Introducing the Enterprise Customer Data Platform for Dummies Guide

The Power of the Enterprise CDP

The use of data for personalization in marketing seems straightforward and simple, yet has eluded us for years. Creating a unified view of the customer has been a challenge for even the most advanced companies. One major reason for this is that existing solutions weren’t designed to hold the diverse data held in today’s cross-channel marketing operations.

The resulting explosion in marketing tech has arguably made the problem worse for the vast majority of companies trying to engage with their customers in this time of fragmentation of channels, increased number of datasets and (finally) significant focus on consumer privacy.

A very small set of companies have figured it out, though. These truly innovative and disruptive companies — Amazon, Facebook, Google, Netflix… are changing the way they do business by getting to know their customers as individuals by creating, using and constantly refining one unique profile that drives long – term engagement. We love these brands, and we are constantly finding new ways to engage with them (translation: spend more time and money) — and the cycle of this small handful of companies accounting for a larger share of consumer attention continues. The question is: How can the vast majority of brands who have limited resources and tech talent compete?

Introducing the Enterprise Customer Data Platform for Dummies Guide

Using data to drive every customer interaction, these digital disruptors inspire loyalty by personalizing our experiences in new ways that keep us coming back for more. This focus on the customer as an individual coincides with a resurgence in disruptive technologies like artificial intelligence (AI), natural language processing, and computer vision. All of these technologies are maturing — going from game – changing ideas to mainstream, foundational business tools.

That’s where the Enterprise Customer Data Platform (CDP) comes in. This sophisticated data – first platform allows marketing and product teams from any company to personalize and create relevant experiences for every customer, regardless of the data source — today’s Enterprise Customer Data Platform — and has the potential to grow revenue faster, connect internal teams across shared priorities and and inspire customer loyalty. Teams who use an Enterprise CDP find that they rely on fewer fragmented tools in the quest for data-driven personalization that increases engagement, purchase and brand loyalty, and allows companies to better understand their customer as individuals; their desires, preferences, behaviors and intents.

The Enterprise CDP is finally a reality, and it’s just in time as today’s customers expect a whole new level of experience, personalization, and convenience – while the deluge of data we need to sift through continues to grow.

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Enterprise Customer Data Platform for Dummies

Today I’m excited to announce the Enterprise Customer Data Platform for Dummies. I wrote this guide because I saw this significant need based on the conversations my team and I have with customers learning about CDPs . The guide is designed to help marketers understand the implications of the unification of customer data to deliver personalization at scale. It talks about the protection of personally identifiable information — more important now than ever — as well as the power of tapping into AI and ML for predictive outcomes and advanced analysis.

Most of all, it shares why putting the customer at the center of everything is the best thing your company can do. If you are looking to harness all your customer data to deliver a great customer experience, and choose the right CDP, check out the following topics:

  • Cross device tracking of both anonymous visitors and known customers
  • Independence from IT
  • Flexible (and, ideally, unlimited) data retention
  • Integration with all your data sources, including website, mobile SDKs, CRM, email, social media, eCommerce, data management platforms (DMPs) and in – store retail systems
  • Schema-less data ingestion and access to all raw data for all data types (without requiring external data warehouses)
  • Capability to orchestrate omni-channel campaigns (and complex customer journeys) with personalized engagement in real time
  • Flexible customer segmentation and dynamic profile segmentation
  • Artificial intelligence (AI) and machine learning (ML) for predictive outcomes and advanced analysis
  • Security credentials and governance practices for enterprise compliance, integrity and confidentiality

How Shiseido Drives Personalized Customer Interactions Using an Enterprise CDP

Cosmetics company Shiseido is a leader in skin and hair care, cosmetics and fragrance, and also in the adoption of a CDP. With all the data they were collecting from their loyalty app, their marketing team found that they couldn’t keep up with the pace of digital insights and they could only guess at the right offers and recommendations to deliver to program members.

Shiseido wanted to leverage its loyalty program to upsell to its most engaged segment of customers, boosting profitability. The company also collected data from a number of disparate systems, such as their website, their store point of sales system (POS), and loyalty program system. Its internal data warehousing tools were too slow to extract, transform and load data the dynamic online customer behavior data that became the foundation of their loyalty program.

Using Treasure Data, they quickly and reliably consolidated all their first-party data from the sources above. Once the data was ingested, they were able to enrich it with third-party data from Data Management Platforms (DMP) to better understand the demographics of their buyers. With an accurate, real-time view of their customers’ behavior and the ability to segment and target them, they could start to personalize offers and communicate one to one for better response.

This translated into contributions to Shiseido’s bottom line. They saw a 20% increase in in-store revenue per loyalty member after one year as well as an 11% increase in revenue.

I hope you enjoy this new guide and I look forward to learning about your business and sharing how an Enterprise Customer Data Platform can help you connect better with your customers.

Download the Guide

Rob Glickman
Rob Glickman
Rob serves as Head of Marketing, Data Business at Arm. Previously, he was VP of audience marketing at SAP where he led a global team of marketers chartered with driving modern marketing demand generation programs. He brings nearly 20 years of marketing experience ranging from lean startups to large enterprises, including running product marketing for Symantec, eBay and PayPal, where he held various marketing leadership roles globally.
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