12 Ways to Truly Help Marketers Leverage Customer Data Platforms


Sam Ngo, director of product marketing, BlueConic, explains how marketers can make the most of their CDP and add value to both their day-to-day efforts and long-term strategies.

“What exactly can we accomplish with a customer data platform (CDP)?”

That is the primary question marketers – particularly those who are considering adding the technology to their stacks – pose to CDP vendors today.

The answer to this particular CDP FAQ? It’s “A lot.”

Marketers need to be sure any technology investment provides value to both their day-to-day efforts and long-term strategies.

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To get you started, here are a dozen distinct ways marketers can make the most of CDPs:

1. Unify All First-Party Data From Across Business Systems and Sources

First-party data is your most valuable marketing asset today – but it’s more powerful when consolidated and compiled in a single source of truth. Integrate your customer data from across your martech ecosystem, and you’ll have the ability to take your marketing to new heights.

2. Comply With Consumer Privacy Data Regulations, Like GDPR and CCPA

Recent privacy legislation (read: GDPR, CCPA) have altered the marketing landscape. As data privacy becomes more important for both consumers and companies, using a CDP with an end-to-end consent management solution enables compliance with ease.

3. Monetize Your Customer Data by Sharing It With Partners and Advertisers
Some brands, like media and publishing organizations, leverage their data asset to diversify their revenue. They can use a CDP to build interest or product-based audiences to share with relevant partners, including those who buy ad space on their publications

4. Boost Engagement Across Channels Through Coordinated Messaging

If you can identify customers – from unknown visitors and app users to known prospects and past customers – you can develop highly engaging marketing collateral and campaigns. With a CDP, you can use data from across marketing channels to inform targeted, personalized messages at every stage of the lifecycle.

5. Accelerate Lead Generation by Scoring and Evaluating Your Prospects
Whether you’re a B2B or B2C marketer, you’re charged with generating a substantial pipeline for your business. The best way to target high-value prospects and buyers (and pay less attention to low-value ones) is to utilize a CDP to calculate lead scores and understand interests to design meaningful marketing programs.

6. Optimize Your Advertising to Improve ROAS and Reduce Wasted Ad Spend

Wasting money on “targeted” advertising campaigns is all too familiar to marketers. To limit squandered spend – and ensure their ad ROI increases over time – marketers can use the customer data platform to create dynamic segments to suppress messaging or push messaging to specific audiences on Facebook and Google.

7. Enable Individualized Marketing at Every Stage of the Lifecycle

Using static segmentation lists for personalization just isn’t enough. To achieve individualized marketing at every stage of the lifecycle, you need a CDP to provide up-to-date data in persistent customer profiles and dynamic segmentation to put the right products or content in front of customers.

8. Increase Customer Acquisition with 1:1 Messaging

With a pure-play customer data platform like BlueConic, you can collect data on a prospect’s engagement, behavior, location, and interests – then share customized messaging to those individuals to convert them into net-new business.

9. Improve Content and Product Recommendations

When customers provide data to companies – they expect value in exchange. Using a CDP to unify data that accounts for individuals’ preferences, interactions, and purchase history and built-in machine learning capability can help you automatically put the right content and products in front of them.

10. Leverage Customer Analytics to Inform and Enhance Your Marketing

Artificial intelligence and machine learning play a vital role in marketing strategies for countless brands today. Whether you want to export individual profile data out to analytics systems, bring models into the platform to apply on top of your first-party data, or use BlueConic’s out-of-the-box models, a pure-play CDP can help you activate your insights across channels.

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11. Predict and Prevent Customer Churn to Bolster Your Retention Efforts

Customer retention remains a focal point for many marketers today. Implement predictive machine learning models to forecast when a particular buyer or segment is about to churn and proactively create measures to retain these customers.

12. Discover New Audiences You Can Develop Segments for and Market to

Segmentation can be an arduous task for modern marketers without the right martech. CDPs can help you examine the composition of segments to discover new audiences and create new segments on the fly.