelligence (BI), customer experience teams, and product teams, among many, can rely on persistently collected and organized data. A CDP makes it easy to access and leverage this data by all in real time.

Advertising

The vast size of data that’s contained in a CDP also gives you the ability to use advanced functions like predictive segmentation to target users with a likelihood to purchase, audiences with a higher propensity to buy in ad channels, and improve your Return On Ad Spend (ROAS) significantly.

Real-Time Personalization

No marketer can truly excel without personalizing their campaigns. Large enterprises have strict requirements for class-leading personalization capabilities built into CDPs as they allow you to create highly-enriched customer profiles and serve personalized content, and recommendations based on customer behavior, customer lifecycle stage, lifetime value, previous purchases, wish lists, and more.

Cost Savings

By automating the data processing step, and adding advanced features for making use of this data, CDPs saves a ton of time for marketers. While formerly your marketing team would be bridled with processing, analyzing and creating actionable insights from this data, CDPs turn this into an efficient system as long as they are fed data and integrated into wide ecosystems.

We believe in building long-lasting relationships with our clients during the entire process to ensure that our brands are a true representation of your vision and resonate with you and your customers.

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Comparing CDP with Other Systems

CDP is often compared to other systems like CRM, DMP, and personalization engines (PE). Although some functions of CDP are similar to these, overall the results that CDPs deliver differ from these systems. Many marketers may already be working with some of these data systems to support their goals. While some of these may be complementary to a CDP, some fall short in comparison to a CDP.

CDP vs. CRM

CRM (Customer Relationship Management)

  • CRMs are limited in the range of ways they make data actionable and are generally used to keep track of a sales cycle, renewal of accounts, upsell, and cross-sell. 
  • The data collected in a CRM has to be entered manually, meaning users need to intentionally fill out a form or answer certain questions. 
  • CRMs cannot track info from anonymous users, unlike CDPs that can track these users with an individual ID.
  • CRMs can not connect data with other channels like email, push or mobile app, among others like CDPs.
  • Cannot integrate offline & online data. CDPs on the other hand, support a full range of customer data, such as customer acquisitions via organic and inorganic digital channels.

CDP vs. DMP

DMP (Data Management Platform)

  • Mostly collects 3rd party data, and cannot create consistent customer profiles.
  • Used primarily for advertising purposes, not for the entire customer journey.
  • Unlike CDPs that can keep and build data over a period of time, DMPs hold onto data for shorter periods of time to target ads and build similar audiences. 
  • CDPs and DMPs can complement each other in a marketing tech stack rather than overriding each other.

CDP vs. PE

PE (Personalization Engine)

  • Like CDPs, PEs are also geared towards marketers and are built to help with personalization efforts
  • They personalize marketing efforts across channels (websites, apps, email and social channels) with audience insights and defined targets.
  • PEs are specialized in deploying personalization campaigns like pushing dynamic content, triggering automated email flows among others.
  • While a CDP brings together and organizes data, and gives valuable insight for personalization, it does not directly activate personalization campaigns.
  • CDPs and PEs can be used together as complementary tools.