There are companies that build great consumer relationships, such as Netflix, Pinterest and Amazon.  They grow their businesses around serving customers and fully understanding them through data.

Typically, companies tried understanding and managing customer relationships in two different types of systems:

  • Channel-centric tools like email services, ads, web analytics, mobile apps and so on.
  • Databases or Data Warehouses that store various data sets in-house by IT.

Both of these methods will result in storing and using customer data in different places.  Siloed data is difficult to stitch together.  It makes a customer-centric approach a lot more difficult.

Marketers look to build omnichannel experiences to cater to the way customers interact across multiple touch points when and where they want.  These days, the traditional customer data management model leads to a disjointed experience.

If you cant act on the signals that your customer provides in real time, it is a missed opportunity.

Customer Data Platforms can help.  With a CDP, it can deliver the next tier of customer understanding by connecting data from different channels and silos when your organization and unearthing rich, holistic profiles built to power your customer experience.  The guide provided below by Lytics can be used to discover what a CDP s and whether you’re ready to use one.

Visit Digital Marketing Depot to download “Choosing A Customer Data Platform.”

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