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Do More WithCustomerDataPlatformsSpark Series8:00 MIN READ
To the Marketer WhoGoes NonstopYou don’t try. You do. And when you get that feeling,some might call it a spark of genius, you knowanything’s possible.At Oracle, we know greatness comes from greatinspiration. Packed with powerful info, the Spark Serieswill get you up to speed on pivotal marketing trends– like advertising accountability – lightning fast.Think of it as a catalyst that will put your strategy intomotion. Because if anyone’s going to stay one stepahead, it’s going to be you.
What areCustomer DataPlatforms?Customer data platforms (CDPs) are popular tools thesedays. They pull, clean, and combine data from multiplesources to create a single customer profile that marketerscan use to: Personalize customer experiences Deliver value and earn customer loyalty Capture more revenue from marketing effortsIn short, there’s almost nothing you can’t do withunified customer data. So, gear up. You’re about to takepurposeful customer experiences to the next level.
Why ShouldMarketers Care?As mass-produced marketing continues to repelcustomers, customized, entertaining, end-to-endexperiences are the goal. What marketers really needis a way to unify data spread across multiple systems.That’s where a CDP can help.Outsmart the competition:Exactly how big is the CDP industry? Big—andgrowing. The CDP Institute estimates industryemployment in 2019 was up 71% from theprevious year.1
CDPs Versus the CompetitionThe more you can connect a customer’s preferreddevices and channels, the more likely you are todevelop a long-standing relationship.Marketing Automation SystemsCDPs retain details that other tools, like marketingautomation systems, don’t. This is an importantfeature to have when analyzing trends, leveragingpredictive analytics, and providing recommendationsusing historical data.Enterprise-Wide Data WarehousesBecause CDPs mainly serve marketing departmentuse cases, they can be nimble and more responsivethan enterprise-wide data warehouses.Integration PlatformsUnlike integration platforms that route datadirectly between systems, CDPs store informationin a central database—so it’s available whenevera system needs it.2Marketing Suites/CloudsInstead of only allowing access to marketing suiteand cloud components, CDPs can easily integratedata from all available sources to create a morecomplete customer profile. The value customerdata platforms provide is hard to beat.
The Big Benefits ofCustomer DataPlatformsThe right CDP means nothing is out of reach, likeincreased customer satisfaction, brand loyalty, andgreater customer lifetime value. Here is why CDPsare the new MVP (most valuable platform).CDPs allow you to:12Take charge of the conversation.Today’s consumers are fickle and nomadic,so data and insights are constantly in motion.CDPs enable a unique, data-first approach thatshifts the customer dialogue from predictable andtransactional to responsive and conversational. So,you can make every customer interaction count.Transform customer experiences.Companies looking to transform customerexperiences need customer data that is real-time,intelligent, and predictive in order to deliver themost relevant, in-the-moment, and personalizedcustomer experiences at scale.
345Put multichannel marketing to work.Don’t just understand your customers better.Use intelligence to engage with them in a morerelevant way across every touchpoint. Only thencan you deliver highly personalized experiencesat every touchpoint in the customer journey.Rise above massive amounts of data.Get more value from your data assets.Manage customer data in a way that enablesyou to deliver an experience that is timely,relevant, and consistent across touchpoints.Go all in to give customers what theyreally want.Want to deliver personalization that reallymakes a difference? Unified customer datamakes it possible to deliver the specificbenefits your customers are looking for.Your bottom line will thank you.Outsmart the competition:In 2018, the global datasphere amounted to 33zettabytes. By 2025, it will grow to 175ZB, includingan enormous quantity of behavioral, transactional,financial, and demographic data.3 Break down siloesand use data to influence the customer experiencein a contextually rich way.
The BasicsYou may think you’re headed straight to the CDP finishline, but not all platforms are created equal. Ask thesequestions before crowning a winner.Does it have a user-friendly interface?Being able to use a platform out of the box is ideal. Whileyou’re at it, make sure your CDP integrates seamlesslywith your pick of tools and channels. Think Facebook,your CRM, Google, and more.
Does it put marketers in control?Control doesn’t mean you have to do all the workby yourself. But it does mean you can dominatedecision-making. You’re in charge of what data theCDP will include, how it will be processed, and howit will be presented for access. Waiting months forapproval is a thing of the past.Is the database persistent?Your platform must assemble data from multiplesources, associate data that relates to the samecustomer, and keep a permanent copy of that data.1If your platform doesn’t unify data, it’s not a CDP.Can other systems have access?The CDP doesn’t necessarily expose every bit ofdata it holds, but aggregated reports or customerlists without attributes are not enough. Substantialamounts of customer-level detail should be availableto other systems.2Outsmart the competition:Only 11% of organizations can effectivelyleverage a wide variety of data in a unifiedcustomer profile.4 Are you one of them?
The Basics(continued)Most CDPs do more than just the basics. So what featurescan take your business where it needs to go? We’ll coachyou through the options, so you can determine whichCDP is right for you.A.B.Anonymous audiences.CDPs have the personal identifiers of knownindividuals covered (things like name, phonenumber, and email address). But if you wantto build advertising audiences with anonymousentities (things like cookies and mobile devices),you’ll need a CDP that can support that.2Identity resolution.CDPs combine data from multiple sourcesinto unified customer profiles. When inputsdon’t carry a common identifier (like customerID), you may need a CDP with a built-in featurethat decides which identifiers belong to thesame person.2
C.D.Real-time access.Responding to web behavior or bidding on adimpressions might require a response in as littleas 30 nanoseconds.2 Therefore, you want a CDPthat returns results quickly enough to supportreal-time interactions. To win the race, your CDPneeds to outpace the competition.Built-in applications.Many CDPs offer capabilities beyond assemblingdata. Do you need segmentation, predictivemodels, revenue attribution, personalizedmessage selection, or campaign management?The applications your business goals requirewill influence your CDP purchasing strategy.2Outsmart the competition:Companies that use CDPs effectively are 2.5X morelikely to increase customer lifetime value.4
The PlaybookWant to become a CDP power user? We’ve got whatyou need.Oracle CX Unityis a customer intelligence platform embedded withinOracle CX Cloud. It features online, offline, and thirdparty data, artificial intelligence, and machine learning tooptimize customer engagements and increase customerlifetime value.Oracle Marketing Cloudis a portfolio of best-in-class B2B and B2C marketingapplications. Marketers can run them individually orin tandem to create irresistible “1 to you” customerexperiences, drive unparalleled business results, andunleash the greatness of their teams.Sources:1. "CDP Industry Update," The CDP Institute, July 2019, lp.cdpinstitute.venntive.com2. Paul Greenberg, "How Customer Data Platforms Can Benefit Your Business," ZDNet, February 2017, zdnet.com3. David Reinsel, John Gantz, and John Rydning, "The Digitization of the World from Edge to Core," IDC and Seagate,November 2018, seagate.com4. "Getting Customer Data Management Right," Forrester and Oracle, November 2019, forrester.comReady to come out on top?For more marketing insights and thoughtleadership, please visit oracle.com/marketingcloud.
Marketing Automation Systems CDPs retain details that other tools, like marketing automation systems, don’t. This is an important feature to have when analyzing trends, leveraging predictive analytics, and providing recommendations using historical data. Enterprise-Wide Data Warehouses Because CDPs mainly serve marketing department
