Customer Data Activation
ContextCentralization, management, unification, interactions, customers
A customer data platform (CDA) is a technology that centralizes and manages customer data from various sources and touch points, such as website visits, purchases, mobile apps and social media interactions, into a unified customer profile. Key features of CDA:
- Customer data integration of marketing systems, sales, products, CRMs, web, apps, email marketing, commerce, IoT and more.
- Unique user IDUnify user data under a single ID, including products purchased, pages visited, ads clicked, among others, to solve duplicate profiles by combining them into a single profile.
- SegmentationAnalyzes user data through a rule-based model or leverages the artificial intelligence (AI) and machine learning (ML) to find key segments based on common attributes.
- Reportdashboards: allows you to create customized dashboards that provide key information on customer profiles, targets and segments, trip maps, etc.
- Customer Data Analytics: uses machine learning recommendations, affinity and predictive scoring to analyze customer data and provide a better view of the customer journey across all channels, uncovering trends and correlations to help improve the experience.
- Data activationprovides real-time profile data to marketing systems to deliver personalized and targeted experiences across channels and devices.
CDA vs CRM vs DMP What is the difference between these technologies?
- CRM: is a sales tool for managing interactions with prospects and customers. Marketing activity can be integrated through connectors. CRM technology.
- DMP: enhances advertising with anonymized data, while CDA builds rich customer profiles using enterprise-wide data. Advertising Technology.
- CDP: is a unified customer database that collects data from multiple systems to build rich profiles, improving customer experiences across all channels. Marketing Technology.
The challengeUsers: increasingly demanding, omnichannel and looking for hyper-personalized real-time experiences
Companies face a great challenge in the Customer Era in which we live: to connect, activate and build loyalty with an increasingly demanding, omnichannel user, in search of experiences. hyperpersonalized in real time. The main barriers that companies encounter are: lack of a technological stack adapted to these new customer needs, no data activation strategy and a cookiless world, among others.
At NATEEVO, we help you leverage customer data strategically to drive effective business decisions and actions. In this way, we can develop more precise marketing campaigns, design products and services that meet specific customer needs, and optimize your operations to improve customer retention and loyalty.
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A GLOBAL SOLUTIONSolution #Digitalfullness
From NATEEVO we take care of the implementation of the CDA in your technological stack, creating a data activation strategy, executing and operating it, combining our extensive expertise in data, intelligence and technology.
How do we see a CDP project?
- Technological consolidation and data availability.
- Orchestration, personalization and data activation.
- Data collection and ingestion: Data sources and integrations for real-time or batch data.
- Unification of profiles and use cases: Unification of profiles for business growth: Identity resolution / Identity management.
- Audience management and segmentation: Audience management to centralize data and activate them in channels.
- Marketing activation: Data activation in own and paid channels: campaigns, personalization, advertising.
- Measurement: Measure to improve. Impact on the income statement (P&L).
MarTechMarTech architecture for customer activation
Component architecture MarTech is varied and complex. We conceptualize a generic functional architecture and then adapt it to the business problems and technological guidelines of each company.
NATEEVO MARKETING TOOLS:
- Customization and experimentation platform.
- Marketing activation and orchestration platform.
- Customer data platform: segments and audiences.
- Generative artificial intelligence platform.
- Marketing intelligence platform.
Integrations with:
- Salesforce Marketing Cloud
- Adobe Marketing Cloud
- Google Marketing Cloud
ServicesAt NATEEVO we work with different tools and manufacturers:
WebinarFrom technology to customer vision:
In this webinar we solve the main doubts before the implementation of a CDP and we tell you how to define the customer vision strategy.
We invite you to schedule a personalized session and we can tell you more about the use cases that we have already developed and that are being a success.
