Level 1: Full Circle View
The first step to customer data activation is piecing together Full Circle, single customer profiles. These profiles capture the complete histories and real-time behaviors of each customer from their interactions across channels, devices, and systems. The CDAP creates these comprehensive profiles for each identifiable and anonymous customer and reconciles cross-device identities.
This level of customer profiling within the CDAP is a continuous, ongoing process that automatically updates each individual profile as interactions happen, meaning you always have the most up-to-date customer understanding.
Level 2: Predictive Intelligence
When you have millions of customers, you can’t look at each individual Full Circle profile to determine the next best actions. Instead, you need to automate the process of gaining insight into what each customer is likely to do, want, and respond to so that you can tailor marketing actions accordingly.
Predictive Intelligence taps into the auto-updated Full Circle View to derive actionable intelligence and inform marketing touchpoints for each customer. What’s more, its self-learning abilities continue to optimize marketing actions with feedback from each campaign activity. The CDAP’s pre-built―yet easily customizable―predictive modeling surfaces which customers are at key points in their customer journey with your brand and what will drive them to take the desired actions through the following:
“The WHO”: Predictive Segmentation connects you with customers at key decision points
“The WHAT”: Predictive Recommendations delivers content, products, and offers tailored to in-the-moment interests
“The WHEN”: Predictive Engage Time reaches customers when they’re most responsive
“The WHERE”: Predictive Channel-of-Choice finds them where they’re most receptive
Level 3: Automated Decisioning
Full Circle View and actionable intelligence create a great foundation, but that foundation can’t actually provide value until you do something with it. That’s why the last level of the CDAP, automated decisioning, is essential. This is what activates the real-time predictive intelligence from the Full Circle View and uses it to guide campaign execution and customer interactions across channels based on how customers are interacting with your brand.
Automated decisioning is also what lets marketers infinitely scale their campaigns by automating the millions of decisions that need to be made about which customers to engage and how to best engage them. And because the Full Circle View is constantly updating, so is the decisioning―meaning it doesn’t matter how often your customers change their tastes or their behavior; the CDAP continuously adapts the next best action accordingly. With the following capabilities, marketers can deliver the exact marketing actions that will drive each customer down the path to conversion:
Journey Flows: Create individualized, cross-channel, multi-stage, adaptive customer experiences.
Live Personalization: Personalize every customer interaction for in-the-moment relevance.
Audience Sync: Improve targeting effectiveness by messaging only the right customers across channels.