Category: CDP

Summer is here! A really nice season for people, but a tough one for many companies that are willing to maintain the loyalty of their customers during a few months of changes in habits.

In this blog we will explain the possibilities that any company has access to in 2022, at a technological level, to know their customers in depth and thus achieve unimaginable levels of Customer Engagement and Experience, even during the summer months.

Know your customer

It is becoming increasingly important to know your customer, as this is the key factor that will distinguish you from your competitors. In today’s world, companies have available huge amounts of customer data: tastes, preferences, socio-demographic data, everything the company needs to improve its realtionship with customers.

But all this data needs to be actioned. There is no point in having access to huge amounts of customer data if your company is not able to use it. In this way, you will get a 360-degree view of each customer, which will allow you to offer them a unique experience compared to your competitors.

Get ahead of the game!

If you are able to unify all this data, with the use of technological tools such as a CDP, you will be able to put this data to good use. With these actionable insights obtained, your company would be ahead of your customer’s movements.

By taking the data on your customer’s behaviour over the last few years in summer, added to the data on the last purchases of this customer, and the level of engagement they have at this specific moment with your brand; you will be able to anticipate with an extremely high percentage of accuracy, the behaviour that this customer will have in summer.

So you can see if in July they tend to disconnect from certain social networks like Linkedin, and start to focus on others like Instagram, which will make you intuit that they are on holiday and therefore the emails you send them will remain unread, thus losing your engagement, as your emails will start going into the spam folder.

Personalise your campaigns

This brings us to the fundamental point that every company knows nowadays, but they don’t take it to the limit they could with the right tools: hyperpersonalisation. In 2022 we are all aware that our customers demand personalised attention, the problem is that when it comes to locating each customer and their tastes, companies are not being able to meet expectations.

Campaigns must be targeted to each specific customer, according to their needs. It is no longer enough to know your average customer, or your Buyer Persona. Today’s Customer knowledge requires depth, requires having several Buyer Personas located and understood among your customers, and updated in real time.

If the customer is more assiduous to buy your product in holiday periods (you know because you have matched the holiday dates of the territory in which they live, with their purchases in your multiple channels), you should offer your product at the beginning of those holidays, and as we are creatures of habits and tend to take holidays on the same dates every year you can send them a reminder to buy, or a discount on a product that interests them (based on their last purchases), in their first days of holiday.

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 maximise 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.

Obtaining good results from marketing campaigns is becoming increasingly difficult due to the hyper-saturation of advertising and messages that customers receive. Therefore, your company must be able to differenciate and offer unique experiences, both to your current and your potential customers.

FLYDE offers you the possibility of improving your campaigns in a very simple way with its hyper-segmentation and personalisation tools, with which you can give each customer what they want and when they want.

Unify all your data to get a 360° view of your customers

Obtaining a 360-degree view of your customer is vital nowadays in order to be able to draw up an effective strategy. To know your customer completely, it is essential to be able to unify all the data to which you have access and join it to the socio-demographic data of the market in question.

In this way, you will obtain an extremely detailed profile of each one of your customers on the same platform.

Hyper-segmentation is the key

Once you have a detailed picture of your customers, you can start to hyper-segment according to the characteristics you want. Thus, you can segment by the type of contact your customers have with your brand, by their preferences when it comes to buying your products or by the vital characteristics of those customers (income level, number of people they live with, etc.), among many other options.

This form of segmentation will allow your company to understand hyper-specific details, what each customer wants and how each marketing campaign you carry out affects them.

Define specific audiences

Once you have done this hyper segmentation, you can generate audiences of those characteristics or segmentations that you find most interesting or combine several. With them, you will be able to create highly targeted email marketing or telemarketing campaigns, as well as refining your social media segmentation or your offers through your sales channels.

All this process, moreover, will be accompanied by the constant support of Artificial Intelligence, which will offer you details that the human eye cannot perceive. Thanks to its data processing capabilities, it will help you, among other things, to predict behaviour based on the habits of your customers so that you can act in advance of possible changes in the market.

Create campaigns based on the preferences and lifestyles of your customers.

These campaigns must be personalised because that is what customers demand in 2022. To achieve a real personalisation of your campaigns you must cover three fundamental aspects, which you must unify in a platform such as FLYDE:

1. 360 Knowledge of your customers (What they want, how often they want it and how they want it).
2. Knowledge on how your previous campaigns have affected customers and potential customers.
3. Generate different types of content, respecting your brand, but targeting each type of customer.

Max and John do not want the same thing and, therefore, it does not make sense to offer them the same product. If John is a regular customer (he buys every month in your physical shop) and, having the data from all your channels unified, you realise that before buying in shop he visits your website to see what’s new, the product you offer him on the Home page of your website must match his likes and shopping habits.

How do I make my campaigns stand out to my customers and not bore them?

Email marketing continues to be one of the most widely used actions today. As much as an 87% of marketing teams use this type of strategy to promote products and content. These campaigns can be based on sending newsletters or reminders to recover abandoned carts, as well as many other examples depending on the sector or the company’s preferences.

Even so, the average email open rate is quite low, at around 20.80%. In other words, 79 out of 100 emails are never read. Why does this happen? The problem that many companies face is the lack of adequate tools that allow them to know the customer fully. Therefore, as we have seen throughout this post, personalising and segmenting properly becomes a very complicated task that is also essential if we are looking to stand out from our competitors and reach our customers by offering them quality content that interests them.

However, with FLYDE this process becomes quick and easy. In just a few clicks, you can segment your customers on our platform and get a very detailed view of each one of them to find out what type of content they prefer and, above all, how often they want it.

With FLYDE, by applying the Dynamic Scoring, you will be able (taking into account multiple factors) to segment your customers by the likelihood of their interest on your newsletter. This way, if a customer does not want to receive your newsletter, he will not receive it, so he will not get tired of your brand, and you will not lose him definitively. On the other hand, if a customer is loyal and passionate about your brand, you can send them a greater number of emails, thus increasing their chances of buying and their engagement with your brand.

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 maximise 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.

A key moment for all retail companies is the markets expansion either with physical shops or with marketing campaigns in new areas. This is the moment when the company must decide between all the expansion possibilities it has, it is often difficult to know what to base this decision on.

At FLYDE we recommend you to avoid taking these important decisions based on intuition or convenience, but rather driving your decisions on your data, thus optimising the results.

Unify all your data

To make the most out of this data, you must be able to collect it, store it in a safe place, and structure it so it can be useful later. All this is possible with the use of an Intelligent CDP. Your data, and the data you have from your multiple sources (RR.SS., CRM, Excels, etc.), you can unify it in FLYDE, and add all the socio-demographic and market data, to obtain a much broader picture of your customers.

This 3rd party data that you can add with the use of an Intelligent CDP, will enrich your data in a very remarkable way. The addition of external data to the company, such as the average income level in a neighbourhood, or the type of homes that predominate in it (first homes, second homes, etc.), will allow your company to have an enriched picture of your customers.

Obtain a 360º view of your customers

With this wide range of data unified in one platform, you will be able to obtain hyper-detailed profiles of your customers in order to segment them later. So, if in your database you have Jhon, who lives in Queens, the customer profile you have will show you the sum of characteristics of this specific neighbourhood so that you can then segment those customers to find patterns of behaviour among them.

If you have a fast food chain, and John is your regular customer, you will be able to compare him with the rest of your regular customers, and find similarities. Once you have found the similarities between regular customers (income, type of housing, shopping hours), you can generate an audience with this customer profile, and then target campaigns to this type of customers.

Geomarketing

Whith the use of FLYDE, apart from the 360º vision you have of your consumers, you can also find different forecasting models, thanks to Machine Learning, which will allow your company to boost profits.

One of these tools is Geomarketing, a tool that will allow your company to relate your customer to their geographical area, and obtain all the necessary information for future marketing campaigns. Thus, all the aforementioned data can be visualised and collated on a map of the market in which your company operates, and FLYDE Brain (FLYDE’s ML tool) will provide you with exhaustive data processing.

Continuing with the example of the fast food chain, when the time comes for your company to expand (open a new restaurant), you will be able to compare your current customers with the characteristics of potential customers in areas with similarities, and FLYDE Brain will recommend you to expand into the most suitable area for your business, according to your potential customers location.

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 maximise 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.

CDP or Customer Data Platform market is growing exponentially. Once you have understood the utility of a CDP you may start to think on implementing a CDP in your company. However, how would you be able to know which CDP best suits your company? To solve this question we have developed a list with the main aspects that will help you make this important decision.

1. Do I need a CDP in my company?

Modern companies, no matter their size or sector, generate a massive quantity of data, both from its online and offline customers and channels. The problem of the majority of the companies is that they don’t use this data properly and, therefore, a complete or partial lack of knowledge of their customers and their behaviours.

A CDP helps companies unlock the full value of their customers in a very simple way: by unifying, collating and analysing all of their data from a single platform, enabling a complete understanding of their customers.

It is therefore an essential tool for any company that generates a large volume of data, is not getting the most out of it and needs to have a solid and complete customer database.

2. Is my data safe in a CDP?

The majority of the CDP offer a large list of guarantees, in terms of data-protection. However, they tend tto limit their data protection to the legislation of the region where it is settled, so it is always better to choose a CDP that comes from a territory with strong legislation in this area.

The United States, and especially Europe, have the most advanced legislation in terms of data protection, so it is always preferable to opt for a CDP from a company that comes from these territories bearing in mind that, in addition, if the CDP is European, it will guarantee compliance with the most advanced and secure data protection regulation on the market.

Not only that, at FLYDE we also offer you full internal control over data governance so that you can define which users have permission to which data, among other features.

3. Which functionalities should I look at in a CDP?

Every CDP should have the minimum requirement covered. However there are many functionalities that may vary in between the different CDPs.

Firstly, it is essential that the CDP fits with the expectations of your business. That is, thanks to the platform and its functionalities, meeting the objectives of the different areas is simple and can be done in a coordinated way between departments. For this, there are two fundamental points: analyse the tools available (more info about FLYDE Apps) and the ease of use of the platform. To make sure that the platform is what you are looking for, we recommend you to make a DEMO, this way you will ensure that anyone in your team can use it and you will see the platform in operation with real data.

Other functionalities that would make a big change in between the different CDPs is the use of Artificial Intelligence in the platform. The AI is the future when crossed over with huge quantities of Data and it would suppose a radical change to your customer comprehension.

Finally, other important features to look for in a CDP are those that are aligned to your business and objectives.

For example, if you have a loyalty programme, you will probably be interested in having a Dynamic Scoring. If you have an eCommerce with online and offline customers, a Single Customer View with a 360-degree view of the customer, or if you work taking into account KPIs by geographic area, a Geomarketing tool.

4. Could I integrate the different apps my company uses in the CDP?

As we have mentioned previously, a key feature of CDP’s is the ability to unify your company’s data in a single platform. A Customer Data Platform enables your company to integrate every single app used in order to unify all of your data. From Social Media to CSV files, through Shopify or the CRM your company is using, a CDP allows you to integrate all of these data sources to look at and analyse all of that data on a single platform.

Is it fundamental when choosing a CDP to look at the number of integrations available? Definitely not as long as the CDP provider offers to integrate your existing applications even if they are not in their current portfolio of integrations.

5. How much does a CDP cost?

We know that price when choosing a CDP, as well as in any other platform, is crucial. There is a huge range of prices in the CDP market depending on different characteristics that define each company.

One of the most important is the need for the support of a technical team or Data Scientist. This will make the CDP more expensive, as the more complex the CDP is to use, the higher the costs of its implementation and subsequent use will be.

The price is also influenced by whether you have technical services, the amount of functionalities you hire or the use of data, among other factors. Due to all these variable factors there is no fixed price range. Our recommendation is that you contact us and discover all the possibilities through a demo or a free trial.

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 maximise 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.