Use CDPs with real-time capabilities to communicate meaningfully with consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 15, 2022, 7:40 AM GMT+0

Pick customer data platforms (CDPs) with robust data governance features to deliver personalised consumer experiences (CX).

Brands that want to deliver personalisation must use new data from CDPs and personalisation strategies. To deliver personalised and empathetic experiences and scale them digitally, companies must leverage an actionable enterprise-grade CDP.

CDPs can provide marketers with a deeper and more empathetic understanding of customers, which can lead to more actionable insights. Consider factors like a CDP’s ability to update and refresh profiles in real-time, whether it can use first-party data, and if it can integrate with existing tools and workflows.

Also, ensure it offers access to personally identifiable information (PII) and unknown consumer data to build holistic profiles. A selected CDP should be able to support personalised experiences across the customer journey and be scalable to meet an organisation’s demand.

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