When it comes to the type of data to use for marketing campaigns, most marketers know where to begin: demographic + firmographic insight. But in an age where consumers are inundated with countless marketing messages daily, the proof is in the (truly) personalized pudding, with leading marketers driving upwards of 40% more revenue through personalized experiences. That means looking beyond things like location, company size, and job titles within your CRM. Customer data platforms (CDPs) have emerged as powerful tools that enable marketers to harness diverse datasets and extract actionable insights. Here are three types of data that CDPs can help marketers leverage for more effective marketing campaigns:
Engagement
How customers interact with marketing campaigns and content across channels—email click-through rates, social media interactions, event attendance and responses to advertising campaigns, to name a few—can provide a plethora of insight for marketers. CDPs can capture and analyze engagement data from various marketing channels and platforms. By analyzing engagement metrics, marketers can gauge the effectiveness of their campaigns, identify trends or patterns, and optimize messaging and targeting strategies accordingly. For instance, a company running an email marketing campaign might use engagement data to segment subscribers based on their level of interaction and send follow-up messages tailored to their interests or behavior.
Transactional
Transactional data refers to information about customers’ purchase history, from details such as goods purchased, transaction amounts, and purchase frequency. CDPs can integrate transactional data from e-commerce platforms, POS systems, and other sales channels, enabling marketers to identify high-value customers, predict future buying behavior, and implement targeted cross-selling or upselling strategies. For example, a retailer might use transactional data to offer personalized product recommendations based on a customer’s past purchases or buying patterns.
Customer Feedback + Sentiment
How happy are your customers? Customer feedback and sentiment data provide insights into customers’ opinions, preferences, and satisfaction levels. This includes data from surveys, reviews, and customer service interactions. CDPs can aggregate feedback and sentiment data from multiple sources to understand customer sentiment, identify pain points, and detect emerging trends or issues. By incorporating customer feedback into their marketing campaigns, marketers can address concerns, improve customer experiences, and foster stronger relationships with their audience.
Customer Data Platforms empower marketers to leverage a wide range of data types to create more personalized, targeted, and impactful marketing campaigns. By combining demographic and firmographic data with transactional, engagement, and sentiment data, marketers can gain deeper insights into their audience, optimize their messaging and targeting strategies, and ultimately drive better results and ROI. As the marketing landscape continues to evolve, CDPs will play an increasingly critical role in helping brands stay ahead of the curve and deliver exceptional customer experiences.
To learn more about how CDPs play an increasingly critical role in helping organization stay ahead of the curve and deliver connected customer experiences, contact Coffee + Dunn today.