Do you really know whether your company should install a customer data platform?

Customer Data Platforms (CDPs) are taking the marketing world by storm – the Customer Data Platform Institute projects that marketers will spend $1.3 billion on them in 2020.

But the important question for your company is whether you would really benefit from having one?

So, what do CDPs really do? At a very high level they:
– ingest all available sources of online and offline customer data and build a deduplicated single customer view
– provide the capability to profile and segment customers
– enable personalised and consistent communications to take place across all channels by connecting your marketing technology
– support you in visualising customer performance

We have devised a simple 10-point questionnaire to help you understand whether your company could benefit from a CDP. It won’t be telling you whether should definitely should have one, as you will need a business case for that, but it will tell you whether CDPs are worth investigating.

QUESTIONNAIRE

If you want to start to find out more about what a CDP could do for your company then please order our free e-book CLICK


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.


Why are we now reselling Fresh Relevance’s personalisation capabilities

Why are we now reselling Fresh Relevance’s personalisation capabilities alongside UniFida’s customer data platform?

One of the key uses of a customer data platform is to ensure that decisions made about how and what to communicate with each individual customer across any channel are based on one consistent single customer view.

UniFida’s customer data platform provides the single customer view, combining both online and offline data, and we have partnered with Fresh Relevance to use this for website and email personalisation.

So, what does this mean in practice?

Let us provide some quite simplistic examples (we are sure that you will be capable of creating some much better ones):

One of your dormant customers, Mr Smith, is browsing your website and we recognise him from his cookie ID, or because he provides an email address; Fresh Relevance has already been provided by UniFida with detailed information about Mr Smith’s past purchases, and can use that to remind him that he often prefers category ABC. And it does this in combination with a valuable offer should he decide to reactivate himself after not ordering for so many months.

Another customer Mrs Cook has filled her basket on several occasions but never gone as far as making a purchase on line. UniFida knows that Mrs Cook is in reality a good customer who normally orders by phone. The website, powered by Fresh Relevance, then offers Mrs Cook the opportunity to chat to an agent, and to turn her basket into an order having discussed her potential purchase with one of your agents, who understands when chatting to her what she has liked to purchase in the past.

In a third case you decide to reward previously loyal customers who have not so far ordered this season. UniFida knows how much Mr Jones usually spends at this time of year, so Fresh Relevance can personalise an email that gives Mr Jones a discount based on his previous season’s spend. In this way the loyalty bonus is only offered to customers who have not ordered, and not wasted on those who have done already.

In reality there are thousands of different ways in which an experience personalisation tool like Fresh Relevance can work with a customer data platform like UniFida. The only limitation could be your fertile imagination’s capacity to come up with much smarter ideas.

What we like to do is to put these tools in your hands, so that you can experiment and find out what really works best for your customers. One thing we do know is that personalisation, when truly relevant to an individual customer, works wonders for your sales.

If you would like to talk more about personalisation and how to implement it for your business, please get in touch!

 


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.


Will there be a consumer demand avalanche when the lockdown is ended?

It’s most likely that there will be a massive surge in many areas of the economy. So now is the golden moment for companies to prepare for this.

We know first-hand that many companies are putting infrastructure development projects on hold at present, when logic suggests that they should be doing the opposite.  Therefore  when the bounce-back happens they are fully capable of taking advantage of it.
Often the reason for delay is cash flow, as this is also a time of unprecedented financial stress for many companies.

So if you are thinking about getting your technology for marketing upgraded, we can make an offer that could help substantially.

If your interest is in getting hold of a fully serviced cloud-based customer data platform (CDP) at a moderate price, then we can offer you a substantial license holiday of at least three months if you can place an order in April or May. The free period will continue until the lockdown is over so it could be extended.

A CDP is capable of supporting BtoC marketing in many different areas including:

– customer message personalisation that is based on a complete view of online and offline customer activity
– multi touch order attribution that tells you how in combination all your online and offline channels are performing
– customer value and customer retention dashboards so that you can confidently calculate how much you can afford to spend on recruitment
– dormant customer reactivation based on propensity models that tell you who is most likely to respond
– one click campaign results reporting to give you up to date news on how your different contact strategies are actually performing
– automated outbound campaigns responding to online and offline triggers

We can also help you with making a decision about whether or not to invest by helping you build the business case for a CDP at no charge, even if you do not proceed to purchase one from us when the work is done.

The last two business cases we developed for B to C companies showed a return on UniFida technology of between four and eight times the cost.

Please do take a look at how our clients have benefited by using UniFida, and also email us with a time that would work for you for an initial call to see how we could help.

 


UniFida logo

UniFida is the trading name of Marketing Planning Services Ltd, a London based technology and data science company set up in 2014. Our overall aim is to help organisations build more customer value at less marketing cost.

Our technology focus has been to develop UniFida. Our data science business comes both from existing users of UniFida, and from clients looking to us to solve their more complex data related marketing questions.

Marketing is changing at an explosive speed, and our ambition is to help our clients stay empowered and ahead in this challenging environment.