A Customer Data Platform brings 1:1 personalization at scale
Why do you need a Customer Data Platform?
The Customer Data Platform (CDP) unifies and consolidates customer data from various sources across the organization like CRM, website, email marketing platform, and POS data, allowing marketers to activate unified customer data and deliver consistent customer experiences across channels.
Combining the Raptor CDP and Raptor recommendation engine, allows you to create advanced audiences based on ingested data and communicate personalized messages, content, and products.
A CDP can be categorized as an engine for automated flows that make up the primary communication with your customers in every life cycle and touchpoint.
When an audience has been specified and built in the audience builder, it is activated on different channels like email, display banners, and SMS.
Marketers can define what will happen to the individual segments/audiences in the different flows.
CDP Components
Data Ingest:
Ingest first-, second- and third-party, and individual customer data from multiple sources. Data ingestion happens in real-time, but can also be batch-processed.
Profile Unification
Unify data sources based on Raptor User Profile, which is a keychain technology tracing and combining user ID’s cross various data sources, such as e-mail address, cookie ID, device ID, user ID, and token id.
Audience Builder
The audience builder provides operational access to the CDP for marketers.
The audience builder is where strategic business logic is incorporated and defined from the available customer data.
Any CDP’s core output should lead to experiences that meet or exceed customer expectations while delivering measurable business value. While this primarily requires more efficient data management, it also must include tools for:
- Creating and managing rule-based audiences/segments
- Orchestrating cross-channel campaigns ´
- Real-time activation of audiences through all available channels
Advanced segmentation features may include automated segment discovery or propensity models.
Data Activation
Consider the CDP as an engine for automated flows that make up the primary communication with customers in every life cycle and at every touchpoint.
When an audience is specified, it is activated on different communication channels, such as email, display banners, and SMS.
Marketers can define what happens to the individual segments/audiences in the different flows.
Example:
Based on ingested data you can build a “Churn Risk” audience, defined by user history. The audience includes all users who have visited your website at least once in the last 6 – 12 months but have not visited the last 0 – 6 months.
This audience is flagged as potential churners. You can then set up a win-back flow in your marketing automation system (or another activation channel) receiving data from Raptor CDP about which audiences to include in the campaign.
In combination with Raptor Email Advisor, communication to the “Churn Risk” audience is individually personalized, to increase the probability of reactivating the users. When reactivated, users move from the “Churn Risk” audience to other pre-defined audiences with associated communication flows, set up to maintain and support existing customers.
This example illustrates functionality. It becomes even more valuable when you utilize the capability to build audience profiles across channels. This means connecting profile attributes, such as spend in physical stores, orientation and purchases on the website, interactions with display content, and calculated attributes, like Lifetime Value as a subtotal from offline and online.
Raptor CDP powers a thorough, in-depth analysis of individual customers, and helps you active these customers on all channels.
Do you want to know more?
A complete suite of personalization solutions tailored to your business
Web Advisor offers advanced recommendation modules to drive sales, improve product selection, maximize cross-selling, increase conversion rates, and significantly enhance the user experience on your website.
Our personalized recommendations offer your visitors recommendations that are specifically targeted to their unique tastes and shopping behavior.
Ad Advisor use website data to deliver an advanced recommendation in banners and product ads. Use our products “Personalization for banners” or “Catalog Enhancement” to optimize sales, improve product selection, and increase conversion rates.
Our personalized recommendations offer users options that are specifically targeted to their unique tastes and shopping histories.
