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Marketing analytics is an increasingly complex business. It’s meant to collect as much information as possible across multiple channels from multiple tools and provide marketers with as complete a picture of their customers and their experience in dealing with you as possible. Perhaps not coincidentally, Adobe, which is holding its Adobe Summit this week in Las Vegas, and Salesforce both made Customer Data Platform (CDP) announcements this week.
The Customer Data Platform is a complex construct, but it’s basically a marketer’s dream, a central database that pulls customer data from variety of channels and disparate data sources to give marketeers deep insight into their customers, all with the hope of gathering enough data to serve the perfect experience. As always the ultimate goal is happy repeat customers, who build brand loyalty.
Marketers - Days - Kind - Experience - Visitor
It always comes down to experience for marketers these days and that involves serving up the right kind of experience. You don’t want the first-time visitor to have the same experience as a loyal customer. You don’t want a business customer to have the same experience as the consumer. All of that takes lots and lots of information, and when you want to make those experiences even more personalized in real-time, it’s a tough problem to solve.
Part of the problem is that customers are working across multiple channels and marketers are using multiple tools from a variety of vendors. When you combine those two problems, it’s hard to collect all of the data on a given customer.
Process - Bit - Ocean - Matters - Data
The process is a bit like boiling the ocean and to complicate matters even further it involves anonymized data and non-anonymized data about customers being stored in the same database. Imagine those two elements being hacked. It wouldn’t be pretty, which is just one reason that these kinds of platforms are so difficult to build.
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