You've got a CDP, so what?
Customer expectations are evolving and brands are expected to be able to deliver meaningful personalization that can engage them through their customer journey. The effective use of a customer data platform (CDP) enables brands to address the new ‘paradigm of personalization’ for real business outcomes. Even if you have access to manage multiple customer touchpoints (for ie. sales, accounts and service) to have a ‘single source of truth’ when it comes to customer data, have you been able to deliver a consistent, seamless and unfragmented customer experience based on that single source of truth at scale? For marketers who are struggling with delivering more personalised, interactive and impactful experiences and campaigns, some help can be in the form of marketing automation. In this session (https://youtu.be/MdxOTvbIEzk) you will learn: How data sources are connected; how data needs to freely flow back and forth and how can this be activated by martech solutions for desired conversion results? How a strong CDP strategy - with necessary processes in place, allows organizations to personalize the customer journey and deliver a seamless Customer Experience (CX
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You've got a CDP, so what?
- 1. YOU’VE GOT A CDP, SO WHAT? October 2020
- 3. What is this CDP eh? CUSTOMER DATA PLATFORM Data Sharing Digital Advertising Outbound Marketing Call Center Website Personalization POS & Ecommerce Email Call Center Website Third Party Data Append CRM
- 7. You have data sources, you have execution platforms... Digital Advertising Outbound Marketing Call Center Website Personalization POS & Ecommerce Email Call Center Website Third Party Data Append CRM
- 8. The execution platforms have their own ‘engines’ and builders Digital Advertising Outbound Marketing Call Center Website Personalization POS & Ecommerce Email Call Center Website Third Party Data Append CRM
- 9. Connect the data to the engines and build on each Digital Advertising Outbound Marketing Call Center Website Personalization POS & Ecommerce Email Call Center Website Third Party Data Append CRM
- 10. Connect up some more, where you can! Digital Advertising Outbound Marketing Call Center Website Personalization POS & Ecommerce Email Call Center Website Third Party Data Append CRM
- 11. The execution and segmentation just won’t be consistent Digital Advertising Outbound Marketing Call Center Website Personalization POS & Ecommerce Email Call Center Website Third Party Data Append CRM
- 13. Actually get things done… when you need to! TASK BEFORE ACQUIA CDP WITH ACQUIA CDP Pull a customer list for direct mail 2 weeks 10 minutes Execute a Facebook campaign 3 weeks 30 minutes Execute an email campaign 2-3 weeks 30 minutes Execute an SMS campaign 1.5 weeks 30 minutes Selecting data for campaign 2 weeks 30 minutes Customer service can see details Not possible Refreshes daily Internal CRM team can access customer profile Not possible Direct access Run basic counts and audience segment size No direct access Direct access Send data to multiple 3rd party suppliers (Print house, Facebook, etc.) within 30 minutes Not possible 10 minutes Build detailed campaign selections in Actions 1 week Direct access Surface customer barcode number in call center Not possible Daily
- 14. We go from this.... Digital Advertising Outbound Marketing Call Center Website Personalization POS & Ecommerce Email Call Center Website Third Party Data Append CRM
- 15. To something that makes sense CUSTOMER DATA PLATFORM Data Sharing Digital Advertising Outbound Marketing Call Center Website Personalization POS & Ecommerce Email Call Center Website Third Party Data Append CRM
- 16. We choose who we want to speak to
- 17. Let the machine help you
- 18. Can split by attributes
- 19. Can A/B test at source
- 21. Pump you data out across execution platforms
- 22. Takes ages and is not consistent - poor value! Digital Advertising Outbound Marketing Call Center Website Personalization POS & Ecommerce Email Call Center Website Third Party Data Append CRM
- 23. No need to fight the platforms CUSTOMER DATA PLATFORM Data Sharing Digital Advertising Outbound Marketing Call Center Website Personalization POS & Ecommerce Email Call Center Website Third Party Data Append CRM
- 24. What does it bring me? – Efficiencies – Time to market – MUCH better data everywhere – Consistency
- 28. Mixing it up! With Phil Coop Marketing Cloud Director - APJ