Personalization at scale is now the holy grail of digital marketing, and companies need to find better ways to do it to keep pace with the competition. One of the biggest obstacles to personalization, however, is inaccurate or incomplete customer information being used as the foundation for an individual customer’s experience in the moment.
By using a Customer Data Platform (CDP) as part of your personalization efforts, though, you can:
- develop customer intelligence at an individual level,
- combine insights from your customers’ experiences across multiple channels,
- turn these into standardized data accessible to your entire tech stack, and
- create a closely-targeted, multi-channel experience in real-time that goes beyond marketing.
Here’s how three companies put their data-first CDP to work to improve their personalization efforts. As you’ll see, CDPs can play a role in a variety of different industries and impact departments beyond marketing and analytics.
Personalizing Creative Ads in a GDPR Environment
Germany-based digital publisher Axel Springer’s SPRING division needed to find a way to make its creative ads more personal while maintaining compliance with new regulations. They moved away from using third-party vendors and data by implementing a Customer Data Platform alongside their enterprise tag management. This helped SPRING to take control of its data and tailor its messages to each audience segment’s interests. Now, SPRING can customize calls-to-action, modify colors, text, and headlines, and adapt creatives at the individual level.
Two of the big reasons SPRING moved away from third-party data was the EU’s General Data Protection Regulation and Apple’s Intelligent Tracking Prevention, which currently cause massive headaches for European companies. This happens especially in Germany, where one-third of all ads are blocked. SPRING overcame many of the challenges of the privacy regulations by pairing a CDP for personalization purposes alongside their tag management, DSP, and ad server.
The outcome is more dynamic, personalized advertising, greater efficiencies, and better conversion results.
Read the full story here.
Personalizing Email Offers with Cross-Domain Insights
For the analytics group with the NBA’s Utah Jazz, personalization was a critical capability lacking in their email marketing outreach. Season ticket holders were receiving the same messages and offers as one-time ticket buyers. The problem was compounded by the fact that much of the data on their customers was split between the Jazz’s team site, Ticketmaster, and other third-party or affiliated domains.
The team adopted a tag management solution combined with a CDP for personalization. With these foundational technologies in place, the analytics team could stitch together their customers’ experiences across multiple domains, which allowed them to intelligently create audiences and better offers.
The Jazz’s marketing team began personalizing email offers based on the data. For example, people who bought tickets to see certain teams would get offers highlighting those teams. Meanwhile, those who usually came to watch on weekends would get offers for weekend games.
Email ticket sales quickly rose. Through these personalized emails, Utah Jazz’s lead conversion skyrocketed to a rate twice as high as other teams in the league.
Read the full story here.
Personalizing Call Center Experiences in a Regulated Industry
In healthcare, personalization means more than a happy customer— it can help patients get the right help they need faster. On top of those stakes, healthcare companies know their personalization efforts have to stay in line with HIPAA requirements by protecting patient privacy.
Healthcare provider Providence St. Joseph Health (PSJH) needed to find a way to personalize their call center experience. So it set out to combine online and offline information sources into a CDP for personalization closely governed by business rules.
In the past, patients interacted with PSJH using channels like email, online contact forms and escalations from patients, none of which were inter-connected. One way they helped solve this problem was by using a collector tag combined with a third-party call tracking vendor. PSJH could link prior digital interactions to the CRM through the Customer Data Platform and surface this comprehensive information to the agent in real time.
This gave call center agents the data to personalize every experience, without spending time gathering information from callers. The result was better personalization, less duplication, higher productivity, and, potentially, reduced risk to patient health.
Read the full story here.
A Data-First CDP Makes Personalization Possible
Each of these three enterprise companies found a data-first CDP was the solution they needed to achieve new levels of personalized customer (or patient) experience. With a data-first CDP from Tealium as the foundation of their efforts, these companies all enabled the technology they were already using in marketing and other departments, without the need to totally reconfigure their entire tech stack to achieve the results they wanted.
Having trouble choosing the right CDP for your customer data strategy? Watch our on-demand webinar on the topic to help you cut through the hype as you research.
ABOUT THE AUTHOR
Matthew Berger is a content strategist and creator with years of experience helping B2B and B2C companies tell their brand’s stories in every form.