A Marketer's Guide to Customer Data Platforms
Smarter digital relationships need powerful data: meet CDP.
If you’re a marketer, you’ve probably felt your creative powers being squeezed by shrinking budgets, tighter privacy regulations, and the promised extinction of cookies. Today, you need hyper-relevant insights from accessible, usable data to capture customers and prospects’ attention. Customer data platforms (CDPs) are here to help you find and act on data that was once hidden.
- Run deeper analysis to create smarter campaigns
- Build a data powerhouse to outlast third-party cookies
- Equip wider business units with marketing data
- Choose the right CDP for your team
- Comply with tightening regulations
- What CDPs are and why they matter to marketers
- Why CDPs are the natural next step for marketing in a post-cookie world
- How to decide what CDP functionality is crucial for your business
- Tactics for deciding where CDP fits into your tech stack
Chapter 1
Introducing Customer Data Platforms
- What customer data platform is
- Customer data platforms in marketing
- Key features of customer data platforms
Chapter 2
Enjoying the Benefits of Customer Data Platforms
- The role of customer data platforms in marketing
- Benefits of customer data platforms to marketers
Chapter 3
Choosing the Right Customer Data Platform for Your Organisation
- Factors to consider when choosing a CDP
- Best practices for integrating a CDP with existing technology
Chapter 4
Collecting, Integrating, and Managing Your Deluge of Data
- Understanding technical data aspects of customer data
- Seeing howintegrationscanbring your data to life
Chapter 5
Knowing Your Audience: Customer Profiles and Segmentation
- Understanding the challenges of identity management
- Using deterministic and probabilistic methods for identity resolution
- Learning about grouping customers into segments
- Analyzing segments with respect to a variety of business dimensions
Chapter 6
Conducting Personalised Marketing Orchestration
- Understanding the need for marketing orchestration strategies
- Building customer segments
- Looking at testing,message delivery, and response analysis
- Analysing campaign to improve orchestration
Chapter 7
Delving into Analytics with Customer Data Platforms
- Understanding the analytic capabilities of customer data platforms
- Using customer data for price optimization
- Improving customer
retention and reducing churn - Visualising customer data
Chapter 8
Ten Privacy, Security, and Compliance Considerations
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