Efficient integrations and tracking to facilitate the capture and collation of all key zero, 1st, 3rd party transactional and behavioural data across multiple sources.
Advanced user tracking enables comprehensive monitoring of individual fan journeys across various touchpoints, from initial engagement to conversion and beyond, facilitating personalised experiences and targeted / re-targeted marketing efforts.
Integrating core data sources with user tracking to produce unique fan profiles and centrally managed SSO accounts.
Audience Builder is a powerful, automated audience segmentation tool that allows users to query data at all levels with ultimate flexibility and efficiency, easily integrating into external marketing platforms to provide near real-time dynamic updates to contact lists and segments.
Tools to enable the delivery of experience driven and personalised digital output efficiently and easily based on device data, personal preferences or audience segmentation.
A comprehensive suite of customisable and interactive dashboards, delivering relevant content and campaign insights in a format that is easy to understand and analyse.
A Customer Data Platform (CDP) is a software system that consolidates and integrates customer data from multiple sources to create a single, comprehensive customer profile. This data can include interactions, behaviours, and transactions across various channels and touchpoints. The CDP stores this information and makes it accessible to other software systems, enabling marketers to craft more targeted and effective marketing strategies. Essentially, a CDP provides a 360-degree view of each customer, which helps businesses enhance personalisation, customer service, and marketing efforts.
While both CDPs and CRMs are crucial in managing customer information, they serve different purposes and are designed for different users within an organisation:
CRM (Customer Relationship Management) systems are primarily sales-focused and are used to store information about customers and potential customers, such as contact details and interactions with sales representatives. CRMs help manage leads, opportunities, sales pipelines, and customer communications. They are transactional and do not typically handle large volumes of data from various sources.
CDP (Customer Data Platform), on the other hand, is primarily marketing-focused and designed to handle complex, multi-source data integration. A CDP collects, organises, and stores customer data continuously and at a large scale, including every interaction and touchpoint across the customer journey. It provides a more dynamic, comprehensive view used for personalised marketing and customer experiences across channels.
The main types of customer data to collect and analyse for effective marketing and customer experience management include:
Identity Data: This includes basic personal information such as names, addresses, email addresses, and social media profiles. It forms the core of a customer profile.
Descriptive Data: This broader category includes demographic details like age, gender, income, education, and occupation, as well as psychographic details like hobbies, interests, and lifestyle choices.
Behavioural Data: Information on how customers interact with your brand, including website visits, email opens, social media engagement, purchase history, and product usage. This data helps in understanding preferences and predicting future behaviours.
Transactional Data: Detailed records of every transaction, including purchases, returns, subscriptions, and any other customer actions that involve an exchange of goods or services.
Engagement Data: Data that tracks how customers interact with your marketing campaigns across different channels, including email, social media, customer service interactions, and engagement through digital ads.
Using customer data in marketing allows businesses to create more personalised, relevant, and effective marketing campaigns. Here are a few key reasons to use customer data for marketing:
Personalisation: Data enables tailored marketing messages and offers that resonate with individual preferences and behaviours, enhancing the customer experience.
Segmentation: Customer data allows businesses to segment their audience into different groups based on criteria like behaviour, demographics, or purchase history, making marketing efforts more targeted and efficient.
Customer Retention: By understanding customer behaviours and preferences, businesses can design initiatives aimed at increasing customer satisfaction and loyalty, thus improving retention rates.
Optimisation: Data-driven insights help marketers understand what works and what doesn’t, allowing for real-time adjustments to campaigns and strategies.
Predictive Analysis: Advanced data analytics can predict future customer behaviours, such as potential churn or the likelihood of a purchase, enabling proactive engagement strategies.
Utilising customer data effectively not only boosts marketing outcomes but also enhances overall business performance by aligning products and services more closely with customer needs.
