As the need to collect and manage data has become ever more essential for businesses, customer data platforms, or CDPs, are finding ways to provide a more comprehensive view of customer behaviour to achieve more targeted marketing campaigns. By understanding the latest trends in CDPs, you can utilise them to maximise the benefits for your business.
Use of AI
AI is being used on CDPs for automation purposes and to enable more sophisticated data analysis. Working in real time, it can analyse customer behaviour patterns and make predictions to optimise marketing campaigns. As well as benefiting the business, it can make marketing a better experience for consumers, as AI predicts the right time to send emails and makes content more personalised.
Real-time data processing
Real-time data processing is revolutionising the way businesses can respond to customers’ actions, as they can act as things happen. It is also possible to see in real time how well a marketing campaign is performing, allowing for changes to be made while it is still running rather than only identifying problems when it is over. Data analysis, although essential, is something that many businesses find difficult. If you do not have in-house data analysis experts, consider using a data analysis company, such as shepper.com.
Focus on data protection
Businesses, investors and the general public alike are becoming increasingly aware of the need to protect their data. This means that CDPs are increasing their focus on data protection, with advanced features such as anonymisation, encryption, and protocols for secure data transfer. As well as making sure these meet the data protection regulations, it also improves customer trust and peace of mind.
Multichannel capabilities
Customers today do not just use one channel for their consumer activities. Instead, they will use many, such as websites, apps, social media, and in-person shopping. If CDPs have multichannel capabilities, they can provide a more seamless customer experience. With a multichannel capability, a CDP can track a customer’s browsing, social media interactions, and purchase history, to provide a thorough understanding of their preferences and behaviours.
