Having a clear perspective of what motivates buying decisions and engenders loyalty is vital. Without it, marketing campaigns and activities are likely to miss their mark and contribute less to the business bottom line.
Yet, while marketers know what they need, they also know understanding their customers can be a tough thing to achieve. This is because the number of touchpoints between a customer and a business have grown rapidly in recent years, leading to a fragmentation of data. Many businesses struggle to pull the data generated by each of these interactions together to create a clear picture of the customer as an individual.
Faced with this challenge, growing numbers of businesses are embracing the concept of a Customer Data Platform (CDP). CDPs allow data collected from different communications channels to be combined and made available to anyone within the business who needs it.
Specifically, a CDP can assist with:
A good way to think about a CDP is as the central nervous system for customer data that connects with all parts of the business. It allows greatly improved understanding and ensures customers are treated consistently regardless of the channel through which they choose to interact.
Used correctly, a CDP can add significant firepower to your next marketing campaign. It will ensure messages are consistent, targeting and effective. The steps you need to take to reach this point are:
Having taken these steps, it’s time to put your CDP to work. It can be connected to other systems and analytics tools used by everyone from sales teams to senior management. Because the data it contains is known to be accurate and up-to-date, the ways in which it can be used are vast.
Calvin French-Owen, Chief Technology Officer and Co-Founder, Segment