In the third installment of our introduction to CDPs, we’re going to take a high-level look at how enterprise marketers use CDPs by examining the specific data sources that they are integrating with them.
[We’ll dig deeper into the topic in a webinar scheduled for September 5th @ 1PM ET; please join us then if you’re interested in learning more.]
- CRM Data – As the cornerstone of many marketer’s data-driven marketing efforts, CRM data and CRM systems top the list as the most integrated into CDPs for both B-to-C and B-to-B marketers. Customer Profiles and Demographics – Integrating customer profile and demographic data is critical for marketers across verticals and sectors. A primary benefit of the CDP technology is the ability to efficiently manage these assets.
- Customer Online Spending – Online spend data, especially when updated in real-time, is highly valuable for most marketers. The ability to normalize and syndicate this data to other systems is important to both B-to-C and B-to-B marketers.
Customer Service/Support Information – Service and support data is often dynamic and can live in a wide range of systems. Those marketers that integrate into a CDP make the data readily available to key customer stakeholders.
Website Behavior – Another cornerstone for many marketers, real-time website data can be some of the most valuable when targeting users with personalized messaging.
- Email Marketing Response Data – Email response data is underutilized in many marketing organizations. But over one-third of B-to-C and B-to-B marketers who have implemented a CDP, feed it with email response data.
- Digital Advertising Response Data – By efficiently integrating digital response data into their CDP, marketers across sectors are better able to monitor the efficacy of paid media efforts and attribute sales to the channels and campaigns that drove them.
- Customer Offline Spending – To gain a complete picture of the customer journey and to more accurately measure marketing effectiveness, nearly one-quarter of B-to-C and more than 25 percent of B-to-B marketers integrate offline spending.
- Mobile Behaviors, Including App Utilization – As more marketers conduct more commerce through mobile apps, this data has become more critical to marketers of all stripes.
- Previous Marketing Offers – The artificial intelligence and machine learning algorithms that drive some of the data orchestration and personalization from CDPs are informed by data from previous marketing offers. The timelier the information, the more useful/effective.