What kind of customer data does a CDP manage?
Any and every kind — CDPs are data agnostic and schema-less, which means they can ingest any type of data (events, product/content catalog, customer attributes, transactional, marketing engagement data, and more) from any source your business provides (CRM, channels, data lakes, etc), and in any format. Flow in data through real-time data streams and batch uploads — the CDP then unifies that data into a single source of truth for marketers to use.
What makes a Customer Data Platform different from DMP, CRM, and data lake?
A CDP goes beyond simply storing data as a data lake would, it collects and makes sense of data from sources like those and unifies them into the Single Customer View. DMPs are mostly leveraged by advertisers to use third-party data for building segments and CRMs organize and store customer data, but cannot make use of, or activate, data in a way that’s useful to marketers like CDPs can.
How do CDPs enable personalized omnichannel customer experiences at scale?
The CDP creates always up-to-date, actionable customer profiles (the Single Customer View) through unifying all customer data and leverages them against all channels and apps, AI, and built-in optimizations to produce omnichannel orchestration, real-time triggered messaging, intelligent decisioning.
What are the main use cases for Customer Data Platforms?
The CDP is perfect for delivering 1:1 customer experiences. CDPs enable more granular segmentation, the use of predictive intelligence, 1:1 content personalization, and omnichannel orchestration and automation — which help marketers improve customer acquisition, retention, growth, up-sells/cross-sells, onsite and in-app engagement, conversions & revenue, improved ROAS, and much more.
How is a SmartHub CDP different from a marketing automation platform?
The SmartHub CDP collects and unifies data, brings in all your different channels and technology partners, and then allows marketers to autonomously deliver 1:1 omnichannel customer experiences, at scale. A traditional CDP will only unify data. Marketing automation platforms will create, deliver, and analyze marketing messages across one or a few channels and mostly serve as campaign builders and lack the ability to execute sophisticated, omnichannel, connected experiences.
How do you know that it’s the right time to invest in a CDP?
When your marketing team has a ton of great ideas and you have customer data you want to use — but technical roadblocks get in the way of delivering the customer experience you’ve envisioned. Especially if you want to use your data to improve the customer experience and are willing to prioritize data-driven initiatives across your entire organization to do so.
How to choose the right CDP for your company?
It’s important to first understand what your needs to better vet technology partners based on if they can provide a full-circle platform, how they treat customer privacy and security, and more. Not every CDP will meet your requirements, but by defining your goals, needs, and use cases your search will be narrowed significantly. It’s important to differentiate which CDPs, like the SmartHub CDP, offer a full-circle solution with unification, activation, AI-powered orchestration, and execution across all channels and platforms.