Does every CDP do everything?

Digital reality is permanent. This is the most important way to deal with consumers and businesses. That’s why brands with data, digital marketing channels, and technology are facing the growing demand for a great customer experience.

As customer data platforms (CDPs) process different data across multiple channels, it helps brands connect the dots between the data and the customer experience. At the moment it seems like everyone is talking about CDP, but there is a lot of confusion about choosing a solution that meets all your needs and gets results.

Recent CDP reports show that marketers can benefit from a solution that focuses on results rather than functionality.

To learn more, come to George Corugedo, Global CTO at Redpoint, during his in-depth MarTech session and explain what it takes to choose and implement the right CDP for you. Highlight recent implementation issues with Redpaoint customers including Gap, CVS, Ralph Lauren, 1,800 Contacts, Keurig, GoDaddy, SoFi, Blue Cross / Blue Shield, and a host of other well-known brands to guide you in your quest for the perfect CDP.

In addition to hearing real-time examples of real-time branding and identity solutions, you can also choose the CDP that best suits your needs and understand what a CDP ROI offers. Customers are getting smarter and wanting convenience. By meeting the growing demand for customer experiences, you become the winner in the new digital reality.

What is a CDP? Explanation of customer data platforms

A customer data platform (CDP) is software that combines data from different tools to create a database of your customers. This database can be broken down into an almost infinite number of ways to create more personalized marketing campaigns.

Think about the last time you bought a computer online. His research process was probably as follows:

• Google searches for “The best computers of the year”

• Visit various websites for computer reviews

• Visit some resellers who sell computers

• Watch some videos to learn the technical details of different computers

After you’ve decided which type of computer to buy, you’ve probably already researched where to buy it. You’ve visited a few additional sites to compare costs, shipping times, return policies, and more.

You’ve likely reached out to the company multiple times and ended up buying multiple times via website visits, live chat, Facebook ads, and email.

You may have noticed that every interaction with the company results in an experience that feels more personal to you. The ads you saw on Facebook seemed extremely relevant to you. The site may have made some minor changes to make it more personal than what you’ve been looking for, and it appears to be an email tracker, although it’s automated.

How did the company do all this? They likely used a customer data platform (CDP) to personalize marketing for you.

What is a Customer Data Platform (CDP)?

A CDP is software that combines data from different tools to create a database of your customers. This database can be broken down into an almost infinite number of ways to create more personalized marketing campaigns.

The best way to explain this is through an example. Suppose a company is trying to understand their customers better. Your CDP is used to collect data from touchpoints such as Facebook, the company website, email, and any other place where a customer can connect with the company. CDP collects all data, enters it into an easy-to-understand customer profile, and makes the profile usable for other systems that need it, such as the Facebook advertising platform.

This process allows the company to target and creates more personalized marketing campaigns. The company can easily create an ad audience based on who visited a specific page on their website and also based on the company’s live chat feature.

This is one of the ways Drift can create customized marketing campaigns. They use Segment Persona’s products to assist in three activities:

• Identity Solution: Collects user history across all devices and channels into a comprehensive profile for each user.

• Public ownership and creation: Lists public ownership and data for each customer, including users who have shown intent and how this fits into the organization

CDP vs DMP: What’s the Difference and What Do You Need?

An important thing to understand about CDPs is that this software is not the same as a data management platform (DMP), although it does manage customer data. DMPs are used only in advertising and do not help personalize your marketing.

The data that makes up a CDP

CDPs need customer data to function. For most CDPs, this customer data comes in the form of proprietary data, which means it is data collected by a business and used only for business marketing.

Third-party data is often used to advertise ads to potential new users, personalize websites for new visitors, and earn apps with no other revenue streams. Given the frequency with which third-party data is exchanged, it is difficult to know if it was collected with consent.

With primary data, this is less likely because you know exactly how, when, where, and why you collected your data. These are important questions to answer when evaluating data accuracy.

CDPs take their own data and make it usable through a process called customer data integration. This type of data integration combines information from individual databases into a form that can be used for more accurate analysis.

If you plan to use a CDP, you need to understand your customers’ data and how they use it. This way you get the most out of your customer data.

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