What’s more, a customer data platform can also ingest data from offline sources like spreadsheets, .CSV files, and in-store purchase records.
A note on data: First-party data is safer and more relevant to qatar mobile phone numbers database businesses than third-party data because companies know exactly where it comes from and how it’s collected. Third-party data, on the other hand, is exchanged between vendors, and it might not have been collected with consent.
2. CDPs unify data
Data comes in from many sources, not all of which are obviously linked. Your team might get some customer data from email campaigns, sales and marketing automation workflows, or your ecommerce store.
Connect your ecommerce website and email service provider (and other tools and data sources) to your CDP platform. From there, it consolidates data into unified customer profiles, each with a unique identifier. Even if a customer uses different devices or phone numbers to interact with your brand, repeat profiles are merged into one master profile when a match is found. This process is called identity resolution.
profiles using email as an identifier but the support team stores them by phone number, you have two profiles for the same customer. CDPs deduplicate profiles, making them a powerful tool for your business.
Unifying data into a single customer view results in accurate, high-quality data that helps teams perform better. Make more relevant marketing campaigns or provide more informed customer support, for example.
3. CDPs activate and sync data
Data activation is preparing data in a form that can be shared with other business tools, such as a CRM, emailing service, marketing platform, and so forth.
To make data easily shareable, your CDP creates a score, or value, for different pieces of information stored in a profile. This score might be something like a customer’s average order value, or lifetime value (LTV). Whatever the field, the result is one consistent value that can be used by all of your other business tools.
Once your customer values are scored, they are synced to your destination tools, like your CRM.
Good to know: On Brevo’s CDP platform, no-code recipes easily transform data for consistency. It doesn’t matter if a customer is from CA, California, or even Cal — it’s all reformatted into “California”.
4. CDPs analyze data
A CDP is more than just a customer database. It’s a single source of truth for understanding your customers. Teams use this data to derive valuable customer insights which help them make informed decisions.
