Breaking down experience silos: the CDP as the Smart Hub
The first generation of CDPs focused on managing the data infrastructure, without changing the paradigm of how the customer experience was delivered. However, today’s marketers move beyond simply managing data and shift towards making their data work for them, at scale to deliver unified customer experiences that drive engagement, growth, and revenue. In short, they need a system that can truly help them make the shift to customer-centric decisioning seamlessly.
This necessitates a central “smart hub”, making decisions at a customer level, and relaying those decisions to every marketing channel and application. A smart hub serves to unite disconnected stacks around a shared, real-time customer understanding and provides a single point of control from which to base customer engagement decisions and guide execution across channels.
At Blueshift, we are excited about building the first true SmartHub CDP that provides:
- Data unification that integrates any data source and combines historic, real-time, and predicted customer behaviors from across all channels into unified profiles of every known and anonymous customer.
- Smart decisioning that uses AI and predictive intelligence to extract insights from customer data and uses it to instantly trigger the next best action across channels.
- Distribution hub that has a marketer-friendly user interface and seamless integrations with all of your applications and channels.