First, Dataware is a Customer Data Platform - a way of enabling one product to work or communicate with other products.
Second, CDP is the only viable way we know to work effectively on growing Single Customer View (SCV).
Once a strong SCV is achieved, three key components of a modern day digital marketing – automation1, segmentation2, activation3 – can work in synergy at last. Consumers generate a lot of information every day. If the data is made easy to accumulate, manage and use - it has an immense potential for your business.
Every bit of information tells you something more about the consumer as an individual – if you have an overview of all the data you’ve collected about the individual. SCV is barely something new, it’s the CDP that enables both building and growing high resolution audience data at scale, and having a comprehensive overview, expandable down to every detail.
Change is the only constant, right? From prices to product inventory, things can change by the minute. Your target audience and their customer journey phase also don’t stay static. This means your campaigns need to be up to date. All the time, whilst saving your budget and time resources.
One of the greatest things about the CDP is the time saving. For all the aforementioned perks like Single Customer View, Segmentation and Activation, they all work synergy due to automatization within the CDP. Think of a CDP as a well-oiled machine that works like clockwork.
It pulls in all the data automatically and simultaneously while analyzing and matching the data with AI capabilities to save time for everyone that has to work with data or sales or marketing within your company.
It’s a symphony when automation works. Everything interacts: CDP – a central nerve system constantly delivers information to you, the decision maker, so you have both instant overview and in-depth insights at your fingertips, thus you can make fast and well-informed decisions for both strategic and tactical campaigns planning and activation.
The overall aim of segmentation is to identify high yield segments – those segments that are likely to be the most profitable or that have growth potential – so that these can be selected for special attention
For segmentation to be effective, Single Customer View needs to be basis of the data structure. It gives all departments valuable information to improve their performance. Executives, for example, have more accurate data to make decisions, marketers to deliver more profitable campaigns at a niche perspective and at scale, and customer support specialists to solve issues faster.