to flow across different systems, to segment and trigger personalized marketing journeys, power the right commerce recommendations, provide deeper sales insights, and better inform service interactions.
In a nutshell, CDPs govern these primary tasks: data collection, data unification, data activation, and data insights. Additionally, the right CDP can set you up for success with generative AI.
As the amount of consumer data grows, however, companies must be aware of and respect data privacy concerns. Many consumers are willing to have some of their data used to deliver personalized experiences, but they expect that companies will protect this data and use it ethically. These are the building blocks of a trusting relationship with customers, and companies need to use consumer data in the right ways, with the customer’s consent.
What are customer data platforms used for?
Here are a few examples of how customer data platforms can help marketers reach customers in new ways.
The right ads at the right time
With a CDP, you can use first-party data to tailor advertising to afghanistan phone number list your customers’ preferences and purchase history. For instance, using a calculated product interest score from your CDP can help target the right next offers based on your customer’s past transactions and recent browsing on your site.
This is especially valuable to marketers as the “cookieless future” increasingly becomes the present. But, sometimes the best use of data in marketing isn’t used to better target consumers — but to not target them at all. We’ve all had the experience of being targeted online by ads for things we’ve already bought.