While the global pandemic may have had a dampening effect on business in general, it also seems to have raised interest in precisely the types of solutions that customer data platforms (CDPs) deliver. When stay-at-home orders and social distancing guidelines spurred the movement of customer interactions—both B2B and B2C—to digital channels, marketers became increasingly interested in technologies that collect data from those interactions, unify them, deliver insights and enable campaign orchestration.
In today’s saturated world of marketing data, the customer remains at the centre of what marketers do. Chief Marketing Officers (CMOs) often face higher expectations from their management as well as the customers in terms of personalisation of marketing data for optimising the marketing dollar. In this interview with Japan-based Sean Valencia, Marketing Strategist, Treasure Data, explains how personalised customer journeys, better reporting and data-driven decisions are the new normal that is needed for CMOs particularly in a changing digital landscape.
Marketers have attempted to solve these problems for years, with technology that is one step behind market dynamics. The issue is that traditional marketing technologies such as data lakes and campaign management solutions are ill-suited to meeting marketing’s needs at the real-time pace that is required. To truly achieve their goal of meeting customer expectations, CMOs need to adopt a solution that can break down data silos, leverage insights to personalize omnichannel interactions, and access precise customer information in real time.
Customer data platforms are designed to accept batch and streaming data equally, and update the golden customer record accordingly. A CDP’s ability to maintain the golden record in real time makes all relevant information accessible to any customer engagement touchpoint, which allows marketers to more easily personalize customer interactions and respond on the fly to signals that they may otherwise miss.
CMOs are increasingly responsible for delivering contextually relevant, impactful customer experiences. They need the right tools for this job, and a customer data platform is one of the most powerful. By deploying a CDP, the enterprise can eliminate internal data silos, more easily personalize customer interactions, and drive real-time, dynamic customer journeys. With these three challenges solved, CMOs are better able to meet the demands of their customers and power revenue growth for the organization.
We present to you, “Top 10 Customer Data Platform Providers – 2022.”