Customer Data Platforms (CDP) for companies
With a CDP, you can reach your customers at the right time, at the right place, with the right message – thanks to fully orchestrated data and a 360° view of your users.
If you want to be prepared for tomorrow’s business world today, your approach must be data-centric. If you don’t consolidate your data, you’re not using its full potential. At the moment, marketing is often based on incomplete or redundant data which, in the worst case, means users are approached with conflicting messages.
But it doesn’t have to be this way: diva-e can take your data to the next level with a Customer Data Platform. Orchestrate your decentralised data and generate comprehensive user profiles. The CDP integrates seamlessly with your existing IT infrastructure and, after implementation, provides you with a 360° view of your user base. Combined with your marketing tools, you can deliver personalised, relevant and more effective messaging – for the perfect user experience. Is a CDP right for you? And if so, which one? Find out in a free Discovery Workshop!
An avalanche of challenges: Customer-focused marketing with relevant content in real time
Two-thirds of companies are dissatisfied with the management of their customer data.
The reasons for this are, on the one hand, internal structures – isolated data storage in different systems (silos), a proliferation of processes, point-to-point "stand-alone” MarTech solutions as well as inadequate coordination between departments – which prevent relevant customer messaging.
On the other hand, the complexity and volume of customer engagement is increasing exponentially, which results in an exploding number of touchpoints and end-devices as well as active switching between the latter (“a cross-channel cross-device customer journey”).
And, as if these developments were not already challenging enough, consumers' expectations for an intuitive, seamless and, above all, digital customer experience have increased dramatically. Of course, always with relevant content and consistent advertising messages at any given stage in the buying decision or customer lifecycle process.
Because a consistent customer experience with appropriate recommendations and personalised messaging across all channels is a must for today’s consumer.
Choosing the right Customer Data Platform
No CDP is the same, and they can not only be categorised according to features but also vendor, versions and focus. In general, when it comes to functionality, we look at the three D’s : Data – Decision – Delivery. But what does this really mean for you?
CDP Provider: PurePlay vs Enterprise
PurePlay CDPs from vendors such as Exponea or Tealium are very open and flexible; they are perfect for company-specific special solutions and highly diversified system architectures featuring, among others, marketing, tracking, analytical applications from various vendors.
Enterprise CDPs from companies such as Adobe, Microsoft or SAP offer complete software universes compared to PurePlay vendors. It is considerably easier to switch on the Customer Data Platform of the respective provider if you are already use several modules of their software solutions, ensuring quick and uncomplicated “Plug & Play”.
We work with a wide range of leading vendors and can therefore advise you impartially to find to the right solution for you. The first step to success is a vendor-agnostic analysis phase in which we record your current framework conditions, use cases and objectives and evaluate a further course of action.
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The analysis phase in detail
In the analysis phase, we focus on three areas:
IT architecture & existing use cases
New use cases & requirements
Solution evaluation & vendor selection
In recent years, we have continuously optimised this process and have successfully applied it to many projects.