Collecting consumer data is critical for sales, digital marketing, and customer engagement. But storing this data in multiple systems and databases can be a challenge for organizations like yours. Say marketers keep some customer data in Salesforce. Some data in another CRM. Some data in an ERP or DMP. How can they track customer insights with fragmented data in multiple locations? The answer: A customer data platform (CDP).
A customer data platform (CDP) is software that enables a centralized customer database for marketing. These programs aggregate data from multiple systems (Salesforce, CRMs, DMPs, etc.) so users have a single source of truth for customer data. CDPs enable marketers to generate deep data insights about customers that aren’t possible with platforms like CRMs. That’s because developers created these programs exclusively for marketers, not customer service agents. CDPs don’t replace other software but consolidate data to create a unified database of siloed data stored in other platforms. The result? Marketers can generate business intelligence about customers across all touchpoints and create a single data profile for each consumer. Read more: Why Content Marketing Matters for Businesses of All Sizes
CDPs streamline many marketing tasks such as lead generation, segmentation, outreach, and campaign management. That’s because marketers have access to all customer touchpoints in one system instead of relying on siloed data stored in multiple platforms. Here are some benefits of these systems:
Not all CDPs are equal. For the most successful outcomes, organizations need a customized system that aligns with their marketing objectives. This way, marketers have the bespoke CDP features they require to prospect, generate leads, and move customers through their marketing pipelines. A custom customer data platform (CDP) from Aezion allows marketers to carry out day-to-day tasks without worrying about siloed data. Learn more.
Marketers need a single source of truth for customer data that helps them make smarter decisions in real-time. That’s why a customer data platform proves valuable for these professionals. Incorporating a custom-built CDP into your organization will consolidate customer data from multiple sources so marketers can generate deeper data insights that improve sales, engagement, and business growth.
Want to learn more about how a customer data platform (CDP) can benefit your marketing objectives? Contact Aezion now to discuss your customer data platform strategy.
This is article 2 of a 4-part series on Customer Data Management. You can view the related articles at the links below — or simply click to download our comprehensive Operational Guide to Customer Data Management and Integration White Paper:
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