A customer data platform (CDP) is a single point of reference for the data you have about each customer. It contains comprehensive data points and applies intelligence to connect the dots on that data. Crucially, a CDP isn’t just a receptacle for that raw data. It takes many steps to convert data into action across different customer platforms using only first party data (GDPR compliant).
To leverage AI in service of personalised customer experiences everywhere, you need an intelligent customer data platform that can aggregate data from numerous sources and process it to standardise quality without losing the essential context that makes it valuable at the individual level.
A CDP is the missing piece that allows you to integrate and use this goldmine of data to market, message, sell to, and serve customers.
Getting an accurate view of a customer isn’t always easy. They’re interacting with you via multiple channels, often with small variations in their names and other data. And that data isn’t just in your CRM: it’s also coming from your martech, customer service software, and ecommerce engines. These typically aren’t designed to share customer data with each other.
Real-time personalised experiences are impossible to deliver when your data takes hours or weeks to update. A CDP integrates with each platform (like email send engines, demand-side platforms and content management systems) to allow real-time updating. A true enterprise solution should encompass both insight – what your data means – and link to your systems of engagement for activation across channels.
For the best view of a customer, you need to reconcile identities about known customers (like email and mobile numbers) with what we know about customers before they share their data, such as anonymous cookies and mobile device IDs. This helps you associate a customer interaction that started with an email campaign and continued on your website.
Personalisation isn’t about the move from massmarketing to individual conversations. It’s about creating a unique and valuable experience for every customer, underpinned by a single, comprehensive source of truth.
Build a trust-based first-party data asset
Track consent preferences and stay compliant with privacy laws, while still capturing the data buyers volunteer and signals you gather in other ways.
Create a single source of truth
Ingest and unify data from multiple sources, using AI to reconcile customer identities and create a more complete picture of each customer.
Supercharge your analytics
Make better decisions by understanding your customers at every moment. Determine next best actions with AI-powered insights and analytics.
Go beyond marketing
Make every engagement personalised and contextual. Give your marketing, sales, and services a human feel at every touchpoint.
Adapt to the cookieless future
Engage audiences using unified first-party data from across the full customer relationship to make every moment connected and personalised for greater resonance and ROI.
PwC supports you in your entire CDP journey. Contact us for more information.
Partner, Leader Customer Transformation and FS Technology Consulting, PwC Switzerland
Tel: +41 58 792 47 97