Author: Santiago Bazarra

Marketing one-to-one is the latest way of developing marketing strategies, which involves practicing the highest level possible of personalization towards your customers. This high level of personalization is already being carried out by many companies through various channels, such as social media ads, email marketing, website personalization, and offline marketing.

By leveraging customer data and machine learning, marketing one-to-one enables companies to create personalized experiences that distinguish their brand from competitors and boost sales.

How to carry out Marketing one-to-one strategies?

To carry out marketing one-to-one strategies, data is fundamental. Once this data is obtained, it needs to be actionable. Here are four simple steps to follow:

1. 1. 1. Know your customer: To develop this type of strategy, you need to know your customers’ preferences in terms of buying habits, content, and products. Collect every piece of data available for each customer, such as their demographics, purchase history, and engagement with your brand.
      2. Know your product: Like with customers, you need to know why each product is liked by each customer or why it isn’t, and what it can bring them.
      3. Know the effect of your campaigns: By analyzing historical data, you can determine the impact of each campaign on each of your customers and products.
      4. Develop original personalized content: Once you’ve analyzed customer and product data, you should be able to develop unique, appealing content for each customer depending on their wishes and needs.

What technology do I need to carry out a Marketing one-to-one Strategy?

To carry out marketing one-to-one strategies, a Customer Data Platform (CDP) is a critical technology for retailers. A CDP allows companies to store every piece of data related to customers, sales, campaigns, and any other useful data for your company’s purposes. With the help of artificial intelligence (AI), a CDP can cross-reference this data to obtain 360 profiles of your customers. These profiles, combined with AI, allow you to hyper-segment, personalize, and predict future behaviors of your customers.

An example of a Data-Driven Marekting one-to-one strategy

For example, if you are a fashion retailer, you can use the data mentioned before to understand your customers’ preferences, such as the size of your customer, the type of clothes they like, and the amounts of money they usually spend.

By analyzing customer behavior during specific events, such as special holidays or sales events, you can adjust your marketing campaigns to match their behavior. If a customer tends to buy multiple items during a particular event, you can recommend similar products or offer a discount for a bundle purchase. This type of personalized experience is what customers demand today, and it can lead to increased customer satisfaction and loyalty.

WHY FLYDE?

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximize the potential of your data and grow your business. Having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.

FLYDE is an easy-to-use Customer Data Platform designed to meet the needs of businesses looking to improve their customers’ experience, increase retention, ROI, ROAS, and Customer Engagement.

In this blog, we will discuss the new functionality of the platform: Customer Profiling guided by predictive AI models.

What is customer profiling?

Customer profiling is a tool that allows businesses to better understand their customers and tailor their offerings to meet their specific needs. With FLYDE’s customer profiling, businesses can select a product from their catalog and see the main characteristics of the customers who purchase it. Predictive AI models evaluate all available data your company has on your customers such as their behavior, purchase patterns, product preferences, browsing habits, and more.

How does FLYDE’s customer profiling work?

Suppose a company has a product in its catalog and wants to better understand its precise customers to adapt its marketing strategy. With FLYDE, the company can select that product and use predictive AI models to identify the main characteristics of the customers who purchase it. For example, the models may reveal that customers who buy that product earn more than €40,000, log into the ecommerce page twice a week, and often make purchases in physical stores.

How can customer profiling improve your marketing strategy?

Predictive AI-guided customer profiling can significantly improve your marketing strategy by allowing you to better understand your customers and tailor your offerings to their specific needs. By using this new functionality of FLYDE, you can personalize your marketing messages to meet the specific needs and desires of your customers.

Additionally, customer profiling also allows you to improve the segmentation of your marketing campaigns. By better understanding your customers and grouping them into segments based on their characteristics, you can personalize your messages and offers for each specific segment. This will allow you to reach your customers with more relevant messages, increasing the likelihood of conversion to sales.

Identifying new potential customers with Customer Profiling

In addition to helping you better understand your current customers, FLYDE’s customer profiling also allows you to identify new potential customers. The platform’s AI uses the purchase behavior data of your current customers to find patterns and similarities between them.

These patterns help you identify new business opportunities by finding potential customers who have a similar profile to your current customers. By understanding your customers’ preferences and behaviors, you can use that information to reach a wider audience that is more likely to buy your products or services.

With FLYDE’s customer profiling, you can discover new market segments that may not have been on your radar and adjust your marketing strategy to reach them more effectively. This can result in a higher return on investment and increased customer loyalty.

Why FLYDE

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximize the potential of your data and grow your business. Having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.

Try it for free with our free trial (with auto-generated fake data)!

Third-Party Cookies are slowly agonizing, the main browsers have already killed them. But, what would this mean for companies? Are we facing a new Marketing Era? 

All your doubts will be solved in this article. Also we will see the possible alternatives or if there are not feasible alternatives for Third-Party Cookies and companies will have to completely change their consumer-based strategies. 

Privacy 

Third-Party Cookies have been used as an incredibly efficient tool, allowing companies to track their customers to have a complete vision of them. This tool generates value to companies in terms of customer knowledge and segmentation possibilities. However, it was incredibly invasive for many users, who saw it as an attack on their privacy.

Not just that, the fact that, as we mentioned, this type of cookies are going to disappear from the main browsers (if they have not already done so), presents us a scenario in which the future of digital marketing seems to be directly focused on the use of the data that the customer provides you with directly: the First-Party Data.

Differences between using 3rd Party Cookies and 1st Party Data 

Third-Party Cookies are used to recap information about users. They have an analytical purpose, as it registers from socio-demographical data to attitudinal data, allowing companies to obtain profiles and segment the market based on habits or interests from each particular user. This is why this has been an incredibly useful tool for companies until now, when their use has become very limited and will soon be obsolete.

It is at this points where we should look in to the future, into the use of First-Party Data. First-Party Data are data obtained by your company directly from your client. Data shared voluntarily by your client and that would help your company know properly your customer’s insights. By using this tool you would be generating a much more in depth relationship with customers, boosting the engagement.

Currently, due to advances in technology, companies have the possibility of collecting an enormous amount of First-party Data in a relatively simple way. The problem for companies start when this data is not used properly, due to problems in the storage and in the way it is sorted. We must bear in mind that is useless to recap all of this data if we are not be able to analyze it properly with the tools available in order to understand our customers and offer them great customer experiences. 

New possibilities that a CDP could give to your company 

Unlock your customer’s value. With a Customer Data Platform everything is possible. A CDP is a tool that would allow your company to store and structure every single piece of data that your company has available. Also, a CDP would join in the data that your company has stored in different platforms (social media, CRM, etc.), and the sociodemographic data available in the market that you wish (Average rent per district, Nº of babies born per district, etc.). Once stored and structured this data, a CDP would allow you to analyze it gaining insights from your customers. 

There are many types of CDP providing clients with different functionalities, allowing your company to benefit in numerous ways of them. If your main goal is to substitute Third-Party cookies, the best option would be for sure the use of an Inteligent CDP, as it would allow you to analyze your data in depth, and with the support of Artificial Intelligence to benefit from those details that could escape human’s eye.  

Why FLYDE

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximize the potential of your data and grow your business. Having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.

Try it for free with our free trial (with auto-generated fake data)!

As the world becomes increasingly competitive, companies must focus on customer satisfaction and loyalty to succeed. While customer acquisition is essential for growth, customer retention is even more critical. Retaining existing customers is essential for the long-term health of any business, as loyal customers tend to spend more, refer more, and cost less to retain.

In this blog, we will discuss marketing retention vs. acquisition and why current trends show that retention is much more important. We will also explore how a Smart Customer Data Platform (CDP) can help companies boost retention.

The importance of Customer Retention

The cost of acquiring new customers is significantly higher than retaining existing ones. According to a study by Harvard Business Review, increasing customer retention by just 5% can increase profits by 25-95%. This is because loyal customers tend to spend more, refer more, and cost less to retain.

Additionally, loyal customers provide valuable feedback and can help businesses improve their products and services. Therefore, it is essential for companies to focus on retaining existing customers.

Customer Retention vs. Customer Acquisition

While customer acquisition is necessary for growth, it should not come at the expense of customer retention. Many companies make the mistake of focusing too much on acquiring new customers and neglecting existing ones. However, research shows that companies that focus on customer retention tend to be more successful in the long run. Customer retention should be a top priority for any company that wants to grow and thrive.

The benefits of focusing on retention over acquisition

Focusing on customer retention over acquisition can provide a number of benefits to companies, including increased customer lifetime value (CLV), improved customer loyalty, and reduced marketing costs. By retaining existing customers, companies can increase CLV by encouraging repeat purchases and reducing churn. Additionally, loyal customers tend to refer others to the company, which can help reduce marketing costs associated with customer acquisition. By prioritizing retention, companies can create a positive cycle of growth that leads to long-term success.

How a Smart CDP can help boost retention

A Smart CDP can provide a comprehensive view of a company’s customers, allowing them to personalize marketing messages, improve customer service, and identify opportunities to upsell and cross-sell.

For example, let’s say a retailer collects data on a customer’s purchase history, browsing behavior, and preferences. With a Smart CDP, the retailer can use this data to send targeted marketing messages based on the customer’s interests and behavior. They can also use the data to recommend complementary products, provide personalized promotions, and improve customer service by addressing the customer’s specific needs and concerns. By using a Smart CDP, the retailer can create a more personalized and engaging experience for their customers, which can lead to increased loyalty and retention.

WHY FLYDE?

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximize the potential of your data and grow your business. Having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.

According to Harvard Business Review, 73% of consumers use multiple channels throughout their purchase process.

In today’s digital age, customers expect seamless, personalized experiences across all channels. To meet these expectations, companies need to implement omnichannel marketing strategies that integrate all of their marketing channels. However, this can be challenging without the right tools and technology.

In this blog, we’ll explore the benefits of omnichannel marketing for companies and how a customer data platform (CDP) can help make it easier and more effective.

How to Create Omnichannel Customer 360 Profiles

To create omnichannel customer 360 profiles, companies need to aggregate and unify customer data from all sources. This includes online and offline interactions, such as purchases, website visits, social media engagement, and in-store interactions. A CDP can help with this by ingesting data from various sources, cleaning and deduplicating it, and stitching it together into a single, comprehensive customer profile.

Once the data is integrated into the CDP, the company can start building out the 360-degree view of each customer. This involves mapping out each customer’s interactions across different channels, tracking their preferences and behavior, and segmenting them based on attributes such as demographics, purchase history, and engagement.

How to Obtain Insights from Customer 360 Profiles

Once a retailer has created omnichannel customer 360 profiles, they can start leveraging the insights to improve their customer experience. A CDP, as well as ingesting and structuring data, can be used to obtain insights, with the different tools that conform this type of platforms.

One way to obtain insights from customer 360 profiles is to use real-time personalization. By leveraging the data in the CDP, retailers can create personalized experiences for each customer based on their preferences and behavior. This can include personalized product recommendations, targeted promotions, and customized messaging.

Applying Artificial Intelligence with a Smart CDP

AI can be used to analyze large volumes of customer data and uncover insights that might not be apparent from manual analysis. For example, AI-powered predictive analytics can be used to anticipate customer needs and preferences, as well as identify opportunities for cross-selling and upselling.

Another way to apply AI to customer 360 profiles is through machine learning. By training machine learning models on customer data, retailers can automate tasks such as product recommendations and content personalization, as well as improve the accuracy of predictive analytics.

Summary

Creating omnichannel customer 360 profiles with a CDP is a critical step for retailers looking to provide personalized, seamless experiences across all channels. By leveraging AI-powered analytics and personalization, retailers can gain valuable insights from these profiles and use them to improve the customer experience. So, if you’re a retailer looking to enhance your customer engagement, consider implementing a CDP and start creating omnichannel customer 360 profiles today.

WHY FLYDE?

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximize the potential of your data and grow your business. Having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.

Understanding your customers’ needs and desires is essential to building a successful business. However, it’s not enough to simply ask your customers what they want. To truly understand their needs, you must identify the jobs or tasks they are trying to accomplish. This is where the Jobs-To-Be-Done (JTBD) framework comes in.

In this blog, we’ll see how to improve your JTBD strategy with a Customer Data Platform (CDP). By using a CDP, you can gain a more comprehensive understanding of your customers and their behaviors, which can help you improve your JTBD strategy.

Why Understanding JTBD Is Crucial for Your Business

Jobs-To-Be-Done (JTBD) is a framework that helps businesses understand the needs and desires of their customers by focusing on the jobs or tasks that customers are trying to accomplish. By understanding your customers’ JTBD, you can design products and services that meet their needs and differentiate yourself from competitors.

How to Improve Your JTBD Strategy with a CDP

A Customer Data Platform (CDP) is a data management tool that allows you to collect, unify, and analyze customer data from multiple sources. By using a CDP, you can gain a more comprehensive understanding of your customers and their behaviors, which can help you improve your JTBD strategy.

Here are four ways to improve your JTBD strategy with a CDP:

1. 1. 1. 1. Collect and unify customer data from multiple sources: A CDP allows you to collect and unify customer data from multiple sources, giving you a more comprehensive view of your customers.
         2. Analyze customer data using the JTBD framework: Using the JTBD framework, you can analyze customer data to identify the specific jobs your customers are trying to accomplish.
         3. Personalize marketing and product recommendations: By using the CDP to personalize your marketing and product recommendations, you can better meet your customers’ JTBD and increase engagement and sales.
         4. Optimize inventory to better meet customer needs: By understanding your customers’ JTBD, you can optimize your inventory to better meet their needs, reducing waste and improving your bottom line.

Case Study – How could a retailer improve their JTBD strategy with a CDP?

A retailer uses a CDP to collect and unify customer data from multiple sources, enabling them to gain a comprehensive view of their customers and their behaviors. Using the JTBD framework, the retailer analyzes the data to identify the specific jobs their customers are trying to accomplish when they shop for clothes, such as looking for stylish and fashionable clothes, prioritizing comfort and functionality, or finding clothes for specific occasions.

The retailer uses the CDP to personalize their marketing and product recommendations to better meet their customers’ JTBD. By creating targeted email campaigns and personalized product recommendations, the retailer increases customer engagement and sales, leading to higher customer loyalty and repeat purchases.

Additionally, the retailer is able to optimize their inventory to better meet their customers’ needs, reducing waste and improving their bottom line. In this way, using JTBD and a CDP can help fashion retailers to better understand their customers and improve their business results in a highly competitive industry.

Conclusion and Next Steps

In conclusion, understanding your customers’ JTBD is essential to designing products and services that meet their needs. By using a CDP to collect, unify, and analyze customer data, you can gain a deeper understanding of your customers and improve your JTBD strategy. To get started, consider implementing a CDP and using the four strategies outlined in section two to improve your JTBD strategy. With a more customer-centric approach, you can differentiate yourself from competitors and build stronger, more loyal customer relationships.

WHY FLYDE?

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximize the potential of your data and grow your business. Working like the big multinationals in the market, which already have this type of software, and having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.

If you’re looking for a way to better understand your customers and their purchasing behavior, RFM analysis is an excellent place to start. This powerful tool allows you to segment your customer base based on recency, frequency, and monetary value, giving you valuable insights into the behavior of different groups of customers.

What is RFM Analysis?

RFM analysis is a data-driven approach to customer segmentation. By analyzing customer data in terms of Recency (how recently they made a purchase), Frequency (how often they make purchases), and Monetary value (how much they spend), you can gain insights into the behavior of different groups of customers.

How Does RFM Analysis Work?

To perform RFM analysis, you need to collect data on your customers’ purchase history, including the date of their last purchase, the number of purchases they’ve made, and the total amount they’ve spent. You can then rank customers on each of these metrics and assign them a score between 1 and 5 for each metric.

For example, a customer who made a purchase in the last week would be assigned a high score for recency, while a customer who hasn’t made a purchase in several months would be assigned a low score. Similarly, a customer who has made many purchases and spent a lot of money would be assigned a high score for frequency and monetary value, while a customer who has made only a few purchases and spent little money would be assigned a low score.

Once you’ve assigned scores to each customer, you can use these scores to segment your customers into different groups based on their behavior. For example, you might have a group of high-value customers who make frequent purchases, a group of low-value customers who make infrequent purchases, and a group of recent customers who haven’t yet made a lot of purchases.

How Can You Use RFM Analysis to Improve Your Business?

Once you’ve segmented your customers using RFM analysis, you can use this information to tailor your marketing and sales strategies to each group.

For example, you might create different types of content or promotions to target each group.

If you have a group of high-value customers who make frequent purchases, you might focus on providing them with personalized offers and promotions. You might also consider creating a loyalty program to reward them for their continued business.

If you have a group of recent customers who haven’t yet made a lot of purchases, you might focus on providing them with educational content that helps them understand the value of your products or services. You might also consider offering them a special promotion to incentivize them to make a purchase.

By using RFM analysis to segment your customers and tailor your marketing and sales strategies to each group, you can improve your overall customer retention and satisfaction, which can ultimately lead to increased revenue and growth for your business.

Which martech tool would be needed to carry out RFM analysis properly?

By using a Customer Data Platform (CDP) you could effectively perform RFM analysis. A CDP is a software tool that allows you to collect, analyze, and segment customer data from multiple sources, including your website, social media channels, customer support interactions, or any other that you might have.

To perform RFM analysis using a CDP, you first need to integrate your customer data into the platform by connecting your website analytics tool, email marketing platform, CRM system, and any other database with customer information that you have available to the CDP. Once integrated, the CDP will automatically assign scores to each customer based on their behavior in terms of Recency, Frequency, and Monetary value.

Using the insights gained from RFM analysis, you can segment your customers into different groups and tailor your marketing and sales strategies to each group. By using a CDP to perform RFM analysis, you can gain a more comprehensive understanding of your customers’ behavior, make informed business decisions, and improve your overall performance.

WHY FLYDE?

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximize the potential of your data and grow your business. Working like the big multinationals in the market, which already have this type of software, and having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.

In recent years we have seen an unprecedented advance in Artificial Intelligence. ChatGPT, Wall-e, and other models that simulate human behavior and learning. But it has not yet been possible for an AI to develop Emotional Intelligence, the question here is whether it is possible for it to achieve it.

It is complicated to know if a friend or a family member needs a hug, humans use our Emotional Intelligence to read the needs of that person. Could we then know if a person we don’t know directly needs a hug or not?

Emotional Intelligence: how does it work?

In order to move from prejudice to judgment, human beings need information or data that bring us closer to knowledge about a specific issue. Thus, Emotional Intelligence, like any other type of Intelligence, needs to be fed with knowledge. This knowledge is composed of the new information that we have obtained about the concrete issue and the validation of the previous knowledge of similar situations that we have lived.

When a friend tells us about a situation he/she is living, we compare this information with data from the past, we see if it can be something problematic or not for that person and we act accordingly, with a hug or a reprimand, everything will depend on the judgment we make with the information we have.

Emotional Intelligence vs Artificial Intelligence

The obvious question that follows is: Will AI ever be able to do all this? Well, the answer is just as obvious: Who knows?

What we can be sure of is the current capabilities of AI. Artificial Intelligence today can approach and even surpass humans in part of the process mentioned above.

Continuing with the explanation of what Emotional Intelligence is, the part of generating and processing the information prior to making the judgment, can currently be carried out with AI. Even a good AI model, with enough data from a person (basic, attitudinal and behavioral), could perform this data processing better than a human being.

At present, AI still needs the human to make that final judgment with the processed data. AI could tell you that a person is bad and how bad they are, but it is a human who has to decide whether to give them a hug or not, and above all it is the one who has to give that hug.

The need to understand your customers

All of this brings us to a fundamental point for companies in terms of technological evolution. Artificial Intelligence at the current point where it is allows companies to know if your customer wants a hug or not, and how much they want it or if you are going to lose that customer by giving it to them.

Knowing the level of Customer Engagement of a customer, based on the processing of all the data that we companies have at our fingertips, we will be able to locate the point at which a customer is with our brand, and not only that. As we have previously commented, AI can do things in a similar or even better way than humans and, therefore, we could currently predict what our customer is going to do once we embrace him.

AI, as we can see, is not simply a Chat or Image generator, AI brings a series of infinite possibilities to humans, and companies should not take long to start benefiting from these.

WHY FLYDE?

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximize the potential of your data and grow your business. Working like the big multinationals in the market, which already have this type of software, and having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.

Artificial Intelligence, or AI, is the simulation of human intelligence in machines that are programmed to think and learn like humans. It is a branch of computer science that deals with creating intelligent machines that can think, learn, and adapt like humans.

AI is used in a variety of applications such as image recognition, natural language processing, decision making, and many other fields.

Types of AI that can be useful for marketing teams

Artificial intelligence (AI) is increasingly being used in marketing to help businesses better understand their customers and target their marketing efforts more effectively. Some specific ways that AI is being applied in marketing include:

• Personalization: AI can be used to analyze customer data and create personalized marketing campaigns that are tailored to the individual.
• Chatbots: AI-powered chatbots can be used to engage with customers in real-time, providing them with information and answering their questions.
• Predictive analytics: AI can be used to analyze customer data and make predictions about future buying behavior, which can help businesses make more informed decisions about their marketing strategies.
• Image and video recognition: AI-powered image and video recognition technologies can be used to analyze visual content and extract insights, which can be used to inform marketing strategies.

Data-Driven Marketing

Data-driven marketing is a strategy that uses data and analytics to inform marketing decisions. It involves collecting, analyzing, and interpreting data about customer behavior, demographics, and other factors to gain insights that can be used to improve marketing campaigns and drive business growth.

The goal of data-driven marketing is to use data to understand customer needs and preferences and to develop effective marketing campaigns that will reach and engage the right audience. This approach allows businesses to make data-driven decisions, such as which products to promote, which channels to use, and how to allocate budget.

Customer Data Platform to unify Marketing and Artificial Intelligence

A Customer Data Platform (CDP) is a system that allows businesses to collect, integrate, and manage customer data from a variety of sources in order to gain a single, unified view of the customer. CDPs are used to support data-driven marketing by providing a centralized location for storing and managing customer data, which can then be used to inform marketing decisions. A CDP for it to be useful, needs of Artificial Intelligence models to be run in order to process this huge amounts of data correctly, and to drive predictive models.

Here are a few ways that a CDP can be used for marketing:

1. 1. Customer segmentation: CDPs can be used to segment customers based on their behavior, demographics, and other factors, which can be used to create targeted marketing campaigns.
   2. Personalization: CDPs can be used to create personalized marketing campaigns that are tailored to the individual. This can be done by analyzing customer data and identifying patterns that can be used to create targeted messaging and offers.
   3. Campaign optimization: CDPs can be used to analyze the effectiveness of marketing campaigns and make adjustments as necessary. This can be done by tracking the performance of campaigns and identifying areas where they can be improved.
   4. Data Governance: CDPs help to ensure data governance by providing a central location for storing and managing customer data, and also help to ensure that data is accurate and up-to-date
   5. Cross-channel marketing: CDPs can be used to coordinate marketing efforts across multiple channels, such as email, social media, and web.
   6. Attribution: CDPs can be used to identify which marketing channels are most effective in driving conversions and revenue, which can inform future marketing investments.
   7. Predictive modeling: CDPs can be used to analyze data on customer behavior and make predictions about future buying behavior, which can inform marketing decisions.

WHY FLYDE?

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximize the potential of your data and grow your business. Working like the big multinationals in the market, which already have this type of software, and having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.

Christmas can be the toughest or happiest time of the year for marketeers. The time when sales boost or not showing your marketing’s strengths or weaknesess.

In this blog we are not going to tell you how to become a millionaire nor are we going to explain how to easily become a Christmas hero, our sole purpose is to explain how using data you can drive a proper Christmas marketing strategy.

Data-driven marketing

Base your strategy on data and not intuition. Make sure your KPIs are SMART, can be mapped correctly with the tools you have, and make sure you are not missing key customer data.

At Christmas in particular knowing your customers would be fundamental to drive one-to-one marketing strategies, basic data is fine, but if you have a lot more available use it:

You can track your customer across all your online channels. This will help you to map their Customer Journey. If you already have a tagging tool such as FLYDE’s, then you may be interested to know that you can unify this data with offline data (from physical shops or offline marketing campaigns), and in turn with socio-demographic data, thus obtaining a 360-degree view of your customer.

First-Party Data Strategy

This data is known as first-party data, and you should start using it, firstly, because of the loss of third-party cookies, and secondly, because of the amount of data and possibilities you are missing out on.

Of those data sources we discussed, the spectrum is even greater. Not only is it essential to collect data from all sources, but going one step further in the data you collect can make a fundamental change to your strategy.

By collecting attitudinal and behavioural data, such as the number of times a customer looks at a product before buying it, or their interest in the themes of your offline and online campaigns, or whether they buy for themselves or as a gift (depending on the variability of sizes they are looking for). You will be able to enrich this customer database in order to generate campaigns and strategies that are not based on intuition but on data, thus avoiding failures or recriminations to the marketing team.

Platform to obtain Actionable Insights from first-party data

All this data must come together to bring value to your company, without this unification the data lacks the real value it can achieve. To do this, there is a type of platform that surpasses CRM because it not only allows you to store basic data but also allows you to store large volumes of data or Big Data, and to act on them within the platform itself with Artificial Intelligence processes. This Platform is a Customer Data Platform.

All this will allow your company to have all this structured data, to segment, personalise and predict with countless variables. As we have previously explained, 360º customer profiles open up these new possibilities.

Customer data platform for Christmas

And back to the initial question, how can I save my Christmas campaign with this CDP stuff? You can’t, a CDP doesn’t do magic, nor does Big Data or Artificial Intelligence despite what it seems lately with the boom of this technology.

A CDP or Customer Data Platform is not going to do marketing for you, what it will do is become the fundamental support for your company. Because as we have been seeing for a few years now, the customer must be at the centre of every company, and without a CDP this is not really possible.

So a marketing team that has all the data at its fingertips will be a marketing team that will no longer ask itself why this campaign didn’t work and the previous one did? With data you will get certainty.

You will be able to make predictions about the type of campaign that will work at any given time of the year based on how each campaign has affected your customers. So if I want to launch a campaign at Christmas, I will be able to compare by type of campaign and by date, with those previously carried out, to see the expected performance based on the data; a calculation that increases exponentially its accuracy and simplicity if you have a predictive model like the ones FLYDE has available.

Later, once you have launched the campaign in your CDP, you will be able to track your KPIs and compare them to see where the success or failure has been, where there has been a change with respect to the previous one, what to improve and what to maintain. As we have said throughout the article, a CDP is not going to do marketing for you, but it can help you stop making mistakes and start relying on data.

WHY FLYDE?

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximize the potential of your data and grow your business. Working like the big multinationals in the market, which already have this type of software, and having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.