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|Note – This article has been contributed by the team at mParticle with insights from Joey Colvin.
Marketers worldwide have realized the benefits of a combined Customer Data Platform (CDP) + Customer Engagement Platform (CEP) solution. By leveraging these tools in tandem, brands can manage customer data from different data sources, perform customer analytics using machine learning, and ensure that connected data sources reap the benefits of the integration.
In this article, we’ll dive deep into how brands can make the most out of a CDP alongside MoEngage and the different steps involved.
MoEngage seamlessly integrates with the leading CDP providers, including mParticle. All of our native integrations with CDPs support bi-directional data flows, allowing brands to enrich customer data with campaign data and vice versa.
You can discover more CDP partners here.
Below are the following steps you can take to unlock value from customer data and leverage it to drive better engagement, retention, loyalty, and lifetime value:
A CDP simplifies data infrastructure by collecting customer data from various sources and unifying it to a 360-degree customer view, supporting better analytics and customer engagement.
CDP merges historical purchases and preference data with real-time behavioral data, creating unique, comprehensive customer profiles. These 360-degree customer profiles are forwarded to MoEngage in real time—no development work required.
Once that data has been forwarded to MoEngage, you can use it to create cohorts of customers based on the Recency, Frequency, and Monetary value of their transactions. Brands can further enrich the customer profiles with this information, identify customers with high purchase intent, and send them targeted communication.
For example, an omnichannel grocery chain can aggregate purchase data across POS, E-commerce, and Apps and pass it to MoEngage, where marketers can leverage the automated predictive segments from MoEngage to build effective campaign strategies. They can personalize offers based on the segment – for example, potential loyalist customers get offers based on the number of visits in a month, and champions get offers based on basket size.
The bi-directional integration with CDPs helps brands to –
While there are many use cases you can accomplish using CDPs and CEPs, here are a few common ones –
Summarizing this, CDPs provide a real-time customer data foundation, including campaigns a customer reacted to, recent browsing and purchase history (with details like average margin or returns quota), and complex attributes that are important for the specific business model of a brand.
CEPs provide the activation layer on top of that for the channels that a brand owns. By using both together, marketers can build more intelligent campaigns more quickly, be way more granular in their targeting, and orchestrate owned channels with their performance marketing.
As we navigate the ever-evolving world of customer data, leveraging a customer engagement stack that includes a CDP and a CEP is not just a choice but a necessity for businesses aiming to thrive in the digital era.