CDPs and MAPs are two key technologies that businesses are using to deliver seamless CX. CDPs help businesses collect, store, and analyse customer data, while MAPs help businesses automate and personalise their marketing efforts.
At Purple Square, we believe that Customer Data Platforms (CDPs) and Marketing Automation Platforms (MAPs) are the 2 principal applied sciences that companies ought to be utilizing to ship seamless buyer expertise (CX).
CDPs, similar to Tealium, mParticle, and Twilio Phase, assist companies gather, retailer, and analyse buyer transactional and behavioural information from numerous sources, whereas MAPs, similar to HCL Unica, Acoustic, Adobe Marketing campaign, Salesforce Advertising Cloud, and Pega Buyer Determination Hub, assist companies automate and personalise their advertising and marketing efforts.
When used correctly, these applied sciences can be utilized to ship a extremely personalised and fascinating CX throughout a number of channels and touchpoints.
What do CDPs do?
CDPs are designed to gather and retailer buyer information from organisational customer-facing sources, similar to web sites, analytics, social media, and point-of-sale methods. This information is then made obtainable to different methods, similar to MAPs or CRM methods, by means of APIs.
CDPs may also be used to analyse buyer information and establish patterns and developments, which can be utilized to tell advertising and marketing choices. For instance, companies can use CDPs to establish their most precious clients and goal their advertising and marketing efforts accordingly.
What do MAPs do?
MAPs, alternatively, are designed to automate and personalise advertising and marketing actions. They can be utilized to create and execute focused advertising and marketing campaigns throughout a number of channels, similar to electronic mail, social media, and SMS.
MAPs may also be used to trace the success of selling campaigns and make changes in real-time to optimise outcomes. For instance, companies can use MAPs to create personalised electronic mail campaigns primarily based on buyer information from CDPs, similar to buy historical past and searching behaviour, while additionally making certain comparable messaging is pushed by means of to name centres and digital channels.
Pulling Them Collectively
In isolation, each MAPs and CDPs supply very highly effective capabilities. Nonetheless it’s when there’s a coordinated technique and they’re used collectively, that CDPs and MAPs ship a extremely individualised and fascinating CX.
By gathering and analysing buyer information from numerous sources in [near-]real-time, companies can achieve a extra full understanding of their clients and use this data of their advertising and marketing efforts. For instance, companies can use buyer information from CDPs to create product suggestions and focused advertising and marketing campaigns, at a time that may generate essentially the most engagement and response charges.
Moreover, by automating and personalising advertising and marketing efforts, companies cannot solely attain many extra clients but in addition enhance the effectiveness of their advertising and marketing campaigns. For instance, companies can use MAPs to create personalised electronic mail/net campaigns for various segments of their buyer base, similar to their most precious clients or those that have deserted their procuring carts.
It’s Extra Than Simply Sending Communications
Integrating the CDP with response and communications historical past, saved throughout the MAP, permits companies to trace the success of their advertising and marketing campaigns in actual time and make changes accordingly.
Companies can use MAPs to trace the success of their electronic mail campaigns and use this information to tell their subsequent advertising and marketing marketing campaign, while the CDP tracks and analyses buyer behaviour and responses. This permits companies to constantly enhance the effectiveness of their advertising and marketing efforts.
While we have now at all times mentioned the nirvana of seamless omnichannel advertising and marketing orchestration, it has by no means actually been that straightforward to ship; with totally different channels and touchpoints requiring advanced integrations and sometimes bespoke point-to-point improvement.
With the mixing of CDPs and MAPs, companies can create a seamless expertise throughout a number of channels and touchpoints. Companies can use CDPs to trace buyer behaviour on their web site and use this information to tell their electronic mail campaigns. This permits companies to create a cohesive and constant expertise for his or her clients.
CDPs and MAPs are two key applied sciences that companies are utilizing to ship seamless CX. CDPs assist companies gather, retailer, and analyse buyer information, whereas MAPs assist companies automate and personalise their advertising and marketing efforts.
Collectively, these applied sciences can be utilized to ship a extremely personalised and fascinating CX throughout a number of channels and touchpoints. Companies that may successfully leverage these applied sciences will have the ability to create a greater omnichannel buyer expertise, in the end delivering elevated income and profitability.
