Marketers may not consider customer data platforms (CDPs) as being key drivers of the return on investment of holiday season campaigns, but that’s exactly the role CDPs can and do play in an increasingly complex omnichannel retail landscape. Because CDPs provide a cleansed, de-duped and unified view of every customer profile, these platforms are the foundation for deeper customer insight, which in turn allows marketers to tweak campaigns designed to engage certain audiences in real time.
Not only does a CDP cleanse and stitch together customer data into a master profile, assembling a unified view that corrects duplications and other inconsistencies, it also fills in the gaps that remain in the customer record due to human error or just incomplete data. Without this vital identity resolution process, marketing campaigns are more like throwing jello at a wall to see what sticks than they are delivering what customers want — or achieving
Article source: https://www.mytotalretail.com/article/a-cdp-can-improve-the-roi-of-black-friday-and-cyber-monday-campaigns/
Recent Comments