MarTech Shares 12 Ways To Using Customer Data Platforms
Customer Data Platforms (CDPs) unify data from multiple sources to create a comprehensive view of each customer. This enables personalized, consistent interactions across channels, improving customer experiences and marketing effectiveness.
MarTech contributor Greg Krehbiel has published an article featuring 12 ways to use customer data platforms.
He says, “Customer data platforms (CDPs) are a versatile tool in the martech stack.
Whether you’re looking for a solution to power your personalization efforts, consent management, attribution tracking or other use cases where a point solution is available, a CDP is likely capable of meeting your needs.
Here are 12 ways your marketing team can use a CDP.
1. A centralized hub for data and reporting
The first and most obvious way to use a CDP is as your centralized hub for data and reporting. If you don’t already have a centralized database for your customer data, a CDP can serve you well in that function.
But don’t assume that if you already have a customer database there’s no need for a CDP. There are plenty of other ways to use a CDP effectively in combination with other technologies, as I outline below.
2. Audience segmentation and targeting
Individual systems don’t have the full picture on your customers. For example, your event management system can tell you who came to last year’s conference, but not which of those attendees subscribe to your magazine or purchased your holiday gift special.”
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