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Customer Data Platform Buyer’s Guide Created by Traits Events a few seconds ago

Customer Data Platform Buyer’s Guide Created by Traits Events a few seconds ago lastActivity David Kim dkim@email.com 4 ordersPast30days David ﬁrstName Kim lastName San Francisco city Indentities 2 Customer Data Platform Buyer's Guide Overview O V E R V I E W Until recently, the easiest way to answer “what is a Customer Data Platform?” was to list a slew of related acronyms to highlight what a CDP isn’t. A Customer Data Platform is not a Data Management Platform (DMP), Digital Experience Platform (DEP), Customer Relationship Management (CRM), or Tag Management System (TMS). While highlighting what a CDP isn’t may be helpful, you shouldn’t need a Ph.D. in marketing technologies just to learn what, in fact, a Customer Data Platform actually is. Rest assured that you’re not alone in trying to understand what a Customer Data Platform is. In the last year, the number of vendors in the industry has doubled,¹ and Gartner client inquiries on the topic have quadrupled.2 This guide will not only help you understand what a Customer Data Platform is, but it will also highlight: Why you should use a Customer Data Platform When is the right time to invest in a Customer Data Platform How to find the right Customer Data Platform for your business Best of all, you only need to remember a single acronym to use this guide: Customer Data Platform (CDP). 1 Customer Data Platform Institute, 2018 CDP Industry Update 2 Gartner, A Marketer's Guide to What Is — and Isn't — a Customer Data Platform • • • 3 Customer Data Platform Buyer's Guide Table of contents What is a Customer Data Platform? How do you find the right Customer Data Platform? 4 6 Table of contents 4 Customer Data Platform Buyer's Guide What is a Customer Data Platform? What is a Customer Data Platform? Four common elements of a CDP Based on research from Gartner, the CDP Institute, and customer discussions, there are four common elements that all true CDPs must offer. This will likely change as the industry evolves, but here is the leading definition of Customer Data Platform today: A Customer Data Platform is a system that enables you to Collect data from every customer touch point, Unify profiles and store customer data in one place, Segment customers into meaningful audiences, and Activate customer data and audiences in tools needed to drive personalization and revenue. Why use a Customer Data Platform? Your customers interact with your brand in a variety of places. In a single day, a customer may discover your business through an ad on Facebook, download your app to browse products, and then decide to purchase something on their laptop later that night. This valuable data is siloed in disparate tools, making it difficult to understand exactly who your customers are and what motivates their actions. A Customer Data Platform aggregates and unifies data across every touch point, so you can understand how each part of the customer journey impacts revenue. By taking a unified approach to data collection, your engineering team can save months of time spent integrating each marketing and analytics technology separately. Once your data is unified, you can use a CDP to build actionable segments to personalize every customer interaction. By creating target audiences with a CDP instead of your end tools, you can keep your segmentation rules and messaging consistent across channels. With over 80 companies claiming to be Customer Data Platforms, it’s important to have a clear definition of what a Customer Data Platform is so you can accurately evaluate and categorize different vendors. • • • • 5 Customer Data Platform Buyer's Guide What is a Customer Data Platform? Infrastructure for your customer data Instead of a standalone analytics tool or marketing technology, think of a Customer Data Platform as the foundation or infrastructure for your customer data. Your CDP should make your tools, and the teams that use them, even better. Here’s how: When is the right time to invest in a Customer Data Platform? If you’re still not sure, here are a few signs that your company would benefit from investing in a Customer Data Platform: • • • • • • • • Trust that your data is consistent in every tool Get your teams on the same page with standard data tracking that feeds all of your integrations and tools. Understand every customer touch point Centralize siloed data from your email, payment, CRM systems, and more into a single platform for analysis. Adopt new marketing technology quickly Empower business teams with the flexibility to use new vendors right away, rather than waiting for long integration projects. Focus engineers on your core product Use a single platform for data collection and distribution, so you can focus your engineering resources on your core product. You want to consolidate all customer data into a single place You’re searching for a granular understanding of your customers You’re thinking about switching analytics or marketing vendors You want to personalize customer experiences across all of your channels 6 Customer Data Platform Buyer's Guide How do you find the right Customer Data Platform? How do you find the right Customer Data Platform? Once you’ve decided to invest in a Customer Data Platform, your next step is to find the right CDP for your business requirements. Here are nine criteria to consider: Omni-channel data collection High-quality data integrations Accurate profile unification Custom audience segmentation Advanced data controls Proven reliability and company trajectory Rigorous security and privacy practices Raw data access Cross-functional utility • • • • • • • • • 7 Omni-channel data collection Your Customer Data Platform should enable you to collect data from every channel and platform where customers engage with your business. This includes your owned platforms like your website and mobile apps. It also includes your advertising channels, as well as your email, CRM, and payments systems. Most importantly, your CDP should enable you to collect customer data from your servers for greater reliability and accuracy. W H Y T H I S M AT T E R S A Customer Data Platform is most useful when it enables you to capture complete customer data from wherever your customers interact with your brand. Your CDP should enable you to collect first-party data from the following sources: Website Javascript or other website tagging option Mobile iOS, Android, AMP, etc. Servers NET, Clojure, Go, Java, Node.js, PHP, Pixels, Python, Ruby, etc. CRM systems Salesforce, HubSpot, etc. Payments systems Stripe, Amazon Payments, etc. Attribution platforms AppsFlyer, Adjust, Kochava, Tune, etc. Email systems MailChimp, SendGrid, Marketo, etc. Advertising campaigns Facebook, Google AdWords, etc. Help desk systems Zendesk, Salesforce Service Cloud, etc. W H AT T O L O O K F O R Customer Data Platform Buyer's Guide How do you find the right Customer Data Platform? 8 W H Y T H I S M AT T E R S When it comes to evaluating a CDP’s integrations, quality and ease of use are just as important as quantity. Make sure your CDP offers the following: High-quality data integrations Your CDP should serve as the technology layer between your digital properties and customer data tools. This means a CDP should enable you to collect a master set of customer data and then activate that data in the tools your team relies on. The promise of a CDP is only realized if it’s easy for you to get these new tools set up. A core competency of a CDP is the ability to easily route data to the tools you use. Once setup, your CDP should allow you to easily turn on and off new integrations – think of your CDP as the last integration you ever have to do. The ability to turn on new integrations without needing to add duplicative tracking code or SDKs A short setup flow and comprehensive documentation per integration, so you can get up and running with new tools faster An extensive integration catalog across a diverse set of categories (analytics, advertising, email, etc.) Server-side integration components so you can remove code from your applications • • • • W H AT T O L O O K F O R Customer Data Platform Buyer's Guide How do you find the right Customer Data Platform? 9 W H Y T H I S M AT T E R S Accurate profile unification Your Customer Data Platform should be customer-centric and provide you with a single view of each customer across all of your touch points. This means it can accurately unify a customer’s identity across different channels into a single profile. These profiles should be high fidelity enough to deliver tailored messaging across in-app, email, advertising, and push notification channels. You need a unified customer profile to understand the entire customer journey and accurately build audiences to drive personalization. If your CDP matches on “fuzzy” data, you can only send ads and not email or push notifications based on user profiles. Consumers expect that you accurately uploads/Geographie/ cdp-buyers-guide.pdf