Data is an invaluable asset for any business, regardless of the sector or type of business. The more data we have about our users and customers, the better profiling and segmentation activities we can implement to create relevant and personalised customer experiences for each individual, thus maximising the effectiveness of marketing actions.
Although data is valuable, it is often incomplete or inaccurate, limiting its full potential or, at times, difficult to activate.
The data available to brands and businesses is very varied and can span across multiple areas: from demographic information to data on browsing and purchasing behaviours on websites and apps, from information collected in-store or by customer service to data in CRM systems or other online and offline platforms, from transactional system data to purchase histories and actions taken, up to privacy consent preferences.
In this context, it has become essential for any brand or business to adopt new technological solutions like Blendee CDP that go beyond simple CRM systems, capable of collecting, normalising, and activating data from different customers.
When we talk about a CDP (Customer Data Platform), we refer to a platform that collects and unifies user and customer data from multiple channels and sources, normalising it to create a single customer view.
With a CDP, it is possible to create detailed, real-time updated profiles by integrating behavioural, demographic, and transactional data, often collected through first-party data.
Additionally, advanced CDP platforms include marketing automation features, which are essential for optimising and personalising the entire experience along the customer journey.
What is a CDP: Key Characteristics
There have been several definitions of a “CDP”.
Gartner defines it as “a marketing system that unifies customer data from a company’s marketing and other channels.”
This is not a very exhaustive definition, but it allows us to highlight some important features of a CDP:
– Data Collection from Multiple Sources: A CDP draws from various sources to gather useful information about each customer.
– Normalisation and Centralisation of Information: Data is processed and consolidated to create a comprehensive, consistent profile of each customer.
– Ease of Access for Different Business Departments: The system is easily accessible by marketing, sales, and other business functions.
A CDP collects various types of data:
– Demographic Data: Name, age, contact details.
– Browsing and Purchase Behaviours, including in real-time.
– Customer Service Interactions.
– Privacy Preferences and Consents related to data processing.
Many advanced CDP platforms also offer data analysis features integrated with artificial intelligence (AI) and machine learning to enable more precise profiling and optimise predictive marketing activities.
A CDP not only allows data collection and normalisation but many marketing CDP platforms also have integrated customer analytics services with AI and machine learning for even more advanced profiling and predictive marketing activities.
From data collection to activation and orchestrating the customer journey: the most modern CDPs integrate marketing automation, marketing personalisation, and campaign management features with an omnichannel approach.
Thanks to a CDP, marketing teams can collect, segment, and activate customer data, enabling more precise targeting, better engagement, and increased revenues.
How Does a CDP Work?
Thanks to tracking tools, CDPs primarily collect first-party data , i.e. data collected directly from customers with their consent. In addition to ensuring the accuracy of the information, Customer Data Platforms promise more effective marketing campaigns. They allow for personalised experiences and, thus, optimise customer satisfaction.
The main function of a CDP is data collection. This process provides the marketing team with key information to create personalised campaigns and generate value.
In the age of omnichannel marketing, the customer journey has become significantly more complex. Consumers interact with businesses through multiple channels (email, social media, etc.) and provide valuable information at each point of contact they encounter.
The Customer Data Platform integrates and standardises all this data to offer unified, consistent, and accurate customer profiles that track the entire journey and purchase history.
In compliance with GDPR, the Customer Data Platform controls data from different marketing systems and manages user consent.
With a CDP, marketing teams can collect, segment, and activate data more precisely, ensuring greater personalisation, engagement, and revenue growth.
Benefits of a CDP for the Marketing Team
The Customer Data Platform is a solution that improves the relevance of data. All customer interactions with marketing, sales, and post-sales teams are brought together in unique profiles.
– Unified Data: A CDP creates a complete and consistent view of the customer, allowing marketers to better understand customer behaviour across all channels. This enables targeted message alignment at various points of the customer journey.
– Improved Customer Experience: CDP platforms help create highly personalised experiences for each customer by tailoring content, messages, and recommendations to their specific preferences.
– Increased ROI: A CDP enables a better understanding of customers, thereby improving marketing campaign performance. With detailed insights, it is possible to optimise strategies, focusing on the channels and actions that generate the most conversions.
CDP and Marketing Automation: What Are the Benefits for Your Marketing Team?
Marketing automation systems allow the automation of repetitive tasks, such as lead management, email sending, content personalisation, and remarketing. With automation, marketing becomes more efficient, freeing up time for more strategic activities.
This technology helps marketing teams create predefined customer journeys using behaviour-based triggers and real-time scenarios. With the right platform, you can personalise campaigns and improve the customer experience automatically and effectively.
Benefits of Marketing Automation
– Increased Productivity: Automation frees the team from repetitive tasks, enabling them to focus on more creative and strategic activities.
– Improved Lead Quality: Thanks to automation, leads can be captured, nurtured, and evaluated more accurately, increasing the likelihood of conversion and, as a result, revenue.
– Detailed Analytics and Reporting: Marketing automation platforms provide in-depth reports that help optimise campaigns in real time and improve return on investment (ROI).
How CDP and Marketing Automation Optimise Marketing Activities
The integration between a CDP and a marketing automation platform is crucial to optimise marketing strategy. A marketing system cannot function at its maximum potential without a platform that unifies customer data and automation features.
With a CDP integrated with marketing automation, you get a complete solution that combines the best of both worlds: data collection and the automatic activation of campaigns. This type of platform enables personalised experiences, optimises the customer experience, and enhances workflows through a single interface.
Blendee M.O.S.: The Ideal Platform for All Your Marketing Needs
A CDP with marketing automation is crucial for building a modern marketing technology stack. With a platform that unifies data in real-time, integrates AI, automation, and analytics, you can optimise every phase of the customer journey.
Blendee is the first end-to-end solution that allows you to manage and orchestrate the entire customer journey from the first impression to post-purchase.
At its core is an effective identity resolution process (Blendee ID) that uniquely recognises each user in real time across domains, thanks to the convergence and resolution of different user IDs assigned during various interactions.
With the loss of third-party cookie value in the advertising world, especially, a crucial tool for identifying users across platforms is missing.
Blendee’s Marketing Operating System offers marketers, publishers, and advertisers a unique solution that enables effective cross-domain, cross-channel, and cookieless customer experience personalisation strategies.
Contact us to learn more about Blendee’s features!
