EBOOK
TABLE OF CONTENTS
- 3 reasons why businesses are struggling with personalization
- 什么是CDP？
- 4 standard CDP features that every CDP today should have
- 什么不是什么CDP
- CDP停止的地方
- 考虑未来：旅程编排
3 reasons why businesses are struggling with personalization
For many companies, personalization at scale is still a mystery. Why? We believe there are three main culprits to blame:
1.孤立的企业和数据存储
A lack of interdisciplinary teams plays a big role in preventing the right minds from coming together to form the links necessary for acquiring the most optimal tech and strategy for personalized data-driven marketing.
Many organizations are realizing this, and as they create project teams with people who have never had the chance to work together before (data analysts with digital marketers, content creators with marketing automation specialists), it’s becoming clear that everyone has a piece of the data puzzle, but no one seems to have the whole story put together.
Get inspired by a team who tackled this successfully >>
2.不同的数据
大多数企业已经在网上和离线与客户进行积极沟通。亚博娱乐app但是，数字的兴起带来了一个重大挑战：您如何bring your online and offline data together in one place— in an organized, comprehensive, scalable way? And then how do you make that data available to your various marketing channels? This is what Customer Data Platforms (CDPs) are designed to tackle.
This issue is an important one because a lack of data unification means a lack of a single customer view. Marketers have no way to see what’s actually happening at every phase of an omnichannel customer journey from a single overview. They can manually stitch some of that data together, but that is incredibly technical and time-consuming.
3. Confusing, oversaturated martech landscape
因此，营销人员转向Martech帮助他们解决数据统一问题。
如果您关注Martech是您工作的一部分，那么多年来，您无疑会观看Martech Technology Landscape Supergraphic的发展，从2011年的“仅” 150个平台开始，并于2020年增长到8,000。
You already know that there’s more martech out there than any one person could familiarize themselves with in a lifetime, and the sheer volume of options makes it impossible to tread through such a dense landscape. Paradox of choice, anyone?
什么是CDP？
对于许多人来说，CDP是应对我们刚刚讨论的三个挑战等的合乎逻辑方法。在最基本的情况下，CDP旨在将来自不同来源的数据拼接在一起，以提供客户的单一视图。
当然，他们做的不仅仅是这样 - 而且CDP几乎没有相同。因此，让我们仔细看看大多数CDP可以做的事情，也不能做什么。
CDP来自哪里？
CDPs started showing up around 2016, meaning that as a group, they are just leaving their infancy. In 2017, CDPs were featured in the Gartner Hype Cycle in 2017, plotted right before the “peak of inflated expectations”, and set to plateau in the next 2-5 years. Since then, CDPs have become the subject of much debate, with some parties arguing their inherent value, and others calling them out as nothing more than the latest shiny marketing toy.
The current CDP market is still cluttered and confusing, but as CDPs are gaining traction and beginning to become a standard part of many businesses’ marketing stacks and big players like Adobe and Oracle are acquiring CDPs to include in their marketing suites, the definition of what makes a CDP is beginning to solidify.
4 standard CDP features that every CDP today should have
1.Manage rich first-party data
客户数据平台都做一个非常重要的事情：它们统一第一方数据。
First-party data is the data that businesses have collected directly about their audience. It includes basics like name, phone number, address, but also behavioral data and the like. This is the most valuable data a company can possess because it came directly from the source: the customer.
CDP从在线和离线资源中收集所有第一方数据，然后将其拼接在一起，以形成客户资料，营销人员可以用来更好地了解他们的受众。
2. Connectivity with customer systems
CDPs are powerful because of their extensive connectivity options. They are built to bring data together, and in order to do so, they are able to connect with a vast range of customer systems and platforms. The ability of a CDP to extract data from one platform and unify it with the correct customer profile is precisely what makes this technology so valuable.
We suggest you share your specific ecosystem with the CDP vendors you’re considering and ask them one important question: can you connect to MY ecosystem? And with what type of connections? Are they tag-based or server-to-server? Because that will have an impact on the possibilities and what you can do with your data. For example, an s2s integration may enable you to both add and remove profiles from an audience, whereas a tag integration may only allow you to add.
确保询问潜在的CDP供应商两个关键问题：您可以连接到我的生态系统吗？
3. Flexible identity management
识别某人是跨设备和平台的人的能力对营销人员至关重要，CDP提供了这一点。随着技术的不断发展，重要的是要拥有一个数据管理解决方案，该解决方案提供的不仅仅是基于Cookie的ID管理，该管理案的风险很高，一旦删除了Cookie，就会崩溃。基于Cookie的ID管理也有可能创建盲点，因为在不存在Cookie的地方正在开发越来越多的应用程序。
The alternative is profile-based ID management. Rather than building a profile on cookies alone, CDP platforms with profile-based ID management can create profiles with any identifiers you choose.
如果您想深入研究ID管理，请查看此点播网络研讨会，如何构建a Solid Foundation for Modern Identity Management >>
4. Privacy and compliance measures
隐私法律变得更加严格，消费者越来越关注其数据的所有权。希望提供高质量的客户体验并拥抱负责任的营销需求的公司，以便与平台合作，使其成为可能（易于保护客户的数据）的平台。亚博娱乐app
This is where being the new kid on the block comes in handy. Because CDPs were created to store and organize personal data, and because they’re a new technology, they’re being designed to adhere to all of the newest and strictest privacy regulations.
什么不是什么CDP
Sometimes the most helpful way to classify something is to talk about what it isn’t. Because many CDPs evolved from other data management solutions, like DMPs and tag managers, it can be easy to confuse them. This deserves some attention because the lack of definition and nuance in the data management tech space is making it more difficult than it needs to be for marketers and CX specialists to figure out exactly which platform(s) they need to solve their particular data problems.
CDP不是DMP
“DMP协商我们心爱的程序性乱发广告tising, while the CDP – by definition – is grounded in individuals known by name, email, customer number or another personal ID. The DMP operates on massive audiences; the CDP, on a sensible number of souls.”
—Martin Kihn, Gartner for Marketers
For many marketers, DMPs the first technology that comes to mind when they think of data unification. Indeed, you could say they are in the same family, but as the quote above explains, DMPs are mainly focused on third-party data, while CDPs tackle first-party data.
CDP不是CRM
This is another area where we often see some confusion. It makes sense because Customer Relationship Management (CRM) software does have some things in common with CDPs. They both help businesses combine and store data.
CRMs, however, store a range of data from across the entire business, and were primarily designed for sales to be able to track and analyze communication with prospects and customers. CDPs, on the other hand, are more geared toward helping marketers identify and understand their audience.
许多CDP在哪里不足？
Manage 2nd and 3rd party data
First-party data is by far the most valuable data a business can harness。It’s the information that customers willingly supply about themselves, making it the most accurate and most personal information you can have.
但是第一方数据只是图片的一部分。If you really want a complete view of what’s going on with your customers throughout your customer journey — and if you want to be able to leverage that data to the fullest — you’ll need a platform that can also manage your 2nd and 3rd party data.
创建动态内容选项
Rather than transferring the information from your CDP to yet another platform so you can create personalized content based on your data, why not use a platform that can do both? Being able to personalize your messaging in real-time is crucial to offering a truly personalized experience, which is why we suggest considering customer data tools that include these kinds of features.
Relay42, for instance, is able to adjust banner and even video content in real-time based on historical data and the choices customers are making in the moment. Did someone just search for a flight to Ibiza on your travel website? When they leave to visit their favorite news website, you can inspire them with a tailor-made video with personalized prices for that person’s exact dates and destination.
还是您的一位客户只是在当地房地产网站上浏览房屋亚博娱乐app？使用Rel亚博竞彩APPay42，您可以确定这是潜在客户还是现有客户，然后根据该信息立即根据您的信息和您的报价来量身定制您的消息和报价，以及您已经拥有的任何其他数据。
管理顺序相互作用
Besides creating dynamic content options based on customer profiles, platforms taking it a step beyond the fundamental CDP offering are making it possible for businesses to map out and activate customer journeys directly in the platform. We’re not talking about cookie-cutter journeys, though; we’re talking about flexible journeys that respond to customers’ real-time behavior.
To us, this is the next logical step from building a single-customer profile: offering the tools to activate that data to better serve customers.
Journey orchestration with AI: the BHAG
Add a dash of artificial intelligence to the mix, and you’ve got a fully scalable Intelligent Journey Orchestration platform. Intelligent Journey Orchestration refers to the data-driven marketing strategy that mirrors customer behavior across all channels to deliver true one-to-one personalization in real-time throughout the entire customer journey.
In a nutshell, journey orchestration technology helps marketers take those beautiful, unified customer profiles and turn them into highly personalized customer journeys that adjust to customer choices and preferences across platforms in real-time.
Journey orchestration is an essential tool for every customer-centric, data-driven marketing organization. A tool that we believe can and should be integrated with CDP capabilities. It’s the BHAG for customer-centric organizations, and it’s where all future-forward marketing businesses are heading.
现在，投资基本的CDP将意味着通过额外的平台在道路上获得旅程编排功能，然后再次处理所有数据。但是，智能旅程编排提供了一种/和方法，使企业可以采用可扩展的，分步的方法来以数据为中心的客户营销。
考虑未来 - 旅程编排
According to Forrester, “In a survey of marketers who use enterprise Martech, 46% agreed they want to reduce the number of vendors that supply their martech.” If one of your goals is simplification, then choose the most future-forward option – the option that will take you where you want to be a few years down the road.
True personalization is the goal
如果您今天正在寻找CDP功能，那么明天您将寻找旅程编排功能。为什么不选择一个最佳的平台，以帮助您统一客户数据，然后使用它来预测客户行为并在正确的渠道上与正确的消息传递，并在您准备好时呢？
投资CDP只是迈向真正个性化的第一步。如果您想选择一项可以帮助您迈出第一步的技术，并在准备好时就在那里，则需要智能的旅程编排。
