Use customer data platforms to leverage consumer data in creating personalised campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 31, 2020, 1:17 AM UTC

Marketers can get consumer journey insights to create personalised interactions.

This piece suggests that brands must use a customer data platform (CDP) to collect reliable and consistent customer data for personalised campaigns. Brands should deploy fully-integrated CDPs to effectively process and merge consumer data gathered through touchpoints like Facebook, emails, and website, into unified profiles.

CDPs also connect first-party data to martech tools and help businesses enhance customer experiences, leading to informed product decisions. Marketers can track behavioural data like “products added” or “order completed” instead of just vanity metrics such as signups and downloads.

Brands can use CDPs to collect data about the entire consumer journey across the web, mobile, and cloud and create more personalised interactions. CDPs further enable marketers to automate data governance protocols, while ensuring the data is free of any errors and duplications.

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