Data Driven Marketing: The Core Features Your CDP Must Have
The most successful marketing campaigns are based on data from a Marketing Customer Data Platform (CDP) and the insights it provides. Pacesetter marketers know the importance of understanding the buyer’s journey and using these insights to create data-driven strategies that drive the best results. The key to data-driven marketing is gathering comprehensive customer data from multiple first-party channels and supplementing that with accurate third-party data.
Using a full-featured marketing Customer Data Platform to drive your marketing and reporting means:
- Achieving quantifiable and measurable outcomes.
- Executing campaigns with precision targeting of specific audiences.
- Maximizing the effectiveness and efficiency of marketing costs.
What Core Features Do You Look for in a Customer Data Platform?
A Marketing Customer Data Platform (CDP) is a powerful tool for businesses to collect, manage, analyze, and utilize customer data throughout the buyer’s journey to provide effective marketing. Here are some core features that a marketing CDP should ideally have:
1. Visitor Tracking and Data Integration
Integrated data provides a holistic view of the customer journey. Marketers can understand customer behavior across various channels, enabling them to create targeted and personalized campaigns. This leads to more effective and relevant marketing strategies
ActiveDEMAND integrates data from multiple sources, including:
- Anonymous visitor tracking
- Reveal – Identity Resolution service
- First-party data collection via web forms, social media, ads, and email engagement
- Content marketing tracking and automation
- Appointment scheduling and automation
- Call tracking, phone call, and SMS/MMS automation
- Integrated Google Analytics, ad platform, and search data
- Revenue data via native integrations with many major CRM platforms
2. Single Customer View and Data Integrity
A single customer view allows marketers to understand customer preferences, behaviors, and interactions across various channels. This enhances personalization, as marketers can tailor their messages and offers based on the individual’s history, improving customer engagement and satisfaction.
ActiveDEMAND provides data services to build and maintain accurate contact profiles and automation to act on that information.
- Complete contact history timeline activity tracking from First Touch through Last Touch to Won Deal.
- A single, centralized profile built on consolidated data across different touchpoints.
- Qualify – Data Enrichment services to supplement first-party data with contact demographic data and organization business data.
- Hygiene – Contact Data Validation for email and phone numbers
- Workflow-based and Hygiene schedule features to maintain database freshness and accuracy.
3. Audience Segmentation and Dynamic Personalization
Marketers can create highly targeted and relevant campaigns by segmenting audiences based on demographics, preferences, and behaviors. This ensures that marketing messages are tailored to specific customer segments, improving the effectiveness of campaigns and increasing the likelihood of conversion.
ActiveDEMAND enables the segmentation of customer data based on various attributes and behaviors, and the automation features that power your marketing.
- Real-time dynamic personalization for websites, landing pages, emails, and more
- Dynamic list building, custom query segments and audience targeting
- Data-driven lead scoring, filtering, and qualification
- Accurate attribution, conversion tracking, and reporting
4. Real-time Data Processing and Attribution
Real-time data allows marketers to respond quickly to changes in customer behavior. This agility is crucial for delivering timely and relevant content, offers, and messages. It also enables the automation of personalized marketing campaigns based on the most recent customer interactions.
ActiveDEMAND tracks all prospects and customer activity and engagement in real-time data ensuring that contact profiles are updated as new data becomes available.
- Automated lead processing workflows
- Responsive marketing campaigns, content marketing automation, and drip campaigns
- Real-time two-way communication with CRM systems.
5. Data Privacy and Compliance
In an era of increasing concern about data privacy, using a CDP helps marketers adhere to regulations like GDPR or CCPA. This builds trust with customers, as they know their data is handled securely. Compliance with privacy laws also mitigates the risk of legal issues and reputational damage.
ActiveDEMAND is fully compliant with many marketing and regulatory guidelines including:
- CCPA (US), GDPR (EU), CASL (Canada)
- HIPPA and SOE Compliance
- Full support for opt-in/out, unsubscribe, forget me requests
Do you need a Marketing Customer Data Platform?
A Marketing Customer Data Platform, like ActiveDEMAND streamlines and optimizes digital marketing efforts by providing a unified, real-time, and privacy-compliant view of customer data. This empowers marketers to create more personalized and effective campaigns, ultimately improving customer engagement and satisfaction.
The results are:
- A smarter segmentation process and advanced personalization capabilities allow marketers to provide more targeted personalization, targeting, and account-based focus.
- The ability to harness your marketing data to inform targeted list-based advertising campaigns on paid media channels
- A full life cycle view of each prospect from first touch through to won deal based on an accurate data mix of website, behavioral, social, sales CRM, and transactional data.
Get Started with ActiveDEMAND
Want to see what the ActiveDEMAND Marketing Customer Data Platform can do for you?
Sign up for your 14-day free trial and try it out for yourself.
Or if you’re curious to see how it all works, why not sign up for a demo? Let ActiveDEMAND show you the full potential of your marketing efforts.
