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How to Make the Most of your CDP Digitally

Lisa Siemaszko, Director of CRM & Email Marketing, Clark International Limited
Lisa Siemaszko, Director of CRM & Email Marketing, Clark International Limited

Lisa Siemaszko, Director of CRM & Email Marketing, Clark International Limited

Lisa Siemaszko is an experienced director of Customer Relationship Management with a demonstrated history of working in the retail industry. Siemaszko is skilled in analytics, integrated marketing, retail, market research, and direct marketing. She is a strong marketing professional with a Master's degree focused on Elementary Education and Teaching from Lesley University.

Do you ever feel like you want to do more with your CDP but you don’t know where to start?

Having a Customer Data Platform (CDP) unlocks a world of knowledge about your customers and opens the doors for creating endless 1 to 1 customer experiences. This can be overwhelming. Many marketers start with a list of targeted email campaigns such as VIP, second purchase, or lapsed before getting into more targeted segmentation. This seems like the most logical place to begin but often prevents us from going after other simple opportunities that can be realized by partnering with digital. If you allow yourself to take a step back and think through the ways you can use the customer data across partners, it will likely lead to more impactful results. Here are some things you can do to get started.

Optimize your digital channels

Share your segmented email lists with your digital team to use in display and social. If you’re lucky enough to have a CDP that offers out of the box segmentation or any predictive intelligence such as the likelihood to buy, pass this onto your digital channels as well. Targeting your existing customers where they spend the most time always leads to higher conversion. While you’re at it, identify lookalike prospects to expand your reach.

Get full credit for your digital efforts

Knowing the time between first and second purchases may reveal your attribution window needs to be longer than the standard 30-days. If it was longer, wouldn’t it be great to get credit for it? Also, be sure to share your offline data with third parties to reveal the impact of display and social on in-store transactions. Including this will improve your ROI enabling additional spend in these channels.

Deliver an Omni-Channel experience

Ideally, the marketer uses customer data to deliver coordinated customer experiences for the brand and not channels within the brand. For example, a DM campaign is most successful when supported with email and social campaigns that give the same message agnostic of the channel.

Integrate and automate

Integrate as much of your customer data with your MarTech stack as possible. It may take some time for the machine learning to kick in, but if you are able to automate campaigns against the customer data already updating within your ESP and personalization engine you will be able to achieve the 1 to 1 customer experiences you desire with ease. Showing a lapsing customer an offer for a specific product they have bought in the past when they arrive on your site or open your email will always win over a generic product message.

The fastest way to get more out of your CDP is to share data with your digital partners who can quickly turn insights into action. A really good CDP will have integrations that allow you to send your data anywhere you like. Embrace the opportunities in front of you and don’t be afraid to think outside the box when it comes to putting your data to good use. You will be surprised at how quickly you will able to improve performance.

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