Let’s go back to talk about the Customer Data Platform, the pillar of any data-driven marketing strategy, but above all the indispensable prerequisite for creating personalized and successful customer experiences and thus intercepting the expectations and desires of your users and customers.
Let’s go back to talk about the Customer Data Platform, the pillar of any data-driven marketing strategy, but above all the indispensable prerequisite for creating personalized and successful customer experiences and thus intercepting the expectations and desires of your users and customers. We have already had the opportunity, in a previous study published on our blog, to discover in detail the potential and characteristics that distinguish CDPs, also in relation to other martech solutions such as CRM and DMPs. Today, instead, we are going to focus on the crucial role they can play in the implementation of a successful marketing strategy.
Customer data platform: why does everyone need it?
In the era of “Big Data”, the huge amount of data and information about users – whether customers or otherwise –, that marketers and strategists can have at their disposal is a real gold mine: personal data, behavioral data, information on navigation paths, data on interests and needs are key to get to know users in depth and to better customize the customer experience at every stage of their customer journey, regardless of the touchpoint and of the interaction channel with the brand.
A gold mine that, however, must be well exploited – but this does not always happen. The growing development of technological solutions also oriented towards marketing department activities – just think, for example, of CRM, DMPs, up to the most common email marketing platforms – has complicated the scene, fueling a fragmentation in the collection of user data and often the adoption of a siloed management and analysis approach.
Customer Data Platforms thus arise from the need to increasingly bridge the gaps in this approach, making it possible to build a complete, reliable and updated single customer view on the user.
According to data published by MarketsandMarkets, it is estimated that by 2025 the Customer Data Platform market will reach a value of over $10 million, confirming an annual growth rate of 34%. But despite the market showing clear signs of growth and an ever-growing intention on the part of users to provide contact data and information in exchange for increasingly personalized customer experiences, there are few structured companies with a truly customer-centric approach out there – at least in Italy.
We need a change of mentality, the adoption of a modus operandi that extends beyond a compartmentalized management of data and information between the different business units: the future of marketing and business strategies is data driven. Businesses must make choices and decisions based on data and those concerning their own users is the first step.
Personalization of the customer experience: do you really know all your users?
Holistic management of data and information about known customers and users, but not only: what distinguishes a customer data platform like Blendee is also the ability to segment anonymous users, in other words those who choose to browse a site or an eCommerce store without releasing contact data and information. According to the most recent data, this user cluster represents, on average, 96% to 98% of the entire audience: this means that, on average, we target and focus marketing activities on a very small percentage (2%-4%) of our audience.
Blendee’s customer data platform makes it possible not only to segment anonymous users, but also to carry out marketing personalization activities aimed at engaging the same users to stimulate them to reveal themselves and to provide contact data and information.
A customer data platform can be a truly valuable ally for winning marketing strategies!
