CDP2020-10-02T11:22:32+02:00
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 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, allowing marketers to activate automated flows and deliver consistent customer experiences across channels. 

Combining Raptor CDP and Raptor Recommendations algorithms, lets you create audiences based on ingested data and communicate relevant 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. 

raptor-cdp-simplified-model

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. This is where strategic business logics is incorporated and defined from available 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. 

CDP-Audience-Builder-audience-attribute

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 build a “Churn Risk” audience, defined by user history. The audience includes 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 flagged as potential churners. You 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 thorough, in-depth analysis of individual customers, and helps you active these customers on all channels. 

Cases & Articles

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