客户数据平台如何改变您的业务策略

随着他们可以从中获得信息的大量途径，买家的购买道路成为涉及几个接触点和互动的过程。

When was the last time you searched for something online with the intent of buying? Perhaps you searched for an office desk for your new work-from-home setup? As a buyer, your journey probably looked like this.

你：

• Searched for the “best office desk of 2021” and took note of what you liked
• Visited review sites to see how the desks fared with real-life users
• Checked e-commerce sites like Amazon and retailers’ websites like Ikea or Walmart
• Went to physical stores that sell office desks

一旦确定满足您需求的理想桌子，就可以进行其他研究。这可能包括寻找购买该特定办公桌并搜索其他网站以比较价格或查看替代方案的最佳场所。每次动作都会开始注意到，每种体验似乎都变得更加量身定制，以适应您的需求。广告变得更加相关，并且营销电子邮件越来越个性化。

好像通过某种魔术，品牌似乎完全知道您想要什么。企业如何利用诸如交易，人口统计和行为数据之类的信息为消费者创造策划和相关的经验？

Marketing has become a complex activity that involves various channels and devices, approaches, applications, and challenges. Furthermore, consumers today have high expectations from businesses. They assume or expect businesses to know who they are and what they want. They expect to be provided with tailored solutions anytime they’re needed and for these to be available across all channels. If you’re unable to meet customer expectations and demands, business growth and sustainability might be difficult to achieve.

Integrating information and acting on key insights are among the greatest challenges that marketers and businesses face today. Traditionally, data comes from a variety of sources and are stored in separate systems that weren’t designed to integrate with other pieces of information. Confined to silos, this makes it difficult for businesses to gain actionable insights that enable them to provide engaging and consistent customer experiences across all channels and devices.

使用客户数据创建统一的客户体验已成为营销人员中的重中之重。这是哪里客户数据平台188滚球地址(CDPs) come into play.

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客户数据平台如何改变您的业务：

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什么是客户数据平台(CDP) ?

一个customer data platform or CDP is software that’s designed to collect and integrate customer data from multiple sources to create a persistent, unified customer database. It stems from the need to have a deeper, more intimate understanding of consumer preferences and to deliver more customized experiences.

Unlike siloed data, which operates in confined systems, CDPs enable other systems to utilize available data to take appropriate action on customer interactions. The problem with siloed data is it doesn’t necessarily translate or share a customer’s experience from one platform to another.

例如，客户正在使用移动应用程序与您的公司互动。该客户期望他们在移动应用程序上的互动可以转化为与您的网站或实体商店的体验。如果没有统一的数据库，您最终将为从同一客户生成的每个交互的不同数据集。这会产生很多混乱和断开连接，从而阻止您在多个渠道上创造一致的体验，消费者对企业的期望。

CDPs allow these systems to analyze, monitor, and manage data from such interactions. Aggregated data can include behavioral data, product usage data, browsing data, event data, and transactional data.

For a CDP to be considered fully functional, it has to havesix core capabilities, as outlined under the Customer Data Platform Institute’s RealCDP program:

• 能够从任何来源吸收或收集数据
• 捕获收集数据的完整细节
• Store said data for an indefinite period of time—note that this is still subject to privacy constraints
• Create unified profiles of individuals you’ve identified
• 必要时与任何系统共享数据
• 实时回复可用的新数据以及个人资料请求

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How a Customer Data Platform Works

一个customer data platform collects all of our customer data into a single, unified database. It can create a holistic customer profile from CRM interactions, for instance, and combine disparate databases like service software and marketing cloud systems. This process is called customer identity resolution. It enables systems to stitch identifiers, such as email addresses, physical locations, and anonymous cookies, that are coming from various systems to create a single customer profile.

然后，它将与您从现有客户（例如他们的电子邮件）以及网站cookie和移动设备ID的可用信息调和此客户资料。这创建了一条途径，可以绘制客户与您的业务的互动。

After creating a unified database, your data should be made available in real time so you can immediately respond to consumer needs and start delivering tailored experiences.

除了是收集数据和创建统一数据库的工具外，CDP还具有另外两个主要目的：

• 客户数据管理

一个customer data platform has the ability to control data flows, enabling marketers to effectively manage first-party data, consumer privacy, and data rights. CDPs also help you meet consumer and data privacy regulations.

• 客户数据激活

客户数据激活lets you take action on consumer’s data, allowing you to use information from customer interactions so you can create more targeted marketing campaigns.

CDPs are capable of automatically updating their databases whenever new data from various sources, such as your CRM and web forms, becomes available. After collection, a CDP can then structure this data to create centralized customer profiles that you can then use to identify and engage with customers, upping theirlifetime value。

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CDP and Customer Data

Customer data is integral to business and marketing. It refers to information about consumers that businesses collect. This data collection is done in order for businesses to have a deeper understanding of customers, which, in turn, allows them to effectively communicate and engage with them.

Your customers provide you with data through interactions with your business and can be done through various online and offline channels such as your company’s website, mobile applications, and marketing campaigns. Other avenues for data collection include tracking pixels, contact information, customer feedback and surveys, and website analytics.

But why is customer data crucial?

客户期望拥有良好的服务，可以根据自己的喜好量身定制。如果您想赢得客户忠诚度，则需要在所有渠道上提供无缝，一致且引人入胜的客户体验。这意味着在需要时为客户提供相关的建议和个性化沟通。无法满足这些期望会使客户远离您的业务。

What can you do to give them the best personalized service? Use customer data.

Customer data serves as the backbone behind every effective marketing campaign and business strategy. The need to leverage all this data gave rise to CDPs.

CDP仅收集所有类型的数据吗？不完全是。客户数据平台主要收集和组织四188滚球地址种类型的客户数据：

身份数据

Also known as basic data, identity data acts as the foundation of every customer profile. These pieces of information will then be used as a basis for audience segmentation. Standard or basic data can include:

• 联系人的名字
• 电子邮件地址
• Contact details
• 地点信息
• Linked organizations
• 人口统计数据

Descriptive data

Descriptive data is more robust and provides you with more in-depth information about your customer. This type of data can include career information, family information, and lifestyle information.

行为数据

行为或定量数据可洞悉客户与业务的互动。这可以通过诸如：

• 与您的业务的在线互动，例如免费试用注册，帐户登录和产品视图
• Transactions, which give you access to transactional information, like data on how much that particular customer spends or how often they make a purchase

Qualitative data

定性数据描绘了您的客户的完整图片。它使您可以从他们的角度看待事物，并告诉您他们为什么要做自己的事情。反过来，这些信息使您可以做出明智的营销决策，并识别可能有助于您改进的模式。定性数据涵盖了：

• 动机，研究客户行动背后的意图或促使他们执行特定行动的原因
• Opinion, which is essentially knowing how a customer feels or thinks about your product or service
• Attitude, which tells you about a customer’s particular preferences, such as a favorite color or food

Note that data collection and storage is subject to rules and regulations. Each country has a unique set of regulations. To make sure that you’re complying with your country’s requirements on data collection and storage, it’s best to study these regulations and seek professional legal assistance.

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CDP的用途

CDP是具有多种用途的多功能工具。以下是客户数据平台的一些常见用例：188滚球地址

• 个性化

Businesses can use CDPs to create a more customized marketing approach that would appeal to your target audience. For example, when someone checks out your website but doesn’t complete a desired action like making a purchase or signing up for a newsletter—a CDP can create a unified profile that helps you craft a personalized offer, like a custom email, that can encourage that person to go back and engage with your business.

• Control or Retargeting

You can use CDPs to control who you’re targeting. For instance, by using a CDP, you can have access to a unified profile that tells you about a customer’s behavior, whether they’re a patron or not. If the person is already engaged with your business, you can change your target and strategy and focus on acquiring new customers instead.

• 数据统一

CDP能够从在线和离线资源中团结所有客户数据，从而使您可以从各种渠道缝制统一的客户身份。

• Predictive analytics

CDPS让您使用数据，因此可以运行预测模型和预测分析。借助CDP，您可以深入了解客户的行为和动机，从而确定他们与业务互动，进行购买，甚至他们的搅动可能性的可能性。

• 推荐引擎

类似于客户数据用于生成预测分析的方式，您可以使用客户行为数据，例如，当客户在过去购买或返回产品时，可以运行拆分测试并改善向客户显示的建议。

• Insights

With data come valuable insights. However, if you’re employing a traditional silo for data, you won’t be able to maximize all the information that you’re getting. A CDP will enable you to leverage different types of data from multiple sources and share it to other systems.

For example, by using a customer data platform, you’d be able to share a customer’s marketing and website interaction data with your sales department so they can develop strategies for engagement.

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Key Benefits of CDP

一个customer data platform is a powerful tool but what can you gain from using a CDP for your business?

• 简化客户数据管理

CDP可让您简化您的客户数据管理，该数据是指收集，组织和使用客户数据的过程。此外，鉴于CDP在可用的新数据时会自动更新，因此它可以提高灵活性和敏捷性。这样可以确保您的客户数据以及客户资料和细分市场定期更新。

CDPs also promote efficiency, as they allow you to utilize multiple data sources in real time. You won’t have to spend a lot of time manually managing, verifying, and checking your data for duplicates.

• 提供客户的单一视图

CDP为企业提供了对客户的单一视图，或者跨多个渠道和设备对客户的统一和全面概况。这消除了数据孤岛，使您可以将数据共享给其他系统。

• Improved customer experience

CDPs play a major role in delivering better customer experiences. This is because a customer data platform creates a unified database that you can use to create a consistent experience for customers regardless of the channel or device they’re using.

Furthermore, a customer data platform can help you develop more targeted and personalized strategies, while ensuring that your messaging is relevant to your target customers. You can also use a CDP as a springboard for building观众参与and monitoring and responding to customer behavior.

• 遵守法规

cdp帮助你遵守隐私法规as the GDPR, CCPA, and other privacy laws. A customer data platform helps you respect your customers’ data privacy and, hence, gain or maintain their trust. Additionally, CDPs are great for compliance because it is able to provide you with a history of how and where the data was collected, along with how it’s used.

• 消除了data silos

CDP有效地消除了数据孤岛，从而阻止您向组织中的所有系统提供客户数据。为了蓬勃发展，无论是销售和营销还是客户服务，您的所有数据都应在所有系统中可用。

使用CDP，您可以访问一个实时可用的统一和集中数据库，并可以做出明智的立即决定。

• 为更多有见地的分析铺平道路

A CDP is capable of providing you with better insights. This is again because of the centralized database. With a customer data platform, you’re able to better understand customer behavior and create a comprehensive map of their journey. A CDP combinesfour main aspects that drive customer analytics, which are data collection, data sorting, data storage, and data analysis.

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CDP vs. CRM vs. DMP: Which is Which and Which One Do You Need?

A CDP may overlap with other tools or systems, particularly customer relationship management (CRM) tools and Data Management Platforms (DMP), in terms of functionality. This may cause some confusion. However, a CDP is not a CRM system. It’s also not a DMP or even a personalization tool.

CRM vs. CDP

尽管CDP和CRM都收集客户数据，但前者使用收集的数据创建了统一的客户资料，而后者监视器是客户的故意操作。

Customer relationship management focuses on customer-facing interactions. CDPs collect data on customer behavior in relation to your product or service. CDPs are especially useful for behind-the-scenes roles or non-customer facing roles, which can include marketing and product development.

例如，营销可以使用CDP收集的数据来创建个性化的电子邮件活动。您的产品开发部门还可以使用统一数据来改善您的产品并促进客户参与度。

Furthermore, CRM only collects basic data, unlike CPDs, which collect information that can help you map a customer’s journey. A CRM platform collects data manually and has a very specific purpose. Meanwhile, CPDs are able to gather data automatically through integrations and code snippets. This allows you to collect data from sources like mobile devices or apps into a database, which you can then use and distribute as needed.

Given that CRMs are focused on customer-facing interactions, they’re well suited for improving your interactions between your customers. A CDP is especially useful if you’re looking to gain a better understanding of your customers, their behavior, and their motivations.

那么，您应该选择CRM还是CPD？好消息是，您绝对可以两者都使用！

If you want to improve customer relationships, then use a CRM, which you can then complement with a CDP so you can get a fuller picture of how customers engage with your business.

DMP vs. CDP

现在，当涉及CDP与DMP辩论时，没有正确或错误的答案。与CRM一样，您可以同时使用CDP和DMP。

But what is a DMP anyway?

Unlike CDPs, which collect data from both anonymous and known persons, a data management platform is used to obtain and manage data from anonymous data sets. You can get data for DMPs from data sellers or if you have a large number of users. One good example of a DMP is Facebook, which collects user data that they then use to show optimized ads to targeted users.

此外，CDP主要使用第一方数据，而DMPS则利用第二和第三方数据。CDP还可以将收集的数据存储在不确定的时间中，而DMP只能在有限的时间内存储数据。

如果您正在努力获取新客户，DMP主要对于创建营销活动非常有用。这是因为DMP使用第三方数据，这使您可以访问新的潜在客户。鉴于CDP利用第一方数据，它们是为已经与您的业务互动的受众创建高度个性化的广告系列的理想选择。

Which one you end up using will boil down to what your goals are. However, keep in mind that some of their functionalities overlap.

无论您使用哪种工具或平台，重要的是要注意，收集和处理数据时，您应该始终以法律和道德的方式这样做。

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利用CDP进行客户驱动的营销

The bottom line is, abuyer’s journeyis hardly a straight one, and each journey generates a significant amount of consumer data. A CDP lets you leverage all this data and turn it into actionable insights, allowing you to deliver better, more targeted, and more engaging experiences for your customers.

归根结底，这一切都是关于了解您的客户是谁以及他们想要什么。能够为他们提供相关的解决方案可以说明成功与打败战斗之间的区别。