Consider the last time you went clothes shopping. You might have already had an idea of what you were looking for, or perhaps you had a specific event or occasion in mind for finding an outfit. Chances are you were greeted at some point during the visit by a store employee asking if they could help. While this attentive service has long been a favored feature of brick-and-mortar retail, website personalization allows businesses to do the same in digital environments, tailoring themselves to different customers’ and segments’ needs as soon as they engage with the brand.
Customer Data Platform
As the ways of communication and the touchpoints of customers have increased, the flow of data has increased considerably and especially for marketers, therefore it has become important to handle successfully these myriad and flowing data. The bogeyman came out of the closet, so to say. Herein, CDP has been one of the most important technologies to ease the marketers’ job. Customer Data Platform (CDP) is a relational platform managed by the marketer, which employs a unified, single database for all customer behavioural profiles from any internal or external source such as websites, emails, call centres and point-of-sale activity. Marketers can unify customers’ profile, determine a strategy based on these profiles, personalise, analyse and set the right marketing technology to run a campaign.