In the today’s complex and dynamic business context, consumers expect personality, while the amount of devices used increases as well. In order to meet these anticipations of delivering the right content to the right time, the use of a Customer Data Platform (CDP) is recommended.
As a customer uses multiple devices, today’s customer experience is more fragmented than ever. A Customer Data Platform (CDP) helps to coordinate all those experiences. It develops a centralized customer database which is accessible to other systems as well. Thus, the whole company has access to the customer data and not only specific departments.
Two different types of Customer Data Platforms exist. A System of Engagement contains platforms which involve the easy accessibility of the collected data. Systems of Organization encompasses the aspect of marketing exploration and segment creation.
A CDP, which centralizes all the data a company has, consists of four steps:
1. Collecting Data
A CDP collects all the data from various customer relationship management platforms and databases to identify every individual consumer. The whole customer’s engagement history gets identified and unified.
2. Unifying Data
In this step, the identified customer data gets combined with anonymous customer data, which was shared before they became a company’s customer. Consequently, the complete customer’s journey gets determined to create the customer’s profile.
3. Activating Data
Now that the customer’s profile is established, the data is activated. Data can be used for personalized activation, for instance emails. The customer profiles are connected to all platforms the company uses for customer engagement.
4. Pulling Insight from Data
The customer journeys can be tracked and this can be used to create segments and lookalike audiences based on the customer insights gained from the customer profiles.
With a Customer Data Platform, primary data from the audience can be captured from everywhere through pixels and other tracking tools. A customer identity is determined based on multiple devices and its relationship between those. Furthermore, this primary data is collected and stored over time, thus, marketers can always review data which could have been unnecessary in the past but relevant today. This single view of the customer is always centralized and can move with the business, wherever it needs to be since the data is unified and democratized across devices and channels. Hence, the value of this collected data extends throughout departments. Thereupon, it avoids the establishment of data silos or solves the problem of those. As the customer information is directly gathered from the audience, it is reliable and accurate as well. Consequently, a CDP facilitates the process of getting to know the audience well and makes the customer experience and marketing more effective due to exact personalization and adaption to the customer needs.
Using a Customer Data Platform is recommended if the existing data system an organization has, is able to collect data from different sources, however, the system cannot centralize the data. Hence, silos appear in an organization. CDP centralizes the data and avoids or dissolves the silos. Besides, it leads to a dependence on the tech team every time marketers need a single view of the customer.
Sales, demand generation and other marketing teams benefit the most of a Customer Data Platform. Nevertheless, the more technical departments like marketing operations, data engineering, data operations, etc. are the teams generating the idea of obtaining it.
Salesforce is a company that is offering different cloud services in order to enhance the connection between partners, customers and leads. All platforms the firm provides, are Customer Data Platforms. Salesforce CDPs can especially be useful if you already use multiple Salesforce products.
One of the key features of Salesforce CDP is: unify, analyze, activate. It unifies the customer data from all online and offline channels with the Data Designer. This collected data can be simply examined and segmented based on updated customer practices, and then, activated to the specified audience. Besides, the Salesforce CDP can be connected to other systems. It is made suitable to other business systems and applications like: Salesforce Marketing Cloud, Service Cloud, Interaction Studio and Commerce Cloud. Customers who use multiple Salesforce products, directly benefit through “native connectors”. Thirdly, Salesforce CDP saves time: with Salesforce CDP, it is easy to quickly adapt to changing information and circumstances by manipulating and editing data model objects and calculating insights directly from the home page. Additionally, the option of copying existing segments does likewise rapid up the process. Lastly, the Salesforce Customer Data Platform filters, attributes and calculates insights. It is possible to create specified segments with Salesforce CDP, as well as, calculate multidimensional metrics from the data. Due to the data views Marketing Cloud, the marketing team can activate on a more customized basis.
The Salesforce Customer Data Platform for marketers is Salesforce Marketing Cloud. The advantages this cloud-based platform brings with it, are: Marketing Cloud segmentation, data activation from anywhere, quick analysis and adaptation and knowing the data across the organization.
Marketing Cloud segmentation involves the benefits of creating audience segments. This includes the possibilities of creating any segments the marketer demands, constantly testing and optimizing the segments, easily managing the segments and smart segmentation. Besides, the integration of data views within the segment creation is available as well. With Activation Studio, segmentation becomes even more simple due to a drag-and-drop system, which is non-technical. Metrics also get collected and benchmarks are calculated.
In order to develop more personalized and connected customer experiences, marketers can reach the customers at any point of their journey. Due to the unified customer profiles, which are developed by the Data Designer, the customer can be targeted at the right time with the right content on the right channel. Interaction Designer and Score Designer do support this procedure. Interaction Designer tracks consumer behavior, thus, the company can collect first-party data by itself. Based on these interactions, leads can be managed by scoring those interactions based on their level of engagement. Consequently, the expertise of the right moment targeting the leads and the adequate content reaching them, improves due to these tools.
Salesforce Marketing Cloud does likewise allow marketers to instantly analyse and adapt to the consumer behavior, based on the AI-driven, cross-channel insights the SF Marketing Cloud provides. These insights lead to agile activation and enrichment of unified profiles.