Gartner defines a Customer Data Platform (CDP) as “...a marketing system that unifies a company’s customer data from marketing and other channels to enable customer modeling and optimize the timing and targeting of messages and offers.” For many marketers, this conjures use cases for outbound marketing (email, SMS, direct mail) where a CDP intelligently segments customers based on value, behavior, and attributes for 1:1 targeting of content for every marketing message.
But a CDP is so much more than a system to help with outbound marketing.
As discussed in our recent webinar, there are four primary use cases for a CDP:
- Outbound marketing, as discussed above.
- Digital advertising, where first party customer data is used to enhance acquisition and retargeting campaigns.
- Customer experience, in which enable personalized experiences on the website, in the call center, online chat, with clienteling, etc.
- Analytics, whose use cases calculate and predict key marketing metrics such as attribution, lifetime value, clusters, likelihood to buy, etc., making these available through direct query access, the CDP UI, and APIs.
For the purposes of this blog post, let’s focus in on use case #2: digital advertising. (Note: We dove into this use case in more detail in a recent webinar with our partner Criteo and our customer Clarks. Using the integration between Criteo and AgilOne, Clarks is able to increase ROAS and gain a much clearer understanding of the influence of advertising on the purchases that occur in offline and other channels. Click here to access the webinar.)
Digital advertising use cases engage customers through adtech platforms and DMPs, where first party customer data can be used to increase the return on acquisition and retargeting campaigns through smarter segmentation. Marketers can create an automated push of customer data and CDP-generated segments to advertising platforms including Facebook, Instagram, and Google. Using hashed customer IDs with all available attributes available in the CDP, marketers can feed this data to DMPs, retargeting systems such as Criteo, and onboarding systems for cookie matching.
A terrific example of the simple yet potent power of the “CDP for digital advertising” use case is ad suppression. Since a CDP unifies offline and online customer data in real-time, marketers can use a CDP to suppress customers who browsed online but purchased in the store or through another channel. This eliminates wasting digital ad spend following customers who converted offline.
Marketers can also use CDP segments for smarter display targeting, and for creating lookalike models for Google Customer Match, Facebook, and Instagram Custom Audiences. AgilOne customers have noted that lookalike campaigns on Facebook have twice the ROI when using CDP data compared to traditional Facebook campaigns using interest targets.
In another scenario, customers can be served display ads through tools like a DMP, and can be properly targeted with a combination of online browse behavior and offline purchase activity.
Success from Clarks
Clarks is an international shoe manufacturer and retailer. Founded in 1825, this iconic brand now reaches customers through its online store, partner resellers, and in physical shoe stores around the world. Understanding customers as they engage with the Clarks brand across these different channels and touchpoints has been a key factor in Clarks' continued success.
For Clarks, the AgilOne/Criteo integration helps them in three key areas:
- Identify and understand who their customers are across channels and journeys
- The integration gives Clarks a fully addressable customer, where Clarks can influence decisions across the entire buying cycle
- Correctly measure and attribute the influences to both offline and online purchases
- Clarks can now move the levers of influence to move customers forward through the buying journey
- Target advertising to the right buyers
- Clarks is conducting display strategies to drive ecommerce sales, store sales and sales across different online retail channels.
By focusing on these areas, Clarks is able to gain the maximum value from their advertising spend -- while delivering advertising experiences to their customers that are more relevant and welcome. The integration is also helping Clarks crack the difficult marketing nut of really understanding journeys that occur both online and offline. How do these customer experiences influence the path to purchase? According to Clarks, CDP intelligence is critical to fully understanding ad performance.
In a recent webinar with Kylie McCarthy, Senior Director, Digital Marketing & CRM at Clarks, and Tim Rogers, VP, Global Strategic Initiatives at Criteo, we discussed how Clarks is using AgilOne's CDP to enhance dynamic advertising through Criteo. Read the webinar notes here, or access the webinar recording here, or using the button below.