Creating detailed customer profiles

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Effective Marketing strategies with Customer Data Platforms

A Customer Data Platform (CDP) is fundamentally different in design and function from other marketing automation systems, however they have some of the functionality of marketing systems and customer engagement platforms.

CDP provide data to other systems and communicate with them. Unlike engagement tools, they retain details from other systems. These details are valuable for trend analysis, predictive analytics and recommendations that leverage historical data. Marketing campaigns that use predictive recommendations are more effective and increase the return of investment of a CDP than campaigns that rely only on deterministic models.

Like Reply supports companies on how to use Customer Data Platforms to create detailed customer profiles and develop effective marketing strategies and campaigns.

Collecting user data

The purpose of CDPs is to collect data about customers interacting with business in order to create a detailed customer profile. The more information there is about customers, the easier it is to identify needs and offer them satisfactory services and products. This makes it easier to develop effective marketing strategies based on real facts rather than preconceived notions as well as to run look-alike campaigns.


The differences between CDP, CRM and DMP


Customer Data Platform (CDP)

CDPs use first- and second-party data and rely on real information about consumer identity and behavior, which can be enriched with third-party data. The focus here is on loyalty marketing, conversion and retention. CDPs can be used to store user data in one place and implement personalized marketing strategies across multiple channels.

Customer Relationship Management (CRM)

CRM systems are very similar to CDPs; however, they are not suitable to handle multiple types of data and are generally very maintenance-intensive. While CRM systems have similar purposes as a CDP, they do not scale efficiently in the age of Big Data. CRM systems only use first-party data and usually require vendors to manage their own accounts.

Data Management Platform (DMP)

DMPs are responsible for aggregating of third-party data, which typically involves the use of cookies. They are primarily used to improve ad campaigns and targeting in display and video networks, as well as to obtain a more profiled target group. DMPs were created before it was the possible to merge first-party data with additional targeting criteria.


The Features of a Customer Data Platform


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    Increased efficiency

    With the use of CDPs, marketing campaigns can greatly increase their success rate when addressing the right people at the right time. For this, a precise segmentation and a centralized, comprehensive view of the customer is required. This involves communicating to a carefully selected audience, for example users who have already expressed interest.

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    Elimination of marketing silos

    Marketing, business intelligence and customer service have become increasingly dependent on the availability of data to drive business and take action. With CDPs, data silos can be eliminated and and data-driven, actionable decisions can be made. CDPs centralize customer data and save hours of integration work.

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    Get Better Insights

    Integrating multiple customer data sources into one centralized platform can provide more accurate and actionable insights. This enables fast, data-driven business decisions based on hard facts and undeniable evidence.

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    Creating a 360° Customer View

    With the help of CDPs, other systems and departments get a complete, holistic view of the customer that can also be used offline. Thus, the customer's user experience can be improved. The industry is heading more and more towards customized content.

A 360° Representation

The Like Reply Offer


A single view of the customer – a 360-degree representation of all the aggregated data a company has about its customers – is the lost holy grail of every company. The role of a Customer Data Platform is to help achieve this goal: Collect customer data from several sources and provide a holistic view of the customer to enable a fast execution and easy optimization of a personalized customer journey.

Like Reply helps you create a detailed 360° view on your customers with Customer Data Platforms to develop effective marketing strategies together with this data. You would like to learn more or get support in getting to know your customers better? If you are interested, feel free to contact the Like Reply experts.