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The ‘Data’ in the Customer Data Platform
Written by
Mariam Hazrat
mariam.hazrat
0

The ‘Data’ in the Customer Data Platform

CDP, as you know it, is a platform in the marketer’s tech stack that provides a unified view of every customer that has ever interacted with their brand. The key to unlocking exceptional customer experience is knowing your customers. Well, CDP does hit the bulls-eye with this.

Okay, so consider this. As a customer, before you lock in what you want to buy, you’re most likely to Google search the product, read up reviews, check out the retailers offering of what you want, scroll through the website, navigate the app so on and so forth. Chances are that you’ve visited multiple channels where the brand is active before you actually click on buy. And of course you will relate to the email follow ups, the push notifications or say the Facebook Ads that have been following you since the moment you started looking for your product.

The point I am getting at is that all of the things I have said above is only possible because marketers have the data to know exactly what you want. Clearly, CDP needs data to deliver what it promises. And Data really is the base for building on your marketing efforts. There’s more to it. As important as it is to gather data from all possible sources, it’s equally important or I’d say more important to get the right kind of data and have a CDP that can stitch it together to give a 360-degree view of all your customers.

The data CDP deals with

If CDP is on your marketing tools list you will have to understand what customer data does CDP look at and how this data is integrated.

To begin with, CDP collects data from both online and offline channels like web tracking tools, marketing automation, CRMs, and data warehouses, typically through APIs and pans out the entire customer journey right across all these channels.

It starts with knowing ‘Who your customer is.’ CDP identifies customer’s Identity or attribute essentially in terms of name, contact and other personal details like birthdays.

The next thing a CDP is looking at is ‘What is your customer doing.’ This taps into the actions customers take every time they interact with you. This data includes a customer’s website visits (page clicked on/product viewed), emails opened/clicked on, app engagements, and the activities across any other channels you’re active on.

Then there’s the transactional data of the customer in terms of purchases, returns and the sorts of these.

All campaign metrics in terms of engagement, impressions, reach and data gathered from other data management systems like CRM, is also captured by CDP.

The data that CDP works on fits into one of the above categories. And all of this data we just talked about comes from all possible sources and in all possible formats and the chances of your existing system to read all formats are rather bleak. But that’s not something you would have to worry about with CDP as it comes with the ability to ingest data in any format and create something useful out of it.

The bottom line is that every useful piece of customer data is gathered and analyzed by the Customer Data Platform to give you a single unified view of each customer.

How does it work?

You’re probably wondering how CDP does this. In a nutshell, it works in three steps.

3-steps in which CDP works

So whether you want to give special discounts to your most loyal customers or recommend products to a user navigating your website or sending out personalized emails to your customers, CDP makes it easier to implement with its repository of real-time data. Still curious on how it works?  Schedule a Demo with us and see what CDP has to offer you.


 

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