{"id":1032,"date":"2019-12-05T18:07:22","date_gmt":"2019-12-05T18:07:22","guid":{"rendered":"https:\/\/solutionsreview.com\/marketing-automation\/?p=1032"},"modified":"2019-12-06T16:23:25","modified_gmt":"2019-12-06T16:23:25","slug":"customer-data-platforms-are-the-foundation-for-successful-marketing-and-ad-campaigns","status":"publish","type":"post","link":"https:\/\/solutionsreview.com\/marketing-automation\/customer-data-platforms-are-the-foundation-for-successful-marketing-and-ad-campaigns\/","title":{"rendered":"Customer Data Platforms Are the Foundation for Successful Marketing and Ad Campaigns"},"content":{"rendered":"

\"Customer<\/p>\n

Submitted by Omer Artun, Founder & CEO, AgilOne<\/a>, for the MarTech Insight Jam<\/em><\/p>\n

Direct-to-Consumer (DTC) brands have become very sophisticated when it comes to digital marketing, partly out of necessity to compete with the Amazons of the world, but also due in large part to the vast array of technologies available to help them succeed. Consumer expectations for highly relevant and engaging experiences with brands also play an important role in forcing marketers to step up their digital marketing game.<\/p>\n

The only way to deliver highly personalized customer experiences online is through the collection, unification, and activation of customer journey data. As the management of huge stores of customer data moved into the cloud, and as ownership of customer data initiatives have moved from IT to the marketing and business teams, the use of machine learning in the marketing technology ecosystem is now able to power DTC marketing campaigns like never before. Marketers are finally able to execute personalized email, direct mail and ad campaigns with the experiences that customers now demand.<\/p>\n

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And thanks to technologies such as customer data platforms (CDPs), which help marketers to analyze and make sense of customer data, as well as tap into it for consumer engagement, DTC brand marketers are more effective and can spend their time developing highly targeted campaigns, while managing their budgets more efficiently.<\/p>\n

While there has been a lot of chatter about CDPs, not everyone is familiar with the role these solutions play in the marketing technology universe. According to the Customer Data Platform Institute<\/a>, a CDP is \u201ca marketer-managed system that creates a persistent, unified customer database that is accessible to other systems.\u201d In other words, a CDP cleanses, dedupes, enriches and unifies data, creating a single view of the consumer and giving marketers the most accurate and complete way to understand their customers, campaigns, and KPIs.<\/p>\n

Marketers can use CDPs to boost the effectiveness and targeting of a variety of digital advertising and customer engagement campaigns including:<\/p>\n