A customer data platform or CDP makes the most out of available customer data to improve marketing strategies. It allows the implementation of customer-driven marketing to create positive experiences. Not all CDPs, however, are the same. To help you make the right choice, read on and we’ll list the things that make it effective.
Easy to Use
Choose a CPD with an intuitive interface, which will make users interested in using it. Otherwise, the complications in the system will make the users lack interest, regardless of the benefits they anticipate. It is good if the service provider allows a free trial, which is an opportunity to evaluate the platform before making any final decision. The demo makes sure that you will choose one that is appropriate for your goals and requirements. If you are looking for a user-friendly CDP, one option you might want to check out is Lytics.
Suitability for Your Goals
While it is true that the use of CDP is on the rise, this does not mean that you can choose any platform and expect it to deliver a plethora of benefits. To make it effective, one of the first steps is to identify your goals. This is a good starting point to find a platform that suits your requirements. What do you want to accomplish with the use of the CDP? After answering this question, it is easier for you to make the right decision.
The CDP is useless if it is not capable of producing high-quality data. Accuracy is one of the most important. From cleansing to standardizing, the platform needs to have the essential capabilities to protect the integrity of data. If data quality is inferior, it is ineffective in helping the organization craft successful marketing strategies. The CDP will only be a waste of money.
Secure and Private
Security and privacy are also important considerations in making sure that the CDP is effective. It needs robust features to prevent unauthorized access to the network, providing an assurance that the data customers share remain in safe hands and will not be used for any purpose without their consent.
An effective CDP is one that is inclusive. This means that it should include both online and offline data to maximize effectiveness. This makes the data more useful in creating effective marketing strategies. The platform should utilize both physical and digital channels to collect and analyze data. There are some platforms that offer only analysis of digital data, but this may not suffice. Choose a CDP that integrates data from all sources to make it more useful for the organization’s marketing strategies.
You will have a long list of choices when looking for a CDP, but this is not an excuse to decide in haste. To choose one that is highly effective, it is crucial to consider ease of use, security, and inclusivity, among other things.