CDP Use Cases That Solve Business Challenges

Our NGDATA CDP use cases are tried and tested approaches to using the Intelligent Engagement Platform to address and solve common business challenges.

These use cases cover four key scenarios that we’ve helped many clients to tackle and triumph with. From unifying data to reducing advertising spend waste, our use cases address the operational fundamentals and drive a better customer experience with personalization that pays off.

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Unifying Customer Data Use Case

Unifying data, creating a 360º view, or building a ‘golden customer record’ are important business objectives for brands across many industries.
Getting a holistic picture of your customer information really enables brands to better know and understand their customers.

NGDATA understands that the fundamental objective of a CDP is to bring data together and connect it to business systems.
Our Customer DNA gathers unstructured and structured data to create real-time, individualized customer profiles.

The Intelligent Engagement Platform creates this Customer DNA in the following ways:

  • Bringing together traditional demographic data with other behavioral data such as device usage.
  • Storing interaction data based on communication and touchpoint interactions.
  • Containing historical transaction and purchase data.
  • Including life-moment occasion data that enables more meaningful engagements.
  • Channeling preferences so that communications can be served in channel(s) of choice.
Getting your data up straight means you can provide truly personalized experiences to your customers and move away from mass marketing techniques that don’t offer a differentiated experience.

Creating New Audiences Use Case

The ability to segment audiences based on various different traits, attributes and factors presents businesses with
the opportunity to treat customers differently so that they engage more and become more valuable over time.

The Intelligent Engagement Platform enables audience creation using many insightful metrics, propensity scoring,
look-alike modeling (LAM), and clustering.

Dynamic Audience

Our Smart Audience Creation capabilities mean finding valuable audiences is straightforward, as intelligent decision-making is built in.

Here’s how it works:

  • Our Customer DNA offers many metrics that can be used to simply select and find new audiences within the database with similar characteristics.
  • Our Opportunity Index calculates the likelihood of customer engagement to see how many customers are likely to convert or interact with communications or product and service offers.
  • Our look-alike model identifies potential new audiences. A similarity threshold can be set and balance the volume of customers based on a range of ‘most like’ to ‘least like’.
  • A clustering algorithm can then automatically split customers into cohorts and new audiences based on their Customer DNA.

A simple and specific scenario for this type of use case would be to identify audiences
who are due to turn a specific age and become eligible for a product such as ‘over 50s life insurance’.

The sophistication of the segmentation allows brands to fine-tune the audience creation using other data,
so that they can deliver the offer in channels the audience prefers to interact with, in the format they are most comfortable with.

Find out more about how NGDATA can help you bring this use case to life:

Cross & Upselling Use Case

Increasing revenue per customer is a common business objective, whether the target is to increase usage of a service over time,
increase the number of products per person or household, or upsell customers to a higher-priced package.

Ultimately, the core KPI is customer lifetime value (CLTV) because reducing churn and increasing retention is a key consideration
for businesses to drive better ROI (return on investment) from the initial investment in customer acquisition i.e., cost per customer (CAC)
or cost per acquisition (CPA). In simple terms, it can make better business sense to look after the customers you have than to acquire new ones.

A good use case to build a great first impression and start as you mean to go on is the ‘onboarding’ stage of your customer journey.
A warm welcome that is comprehensive and helpful will stand businesses in good stead for future customer relationships and revenues!

Here’s how NGDATA’s Intelligent Engagement Platform can help:

  • Ensuring the Customer DNA is constantly updating from the outset will allow for personalized communications that make customers feel valued and appreciated from the beginning.
  • Scheduled and triggered-based communications can be actioned as soon as a new customer is acquired ensuring the right information is supplied in a timely manner, never leaving them feeling out of the loop and doubting their choice of brand.
  • Real-time interaction management means you engage quickly with the correct context so that ad-hoc queries and requests are resolved swiftly and seamlessly.
  • Our Recommender tool calculates the next-best-offer, so the customer is offered the most appropriate offer at any given time i.e., content, message, signposting, or product or service offer.
  • All of these elements give rise to customers receiving the next-best-experience, which in turn leads to higher customer satisfaction levels and subsequent CSAT scores.
  • Upselling is made easy, too, by taking other demographic and usage factors into consideration and therefore offering a more premium product based on customer affordability or customer usage needs.

Clearly, the onboarding stage is an important use case to get right from the get-go because businesses need to maximize
the opportunity they have when engaging a new customer. With more emphasis on customer experience as a competitive advantage,
this stage is critical to ongoing CLTV.

NGDATA offers solutions across the customer journey stages.
Find out more about how other stages present additional opportunities to roll out CDP use cases:

Reducing Ad Waste Use Case

AdTech presents marketers and brands with the potential to deploy effective digital advertising to target audiences.
However, ad waste is still something that most businesses accept as par for the course.

The key to reducing advertising spend waste and maximizing the ROI of campaigns is to improve precision targeting.

Understanding what your audience looks like and how and where they engage with content gives businesses
a head start when activating advertising campaigns.

Creating relevant messages that resonate with audiences is the key to converting the right customers, and this means
having multiple messages across different channels that can be dynamically served based on the customer context.

Essentially, this use case demonstrates how personalized 1-2-1 marketing can reduce waste by targeting a lower volume
of specially segmented customers vs. the entire batch and blast or mass marketing approach.

Here are a few steps to reducing ad waste and increasing ROI with NGDATA’s Intelligent Engagement Platform:

  • Ensure core audience attributes are leveraged and used in the campaign targeting criteria. This will help brands attract the right type of customers to their brand based on the valuable ones they already have.
  • Retargeting presents an opportunity to re-engage audiences in their channels of choice in real-time with contextual content that maximizes conversion rates.
  • NGDATA serves content that is relevant to the audience, and next-best-offers are provided in real-time, so no opportunity is lost.

NGDATA works with multiple social media channels and other digital advertising and automation platforms to ensure the customer experience
is a connected and impactful one so that brands waste less of their advertising budget.

You can see how we connect and interoperate with some of the best-known platforms
to provide businesses with the most comprehensive ecosystem:

Interested in seeing how NGDATA’s Intelligent Engagement Platform
can deliver the use cases your business needs?

Talk to our team today