Customer Data Platforms provide marketers a Single Customer View (SCV) that helps in building personalized relationships as well as designing personalized campaigns. SCVs have melted the ‘siloed approach’ that created dead ends to progress.
As a marketer, if you are trying to achieve a Single Customer View, then you would need to ensure that all your marketing sources of information and interaction are included in the scope. The problem is even bigger. You need to ensure that these tools and points of interaction talks to each other over a complex web of customer communication. They need to be able to process customer data in a way that helps in relevant, real-time response and feeds data back into an information system for further enrichment.
What Does ‘Single Customer View’ Mean to A Marketer?
Across multiple channels, it is tiring to identify the points of conversion and their causes. The most important question about ‘which channel is more reaping than others?’ is left unanswered if attribution is not activated. Another important question is “Which customer type is most converting among the explored marketing channels?”.
Omni-channel vs multi-channel
The term multi-channel can get shaky when your Single Customer View does not include offline sources. Channels such as voice, events, point-of-sale, direct mail, etc are left to the universe of dark data. But, a holistic CDP that provides a single view also configures and draws data from the offline marketing sources and channels for an ongoing customer data enrichment.
The most enticing reason to use a single view of customer is the ability to personalize. Through collective processes of cleansing, matching, merging, and de-duplicating all customer touchpoints, online and offline, that a CDP brings together, improves personalization.
Unique Customer Experience
Especially in the B2C sectors such as retail and BFSI, owning a single view becomes imperative, for the sheer scale and volume that a marketer needs to handle. Creating a unique experience and build a loyal relationship between the customer and the brand is dependent on how much the brand knows about its every customer.
CDP & Its Marketing Sources of Information & Interaction
Online Data Sources include
- Content Management System (CMS)
- Mobile App
- Social Media
- Paid Media
- Retargeting ads
- Programmatic ads
- Social Media
- Chat & Online conversations
- Checkout Carts
- Customer Support
- Internal communication and information systems
- Landing Pages
- Email marketing
- Marketing automation tools
- Web analytics
- Mobile analytics
- Cloud Telephony
- Localization & Personalization Tools
- IoT & Smart Devices
Offline Data Sources include
- BTL Campaigns/ D2C
- Channel Partner Transaction systems
Data Types Attributed to Customer Data
To achieve a single view, customer data is extracted in different formats. This is not just about data being numeric, date, alphanumeric, and so on, but also about classifying data based on
- Product and Brand Engagement
- Shopping & Purchase Behaviour
- IoT & Smart Device consumption