04.2022 Office Talk
Cornerstone of digital transformation -- customer data integration platform CDP
Group integrated efficiency and retail planning headquarters / Data Technology Group
The epidemic has accelerated the digital transformation of various industries. The new customer participation model is changing brand building, management and customer experience. Marketers who are about to lose third-party cookies must also pay more attention to their own first-party data. Through the "customer data platform CDP", they help enterprises extract intelligence from the first-party data and connect external data to meet the challenges.
In the digital age, only by using technology to turn one-time consumers into loyal super users and even willing to recommend and share as super supporters can we create an endless stream of money for enterprises! Both B2B (business to business) and B2C (business to consumer) enterprises should pay attention to the maintenance of customer relationship, so as to improve adhesion and loyalty and increase economic value.
After salesforce, which focuses on cloud CRM (Customer Relationship Management) software services, acquired evolution (CDP and personalization engine) last year and Taiwan start-up ikala also publicly released CDP products, CDP (customer data platform) has attracted increasing attention in Taiwan. In 2023, cookies (small text files stored in users' browsers) will disappear, which is not conducive to tracking customers' online footprints, and makes enterprises worry about becoming a data island, so they are actively moving towards CDP.
Four core functions of CDP (customer data platform)
According to the definition of CDP Institute, "CDP is a suite of software that can establish a permanent and unified customer database and can be connected to other systems in series." Although the CDP functions of various manufacturers in the market are different, they generally cover the following core functions:
1. Identity graph: the transaction data of traditional CRM has become a backward indicator. CDP needs to cover more "before purchase" behavior data records, so that marketers can make personalized communication before customers enter the store. Cross system identification is the primary core function. In the era of full channel Omo sales, it must be able to connect the online anonymous attribute of customers with the real name data of offline consumption.
2. Data center: CDP collects data from different channels such as websites, apps, offline transactions and third-party data. It can be used as a customer data center to match, integrate and classify the collected multi-channel data and establish a unified customer profile, which is the customer portrait of each customer under multi-channel interaction, also known as single customer view.
3. Customer tagging: This is the standard equipment of CDP, which can capture various "behaviors" of customers in great detail and leave marks, so as to segment customers with more significance and details. Label types include:
Demographic labels, such as age, gender, occupation, marriage, family members, income range, etc.
Customer preference behavior labels, such as interest (camping, video games, etc.), purchase preference, purchase channel preference, etc.
Capture the contact points in the interaction, match the timeline, and mark the customer experience as the customer journey label, such as the number of items that have been added to the shopping cart but have not been checked out in the last three days, the number of customer service calls and complaints in the last month, etc.
Model labels, such as customer lifetime value forecast, loss forecast, purchase forecast, commodity recommendation, same household forecast, customer clustering, etc. Through artificial intelligence (AI) and machine learning technology, CDP can make the outline of customer behavior difficult to be identified in the past clear, help marketers predict customer behavior and make decisions, and effectively improve the effectiveness of precision marketing.
4. Marketing automation: CDP can integrate marketing automation tools according to the needs of marketing activities, and quickly arrange specific channels to contact customers. Specific channels that can be connected in series include: message sending platform, analysis platform (such as Google Analytics) and advertising platform (such as Facebook, Google marketing platform, line, etc.) that provide third-party services.
Properly evaluate and integrate group resources before import to maximize benefits
The core function of CDP seems to be powerful and complete, but the introduction of Martech (Marketing Technology) tool must be grounded in order to actually solve the pain point. It is recommended to self evaluate various conditions in advance, such as: whether there are enough members, whether the product label is enough, the integration with the marketing automation platform, whether the serially connected contact pipeline is a pipeline that customers are willing and used to, whether the introduction time is too long, whether the cost is too high Whether the CRM system has been established and complete.
Far eastern group includes B2B textile, cement, construction, shipping and other industries, as well as B2C industries directly facing consumers, such as retail (department stores, shopping malls, mass merchandising supermarkets), telecommunications, restaurants, hospitals, education, Bank Securities and etc (BOT) businesses, providing consumers with goods and services in food, clothing, housing, transportation, education and entertainment. From the perspective of a single enterprise, the value of each customer is limited, but if we think from the perspective of the whole group, it is easier to grasp each node and experience of the customer journey in an all-round way. By tagging and improving KYC (know your customer), the lifelong value that a customer can produce can be brought into full play. Then, through the integration of service resources and funds of the group, we can expand the economic scale and scope and create more cross selling comprehensive effects.
In the past, we relied on clerks to remember the faces of familiar customers and paper collection cards, to digitally collect customer data, analyze data and tracks, and predict the next step... Etc. the customer business model was updated iteratively. In the new economy and new retail field, customers / members played a core role, from inspecting the customer journey, providing seamless goods and services, and then finding new business models or commodity opportunities, All are driven by customer data innovation and transformation. CDP is the best auxiliary weapon to help enterprises understand customers' shopping journey, collect data from various channels, and formulate marketing strategies to impress customers. In recent years, the group's comprehensive efficiency and retail planning headquarters has invested in setting up a retail customer data platform CDP, developed retail model labels by itself, and actively expanded the use of external data labels. In the future, it will gradually improve the breadth and depth of data, strengthen the fineness and accuracy of customer data, and assist relevant enterprises in data analysis and precision marketing.
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In the digital age, only by using technology to turn one-time consumers into loyal super users and even willing to recommend and share as super supporters can we create an endless stream of money for enterprises! Both B2B (business to business) and B2C (business to consumer) enterprises should pay attention to the maintenance of customer relationship, so as to improve adhesion and loyalty and increase economic value.
After salesforce, which focuses on cloud CRM (Customer Relationship Management) software services, acquired evolution (CDP and personalization engine) last year and Taiwan start-up ikala also publicly released CDP products, CDP (customer data platform) has attracted increasing attention in Taiwan. In 2023, cookies (small text files stored in users' browsers) will disappear, which is not conducive to tracking customers' online footprints, and makes enterprises worry about becoming a data island, so they are actively moving towards CDP.
Four core functions of CDP (customer data platform)
According to the definition of CDP Institute, "CDP is a suite of software that can establish a permanent and unified customer database and can be connected to other systems in series." Although the CDP functions of various manufacturers in the market are different, they generally cover the following core functions:
1. Identity graph: the transaction data of traditional CRM has become a backward indicator. CDP needs to cover more "before purchase" behavior data records, so that marketers can make personalized communication before customers enter the store. Cross system identification is the primary core function. In the era of full channel Omo sales, it must be able to connect the online anonymous attribute of customers with the real name data of offline consumption.
2. Data center: CDP collects data from different channels such as websites, apps, offline transactions and third-party data. It can be used as a customer data center to match, integrate and classify the collected multi-channel data and establish a unified customer profile, which is the customer portrait of each customer under multi-channel interaction, also known as single customer view.
3. Customer tagging: This is the standard equipment of CDP, which can capture various "behaviors" of customers in great detail and leave marks, so as to segment customers with more significance and details. Label types include:
Demographic labels, such as age, gender, occupation, marriage, family members, income range, etc.
Customer preference behavior labels, such as interest (camping, video games, etc.), purchase preference, purchase channel preference, etc.
Capture the contact points in the interaction, match the timeline, and mark the customer experience as the customer journey label, such as the number of items that have been added to the shopping cart but have not been checked out in the last three days, the number of customer service calls and complaints in the last month, etc.
Model labels, such as customer lifetime value forecast, loss forecast, purchase forecast, commodity recommendation, same household forecast, customer clustering, etc. Through artificial intelligence (AI) and machine learning technology, CDP can make the outline of customer behavior difficult to be identified in the past clear, help marketers predict customer behavior and make decisions, and effectively improve the effectiveness of precision marketing.
4. Marketing automation: CDP can integrate marketing automation tools according to the needs of marketing activities, and quickly arrange specific channels to contact customers. Specific channels that can be connected in series include: message sending platform, analysis platform (such as Google Analytics) and advertising platform (such as Facebook, Google marketing platform, line, etc.) that provide third-party services.
Properly evaluate and integrate group resources before import to maximize benefits
The core function of CDP seems to be powerful and complete, but the introduction of Martech (Marketing Technology) tool must be grounded in order to actually solve the pain point. It is recommended to self evaluate various conditions in advance, such as: whether there are enough members, whether the product label is enough, the integration with the marketing automation platform, whether the serially connected contact pipeline is a pipeline that customers are willing and used to, whether the introduction time is too long, whether the cost is too high Whether the CRM system has been established and complete.
Far eastern group includes B2B textile, cement, construction, shipping and other industries, as well as B2C industries directly facing consumers, such as retail (department stores, shopping malls, mass merchandising supermarkets), telecommunications, restaurants, hospitals, education, Bank Securities and etc (BOT) businesses, providing consumers with goods and services in food, clothing, housing, transportation, education and entertainment. From the perspective of a single enterprise, the value of each customer is limited, but if we think from the perspective of the whole group, it is easier to grasp each node and experience of the customer journey in an all-round way. By tagging and improving KYC (know your customer), the lifelong value that a customer can produce can be brought into full play. Then, through the integration of service resources and funds of the group, we can expand the economic scale and scope and create more cross selling comprehensive effects.
In the past, we relied on clerks to remember the faces of familiar customers and paper collection cards, to digitally collect customer data, analyze data and tracks, and predict the next step... Etc. the customer business model was updated iteratively. In the new economy and new retail field, customers / members played a core role, from inspecting the customer journey, providing seamless goods and services, and then finding new business models or commodity opportunities, All are driven by customer data innovation and transformation. CDP is the best auxiliary weapon to help enterprises understand customers' shopping journey, collect data from various channels, and formulate marketing strategies to impress customers. In recent years, the group's comprehensive efficiency and retail planning headquarters has invested in setting up a retail customer data platform CDP, developed retail model labels by itself, and actively expanded the use of external data labels. In the future, it will gradually improve the breadth and depth of data, strengthen the fineness and accuracy of customer data, and assist relevant enterprises in data analysis and precision marketing.
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