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As a marketer, do you need a CDP?

A woman is drawing a diagram and a man is looking at it A woman is drawing a diagram and a man is looking at it

2 February 2023
3 minutes

Stuart Ormiston
CTO

As a marketer, do you need a CDP?

Meet the author

Stuart Ormiston is technologist with a background in Computer Science and Information systems. For his entire career, he has been supporting customers in enhancing their businesses using technology solutions like MAP, CRM and CDP. He is interested in CX, data, artificial intelligence, and crypto. 

As the marketing team manager tasked with designing a campaign for the next product launch, you may be feeling overwhelmed. With a looming deadline and the need for inspiration, you have five to ten excel sheets with client insights from different platforms open on your computer. The manual segmentation ahead of you may be daunting, but with a little effort and focus, you can create a successful campaign.

What if I told you there is a way to view all of this information in one single place, tidied up and ready to be used? Well I have good news for you. Amperity has a great CDP for you!

Prior to the emergence of Customer Data Platforms, marketers faced a time-consuming challenge of gathering customer data and then having to manually process it in order to gain a comprehensive understanding of their audience. This often led to inaccurate insights, making it difficult to accurately track performance metrics and ensure a positive return on investment.

As marketers, we all know there is a lot of information we need to consider when designing campaigns and deciding which audiences to target. But there is only so much time in a day, and the marketing team’s budget isn’t always high. To optimize time management, report accurate (and hopefully higher!) ROIs, and pick the best medium to communicate your message to customers, using a CDP is the way to go!

Amperity GIF Animation: One applies filters to find customers. For example, one could search for customers living in New York, who clicks email less than one time for last 7 days, and has gold loyalty tier level. Running segment only takes 2.23 seconds with 23,795,668 records found. The array of actions are all automatically updated in SQL Editor as well.

Example Use Case: Implementing a Customer Data Platform

Actors
Marketing Team / Analysts / IT / Executives / Other Teams in the Organization

Preconditions
Customer-involved teams must have access to customer data and information.

Flow of Events
1.   Customer-involved team gathers customer data and information from various sources.
2.   The Team identifies customer segments and creates user profiles.
3.   They input the collected data and information into the Customer Data Platform.
4.   The Customer Data Platform processes the data and creates insights.
5.   Customer-involved team shares the insights with other teams in the organization.
6.   Other teams in the organization use the insights to make decisions and optimize their strategies.

Postconditions
Marketing Team has access to real-time customer data and information. Other teams in the organization have access to accurate and comprehensive insights.

“When there’s no single source of truth, and people can’t easily get their hands on customer data and insights, your company misses out on realizing vast untapped potential.”
- Amperity

Amperity GIF Animation. One uses SQL formatting to segment customers. One changes the Loyalty Tier from 'gold' to 'silver' and place from 'new york' to 'boston' in SQL Editor. It is completed only in 1.80 seconds with 19,600,423 records found.

What are the benefits of using an Amperity Customer Data Platform?

  1. Stop wasting time
    Allocate every ounce of data into one single platform, becoming available to every department in the organization! Teams like marketing can take this tool and determine when is the best time to target a specific user with a specific product using the appropriate channels.

  2. Recognise missed opportunities
    We’re all human. There are details we may miss or patterns we don’t notice, but thanks to CDPs we can now recognize marketing and sales opportunities that can help us further segment our audience. This can lead to higher conversion rates and help us meet KPIs!

  3. Segment and Suppress
    CDPs are great because not only do they segment audiences based on their interests and level of engagement, they also recognize when a list of contacts is just not interested in what you’re selling at the moment. We’ve all unsubscribed from a retailer’s emails when we keep being targeted with the same pair of shoes we just don’t like, haven’t we? Ampertity’s Customer Data Platform understands that and hears you. With its suppression feature, the program recognizes when users won’t be interested in a certain marketing campaign or are in a different stage in the buyer’s journey, and will refrain from including them in said campaigns.

  4. Optimize, optimize, optimize
    Target the right audience with the right message! Use all this valuable information and adapt your strategies faster. Your org’s sales team can identify who has purchased the latest product and redirect this information to the marketing team. Using a CDP, marketers can then identify what mediums to use when offering a different product based on the customer’s past behavior and purchase history.

Customer Relationship Management (CRM) is a tool used by companies to manually analyze their interactions with their customers… that’s it. CDPs go way beyond that!

Customer Data Platforms can automatically analyze the users’ behavior in every step of their journey. It also scoops up data relationships that CRMs just don’t– finding multiple identifiers such as IP addresses, emails, and phone numbers to remove the possibility of duplicate profiles. Thus keeping contact lists clean so later it can optimize segmentation.

So Marketer, would you like to learn how to take your data initiatives to the next level?

Contact us
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