No personalized marketing without a customer data platform. We show you the eight best CDPs. […]
In digital marketing, data plays a decisive role, which is why the flood of data swells particularly strongly here. The solution for many companies: A Customer Data Platform (CDP). These software systems combine data from a variety of sources to create a central customer database and detailed customer profiles. For example, the sources may include:
- Related site,
- E-commerce and advertising platforms,
- Social media applications, or
- Retail software.
CDPs use the data sets to enable personalized marketing campaigns. The platforms offer a variety of tactical and strategic approaches. The core of the systems is a sophisticated data collection mechanism that extends into the internal databases and often also those of partner companies.
Customer data platforms also offer comprehensive integration options and support a wide range of APIs for customization purposes. When evaluating a customer data platform, you should first become clear about how well the tools fit your current stack and how much individual code you have to write.
We have compiled the eight most convincing customer data platforms for you. They differ greatly in their strategic approaches and in terms of their level of integration – but they all aim to enable personalized marketing.
Bloomreach’s platform was developed to integrate typical customer data platform functions with content management and a search. The aim is to link the various omnichannel outreach mechanisms with well-curated web content that is supported by a strong search engine.
With the help of a semantic search engine, potential customers find the offers that are relevant to them. At the same time, an automated SEO engine pushes the content to the World Wide Web.
A drag-and-drop editor can be used to create “personalized omnichannel journeys” that are integrated via a wide range of databases and APIs. This includes basic backend platforms such as PostgreSQL or important products such as Salesforce or QuickBooks.
Some standard webhooks can make it easier to connect to other platforms, and the CMS can integrate with major ecommerce platforms like Shopify.
Insider’s focus is on delivering consistent messages across all channels. The CDP combines control over website, e-mail, SMS messages and customer app in a cross-channel platform in order to be able to track customer behavior.
Supported by predictive AI, customer communication can be personalized to increase their attention. In order to understand which channel works and how, all processes are displayed in dashboards.
The Customer Data Platform was designed for industries such as retail, the automotive sector and the travel industry. One focus is on helping users to track customer behavior in compliance with the law over a longer period of time – without the use of third-party cookies.
Online shops have a lot of customer data. The Klaviyo platform connects to the store and uses the data on visits and purchases for an ongoing email and SMS marketing campaign that uses predictive analytics to increase the chances of a conversion. The Customer Data Platform tracks users and adjusts the sending times of e-mails and SMS accordingly.
The CDP offers fast integration with the major ecommerce platforms such as Shopify, Magento, WooCommerce, Presto and Salesforce. In the backend, data also flows to platforms for loyalty programs (LoyaltyLion, Antavo, smile.io ), quiz tools (Jebbit, Survigate) or helpdesk management (Gladly, Zendesk, Gorgias). An open API supports the integration of enterprise stacks.
Microsoft Dynamics 365 Customer Insights
The basics of Microsoft’s Dynamics 365 Customer Insights are easy to understand: transactions are entered into a database, the system generates standard reports from it.
It creates a profile for each customer and then tries to enhance it with demographic data, such as about the person or his place of residence. The reports initially cover regions or individual stores, but can then also be broken down to the level of the individual customer.
At this point, Microsoft is asserting its AI know-how: the “out-of-the-box AI” calculates data such as the lifetime value of customers and makes basic recommendations for the next steps in marketing. In-depth reporting is also made possible by a “self-service AI”, while custom machine learning models can answer specific questions.
In addition, numerous extensions are available for Microsoft’s Customer Data Platform – for example, the Dynamics 365 Customer Voice marketing module for evaluating customer surveys and Dynamics 365 Marketing, which focuses on the customer journey in the various channels.
The customer data platform Optimove links messaging, websites and digital advertising and analyzes customer behavior over longer periods of time.
The reports and analyses focus on understanding which phase of the purchase process the customer is currently in, so that the clientele with a high probability of purchase can be given preferential treatment.
To enable customers to connect the CDP to their internal systems, Optimove provides a whole range of open source frameworks.
According to SAP, Emarsys is a “customer engagement platform”. The nomenclature is intended to make it clear that the focus is on conveying messages to customers via various channels – from e-mail to advertising to cardboard displays in the store.
The goal of the Customer Data Platform is to integrate the different communication channels and to use cross-platform synergies. To ensure consistency and coordination, users can rely on a collection of ready-made marketing campaigns that are synchronized and personalized across all channels.
The campaigns are created and adapted with a visual flowchart editor on a low-code basis. The CDP obtains customer information from the main database, personalizes the message, and then uses AI to predict and optimize its delivery. Special templates are available for some industries, especially e-commerce.
Totango’s customer data platform consists of five main components that work together to accompany customers on their way to completing a purchase.
The core is “DNA-CX” – basically a database that collects and takes over all customer data from e-commerce, help desk and CRM packages. “Spark” creates and tracks the “Health Score” of a customer in order to observe his behavior and, if necessary, trigger warning messages. “Zoe” supports the team in working together to track new customer engagements.
Totango’s marketplace offers a number of “journey templates”, which are classified according to the level of engagement and the respective customer role. For example, the “Automate Renewals” module is aimed at improving customer loyalty.
Treasure Data’s CDP covers three areas of responsibility: marketing to attract new customers, sales for transactions and service for after-sales support. This depends on a close integration of many different data sources, for example details from the branches, website and contact information.
The analytics capabilities of the Customer Data Platform focus on creating a customer profile based on historical purchases and marketing interests. The integrated AI estimates the lifetime value and speculates on the probability of customer churn. The marketing team can convert this information into personalized messages that are more likely to lead to a purchase decision. (fm)
This article is based on an article from our US sister publication CIO.com .
*Peter Wayner writes, among other things, for our US sister publication InfoWorld.com and is the author of various books – including on the topics of open source software, autonomous driving and digital transactions.