While marketers and strategists understand the value of first-party data and insights, a study conducted by Boston Consulting on behalf of Google, cited above, reveals how very few professionals know how to “activate” and use it properly and profitably : While nine out of ten experts say first-party data is important to marketing activities and strategies, less than a third of them know how to integrate and use it.
The gap identified in this case is not only in the area of skills, but is often due to the cambodia mobile database inability to adopt sufficiently powerful and comprehensive technological solutions capable of collecting and normalizing data from multiple sources.
This is precisely the case with the Customer Data Platform : not just simple data collection platforms, but much more: high-performance technological solutions capable of collecting, normalizing and managing data at the level of the single customer view , but above all of “exploiting” them, that is, making them useful as a basis for profiling , segmentation , personalization , as well as predictive marketing strategies .
In general, a Customer Data Platform is a valuable ally for data-driven marketing strategies as it unites in itself both the functionalities related to the collection and standardization of data, and those related to the operability of the latter, that is to say, it allows the deployment of numerous on-site and off-site personalization activities .