Businesses need to know customers—understanding their behavior, preferences and intent—to be able to respond with relevant and personalized experiences. A customer data platform integrates 1st, 2nd and 3rd party data, and online and offline data, in batch/real time so that business leaders across the enterprise can make more informed decisions and become customer-centric in their actions.
CDP has evolved from a noun to a verb. Through customer data platforming, businesses can centralize what they already know, and then gather and connect what they learn to achieve a unified, 360°view of the customer. Companies can use these insights to deliver the right message to the right customer at the right time.
We help clients to develop CDPs that connect all relevant omnichannel information about the customer and urgently and accurately make the data accessible to inform other systems and stakeholders.
Chief marketing officers (CMOs) are being asked to increase customer acquisition 2-5 percent and lifetime value by 2-10 percent, while chief digital officers (CDOs) are expected to improve revenue, largely through more personalized ecommerce. However, there is nothing left to squeeze out of existing platforms if they remain isolated data silos.
CDP can help CMOs and CDOs improve customer intelligence by bridging the divide between ecommerce and marketing, systems of acquisition, systems of retention, data management platforms and customer relationship management systems.
In the age of the platform, users’ rights need to be respected. Because of legislation, cloud and competition, marketers will no longer be able to rely on the rich customer data available through publicly traded, 3rd party tracking cookies. Enterprises must now become platforms themselves that bring experiences and systems together with data at the core.
Our Customer Data Platforming services are designed to create data-driven and data-capturing experiences, collecting that information and connecting it to help businesses understand—and act on—customers’ intent.
Max Kirby addresses attendees of the recent Google and Publicis event hosted during Adweek, with examples of how enterprises need to become technology companies to compete in today’s economy.
Businesses are in a scramble to become compliant with the new privacy rules—but compliance should not be the sole focus.
Data allows a business to better target market activities across channels and share actionable insights throughout the enterprise. How to do it right:
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