A 360° view of your users and customers is no longer just a coveted goal for marketers and strategists, but an essential necessity if you want to invest in personalizing the customer experience .
In fact, this is where the key to the success of your company lies in the face of an increasingly demanding, informed consumer who is able to move seamlessly from the offline world to the digital reality .
The consumer becomes the protagonist, the touchpoints of the customer journey multiply, but above all, expectations grow on the brand’s ability to offer increasingly relevant customer experiences through timely data venezuela phone number data collection , advanced audience profiling and segmentation , and personalization of communication and interactions .
But as consumers increasingly demand personalized experiences, marketers are facing the inevitable phase-out of cookies and third-party data , which until now were indispensable elements for profiling and segmentation activities.
This is precisely where Customer Data Platforms come into play , technological solutions capable of offering essential technological support to collect and manage valuable data and information about your users and customers in full respect of privacy .
Customer Data Platform : between market and functionality
We have to go back about ten years, to the first use of the term “ Customer Data Platform ”.
It was actually first used by David advantages of the material Raab, founder of the CDP Institute, who defined these solutions as ” a software package that creates a unified and persistent customer database, accessible to other systems .”
It then took five years for this phone number vi software classification to be consecrated by the martech industry thanks to Gartner, which defined CDP as “ a marketing system that unifies a company’s customer data from marketing and other channels.”
Since then, the trend towards Customer Data Platforms has continued to grow . However, after an initial phase of real explosion, the market is now consolidating with a significant presence of large, more historical providers such as Adobe, SAP, Salesforce.
But what are the particularities of these platforms?
In this context, the use of a customer data platform becomes essential to implement effective marketing automation strategies and personalization of the customer experience in an omnichannel perspective .