Caroline Smith

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Getting Actionable Insights From Customer Data Platform


A customer data platform (CDP) is a software system that is used to not only collate customer data from disparate sources but also to provide insights to help improve your business. It includes maintaining data warehouses, drawing up customer profiles, keeping activity logs, and developing profiling models. Know how to get actionable insights from customer data platforms.

The ideal customer data platform offers all of these benefits: it automates the process of aggregating data, giving the user insights into their own business, and helps them grow their customer base.

One of the many functions of a CDP is to help businesses find out which marketing methods are working best for customer retention. With global marketing budgets in a squeeze because of the COVID-19 pandemic, it has become more imperative for marketing divisions to be even more focused on their campaigns. Therefore, getting a CDP has become even more essential today.

In this post, we will focus on how you can actually use data-based insights from a CDP to improve operations, generate new revenue, enhance customer relations, better product development; all of which will eventually lead to business growth.

What Is A CDP? 

A customer data platform is a system that captures, stores, and analyzes all data across channels and devices, offline and online, and then uses the insights to create personalized experiences for each customer.

In the traditional model, a customer data platform is implemented as a “SaaS” solution that runs on-premises and provides centralized management, reporting, analytics, and automated marketing for all customer interactions. But the customer data platform can be implemented not only on-premises but also in the cloud. In addition to its native support for both MySQL and PostgreSQL, it also supports SQL Server.

A CDP is an interactive and predictive analytics system that collects data from different sources and stores them into one centralized database. A customer data platform is a type of software that combines CRM and marketing automation.

The term “Customer Data Platform” has been used to refer to both customer relationship management (CRM) and marketing automation software. The terms CRM and Marketing Automation are sometimes used interchangeably, but remember, customers are different from clients in that they are not necessarily repeated business for the organizations that use them.

According to Gartner, there are four types of CDP: Marketing Cloud, Smart Hub, Marketing Data Integration, and CDP Engines and Toolkits.

CDP Simplifies Marketing By Providing Insights On Each Prospect

Marketing budgets have fallen to their lowest recorded level, dropping to 6.4 percent of company revenue in 2021 from 11 percent in 2020, according to Gartner, Inc. In the annual Gartner CMO Spend Survey, Gartner surveyed 400 CMO and marketing leaders in North America, the UK, France, and Germany from March 2021 through May 2021, tracking the critical areas marketers are investing in in in and where cuts are being made from people, programs and technologies.

Clearly, with fewer funds, marketing divisions need to be even more focused in their campaigns to hit the right customer profile with the right message. A CDP can be of immense help here.

A customer data platform is a solution that simplifies the marketing process by providing actionable insights on each prospect. These come from data collected from various sources and provide an in-depth analysis of a prospect’s values, attitudes, needs, and preferences.

A CDP provides a complete profile of each customer that can be used to improve marketing campaigns by identifying the right prospects, segmenting them into target groups, and optimizing the message to reach the optimal number of customers.

Data from customer interactions are mostly collected in “data silos.” Modern marketing relies heavily on customer data platforms to break down these silos. The information age is not just about the digital world; it also includes how to use data from customer interactions to create better service and more effective marketing. 

Customer Dashboards: Which Metrics To Track 

A CDP comes with what’s called a “customer dashboard”. This tool allows a company to visualize customer performance, optimize customer service and build loyalty with customers. An important component of any customer dashboard is the metrics that are used to measure performance and progress.

There are many different metrics that a customer data platform provides that can be helpful for marketing teams. These include:

the number of contacts
the number of successful contacts
the number of contacts with a high retention rate
the number of contacts with a high conversion rate
Customer data platforms are used to find out customer wants, measure the efficacy of marketing campaigns, and provide actionable insights into customer behavior. Many companies use these platforms to gather and analyze data about their customers in order to improve marketing and sales efforts.

Enterprises use CDPs to boost their business by better understanding their customers. Companies such as Google and Facebook use customer data platforms to be able to better understand their customers, which can lead to better marketing strategies and sales increases.

How To Use Actionable Insights From Customer Data Platform?

With customer data platforms, businesses can collect, store, manage, and analyze all of their data from multiple sources in one place. This includes customer-facing data like purchase history, customer service data, and social media activity.

The process of data collection, measurement, and discovery are called data-driven management. It refers to the process of collecting relevant data and using it to make decisions.

A robust customer data platform like Express Analytics’ Oyster includes the following business intelligence moving parts:

– Data science: Knowledge discovery in databases

– Data analytics: data mining, data cleaning, data warehousing, data preparation, data integration, data modeling, data visualization

– Digital marketing: customer segmentation, customer profiling

– Product: development, inventory management

– Machine learning: Use of AI in data preparation, data quality, data warehousing, data visualization 

Using Insights To Understand Customers

By now it may have become fairly obvious to you that it is not enough to simply store all of your customer data in one place. That’s the first half of a CDP’s functions. The other “critical” half is to use customer data analytics, which means using this data to understand how customers are using a product or service, what they like and don’t like about it, and how their behavior can be changed.

Using CDPs, companies can track and analyze data from various sources, such as website visits, mobile app use, social media interaction, and offline purchases, to better understand the customer journey. Data can then be used to identify points of friction that may lead to churn among customers. By tracking and analyzing website usage, businesses can improve their customer experience through a better understanding of the customer journey. Analyzing mobile app users can help companies identify friction points and improve customer experience.

Cost optimization is an important business initiative. With so many companies competing for customers, it is important to have an edge over the competition. One way to be competitive is to use customer data to deliver actionable insights.

Increased competition has put pressure on companies to ensure a level of customer service that keeps customers coming back, but also makes them recommend the company to others. Analyzing customer data can help companies to improve customer service and reduce costs.

Using a CDP companies can:

– Evaluate the data collected from the customer

– Make a hypothesis to solve a customer need

– Suggest a solution

– Test out the solution with customers

– Repeat

For example, a company might want to improve its customer onboarding process. Data collected from the customer could include:

– Customer type

– Churn rate

– Reason for churn

– Length of relationship

– Number of products they use

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