CDP (Customer Data Platform)
Customer 360 Audiences' relaunch in Summer '21 introduced Salesforce CDP (Customer Data Platform) to market just in time for the reopening business boom, and it's already the talk of the town.
Salesforce's redesign was accompanied by an outstanding rollout of new features designed to make it more accessible and versatile for your company. A CDP, like as Salesforce's, may help you consolidate data, evaluate engagement behaviours, and segment your client base effectively, allowing you to experiment with new use cases and customer experiences.
What is a Customer Data Platform (CDP)?
CDP stands for "Customer Data Platform" in a nutshell. A CDP is a software package that allows a company to construct a consistent, unified database of customers or future customers.
In general, today's CDPs are divided into two categories: Engagement systems and Organisation systems.
Systems of Engagement are real-time databases that provide instant access to all client profile data. This is critical for monitoring client happiness and experience. Marketing investigation and segment generation, as well as swiftly discovering, altering, and exploiting such segments, are at the heart of Systems of Organization.
Although not all CDPs are made equal, they should all have a few common qualities and characteristics.
1. CDPs are Pre-Built Systems
A CDP is a software programme that is typically customised to match the needs and goals of a certain firm.
For enterprises, using an existing CDP system is a significantly more cost-effective and time-saving solution. Companies can more easily install, manage, and adapt to the coherent CDP system supported by tech support than they can to in-house built systems, which take more technical knowledge to set up and maintain and may not have the support system needed to quickly fix problems.
2. CDPs Compile Data
Data from numerous systems is collected, organised, and stored in a single consumer profile by CDPs.
This is critical from an organisational perspective, but even more so when tracking customer trends and behaviours over time. Having such information at your fingertips makes it easier for your firm to conduct more effective targeted marketing, which leads to more sales and more money in your pocket.
Salesforce has given priority to establishing so-called "native connectors," which are out-of-the-box integrations to some of its own products, in order to feed the CDP with data you've already obtained. If you want to use third-party software,DESelect Connect can assist you in gathering the necessary data to complete your 360-degree perspective within the Customer Data Platform.
3. CDPs Organize Segments
CDPs, like marketing automation solutions, come with built-in segmentation. You may set the stage for better targeted advertising by arranging the gathered data by your audience's shared traits.
For efficiency and a faster time to market, doing it in a method that requires minimal technological involvement is critical. Of course, for firms that currently use DESelect Segment, the advantages of drag-and-drop segmentation over SQL-writing in SFMC are well known.
4. CDPs are Accessible
The information held in a CDP should be accessible from other systems, which is the characteristic of a good CDP. The information you've collected can be examined and used to improve client connections and boost your marketing efficiency. There is a serious lack of mobility without this, which limits your company's capacity to stay one step ahead of the competition. A CDP that lacks multi-system accessibility is really a collection of silos disguised as CDPs.
5. CDPs Break Down Silos
A data or information silo is a collection of obtained data that is only partially or not at all available to all team members. Businesses face a serious problem with silos. Data collection is supposed to add value to your company, but if it's locked up in a silo and useless, it's time and money better spent elsewhere.
CDPs can break down the data in your existing silos and avoid the emergence of new ones by providing a one-stop-shop collection of accessible information.
Key Features of Salesforce CDP
1. Unify, Analyze, Activate
2. Connect to Other Systems
3. Save Time
4. Filters, Attributes, Calculated Insights
5. Optimized with DESelect
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