Today’s consumers demand a unified, omni-channel experience with the brands they trust, but it’s impossible for companies to create a truly omni-channel experience when their data exists in silos. To create that seamless, unified customer experience, you need unified data. That’s where the customer data platform (CDP) comes in, aggregating and integrating data from a multitude of channels and data sources to provide a comprehensive source of truth about every customer on an individual-level.
Because brands gather a larger volume of data about their customers and prospects than ever before, they need to know how to fully leverage that data. CDPs are capable of aggregating data from the multitude of channels and touchpoints throughout the customer journey, and that provide actionable insights that can inform the complex, multi-channel journeys that today’s buyers travel on the path to purchase.
With a better understanding of what your customers’ patterns of behavior are, as well as what their needs are, you’ll have the knowledge to more accurately predict their next moves. Once you can predict what their next moves are, you’ll be able to implement targeted campaigns relevant to customers’ particular needs. As you can imagine, this more strategic approach to using customer data could be the difference between a lost customer or a newly gained one.
But, what should marketers and decision-makers be looking for in a CDP? Is it important for a solution to gather and analyze data across channels? Should it have the ability to segment prospects and customers based on buyer personas? Or, do the best solutions create an atomic-level view of the individual consumers?
Click here to get your free white paper where we’ll delve into the CDP, what makes it different (and complementary) to and from other technologies in your martech stack, and why implementing one will be the best decision you can make for your brand’s overall customer experience.