I get this question pretty frequently. If you’re one of those shoppers (like me) who looks at the price first, investigating Customer Data Platforms is going to frustrate you. The best answer to “how much does a CDP cost?” is “it depends.” But don’t worry. I will give you some general ideas. The pricing question…
If you want to know how your customers are interacting with your brand, should you use Google Analytics, or do you need a Customer Data Platform? Or maybe you need both. But how do you know, and when do you use which? This article should help you answer that question. The quick answer is that…
If you don’t think long and hard about how you intend to manage your customers’ email addresses, your CDP implementation is likely to disappoint you. The guidelines in this article should put you on a path to uncover the right solution for your unique requirements. The main purpose of a customer data platform is to…
When considering a Customer Data Platform, many people ask questions like … How do I pick the right one? Do I need a data lake along with a CDP? How much of my current tech stack can a CDP replace? Those are all good questions, but there is no generic answer that will work for…
Customer Data Platform Definition “A Customer Data Platform is packaged software that creates a persistent, unified customer database that is accessible to other systems”. (Source: CDP Institute.) Some analyses of Customer Data Platforms take this general form: they list all the functions that CDPs have, or are expected to have, and then rank various CDPs…
How to match data reliability and CDP use cases to maximize performance. It’s very easy to make huge mistakes with your customer data if you don’t think carefully about how you collect and use your email addresses. The guidelines and examples below will help you craft the best policy for your organization, enabling you to…
In this issue, I’ll show you how to … Find your influencers, Passively capture email addresses on your website, and Link in-store and online behavior A customer data platform is the best tool for this, and I’ll be discussing these use cases in that context, but the insights and concepts are valuable whether or not…
What is the purpose of a Customer Data Platform? In this first of five videos, Greg Krehbiel gives an overview of CDPs, explaining what they are, what they’re not, and their general purpose. The Benefits of a Customer Data Platform In this second video of 5, Greg explains some of the benefits of using a…
As discussed in collecting emails isn’t enough, email address is most likely the best way to merge your customer data from disparate systems. Although mobile phone number is a close second. But there are challenges. Most people have more than one email address, and most companies collect email addresses in lots of different ways —…
One of the great features you’ll find in many Customer Data Platforms (CDPs) is the ability to trigger an event on an app or website based on a user’s actions or status. So, for example, you can display an offer to buy your stock market newsletter to everyone who uses your stock finder more than…
In the early days of the internet, web designers had to organize pages to accommodate the anonymous user and help that user find anything and everything the site provided. Pages needed search and navigation, and the navigation had to be all-inclusive – covering all the areas of the website. That’s largely still the case for…
The idea of a “single view of the customer” has been a marketing dream for a long time. Information about customers has a tendency to collect in disparate systems that don’t communicate. As a result, marketing, sales and customer service have to search multiple systems to find out what’s going on. The Customer Data Platform…