Third party cookies will be eliminated, and so will device IDs, so reaching your customers will be impacted. To enable the use of the Data across all the departments of any organization’s marketing effort will be challenged. Hence the solution is Customer Data Platform (CDP).
We build a lot of websites, mobile applications and interactive kiosks with one goal, to understand our customers needs and leverage all possible technology to deliver an engaging personalized experience.
What we all know that our customers have access to all the channels and they do engage with very unique expectations. But, when we don’t know who the visitors are, where they come from when they seek for services and products.
How can we deliver the anticipated experience?
We need to know our customers visitors at scale and speed! We need to segment the visitor’s information and analyze the data we collect about them.
The need is to have the data at one place, analyze it and get a meaningful understanding of the data. The goal is to make that identified visitor engage with our products and services, we need one unified source of reliable data to personalize the visitor experience.
A “Customer Data Platform” (CDP) is the solution.
Sitecore CDP
Sitecore CDP is one such reliable and powerful product from Sitecore. It helps by intelligently consuming data from multiple sources and provide a singular contextual profile for a visitor on any channel.
Definition
From the Gartner’s Glossary CDP is a vendor-neutral organization dedicated to help marketers manage customer data. It is a packaged software that creates a persistent, unified customer database that is accessible to other systems.
This software should build customer profiles by integrating data from multiple sources, e.g. transactions of users in a “Customer Relationship Management” System (CRM), any interactions or activities on web and mobile apps, interactions with kiosk in marketing hotspots, etc.
Some Details explained by various presenters can be viewed on the Sitecore Discover Channel on YouTube.
CDP is not CRM
They both collect data. CDP creates Profiles with the collected data from omnichannel platforms, while CRM tracks customer interaction. The data in a CRM is mostly collected manually.
CDP Provides the capabilities to experiment with the collected and curated data. It consolidates all the data from omnichannel platforms and prepares the dashboards to visualize the customers profiles. This is a great tool for business users!
CDP helps in an easy way to model decisions in real-time.
CDP Unifies Profiles
Sitecore CDP, unifies by merging the user data to one targetable profile. With this major part of the process taken care of the Applications can use the data and start the marketing efforts.
Intelligence
Decision Tables, are being used to deliver methods to map data to experiences and actions to start delivering experiences.
But a strong Analysis needs to be done before hand to with good Reasoning and then prepare the data to Act upon. Sitecore CDP performs all this smartly and provides a unified Identity, by merging the data collected from multiple sources.
This supports your business users to create a hypothesis and make informed decisions to deliver personalized experience to the customers. That too with reliable guidance and no-code templates. That’s intelligent!
Experiments
Marketers can provide next best action tailored to individual customer profiles based on the experiments conducted before hand. Emails, SMS and online experience of the customers can be carefully crafted. Fulfilling customer needs and their business goals is a great win-win situation. Sitecore CDP enables the business to experiment and leverage the results to personalize on one interface.
Next
This is a series of blogposts and articles as mentioned in my previous blog post. Please stay tuned and follow. Feel free to share your opinions and ideas.
- [This article] Introduction to CDP
- How is Identity Resolution, How is it done in Sitecore CDP?
- AB Testing & Personalization
- Performance Measurement & Segmentation
- Analytics & Beyond
In addition, there will be a YouTube video with more details on every topic. Here is the link to my Sitecore Sanjeev YouTube Channel.
Leave a Reply