How to Continually Optimize Data Quality using a Customer Data Platform

Poor quality data is the result of numerous errors that can progressively ruin the success of your marketing campaigns. In fact, according to IDG, poor data quality is one of the modern marketer’s biggest concerns, with 66% of those polled declaring data quality and accuracy as a “top priority”. 

Inaccurate names, addresses and contact details, along with duplicate records and decayed information, will distort your view of a customer, resulting in poor campaign results and inaccurate insights. Worse still, it creates a bad experience for your customers whereby they either miss out on a specific offer, are targeted wrongly or receive the same message multiple times.

Topics: BlueVenn Marketing customer journey customer data bad data Data Quality customer engagement data privacy customer insight data cleaning data analysis Customer Data Platform marketing data data analytics clean data marketing database cdp

Is a Customer Data Platform the Same as a Master Data Management Solution?

A question that I’ve started to get asked a lot recently is whether Master Data Management (MDM) and a Customer Data Platform (CDP) are interchangeable. More specifically, if you have a Master Data Management system in the business, can it be used to deliver the same results as a Customer Data Platform? And if not, then why is a CDP different to an MDM solution?

To answer this you really need to think about the fact that MDM is a discipline and a set of processes to transform organization-wide data. However, a CDP is a packaged software product with a specific purpose to deliver a single view of the customer from multiple data sources that marketing can use for improved personalization of marketing campaigns.

Topics: BlueVenn Marketing customer data personalization Customer Data Platform marketing data data unification marketing database cdp

Nine Key Requirements to Consider When Investing in a Customer Data Platform

In a really interesting new research piece in November from Gartner called ‘Distilling Marketer Adoption, Views and Misperceptions of Customer Data Platforms’ it showed the results from a survey to 504 marketers, whereby 51% of respondents claimed that their CDP was their CRM system.

As the report states, “this misperception of a CDP as a CRM solution reflects a lack of appreciation for the advantages that many CDPs have over heritage CRM applications. These include scale, profile unification, segmentation and connection to marketing systems.”

Topics: Single Customer View Customer Data Platform marketing database cdp

Customer Data Platform vs Data Warehouse: What’s the difference?

As anyone familiar with Scott Brinker’s annual Marketing Technology Landscape ‘supergraphic’ will know, it can be challenging to keep up with new technologies – particularly with the proliferation of buzzwords, acronyms, and with many vendors in different categories claiming to have similar functionality.

In 2014 ‘Big Data’ was a buzzword that caught the marketing world, but has faded away to nothing more than an ambiguous term that really only defines the storage of lots of structured and unstructured data.

Topics: data warehouse Customer Data Platform

Customer Loyalty: What Is It & How Do You Improve It?

Gone are the days when a customer used to be loyal to a brand by default. The abundance of choice in today’s world, the increased competition from digital disruptors like Amazon and eBay, and the accessibility of reviews and third party recommendations all make building a customer loyalty strategy more difficult than ever.

Topics: Customer Data Platform customer retention customer loyalty

How a Customer Data Platform Optimizes Omnichannel Marketing

Our customers are taking increasingly complex journeys consisting of multiple online and offline touch-points. They interact with brands through any channel or device they wish (email, web, social, mobile app, direct mail, call center or in-store), and therefore its a strategic imperative that marketers are able to utilize data from all these channels and execute campaigns in an omnichannel way.

Without the ability to capture and act-on the available data points it creates disjointed and impersonal experiences that can frustrate buyers and damage a potential conversion.

Topics: Marketing Customer Data Platform Multi-Channel omnichannel marketing

How a Customer Data Platform makes data marketing more efficient

A long-standing problem that marketers experience time and again is their lack of access to quality, usable data. This inability to utilize data at the time when it’s needed means that it's difficult to communicate the right message to the right customer at the right moment. And with your data spread over multiple silos, it’s an overwhelming challenge for marketers to wade through different pools of data to find the information they need.

So how does a Customer Data Platform (CDP) solve these problems?

Topics: Article Customer Data Platform

How can a Customer Data Platform improve personalized marketing?

Marketers are always looking for new and improved ways to make personal connections with their customers. Yet as technology, websites and the online experience develops, so do customer expectations of a personalized brand experience.

Topics: Article Customer Data Platform

How Customer Data Platforms compare to other data management systems

It can be a relentless challenge trying to keep up with new technologies, not to mention all the acronyms and buzzwords that come along with them.

Our new eBook, A Marketer’s Guide to Customer Data Platforms, is here to clear up some of this confusion by delving into precisely what a Customer Data Platform (CDP) is and why it’s vital for marketers to recognize the differences between them and other forms of data solutions.

Topics: Article Customer Data Platform

Why a Customer Data Platform is an attractive business asset

Communicating more effectively with customers is a key objective for every marketer. Using customer data for marketing has long been an integral part of this process, but often it is a complex task to efficiently analyze this data in order to spot customer trends and patterns. Particularly with much of this data held in disparate business databases and difficult for marketers to access.

Topics: Article Customer Data Platform