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Think about how people shop today. The average shopper might research online, read review sites, compare prices, and watch a few videos before making any purchase decisions.
That means shoppers are interacting with you across your website, ads, emails, and many other channels before making a purchase.
The best companies in the world ensure that each interaction feels more personal than the last—ads are relevant, web pages are tailored, and product experiences feel specially crafted.
This is possible when you have good data. And the best companies in the world are using customer data platforms (CDPs) to make good data available to the teams that drive the business and the customer experience.
A customer data platform helps you capture data from every customer interaction, consolidate that data into centralized user profiles and audiences, and connect the right data to the tools your teams need to grow.
Here’s how a customer data platform works:
Say you’re trying to get a better understanding of your customers. A customer data platform can help you collect data from touch points like digital ads, your company’s website, email, and any other place a customer might interact with your company.
The customer data platform will then unify the data into complete user profiles and make it possible to use the profiles across the tools you use every day like Facebook, Google, Optimizely, and your internal company dashboards. A single platform helps you create personalized experiences and get the insights you need to better understand your customers.
Choosing the right customer data platform for your organization is a big decision. You need to know the use cases you want to solve, your specific requirements, and whether the vendor is experienced working with companies like yours.
Here are a few resources to help you choose the right customer data platform:
Up to this point, we’ve mostly talked about customer data platforms in theory. It can be especially helpful to learn how other companies use their customer data platforms and the results they get from those tools.
That’s why we’ve compiled a few stories from companies that use a customer data platform to drive their business:
IBM Cloud used their CDP to standardize data collection. They were able to better identify the right customers to upsell and grow their revenue.
Norrona used their CDP to power a homegrown recommendation engine that personalized their website and grew conversions.
DigitalOcean built advertising audiences defined by their CDP that gave the company a 33% improvement in cost-per-conversion.
Dialogue delivered on both a great caregiver and patient experience across their apps, which reduced wait times and improved adoption.
