raptor-cdp

CDP

Unify all your customer data from every channel and customer touchpoint – your CRM, website, email marketing platform, advertising campaigns, SMS, POS systems, social media, call center etc. to deliver truly consistent customer experiences on all channels.

 

Raptor Customer Data Platform brings 1:1 personalization at scale:

raptor-cdp-simplified-model

Why do I need a Customer Data Platform?

The Customer Data Platform (CDP) solves one of the hardest challenges facing businesses today: To unify customer data across the organization, including known user data, to deliver truly consistent customer experiences across channels.

The main purpose of a CDP is to consolidate customer data from various sources. It is an operational tool that enables marketers to activate customer data in automated flows and processes to a wide range of activation channels.

A customer data platform lets you know and understand your customers on an individual level. It is a platform that stores, connects, unifies and activates customer data. All information about your customers feeds into the platform from every channel and customer touchpoint – your CRM, website, email marketing platform, advertising campaigns, SMS, POS systems, social media, call center, etc.

Raptor CDP is channel agnostic and makes sure to target your audiences the right time, in the right channel with the right message. Combining Raptor (CDP) and Raptor Recommendations algorithms allow you to create audiences based on ingested data and always communicate highly relevant messages, content, and products.

CDP Components

Data Ingest:

Ingest first-, second- and third-party, individual-level customer data from multiple sources, and the data ingestions happen in both real-time and batch, without storage limitations.

raptor-cdp-simplified-model

Profile Unification

Different data sources are unified based on Raptor User Profile, which is a keychain technology tracing and combining user ID’s cross different data sources, such as e-mail address, cookie ID, device ID, user ID, token id, etc.

Audience Builder

The audience builder is the marketer’s operational access to the CDP. This is where strategic business logics are incorporated and defined from available data.

Any technology that claims to solve CDP-oriented use cases, such as the above, must help solve the larger problem of delivering experiences that meet customer expectations and deliver business value. This means managing the data more effectively, but it also concerns the following:

  • The CDPs must contain the ability to create and manage rule-based audiences/segments
  • Orchestrating cross-channel campaigns
  • Activating audiences in real-time through every available channel

Advanced segmentation features may include automated segment discovery or propensity models

CDP-Audience-Builder-audience-attribute

Data Activation

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, that audience is activated on your different channels of communication, such as email, display banners, and SMS.

Marketers can define what will happen to the individual segments/audiences in the different flows.

Example:

Based on ingested data you build an audience called “Churn Risk”, defined by your user history. The audience could be all users who have visited your website at least once the last 6 – 12 months but have not visited the last 0 – 6 months.

This audience is now flagged as potential churners that you want to perform a win-back campaign towards. You set up a win-back flow in your marketing automation system (or another activation channel) receiving data from Raptor CDP about the audiences to include in the campaign. In combination with Raptor Email Advisor, the communication to individual users in the “Churn Risk” audience is personalized, to increase the probability of reactivating the users. When they are reactivated they move from the “Churn Risk” audience to other audiences with associated communication flows set up to maintain and support existing customers.

This is just a simple example to illustrate functionality. It becomes even more valuable when you have 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. For instance, Life Time Value as a subtotal from offline and online – all empowered by the Raptor CDP

Want to know more?

Jeppe Godske Olsen

Jeppe Godske Olsen,
Global Partner Director

Phone: +45 5120 8821
Email: jgo@raptor.dk

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