You know how it is. You’re a busy company, and keeping up with customer data is hard work. There are so many customer touchpoints and channels of communication that you have to stay on top of. That’s where a Customer Data Platform (CDP) comes in. So types of customer data platforms can help you manage all your customer data in one place and provide you with insights into their behavior across channels and over time.
1.You can integrate customer data from all customer touchpoints
You can integrate customer data from all customer touchpoints and understand their journey. For example, a CDP allows you to get a complete view of the customer, how they interact with your brand and what they’re doing today in comparison to previous years. This can help you tailor the right product or service at the right time and place so that you are always on top of it.
2.You can link data across customer touchpoints over time and create a single view of the customer
You all know the value of linking data across customer touchpoints. But what if you could go one step further and create a single view of the customer? Imagine seeing every time they interacted with your brand, in real-time or archived, and understand how those interactions come together to tell their story.
This is possible with CDPs because they allow you to do just that: link data across customer touchpoints over time, creating a single view of the customer that covers every interaction they have with your brand.
3.You can connect a third-party data to an existing customer profile and build a 360-degree customer profile
- You can connect a third-party data to an existing customer profile and build a 360-degree customer profile.
- The CDP allows you to integrate your existing business processes with any third-party system, such as CRM, ERP, or marketing automation platforms.
- Once this enriched information is in place, it can be used for many different purposes.
- Build individualized recommendations for each customer based on their unique profile (e.g., targeted offers).
- Improve loyalty programs by analyzing past purchase history and identifying which products are more likely to be purchased together (e.g., cross-selling opportunities).
4.You can prevent data silos and build a unified, comprehensive customer database
Data silos are a bad thing, and there’s no better way to prevent them than by using a CDP.
A customer data platform can help you unify customer data across all touchpoints and channels in one centralized place, allowing you to see all customer information in one place. This makes it much easier for you to build a comprehensive view of each customer—with the ability to analyze not only their purchasing history but also their contact information, interests, device preferences and more.
For example: If your CRM only holds historical purchase data from customers who have made purchases directly through it, this means that every other interaction with these customers is invisible unless logged manually elsewhere and if these interactions aren’t logged somewhere else (say via email marketing or calls), they can’t be seen at all!
“Make a list of capabilities and preferences before choosing a CDP,” as Adobe Real-Time CDP says.
The customer data platform is a powerful tool for marketers and salespeople to use in their daily work. But it can be challenging to figure out how to use one or know if you even need one. Hopefully, this article has given you some ideas on how CDPs can help your company and what they’re good for.