客户数据平台（CDP）是可以推动增长的必不可少的营销工具。通过了解CDP的能力，您将能够看到它如何帮助您的业务实现其目标。
您如何选择适合您业务的CDP？让我们探讨什么是CDP以及它如何推动业务增长。
客户数据平台上的入门可以帮助您的业务在2023年蓬勃188滚球地址发展：
What is a Customer Data Platform?
Acustomer data platform或CDP是从多个来源或工具中收集客户数据并创建持久，集中和整体客户数据库的软件。该数据库有效地消除了限制组织运营能力的传统“数据孤岛”。
Traditional data silos make it challenging for organizations to provide customers with consistent omni-channel and multi-device experiences. They can also lead to accumulating “bad data”, which would prevent marketing and sales teams from aligning their strategies and goals. Bad data can interfere with operations, especially when you’re working in a setup that implements data silos.
But what is “bad data”?
Bad datais data that’s inconsistent, inaccurate, incomplete, and duplicate. A CDP has the power to create a highly segmented database of qualified leads and existing customers by leveraging first-party data.
It’s also capable of creating a single source of truth (SSOT), which combines data from various systems to create a single location.
CDP还使企业可以对消费者和他们更喜欢的东西有更深入，更亲密的了解，从而使他们能够在各个平台上提供一致，更定制的消费者体验。188滚球地址
假设您正在使用大量数据，并且想利用数据系统来创建个性化的体验。拥有客户数据平台，您可以整合从不同平台收集的所有客户数据，以便您可以制定更有针对性的营销方法。188滚球地址反过来，这可以为更合格的线索与您的业务互动铺平道路。
Another application of CDPs is inemail marketing campaigns.电子邮件营销是一种功能强大的工具，用于直接推广您的品牌，产品或服务。通过实施有效的电子邮件营销策略，您可以为潜在客户产生，品牌知名度，关系建立和客户参与而制定更有效的举措。
CDPs are powered by data science, allowing you to gain deeper insights into your customers’ behavior or preferences. This lets you create content or campaigns that drive engagement, which can spur higher emailclick through rates.
CDP和CDP供应商的类型
There are several CDPs in the market today but not all of them are the same. When looking for the right customer data platform for your business, it’s important to determine their differences and how certain features can best benefit you.
There are generally four types of CDPs:
Data ingestion and integration
Manually integrating data can lead to collecting bad data. Furthermore, it can be a costly and time-consuming process.
CDPs are capable of automating data ingestion, a process that entails unifying customer data from various sources. They’re also able to integrate data that’s not well-structured or well-organized. Automation ensures that all your data is in the correct format for new platforms. CDPs can reduce errors that may be committed when manually integrating data.
Unification or identity resolution
A CDP creates a unified and persistent customer database. Data on a single customer is consolidated and duplicates are eliminated. This allows marketers and other relevant parties to have access to a customer’s full history across different platforms.
统一基本上创建了单个客户视图（SCV），该视图包含客户的购买历史，网站活动和其他与客户行为有关的数据。SCV为您提供了一个中心，未注明日期的数据库，您可以通过该数据库访问每个客户的重要信息。该数据库还充当您运行针对性的广告系列和营销自动化策略的位置。
Intelligence and analytics
When looking for CDPs, make sure that you opt for one that has robust customer intelligence tools. These let you segment your audience, create personalized campaigns, and discover more chances for growth.
Cross-channel activation
重要的是要注意CDP的激活功能。CDP应该能够连接到您所有的渠道，以便您可以构建一致和个性化的营销活动而不会失去客户旅程的跟踪。
CDP还不应该专注于电子邮件营销。理想情况下，它应该能够执行和处理全渠道营销激活，从本质上连接您的所有营销工具。
There are also四种客户数据平台供应商类型:
1. Analysis
这种类型的CDP系统能够提供数据组件和分析应用程序，例如客户细分，机器学习和旅程映射。它可用于段列表分布和营销的自动化。
2. Campaigns
广告系列CDP可用于细分，因为它们能够为您提供数据组件，分析和客户处理。与Analytics CDP不同，广告系列CDP能够为每个细分市场中的每个客户指定方法，例如出站营销活动或产品建议。
3. Data
Data CDPs function primarily as data collectors, gathering customer data from different systems or sources. These can link customer data to appropriate customer identities and house these results in a unified and persistent database. This type of CDP provides data management and access.
4. Delivery
交付CDP被标记为输送系统，用于通过电子邮件或CRM等方法提供数据组件，分析和消息传递等功能。
CDP Key Features
When choosing a customer data platform, check for the following key features: real-time behavioral insights, single customer view, personalization, testing and optimization, privacy, and security.
实时行为见解
An excellent CDP should be capable of delivering real-time customer behavior insights. It should ideally have a self-learning algorithm that could accommodate any changes in customer behavior across different platforms as soon as they happen.
It should also be capable of making all that data available in real time so you can get immediate access to any changes, allowing you to tweak your campaigns accordingly. Furthermore, a CDP with real-time data accessibility and updating capabilities can help you create predictive insights.
Single customer view
An SCV is crucial because it gives you real-time updates that minimize the risk of implementing campaigns that aren’t targeted. Plus, it’s integral for segmentation and omnichannel orchestration.
Personalization
Being able to deliver personalized experiences can make a huge impact on your organization.
Customers expect businesses to create connected experiences for them, be able anticipate their needs, and deliver consistent service and messaging across various platforms and devices. Providing personalized experiences helps make customers feel that they’re valued, which paves the way for brand loyalty.
个性化不仅仅是插入一个成本mer’s name into an email. Its definition has changed with the times. Today, personalization is all about crafting curated messages or campaigns that are able to target your customer’s pain points or needs. It’s about showing customers recommendations that are relevant to them.
想想Netflix，以及如何建议电影或显示与您的兴趣相匹配的电影，或者您喜欢的在线零售商如何具有与您的喜好保持一致的产品建议。
Source:digitalmarketingdepot.com
Testing and optimization
You should be able to test and optimize a customer data platform to suit your needs. Split testing plays a major role in customer retention by giving you the data you need to improve your campaign performance.
Privacy
As a business, you’re governed by your country’s rules and regulations, such as the EU’s General Data Protection Regulation (GDPR), when it comes to handling or using customer data.
Being able to secure your customer’s information through data privacy measures is important because of two main reasons:
- It protects customers’ personally identifiable information (PII).
- 它访问dat阻止网络犯罪a.
Moreover, being able to implement stringent privacy measures when deploying a CDP gives you a competitive edge. It lets you navigate a world without third-party tracking and cookies and makes your ads more efficient.
When selecting a customer data platform, make sure that it helps you comply with such regulations. Furthermore, you’ll do well to consider the security and standards that a CDP has to offer.
Security
马上,我们将告诉你,安全的d privacy are two different things. Privacy is more focused on dealing with customer PIIs and the ethical use of data. Security is all about the protection that you can offer to prevent unauthorized access to your data.
安全是信任的基础之一。安全漏洞可能会驱逐客户，并可能与他们交流，您没有采取任何措施来确保其数据安全。如果您的CDP能够提供强大的安全性，则可以获得信誉并让客户信任您。
Additionally, a customer data platform should have thefollowing capabilities:
- Data quality and identity resolution
- Data inclusiveness (online and offline)
- Machine learning
- 跨平台配置性
How to Choose a Customer Data Platform for Your Business
Data is key to understanding your customers, their behavior, and their preferences. It’s also integral to delivering relevant and engaging customer experiences across various platforms or channels. But finding the right CDP for your business can be like looking for a one in a million candidate among a sea of participants.
Lexer的7点清单有效地总结了搜索客户数据平台时要询问的重要问题：
Source:lexer.io
When choosing a CDP and a CDP vendor, you should examine features and capabilities. Will these be able to address your needs? Will these fit your use cases? What about integrations?
您选择的CDP应该与您当前使用的集成和API一起使用。它还应该能够无缝，有效地收集和集成所有客户接触点的数据。除了集成外，您还应该检查它是否能够丰富您的客户数据。
A CDP should also be easy to use. Remember that while a CDP may be feature-loaded, it can pose a problem if it’s difficult to navigate and manage. Assess whether or not your team has the expertise to handle or configure this platform.
When it comes to selecting a vendor, find one that can help you make the most out of the CDP. It’s advantageous if they offer continued support or consulting services after you’ve deployed your CDP.
Do You Need a CDP?
A customer data platform can do wonders for your business. It can process data faster and help you create considerable improvements to customer experiences. It’s an integral tool that makes for more compelling marketing strategies. It can aid you in keeping up with changing customer demands and expectations.
But do you really need one?
That ultimately depends on what you’re looking to achieve and what challenges you’re trying to address. Here are some factors that can help you decide whether or not you reallyneed a customer data platform:
- Your data management practices
- CDP如何满足您的业务需求
- 您的用例
- The type of CDP you may need if you decide to deploy one
- Total cost of ownership
The Bottom Line
What good is data if you can’t maximize it and apply it to your strategies to craft optimized marketing campaigns?
Customer data platforms leverage large amounts of disconnected data, ultimately allowing you to create more informed decisions. While primarily advertised as a marketing tool, the CDP, thanks to its capabilities and potential, can help transform your business by enabling you to deliver more compelling and relevant customer experiences.
Aside from creating a unified customer database and giving you in-depth insights into customer behavior, CDPs can be used to create experiences that focus on your current customer base to acquire continuous engagement and higher customer retention rates.
鉴于市场上可用的大量CDP，找到最适合您的组织的CDS可能很难。在寻找CDP时，重要的是要考虑其功能，您的业务和您已经使用的工具。
Yes, some CDPs may have all the bells and whistles and all of this can be very attractive. However, you should prioritize CDPs that are able to quickly analyze and leverage large amounts of customer data. Furthermore, before selecting a CDP, you also need to define your requirements and your intended use cases. Some of the core features you should pay attention to should be able to address identity resolution, customer segmentation, reporting and analytics, system integration, and cross-channel campaign management.
When it comes to CDPs, sometimes prioritizing its functionality can help you start your journey to transformation and success.
Frequently Asked Questions
谁能从客户数据平台中受益？
While it’s useful for different teams that are working with large amounts of data, marketers can benefit the most from a CDP. This is because marketers need to develop and improve customer relationships and have a more in-depth understanding of their leads and customers, as well as provide them with excellent user experience.
Where can I source CDPs?
There are many CDP vendors that can be categorized into four vendor types: analytics, campaign, data, and delivery. The Customer Data Platform Institute’s Service Provider Directory is a comprehensive database that helps you find and connect with various CDP vendors.
我应该在CDP中寻找什么？
While there are plenty of CDPs available, they vary largely in the features they offer. If you’re looking for a CDP, make sure that it has these five key features:
实时行为见解
Single customer view
Personalization
Testing and optimization
Privacy
Security
