From the first look at your website, through to adding to cart and checkout; from new prospect to long-term, loyal customer - everyone who interacts with your brand sits somewhere in the your sales funnel and is at a unique stage in the customer lifecycle journey.
Depending on your product or service, whether B2B or B2C, and who your target audience is, this customer lifecycle will vary between organisations and, unsurprisingly, so will the messaging you use to engage, and at what point.
The goal, of course, is to move your prospective customer through the lifecycle stages to purchase. Knowing what information they need, and when, is key to success. The management of the customer lifecycle is also inextricably linked to customer experience; the journey being where a customer is, their experience being how they feel about your brand at that (and every) stage.
Why Use A CDP?
A Customer Data Platform, such as Wondaris, collects first, second, and third-party data from multiple sources, throughout the entire customer lifecycle.
The huge benefit of capturing information (particularly 1st-party data) is that it allows messaging to adjust and align precisely with where a customer is right now in terms of their intent and interaction with the brand.
Removing data silos increases an organisation’s agility to respond to new information as it arrives, delivering a better, and seemingly very personalised, customer experience.
For example, a repeat-purchase, loyal customer doesn't need (or want) to see ads introducing your product - rather, a better return on investment for that segment might be recognising their VIP status and nurturing the ongoing relationship.
Or, a customer filled their shopping cart, but didn’t check out? Let’s send a timely message in response, and see if you can entice them to convert.
Using a CDP’s capability to manage the end-to-end customer lifecycle affords other benefits such as:
The goal state for digital marketers is to have a deep understanding of their customers, know where they are in the sales funnel, be able to deliver personalised, contextual messaging at those key milestones - and adjust in real time.
By harnessing the ability of a CDP to remove the guesswork, and do the heavy lifting of capturing information gives marketers a great advantage in being able to deliver customer-centric, relevant and personalised experiences throughout the entire customer journey.
The Wondaris CDP allows you to link all of your business and marketing data sources so you can better understand what’s driving people to your brand and how you can ensure they stay loyal to you long-term. Connect with the Wondaris team today to find out more about the benefits working with a CDP partner.
Want to try Wondaris? Get in touch.
In the modern digital landscape where every organisation is competing for consumer attention, it’s increasingly important to be seen by your customers at the right time and place and deliver valuable messaging that resonates. With the degradation of third party cookies, the rise of first-party data is allowing companies to glide a magnifying glass over the digital habits of customers, website visitors and social media followers. And enabling the creation of better and more personalised customer experiences.
First-party data is a company’s closest ally in understanding their audience. Defined as proprietary information exclusively collected from the customer with consent and owned by a company, this information is entrusted solely to its intended user and derives from real interactions. Data is drawn from all touchpoints across the consumer journey from website interactions, social media scrolling, email subscription services, customer relationship management, feedback or surveys, and purchase history.
By consenting to first party data collection, customers are ultimately crafting their own unique and personalised experiences and allowing businesses to nurture and enhance the encounter through targeted advertising and messaging. Integrating information from various touchpoints allows companies to compile this data to improve target advertising precision, increase relevance, advance omnichannel connections and map the customer’s entire journey.
Customer Data Platform (CDP). will store and organise first-party data collected from both online and offline (for example, Instore POS) touchpoints to create customer profiles and in turn inform marketing and targeted advertising decisions.
By integrating first party data from all customer touchpoints businesses can establish a single view of the customer, empower more accurate analysis and attribution, map buyer journeys and enhance omni-channel personalisation at scale. Advanced CDPs will allow organisations to analyse and action that data using machine learning (ML) and artificial intelligence (AI) to provide audience segmentation, churn and lifetime value models.
The Wondaris Customer Data Platform allows data to become centralized and actionable. Our advanced CDP allows you quickly and easily to push your audiences into any activation platform that can ingest audience, behavioural or event data, and automate future pushes to ensure you are always using the most current and accurate data.
With an increasing number of destinations already available and the ability to build custom destinations, Wondaris supercharges your existing ecosystem by empowering first-party data. To supercharge your customer data get in touch with one the Wondaris team today here.
A CDP (Customer Data Platform) is a platform that unifies a company’s customer data from multiple sources including CRM, transactions and marketing sources for more targeted and engaging communication with your existing and potential customers.
To qualify as a CDP, the platform must have:
The ability to consolidate data at a personal level from different sources to create a unified view of customers, including personally identifiable information such as email, device ID’s and other demographic information.
The ability to ingest first-party customer data from multiple sources in real-time.
Customer Data Platforms need infinitely scalable storage and compute capabilities, a CDP must be able to store large amounts of data that will persist for the duration of a client lifetime with business.
CDP must feature a marketer-friendly, web-based interface that enables data collection, profile unification, segmentation and activation*.
CDPs must contain at a minimum the ability to surface, create and manage rule-based audiences. More advanced CDP platforms should include ML and AI capabilities for more advanced audience segmentation such as propensity, churn and lifetime value models
They must have the ability to schedule and send audience segments (matched to the destination required schema) into execution platforms to ensure the relevance of the Audience and the ability to execute against it.