Craig Howard’s Post

Marketers! Have you noticed a shift in how you've been using Customer Data Platforms (CDPs) recently? According to the 2023 CDP Institute Report, we may be cooling off on CDPs 🌡️. The report shows a notable drop in CDP usage among marketers as well as a decrease in the usage of other kinds of unified customer databases. Instead, an alarmingly high number of organizations are still trying to connect their disconnected marketing systems. But here's the caveat - those organizations that recognize the value of CDPs and use them effectively are reaping the benefits - they provide a unified view of customer data, enable better analysis, and facilitate impressive orchestration. So, why are marketers hesitating? The answer may lie in unclear implementation strategy and the increase in disconnected systems. But, here's my two cents 💭: we can't let data silos push back all the benefits that CDPs have to offer. Data unification is not only attainable but necessary for effective customer engagement. Join the conversation and share your thoughts on this development. Implement, don't abandon, our data unifiers. Let's strategize together to make most of the CDPs 💡#DataUnification #CDPUsage To dive deep into the study: https://lnkd.in/gkjxR7Vh - Casey Jones

CDP selection criteria revolve around marketing-specific features, real-time capabilities, and campaign activation capabilities. CMDM is something a bit different

Check out Hansa’s Marketer’s comprehensive guide to implementing a CDP - created to help Marketing leaders design, implement and get value out of a Customer Data Platform. 

We at Hansa know that success depends on having a plan in place, but how else can you prepare for success with a CDP? Read our guide for tips on how to approach and plan for a CDP.

Check out Hansa’s Marketer’s comprehensive guide to implementing a CDP - created to help Marketing leaders design, implement and get value out of a Customer Data Platform. 

Many companies claim to be customer-focused, but how many actually have the structure in place to support this? Unfortunately, many departments remain siloed with different KPI targets and data is often siloed as well, hindering the ability to embrace new technology. While change can't happen overnight, brands that are looking to the future are taking on the challenge. According to a recent report by Martech, only 6% of global marketers apply customer insights to product and brand. It's time for companies to break down silos and truly prioritize customer-centered marketing. #customerfocus #marketing #data #technology #futurethinking

Jason said it best in an earlier post: there's a TON of confusion in the CDP space. A CDP, as defined by the Customer Data Platform Institute, "creates a persistent, unified customer and prospect database accessible to other systems" so marketers and other business stakeholders can drive outcomes. Namely, increased customer engagement (via personalized interactions across all channels) and revenue. Yet, many providers are either overstating what their tech can do or extending the definition of CDP to align with their proposition. The remnants of this can be see in the MarTech article below. #cdp #cx

𝐄𝐦𝐛𝐫𝐚𝐜𝐢𝐧𝐠 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐃𝐚𝐭𝐚 𝐏𝐥𝐚𝐭𝐟𝐨𝐫𝐦𝐬 (𝐂𝐃𝐏𝐬): A critical component for your company’s expansion with the Martech Cloud suite!! In today's fast-paced digital landscape, understanding and engaging customers effectively is more critical than ever. A Customer Data Platform (CDP) stands out as a cornerstone in the Martech tools suite, offering unparalleled benefits for customer analytics, engagement and retention. Here’s why a CDP is indispensable: 🔍 𝐔𝐧𝐢𝐟𝐢𝐞𝐝 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐕𝐢𝐞𝐰: A CDP consolidates customer data from multiple sources into a single, comprehensive profile. This 360-degree view enables marketers to understand customer behavior, preferences, and journey stages more clearly and accurately. 📊 𝐄𝐧𝐡𝐚𝐧𝐜𝐞𝐝 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐀𝐧𝐚𝐥𝐲𝐭𝐢𝐜𝐬: With all data centralized, a CDP allows for more sophisticated and accurate analytics. Marketers can segment audiences, identify trends, and predict future behaviors, driving data-driven decision-making. 🎯 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭: Leveraging the rich data within a CDP, businesses can craft highly personalized marketing campaigns. Tailored messages and offers resonate more with customers, enhancing engagement and loyalty. 🔗 𝐒𝐞𝐚𝐦𝐥𝐞𝐬𝐬 𝐈𝐧𝐭𝐞𝐠𝐫𝐚𝐭𝐢𝐨𝐧: CDPs integrate smoothly with other Martech tools like CRMs, email marketing platforms, and advertising networks. This ensures that all parts of your marketing ecosystem work harmoniously, amplifying your marketing efforts. 🔒 𝐃𝐚𝐭𝐚 𝐏𝐫𝐢𝐯𝐚𝐜𝐲 𝐚𝐧𝐝 𝐂𝐨𝐦𝐩𝐥𝐢𝐚𝐧𝐜𝐞: Managing customer data responsibly is crucial. CDPs help ensure data privacy compliance by centralizing and standardizing data governance practices, reducing the risk of breaches and regulatory penalties. 🍪 𝐅𝐢𝐫𝐬𝐭-𝐏𝐚𝐫𝐭𝐲 𝐃𝐚𝐭𝐚 𝐌𝐚𝐧𝐚𝐠𝐞𝐦𝐞𝐧𝐭: With the decline of third-party cookies, managing first-party data has become more critical than ever. CDPs empower businesses to effectively gather, manage, and utilize first-party data, ensuring that customer insights remain robust and actionable. 🚀 𝐀𝐠𝐢𝐥𝐢𝐭𝐲 𝐚𝐧𝐝 𝐈𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐨𝐧: With real-time data and insights at their fingertips, marketers can quickly adapt to changing customer needs and market dynamics. This agility fosters innovation and keeps your marketing strategies ahead of the curve. Incorporating a CDP into your Martech stack not only enhances your understanding of your customers but also drives more meaningful and effective engagements. If you haven't yet explored the power of a CDP, now is the time to elevate your marketing strategy! #Martech #CustomerDataPlatform #CustomerEngagement #DataAnalytics #Personalization #FirstPartyData #CVM

"- Data alone doesn't create value, decisions do." This is an old but still relevant quote. With the hype of the CDP, it's important to understand what a CDP is and what it's supposed to support. Do not solely rely on a CDP (what is a CDP really?) but rather on what use cases and value it should support. Has your organization invested in a customer data platform (CDP) only to find that it's not living up to its promise? Well, you're not alone. #cdp #personalization #digitalmarketing #insights