CDP and actionable data

CDP & Actionable Data

In the world of the engagement marketing, CDP and actionable data are two extremely important and deeply related topics.

While the heart of a Customer Data Platform is data, having huge amounts of unstructured data collected on separate systems makes them unusable.

Intercepting, collecting, organizing and managing data means adding value to it. A CDP solution allows you to:

  • Integrate data from different sources – online and offline – and available on different contact channels – SMS, email, push notifications… up to the store.
  • Structure data in single customer view.
  • Process the data to enrich the information available for each single contact.
  • Make the profile thus obtained and updated available again to anyone who needs it, at any company level and wherever they are.

The Contactlab Marketing Cloud offers CDP functionalities able of providing actionable data, i.e. making them immediately usable for engagement marketing activities.

What do we mean with actionable data?

We’ve tried to summarize the main features that must have data to be actionable in the engagement marketing world.

  • Structured: organized in a clear and understandable way.
  • Available in real-time: ready to be used, that’s why we say immediate actionable data.
  • Accessible: data easily available at any time.
  • Multidevice: reachable from any device, even mobile.
  • Interoperable: automatically integrated with third party applications and exported into lists or files.
  • Quality: deduplicated, complete, always updated and managed in accordance with the GDPR.

Contactlab Marketing Cloud offers just that. It creates unique profiles and makes available data that, managed in this way, gives brands a decisive value for their marketing initiatives. Integration into enriched profiles allows you to obtain the history of each contact in a single point: past, present and even future – thanks to predictive algorithms. Above all, information that can be used immediately:

  • Automatically.
  • In real time.
  • Within the platform itself or shareable with external systems thanks to the wide availability of APIs that amplify its functions and uses.

Why are actionable data important?

For example, but not only:

  • For further processing: having updated and complete data available exactly when they are needed gives brands the opportunity to choose data processing tools and to discover new information that is apparently not visible. These are KPIs, statistics but above all predictive analysis that enrich the profiles of anticipations, inserting contacts into behavioral clusters and exponentially increasing their value.
  • For example, to activate new initiatives within predefined customer journeys, such as reactions to behaviors or the occurrence of events recorded in the profile and selected as a condition to trigger activities. Automations designed to follow the contact throughout the life cycle and during the entire relationship with the brand. But maybe even simply during punctual campaigns, individual initiatives or service communications.
  • To take decisions. If brands can access contacts data, they can count on information about habits, preferences and actions, and this allows brands to customize the relationship by segmenting and addressing audiences with correct messages. In addition, having usable ready-to-use data allows you to carry out micro-analysis, detailing the results of your marketing activities and using what emerges to plan future initiatives. Not to speak of the precious opportunity to use actionable data in order to take business decisions, that can go from the management of the warehouse, to the choice to completely change strategy of product with consequences on where to address the investments.

Immediate benefits deriving from the actionable data

  • Reduction of data management time.
  • Reduction of the management costs of communication activities.
  • Timeliness in engagement marketing campaigns.
  • Creation of real-time marketing strategies.
  • Personalization of the Customer Experience.
  • Loyalty and optimization of business results.

Concluding

In the era of Big Data, it is not a question of having the most data. Rather, the real success is achieved by brands that manage to make this data a competitive advantage, to use it to improve the relationship with their customers. They are the ones who transform the endless streams of scattered and uneven raw data into usable resources and useful insights to improve their business.

Contact us and together we will see how to give this opportunity to your brand now!

 

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Discover the CDP series!

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A new award for the Contactlab CDP

After Gartner and the CDP Institute, Quadrant Solutions recognises Contactlab as a leading technology partner for Customer Data Platform projects.

Thanks to the Marketing Cloud, Contactlab appears in the SPARK Matrix™: B2C Customer Data Platforms (CDP), 2020.

Quadrant Solutions identifies some key features a platform must have to be a CDP:

  • Creation of unique 360° profiles for every single contact thanks to the integration of data collected from different touchpoints both online and offline, such as website, loyalty programs, subscriptions, ecommerce and stores.
  • Ability to build advanced segments based on all available information and to plan campaigns.
  • Further processing of collected data for the calculation of statistics and predictive information – RFM, CLV, email engagement, etc – useful for profile enrichment.
  • Immediate availability of profiles for punctual initiatives both within the platform and through external systems and used for various activities: marketing, customer service, etc.

In addition, thanks to the adoption of the Marketing Cloud, Quadrant Solutions considers a great benefit to have an engineered CDP – which means conceived and designed right from the start – with marketing automation and multi-channel campaign delivery tools: email, SMS and more.

So, if you are looking for a platform that can help you create increasingly targeted and effective customer engagement strategies, designed for each individual contact and be able to measure the results, contact us and our experts will have the answers you are looking for.

 

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Discover the CDP series!

CDP series 1 Data Collection CDP Series CDP series 3 CDP series 4 CDP series 5 CDP series 6
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Send engine 20201006 Release

From October 6th, 2020 a new version of Send is available.
The release is planned from 11.00 am to noon CEST.

The new versions include some minor bug fixes that enhance the application.

 

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Send FSP v.1.0.4.75 Release

From October 6th, 2020 a new version of Send is available.
The release is planned from 10.00 am to 11.00 am CEST.

The new versions include some minor bug fixes that enhance the application.

 

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Send engine 20201002 Release

From October 5th, 2020 a new version of Send is available.
The release is planned from 10.30 am to 11.30 am CEST.

The new versions include some minor bug fixes that enhance the application.

 

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Flow release API v.2.24.0-14

From October 2nd, 2020, a new Flow version is available.
The release is planned between noon and 12:30 pm CEST.

The new versions include some minor bug fixes that enhance the application.

 

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Send SOAP-API v.2.24.4 Release

From September 28th, 2020 a new version of Send is available.
The release is planned from 10.30 am to 11.30 am CEST.

The new versions include some minor bug fixes that enhance the application.

 

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Send Email Designer Release v.1.1.0-351

From September 28th, 2020 a new version of Send is available.
The release is planned from 2.30 pm to 3.30 pm CEST.

The new versions include some minor bug fixes that enhance the application.

 

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Send v.6.12.0 Release

From Septembre, 23rd 2020, a new version of Send is available.
The release is planned from 10.30 am to 11:30 CEST.

The new versions include some minor bug fixes that enhance the application.

 

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Your products: from the catalog to your emails automatically! – Send Pagebuilder Release v.1.9.0

We haven’t stopped our activity during the Summer and a new Pagebuilder feature is now available for boosting your emails. Contactlab’s email editor is enhanced to help you produce sophisticated and engaging communication, elevating it to higher levels thanks to the support of our creatives!

What can you do with this release?

You can choose to populate the fields of your email with data about your products – name, short description, price, etc.. – in a fully automatic way.

 

How it works

In the list of modules visible on the left of the workspace and present in the template that you gradually enrich and update with information to build your email, you will find a space dedicated to products. Step 1
 

 

Clicking on the module, it opens a window in which you can select the product code of your interest. You also have the possibility, in addition to the product, to choose the language in which you want the text to appear. Stepp 2
 

 

Confirming it, all the data related to that product, automatically appear in your email exactly in the position you have chosen in advance with the contribution of our experts. Step 3

What does it means?

From now on you can create emails with a higher level of content customization and fully automatically. Reduce time and optimize operations.

Choose texts, images, CTAs, layouts and allow your products to move from the catalog to the emails in a snap of a finger!

Call us now. The new feature is already available but it must be activated by our team of experts on the specific email template you wish to work on.

 

 

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