Post by nurnobisorker70 on Oct 31, 2024 5:08:39 GMT
A 360° view of your users and customers is no longer just a coveted goal for marketers and strategists, but an essential necessity if you want to invest in personalizing the customer experience .
In fact, this is where the key to the success of your company lies in the face of an increasingly demanding, informed consumer who is able to move seamlessly from the offline world to the digital reality .
The consumer becomes the protagonist, the touchpoints of the customer journey multiply, but above all, expectations grow on the brand's ability to offer increasingly relevant customer experiences through timely data collection , advanced audience profiling and segmentation , and personalization of communication and interactions .
But as consumers increasingly demand personalized experiences, marketers are facing the inevitable phase-out of cookies and third-party data , which until now were indispensable elements for profiling and segmentation activities.
This is precisely where Customer Data Platforms come into play , technological solutions capable of offering essential technological support to collect and manage valuable data and information about your users and customers in full respect of privacy .
Customer Data Platform : between market and functionality
Customer Data Platform Features
We have to go back about ten years, to the first use of the term “ Customer Data Platform ”.
It was actually first used by David Raab, founder of the CDP Institute, who defined these solutions as " a software package that creates a unified and persistent customer virtual phone number service database, accessible to other systems ."
It then took five years for this software classification to be consecrated by the martech industry thanks to Gartner, which defined CDP as “ a marketing system that unifies a company's customer data from marketing and other channels.”
Since then, the trend towards Customer Data Platforms has continued to grow . However, after an initial phase of real explosion, the market is now consolidating with a significant presence of large, more historical providers such as Adobe, SAP, Salesforce.
But what are the particularities of these platforms?
The definition reported by Gartner is certainly reductive: to fully understand the potential of these technological solutions, it is perhaps appropriate to focus on their acronym itself, which encompasses three fundamental concepts.
Customer : the customer, that is, the one who plays an increasingly central and active role in the relationship with the brand;
Data: customer and user data, the new oil for effective marketing strategies capable of generating value;
Platform : i.e. the technological solution often in SaaS mode, intuitive and user-friendly.
A CDP could thus be defined as a technological solution that unifies a company’s customer data from multiple channels and sources (e.g. POS, Social, Website) in order to create complete, accurate and real-time updated user profiles .
Data collection, normalization and more: Many platforms have customer analytics services integrated with AI and machine learning for even more advanced profiling and predictive marketing activities .
From data collection to data activation to customer journey orchestration : the most modern CDPs integrate marketing automation, marketing personalization and omnichannel campaign management capabilities.
CDP : Why You Might Need It
The future of marketing and sales strategies is data-driven: no longer choices based on macro data and industry trends, but the need to make decisions and design marketing strategies based on reliable information about users and customers.
To complete the picture, the growing interest in first-party data is largely driven by the now inevitable third-party cookie apocalypse .
Valuable data and information on known users, but not only: more than 94% of users who browse a site or e-commerce choose to do so without disclosing personal and contact information.
All this means that, in general, we only target the %-4% of users who make up our audience . And the remaining percentage? CDP
platforms allow you to track, but above all to segment anonymous users , exploiting the data they release during navigation also for subsequent lead generation and nurturing activities.
In this context, the use of a customer data platform becomes essential to implement effective marketing automation strategies and personalization of the customer experience in an omnichannel perspective .
In fact, this is where the key to the success of your company lies in the face of an increasingly demanding, informed consumer who is able to move seamlessly from the offline world to the digital reality .
The consumer becomes the protagonist, the touchpoints of the customer journey multiply, but above all, expectations grow on the brand's ability to offer increasingly relevant customer experiences through timely data collection , advanced audience profiling and segmentation , and personalization of communication and interactions .
But as consumers increasingly demand personalized experiences, marketers are facing the inevitable phase-out of cookies and third-party data , which until now were indispensable elements for profiling and segmentation activities.
This is precisely where Customer Data Platforms come into play , technological solutions capable of offering essential technological support to collect and manage valuable data and information about your users and customers in full respect of privacy .
Customer Data Platform : between market and functionality
Customer Data Platform Features
We have to go back about ten years, to the first use of the term “ Customer Data Platform ”.
It was actually first used by David Raab, founder of the CDP Institute, who defined these solutions as " a software package that creates a unified and persistent customer virtual phone number service database, accessible to other systems ."
It then took five years for this software classification to be consecrated by the martech industry thanks to Gartner, which defined CDP as “ a marketing system that unifies a company's customer data from marketing and other channels.”
Since then, the trend towards Customer Data Platforms has continued to grow . However, after an initial phase of real explosion, the market is now consolidating with a significant presence of large, more historical providers such as Adobe, SAP, Salesforce.
But what are the particularities of these platforms?
The definition reported by Gartner is certainly reductive: to fully understand the potential of these technological solutions, it is perhaps appropriate to focus on their acronym itself, which encompasses three fundamental concepts.
Customer : the customer, that is, the one who plays an increasingly central and active role in the relationship with the brand;
Data: customer and user data, the new oil for effective marketing strategies capable of generating value;
Platform : i.e. the technological solution often in SaaS mode, intuitive and user-friendly.
A CDP could thus be defined as a technological solution that unifies a company’s customer data from multiple channels and sources (e.g. POS, Social, Website) in order to create complete, accurate and real-time updated user profiles .
Data collection, normalization and more: Many platforms have customer analytics services integrated with AI and machine learning for even more advanced profiling and predictive marketing activities .
From data collection to data activation to customer journey orchestration : the most modern CDPs integrate marketing automation, marketing personalization and omnichannel campaign management capabilities.
CDP : Why You Might Need It
The future of marketing and sales strategies is data-driven: no longer choices based on macro data and industry trends, but the need to make decisions and design marketing strategies based on reliable information about users and customers.
To complete the picture, the growing interest in first-party data is largely driven by the now inevitable third-party cookie apocalypse .
Valuable data and information on known users, but not only: more than 94% of users who browse a site or e-commerce choose to do so without disclosing personal and contact information.
All this means that, in general, we only target the %-4% of users who make up our audience . And the remaining percentage? CDP
platforms allow you to track, but above all to segment anonymous users , exploiting the data they release during navigation also for subsequent lead generation and nurturing activities.
In this context, the use of a customer data platform becomes essential to implement effective marketing automation strategies and personalization of the customer experience in an omnichannel perspective .
