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In today’s digital landscape, where customer expectations are higher than ever, and data is generated at an unprecedented rate, e-commerce businesses face the challenge of delivering personalized and timely interactions. With a Customer Data Platform (CDP), businesses can leverage its potential to achieve revenue growth and enhance customer experience.

What is a Customer Data Platform (CDP)? 

A Customer Data Platform (CDP) is a solution that integrates customer data from diverse channels, systems, and data streams into a unified profile. It features a comprehensive customer database, automation tools, and management resources designed for streamlining multi-channel campaigns, real-time interactions, and data integration. Typically hosted in the cloud or deployed on-premise, CDPs are built to manage and process vast amounts of data (from terabytes to petabytes) with minimal latency. By serving as a central repository for user-level data, CDPs bridge the gaps between marketing platforms, service software, and e-commerce systems. 

Benefits of Customer Data Platforms

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1. Unified customer profile
Centralizing data is crucial for businesses dealing with disconnected data sources. As 60% of businesses struggle with managing multiple platforms and inconsistent information, a Customer Data Platform (CDP) can solve these challenges by integrating data from various sources into a unified profile. 

2. Improved customer segmentation
CDPs enable precise customer segmentation by aggregating various types of data, such as behavior, demographics, and purchase history. This integration helps marketers create targeted campaigns with higher conversion rates. Additionally, customer data platforms facilitate dynamic segmentation that updates in real time, enabling businesses to adjust segments according to current customer interests. 

3. Enhanced customer experience and engagement 
CDPs can help marketers identify patterns and triggers that signal potential customer churn or re-engagement opportunities to enable timely retention strategies. As personalization could increase revenues by up to 15%, companies can elevate shopping experience for customers and brand loyalty with CDPs. These platforms also support effective cross-selling and upselling strategies by analyzing customer purchase behavior and preferences, potentially leading to up to a 5% boost in profit margins. By providing a comprehensive understanding of individual customer journeys from multiple touchpoints—such as websites, social media, email, and in-store interactions, marketers can identify customers’ preferences to optimize marketing campaigns. 

Must-have features of a CDP 

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E-commerce companies utilize various tools to manage customer data, such as website platforms, CMS, analytics tools, and loyalty programs. For a customer data platform to be effective, it must seamlessly integrate with other systems through native connectors or APIs. This ensures that customer data is efficiently shared and utilized across all platforms.

Customization is a crucial feature of a Customer Data Platform (CDP), allowing businesses to tailor the platform to their specific needs and strategic objectives. Customization enables businesses to adapt the platform’s features and functionality to better align with their data strategies and operational processes rather than being constrained by out-of-the-box solutions. 

Additionally, according to McKinsey, a modern Customer Data Platform (CDP) should feature a user-friendly interface for non-technical marketers to easily navigate and utilize the data for campaign management without deep technical expertise. This ensures marketing teams can effectively leverage data insights to optimize their strategies. In addition, the CDP should offer a robust analytics workbench for data scientists and advanced users. This workbench would facilitate the deployment of machine learning and artificial intelligence models, enabling sophisticated data processing and analysis. 

Furthermore, CDPs need to be equipped with automation capabilities, which leverage integrated customer profiles to deliver automated messages and offers based on real-time customer actions or specific lifecycle stages. For instance, a CDP can automatically trigger a follow-up email with a discount code if a customer abandons their shopping cart, or sends a personalized recommendation based on past purchase behavior. 

Personalization has been a buzzword in marketing. However, in the coming years, CDPs will take it to a new level with artificial intelligence (AI) and machine learning, allowing businesses to create hyper-personalized customer experiences. Some CDPs (such as Adobe Experience Platform) are equipped with AI-driven capabilities to efficiently cleanse large data sets, which can ensure accuracy and provide a comprehensive view of the customer journey. Additionally, AI automates data analysis, allowing marketing teams to gain actionable insights and optimize strategies more quickly. 

Which Customer Data Platforms should you use? 

Choosing the right customer data platforms depends on factors such as business size, specific needs, and the existing technology stack. Some notable customer data platforms include: 

1. Sitecore Experience Platform (Sitecore XP) 

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Ideal for businesses focused on content management and marketing automation, Sitecore Experience Platform (Sitecore XP) provides advanced segmentation and personalized marketing for users of Sitecore’s digital experience tools. 

2. Adobe Experience Platform

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Designed for large enterprises, Adobe Experience Platform offers extensive data integration and cross-channel personalization using AI-powered insights. Integrated with Adobe’s marketing and analytics tools, this tool supports data-driven marketing strategies and automates responses based on customer activity.

3. Salesforce Customer 360

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Salesforce Customer 360 integrates seamlessly within the Salesforce ecosystem, creating unified customer profiles by consolidating data from various sources. Ideal for businesses currently leveraging Salesforce’s suite, this platform enhances analytics and marketing automation, making it perfect for mid-sized to large enterprises seeking cohesive data management and deep insights.

4. Kentico

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Kentico can capture data about visitors and customers from all touchpoints, including websites, emails, or online stores. The platform can automatically qualify potential clients using lead-scoring rules that combine demographics or behaviors, and pass high-quality leads to sales teams via automated emails or CRM.  

FPT Software – Take your digital experience to the next level

Customer Data Platforms (CDPs) are crucial for e-commerce businesses aiming to enhance customer experience, streamline operations, and achieve better business outcomes. Partnering with an experienced technology service provider is essential to fully capitalize all of said benefits.

FPT Software stands out as a leading provider of comprehensive technology solutions, bolstered by strategic partnerships with industry giants like Sitecore, Adobe, Kentico, and Salesforce. For instance, its clients can benefit from Sitecore’s composable digital experience platform along with FPT Software's extensive talent pool to create optimal, scalable solutions tailored to various industries. Moreover, FPT Software’s rapid ascent to Gold Partner status within Adobe’s Solution Partner Program showcases its commitment to excellence and expertise in Adobe Experience Cloud. With over 200 experts and engineers and more than 90 certifications, FPT Software offers a suite of Adobe solutions, including Adobe Experience Manager, Adobe Commerce, and Adobe Real-time Customer Data Platform, among others.

As a trusted partner to major digital commerce and experience players, FPT Software is uniquely positioned to guide businesses through the complexities of the digital age, ensuring they remain competitive and successful in the global market.

Discover how we can elevate your digital experience here.

Author Minh Tran