5 frequently asked questions about Customer Data Platforms answered

Over the past three years, there has been a lot of confusion about what a Customer Data Platforms (CDP) can and can't do, and subsequently what benefits a CDP can bring to a company. Here are the 5 most frequently asked questions about Customer Data Platforms:

1. Can I use our home grown solution to create CDP-like benefits?

A Customer Data Platform (CDP) will typically be controlled and used solely by the marketing team, so the information stored will be customer-related (contact information, customer activities/behaviors and transactions). Its raison d’être is to create a Single Customer View (SCV) by normalizing the customer data collected from marketing and operational systems across the business, and drawing together all known information about the customer into one ‘Golden Record’. During the Single Customer View creation process the CDP will cleanse the data, correct incorrect or inconsistent formatting, and merge duplicate entries. The data is also persistent, which means that it is retained indefinitely (unless required to be removed by law), including every change or process, which is then timestamped for 100% traceability.

Topics: Marketing Data Enhancement data management customer data Data Quality Customer Data Platform marketing automation data unification marketing database cdp

What is marketing automation and why does it matter to you?

Once used by only the most prosperous businesses, marketing automation has the ability to mechanize marketing activities – such as SMS, emails, social media and other functions. The aim of marketing automation is to free up the time of marketers to focus on other, less laborious and time-consuming tasks.

Topics: marketing automation

The Importance of Marketing Automation

After its emergence in the 1980’s, marketing automation was reserved only for the wealthy and powerful businesses with vast customer bases. It was an incredibly expensive, highly bespoke tool that could only be built in-house.

However, due to the rise of third-party suppliers and the development of technology over recent years, marketing automation platforms are more available than ever before, and the benefits they provide and the reasons every marketer should be using them just keep on growing. As of 2018, 49% of companies are now regularly using marketing automation.

Topics: marketing automation