How do marketers connect the dots between channels and devices to engage customers holistically? Diverse marketing technologies, fragmented data and the inability to take action pose stiff challenges to marketers who want to engage customers across every touch point.
Related Digital enables global brands to transform their digital business by fueling diverse marketing technology investments with first-party customer data and profiles. Our patented customer data platform (CDP), anchored by the industry’s leading enterprise tag management system, powers mission-critical use cases spanning real time omni-channel personalization, mobile experience optimization, improved ad effectiveness, 360-degree customer insight and more.
A CDP delivers a single source of truth about customers to guide marketing actions and generate revenue. The CDP collects and integrates data from digital channels, as well as offline systems, such as CRM, call center and point-of-sale activity. In doing so, it becomes a force multiplier with data to optimize key marketing applications and platforms, including personalization, attribution, analytics, advertising technology, and more.
The CDP harvests and integrates data across the customer journey, it creates the foundation for true omni-channel marketing encompassing digital channels and devices, as well as traditional customer touch points such as TV advertising, call-center activity and in-store engagement. Data then becomes the foundation for customer profiles, stitched together to support marketing actions at the level of the user or individual shopper.
Marketers and advertisers need to track customers as they click through digital channels, visit stores, make calls to call centers and otherwise engage brands. There is no substitute for the ability to make decisions – and ultimately drive action – to engage with customers across this ecosystem in real time, particularly as the number of touch points in this journey expands with proximity marketing and the Internet of Things (IoT).