How a Customer Data Platform Helps You Deliver Truly Personalized Omnichannel Experiences

» 6 min read

Jeff Larche

By Jeff Larche

Director, Product & Innovation

The Covid-19 pandemic lit the fuse to the explosive growth of eCommerce. This growth has generated a wealth of data about customers, which is a good thing, but it has also made it harder to make sense of this embarrassment of riches – data coming from websites, retail stores, blogs, social media platforms, customer service calls, and more. Unifying these rich interactions is a key area where customer data platforms (CDPs) have proved their worth.  

CDPs offer a unified customer view. They tell you and your team more about customer needs, so you can create truly personalized omnichannel experiences.

The CDP (Customer Data Platform) Value Proposition

A customer data platform lets you stitch together vast amounts of data from multiple sources, helping you set smarter marketing strategies and enabling more successful marketing execution. Most CDPs focus on the collection of three types of data:  

Behavioral data: CDPs record all customer actions during their website sessions or app usage – plus behavior such as visits to a store. The data can be used to calculate customer engagement, along with advertising reach and impressions.  

Demographic data: CDPs can ingest and store basic contact information and personal details that customers choose to share.  

Transactional data: Before CDPs, this data was often missing from our understanding of customers or only available through a data warehouse. Transactional data is used to calculate return on investment (ROI) and customer lifetime value (CLV).


Customer Data Platform

 

The Personalized Omnichannel Solution

 

Adopting a personalized omnichannel solution offers the flexibility to analyze customer intent and analyze data from all platforms — including apps, online websites, physical stores — in one place. It enables these three important capabilities, among others: 

Consistent brand experience: Inconsistent brand experiences can erode customer trust and make your brand synonymous with poor quality. A CDP can help you identify inconsistencies and address them. It can analyze data from your website and identify where you’re making mistakes. You’ll be able to form content and communication guidelines to ensure there are no inconsistencies and all customers get the best experience possible every time they interact with your brand.

Identity resolution: CDPs can anonymously profile customers based on data collected. With anonymous data, marketers don’t know any identifying information, but you can identify traits and collect actionable decisions to improve the user experience for everyone. By understanding the average visitor’s purchase experience, you can optimize the experience as an ongoing process.

Profile activation: Many businesses make the mistake of going for channel-first activation, which can lead to ineffective reach and a lack of personalization. The problem with this is that before CDPs, customer experience (CX) efforts would typically only target customers within a specific channel.

But with audience and profile activation, brands can connect customer interactions on any applicable channel to create a decentralized customer profile and an omnichannel CX. 

The Bottom Line

CDPs create trusted customer profiles, collect behavioral, transactional, interaction, and psychographic data, and consolidate them in one place. The result is a seamless CX and higher customer satisfaction. Schedule a call with our data specialists to talk about putting this to work for you.

About TA Digital

TA Digital is the only global boutique agency that delivers the “best of both worlds” to clients seeking to achieve organizational success through digital transformation. Unlike smaller, regional agencies that lack the ability to scale or large organizations that succumb to a quantity-over-quality approach, we offer resource diversity while also providing meticulous attention to the details that enable strategic success.

Over the past 20 years, TA Digital has positioned clients to achieve digital maturity by focusing on data, customer-centricity, and exponential return on investment; by melding exceptional user experience and data-driven methodologies with artificial intelligence and machine learning, we enable digital transformations that intelligently build upon the strategies we set into motion. We are known as a global leader that assists marketing and technology executives in understanding the digital ecosystem while identifying cultural and operational gaps within their business – ultimately ushering organizations toward a more mature model and profitable digital landscape.

Recognized in 2013, 2014, 2015, 2019, 2020 and 2021 Inc. 5000 list as one of the fastest growing companies in the United States, TA Digital is pleased also to share high-level strategic partnerships with world class digital experience platform companies like Adobe, SAP, AcquiacommercetoolsSitecore, and Elastic Path.

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