Any savvy marketer knows the incredible power customer data holds in today’s day and age. When used correctly, customer data allows brands to deliver experiences their followers will never forget, connect with their customers in more meaningful ways and really, truly have an impact on their organizations bottom line.
We’re marketers, too, so we definitely share your love for a good customer data strategy.
But with that power (and great love for customer data), comes great responsibility. It’s up to us to ensure we’re using data in the right way, and in a governed and regulated fashion, to make sure we’re doing right by our customers. You know why? Because they not only deserve it, they expect it.
So if we’re all on the customer data train, why do so many companies still seem to be struggling with what to do with this digital gold? Where to house it, how to aggregate it, sometimes even how to best use it to really move that oh-so-sought after memorable customer experience needle? Why is finding and choosing the right tool for customer data so hard?
Because so many vendors seem to promise that they can solve all of these massive problems, yet all go about it so differently. Marketers just end up left in the dark as to what solution really can do it all and who really will save the (data) day.
Well what if I told you the holy grail of customer data is here… (drumroll please)
Introducing the data-first CDP!
(insert cheers from the crowd)
What’s a data-first CDP you ask? And how will it make you happy? Let me explain.
A Data-First CDP
A data-first CDP makes data quality a priority by putting it, well, first. It helps brands fuel their technologies with clean, concise, and robust data. And when you pair that with a solid data layer that’s collecting and leveraging enterprise-wide data in real time (no matter the makeup of your marketing stack), your brand is able to deliver more meaningful customer experiences that will help drive better business outcomes long-term.
You see, a data-first CDP treats data as its own asset to be optimized, rather than just a means to an end. This ultimately makes it easier for you to control data quality across your company, which ultimately aids in building trust in your data. Plus it enables robust data governance features that we all know have become increasingly necessary to comply with data privacy regulations.
A data-first CDP sounds cool, right? (Hint: it’s because it is).
Let’s see what separates data-first CDPs from the pack.
3 Ways a Data-First CDP Will Make You (and YourData) Happy
#1: It can ingest data from any channel
Picture this— you no longer have to be restricted by the type of data you want to have in your CDP, or even the source of where that data is coming from. When we asked CDP users what their biggest frustration was with the technology, the key one was that the majority said their “CDP lacked basic capabilities like the ability to ingest data from any channel.”
By having a CDP that allows you to take in data from any of the channels you’re marketing on (e.g., social, website, paid programs and more) you’re able to really, finally, bridge your organizations physical and digital worlds into one system. Easily.
Starting to feel happy? Keep reading.
#2: It provides real-time functionality
Today’s customer journey happens in the moment, but many sources of customer data sit in data warehouses for minutes, hours, or even days before being usable in a personalization program. Wait, you mean there’s a system that can activate data in real-time by automatically triggering moments, campaigns or other events, right when the customer is interacting with your brand?
So you can meet them right where they’re at in the journey with your brand? Yup.
#3: It enables end-to-end privacy and consent management capabilities
When you use a data-first CDP you have the foundation for taking full control of your customer data. As the single technology orchestrating the ingestion and activation of your customer data, you can create an auditable trail of customer data. With the right strategy and consent management technology in place, that translates to you being able to enable the strongest governance efforts for your customer data.
Why does that matter? Because you’ll be able quickly implement any privacy and consent management capabilities that are needed in those timely moments that require accurate responses to requests for information and deletions.
Look at you! You’re oh so data-happy!
But you know what’s even cooler and greater than YOU being happy?
Your customers being happy.
Because really, at the end of the day, isn’t that what we’re all here for? To create those inspiring and unforgettable moments our customers will never forget?
If you answered yes to that last statement then do yourself (and your customers) a favor and check out a data-first CDP.
But wait! There’s more! What if I told you there are even 2 more reasons why a data-first CDP will make you happy? Because there are.
If you want to see what they are for yourself check out our latest research on the State of the CDP Report 2020: How Organizations Buy, Implement and Use CDPs so you can be well on your way to your data-first happy dance in no time.
ABOUT THE AUTHOR
Julie is a talented and passionate marketing expert with a colorful background in digital, traditional and integrated marketing solutions.