Customer Data Platform

Combine Marketing Innovation with
Seamless Customer Experiences

Today’s marketers are drowning in data and thirsting for insights.

Marketers have always used the latest and greatest technology to try and develop a better understanding of their customers. However, this has led to complex marketing technology stacks that disperse and fragment their customer data.

Marketing has gotten increasingly difficult and maddeningly complex. Marketing automation has helped a bit, but only to help marketers get more efficient at campaigning. The underlying and crucial challenge of optimizing your growing customer data is gathering, synthesizing, segmenting and ultimately turning it into actionable customer insights. To do so, marketers have been forced to manipulate and transfer data through multiple platforms to try and systematically segment and target customers. Finding an easier way to solve this problem has been largely ignored, or at least delayed. Until now.

Welcome to the world of the customer data platform (CDP).

What is a Customer Data Platform?

Definition of a Customer Data Platform

The CDP Institute, one of the leading authorities on all things CDP-related, defines a CDP as “packaged software that creates a persistent, unified customer database that is accessible to other systems.” Building off of this, QuickPivot defines a CDP as a data management system that provides a single, 360-degree view of the customer and continuously and automatically updates as new data becomes available. It reduces the need for IT support and can be managed by a marketing team.

What Does a Customer Data Platform Do?

While most legacy marketing tools focus on what to do with customer data, CDPs focus on the data itself. If customer data is not clean and unified, marketers will find themselves trying to adapt their marketing tools to cover for data inadequacies that restrict a true view of the customer.

The reason companies are now adding a CDP to their marketing stack is because the evidence is clear: better customer data means better customer segmentation, better marketing campaigns, and a greater return on investment. A CDP enables marketers to address key marketing challenges like data availability, data analysis and campaign optimization. Of course, all of this sounds good, but what does it really mean? Here are some common questions that can be answered with a CDP.

  1. How can I combine all my fragmented and scattered data in one place?
  2. How can I make my unified customer data actionable in a meaningful and scalable way?
  3. How can I better use my customer data to personalize my marketing automation at scale?
  4. How can I decrease my reliance on IT and empower my team to share data and insights?
  5. How can I start thinking beyond traditional marketing channels and become 100% customer focused?

Who Manages a Customer Data Platform?

A CDP is owned and manipulated by marketing and is the single point of truth about customers and their interactions with the brand. It provides a way for marketers to harness their customer data from every relevant data source, regardless of its format, and put that data to use.

Benefits of a Customer Data Platform

Modern marketers’ biggest challenge isn’t a lack of data; it’s the inability to quickly draw meaningful and actionable insights from it. The velocity of customer data that’s created every second is not slowing down. That customer-driven demand is almost impossible to keep up with, and the expectation of high levels of customized experiences is only growing thanks to the internet’s largest retail sites. It’s rapidly becoming a direct-to-consumer (D2C) world, and without a strategy for collecting and optimizing all of your customer data, you’ll fall behind.

Marketers must be empowered to own and activate their data so that they can compete with the largest online retail companies in the world. Because CDPs are purposely built for and controlled by the Marketing department, Marketing takes control of its destiny and gains freedom from IT departments. This is where CDPs shine.

All Customer Data In One Location

CDPs are primarily used to integrate, clean, and house first-party data. Historically, this data has been mangled across multiple systems, making it impossible to create a unified view of the customer, or at the very least, requiring heavy technical lifting. The phrase “360-degree view of the customer” almost has a mythical ring to it. QuickPivot’s processes and data management tools help to take the mysticism out of customer segmentation while at the same time applying customer data to marketing efforts.

Modern marketers are implementing increasingly more data-driven marketing strategies, however, that doesn’t mean they enjoy the data wrangling to fuel those strategies. Marketers do not want to aggregate, clean, and combine data. They just want to use it. Despite all of the customer data solutions out there, none of them come as close to offering what marketers dream of like QuickPivot’s CDP does. QuickPivot’s customer data aggregation methods, integrations, and tools help to streamline customer data points while at the same time enabling marketers to target customers across multiple devices without complicated IT structure implementations.

Unified Customer Database Management

A unified view of the customer comes from a unified customer database. Without the proper technology and processes, managing customer data can be a slow, manual, and never-ending endeavor. By the time the data has been reviewed, cleaned, and integrated by hand, it may be too late to implement a plan to turn data-driven insights into action. A CDP alleviates this issue by using automatic data update schedules, so marketers can trust that they are using the most up-to-date information. With confidence in the data, marketers can make data-driven decisions that lead to timely and personalized customer interactions, ultimately increasing the lifetime values of the customer and the company’s ROI.

A CDP creates a single, unified source of customer data. You can gather all of your customer views so the entire team has a single source of truth. No sense in having the data if you can’t share it.

Customer Data Segmentation

Superior customer data segmentation means that marketers can offer the most granular and targeted customer experience without having to continuously try and make customers fit into predetermined molds. This is 1:1 marketing at scale. Customer data can be segmented in many ways and primary use for this data is to create customer profiles. This means that marketers need a system that offers unified, and personalized data views. To get actionable, meaningful customer insights and analysis, marketing teams need simple yet powerful connectors to enable data flow between systems.

QuickPivot’s CDP does just this, and actually takes it one step further by allowing marketers to target their customers using first-party data across multiple digital marketing channels, providing true data-driven personalization. A CDP is the marketer’s solutions to true customer data segmentation and customer profile creation.

Marketer Managed System

Marketers need the ability to make real-time adjustments. Whether that’s an adjustment to optimize a campaign or a reaction based on live data and newly developed customer touch points, marketers need to be able to make changes on the fly. A CDP allows marketers to get closer to their customer and understand buying behavior via real-time data reactions, making it easier to personalize marketing communications via marketing automation platforms and provide highly targeted offers to the right customers.

QuickPivot Makes Customer Data Easy

The team at QuickPivot has been helping retailers optimize and action on their customer data for many years. Initially we focused on managed services, but today our primary focus is on our Award-winning CDP offering. Although the CDP market has only recently blossomed, the truth is that we have been implementing CDPs for retailers since before the term was coined. We understand not only how a CDP fits into your tech stack, but ultimately how it can transform your entire business.

Unlike other CDPs, QuickPivot enables marketers to seamlessly extend their optimized customer data deeper into their marketing stack. And since our CDP is at the core of our integrated marketing suite, we can provide you with as comprehensive of a solution as you require.

No Data ‘Wrangling’

Consolidation of disparate data is our thing. We collect and refine billions of records daily, transforming them into actionable data points for marketers.

Game-Changing Insights

Our Ada Machine Learning capabilities unlock predictive analytics and machine learning for companies of all sizes and fuel smarter marketing campaigns.

Marketing Cycle Time Reduced by 95%

More time to focus on creating eye-catching campaigns and delivering breakthrough results. Less time wrestling with your customer data.

Online-Offline Coordination

Digital marketing and direct mail can now work in tandem, allowing you to effectively leverage all channels to maximize results.

Journey Design is Fast

Our approach is quick and easy. We help you represent complex customer journeys in a simple, straightforward design that you won’t see anywhere else.

Every Data Source Integrated

Increase the value of every piece of technology in your martech stack. We integrate with over 300 systems to create a unified view of the customer.

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  • Challenges in Meeting Customer Expectations
  • Customer Data Platforms: Not Just for Marketers Anymore
  • Notes from the Field: Customer Data Platforms
  • 5 Essentials for a Successful CDP Implementation
  • Boosting a Bank's Bottom Line with a CDP
  • Customer Data Platform vs. CRM
  • On-Demand Webinar: Acronym Overload
  • Quick Insight: Streamlining Complex Campaigns
  • How the Travel & Hospitality Industry Can Use a CDP
  • How Retail Banks Benefit from a CDP
  • How a Customer Data Platform Breeds Email Innovation
  • Case Study: Consolidating Technology with a CDP
  • QuickPivot Ada Machine Learning for Retail
  • The Retailer's Guide to Personalized Marketing
  • The Ultimate Guide to Customer Database Solutions
  • Gain Clarity Around Machine Learning
  • A Customer Data Platform or Marketing Automation?
  • Build the Case for a CDP in Your Retail Organization

Discover what the QuickPivot CDP
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