Having a deep knowledge of your users and customers, being able to analyze their behavior and purchasing habits, aggregating information and data from multiple sources, has always been the dream of every marketer, now achievable thanks to the use of Customer Data Platform .
>If in the past market research, interviews and theoretical models built from the collection of a limited amount of information, allowed very limited methods of profiling and segmenting its audience , today this is no longer the case.
But let’s proceed in order: what are the characteristics of a Customer Data Platform , how does it work and why can it really be relevant for an effective marketing strategy?
Customer Data Platform: Definition
Let’s clarify that, despite its name, a Customer Data Platform qatar mobile database is not simply a data collection platform.
>Gartner gives a rather generic and perhaps reductive definition, defining it as “A marketing system that unifies a company’s customer data from marketing and other channels.”
>In fact, what is not clear in this definition is the purpose linked to its use, that is, to improve and streamline processes and activities within the company .
What does a marketing customer data platform do?
Among the main objectives of a CDP , we can identify some which are:
- A customer data platform allows you to collect and centralize data from multiple sources such as website, APP, eCommerce, POS, ticketing systems, etc.
- Some customer data platform solutions , such project management: skills and strategies for success as Blendee, allow you to track and collect data even on anonymous users and integrate data from third parties.
Audience profiling and segmentation : the importance of the customer data platform
Data collection and standardization for a complete and in-depth view of the individual user: a Customer Data Platform is the keystone of a successful marketing strategy capable of placing the customer at the center.
Indeed, it allows to collect different types of data such as:
- Personal data
- information on browsing behavior also in real time
- Purchasing behavior data
- Qualitative information
- Data provided by external properties
As partly anticipated, all this data is collected at kuwait data the level of a single customer view , that is, through a unique and unique identifier that allows them to be stored and organized.
>All this is possible thanks to a business intelligence process, called data discovery , which, in very simple terms, has as its main functionality to find, select and organize data from different sources, according to common models that allow easy processing and analysis.
Users and customers no longer have any secrets: strategists and marketers now have a 360° view that enables precise and dynamic profiling and segmentation .