Personalized experiences are now a must. A brand's survival depends on how effectively it can utilize customer data to make its customers happy and willing to come back. Marketers do their best to deliver these personalized customer experiences, but they often get lost among the different technological solutions and data fragmented across their marketing stack.
The problem is that these technologies don't talk to each other; they operate in individual data silos, making it nearly impossible to create relevant and consistent communication across all channels.
A CDP is a system that ingests, consolidates and normalizes customer data from multiple online and offline sources, regardless of the data's structure or identifier (email, cookie, etc). The data is centralized, wrangled and enriched so other systems (usually 3rd party tools) can understand and utilize them for custom analytics, marketing campaigns, and other data-related business needs.
All customer data is neatly organized and available for immediate use. Some technical resources are required to set up and maintain the CDP, but it does not require a high level of technical skill compared to a traditional data warehouse.
Data collected and organized with a CDP is visualized through individual data profile for each user. This 360-degree view of the customer is possible due to the fact that all customer data is located in one central location.
Inconsistent data from multiple online and offline sources is combined to create a unified single customer view.
Data contained within a CDP is ready for use in 3rd party systems focused on adtech and campaign delivery.
"The most challenging barrier to Marketing Automation success is data integration between the various marketing systems of an organization."
David Raab, CDP Institute
The unified customer data stored in a CDP can be used via 3rd party tools for:
Provide a single source of customer information for all client‑facing teams
Function: Collects 1st party data from online and offline sources in real‑time to create a unified customer view, powering highly‑personalized marketing campaigns
Use Case: Omni‑Channel Marketing (acquisition, engagement, retention)
Function: Segment anonymous 3rd‑party data to power retargeting campaigns
Use Case: Retargeting (acquisition)
Function: Enable customer-facing teams (sales, customer support, etc.) to manage customer relationships
Primary Use Case: Customer relationship management (retention)
CDPs are becoming increasingly popular, and as the market has become more saturated, companies have developed additional features to enhance customer engagement and manage it within a unified platform.
Exponea's core is a CDP, but additional layers have been built on top, creating an all‑in‑one marketer's toolkit within one integrated platform. With Exponea, marketers can organize, analyze, and act on the customer data within the same piece of software.
We selected Exponea after a rigorous review process. Exponea have enabled us to truly stitch together online and offline behaviour via their Customer Data Platform (CDP).
Now that we have access to their Single Customer View, we're able to use Exponea's orchestration platform to execute personalised campaigns across all channels.
Nicola Cottrell, Head of CRM, Sofology
In order to make use of the data organized by a CDP, a large number of integrations and connections are required (email providers, web personalization tools, push notification tools, etc).
As an actionable CDP, Exponea has all of this functionality built into one integrated platform.
An actionable CDP offers you the flexibility to pick and choose which features you want to use; it's not an "all or nothing" solution. Not every company can change their email or personalization solutions; nor would every company want to do it even if they could. Replacements and integrations can be challenging.
Exponea can act as a standalone CDP, providing a unified source of customer data to the clients existing technology stack (analytics, campaign execution,) or it can be used to handle all marketing activities using the additional layers of campaign execution and analytics. This enables our clients to choose the solution that best fits their business needs.
Exponea is a single integrated platform built from the ground up. Every tool was created in‑house for the platform, so no additional time required for the data to enter the other systems. This means that the moment the data is captured and stored in the unified single customer view, you can immediately visualize the data and act on it through any channel.
This high speed data transfer wouldn't be possible using a standalone CDP integrated with 3rd party marketing solutions.
Exponea's live predictive model adjusts the value of the prediction in real-time as new customer data is being recorded. As a result, the prediction value stored in the unified single customer view is always up‑to‑date.
Our integrated consent management feature helps you to comply with ever‑evolving governance and privacy requirements (GDPR), by easily and effectively managing your subscription policies and tracking any changes to customer consents directly within the unified single customer view.
Did you know, that
according to independent review site G2Crowd.com?
We're excited to share the value of CDPs with you. A team member will reach out to you soon. In the meantime, check your email for an exclusive video.
In the meantime!
Did you know that Missguided won the Digital Business of the Year award and is valued at nearly $1bn?
Click here to see how Exponea is helping them get to the next level of online retail.