I made it through day three of the Gartner Digital Marketing Conference. And call me biased, but my favorite session of the entire event was “Demystifying Customer Data Platforms,” presented by Gartner’s Christi Eubanks.
Whenever a session kicks off with the line, “A CRM, a DMP, and a CDP walk into a bar…” you know it’s going to be good.
Eubanks spent much of the session providing a history lesson on why CDPs came to be, defining a CDP, and explaining how a CDP is different from other marketing and advertising technology. But that’s not what interested me most about her presentation. However, if those topics interest you, I recommend you check out our What Is a CDP? And What Isn’t a CDP? ebook.
What interested me most were her recommendations to marketers about how to get started. Specifically, she walked through some concepts that every marketer should become familiar with before they start down the path of adopting a CDP.
Learn How to Talk About Data Granularity
Data granularity is essential to liberating your first-party customer data. And CDPs support the highest degree of granularity, which is individual-level data.
The contrast to individual-level data is aggregate-level data, which is commonly used in analytics solutions like Google Analytics or Adobe Analytics. Without individual-level data, you cannot achieve a true person-level view of the customer. And without a person-level view, you cannot create personalized experiences.
Learn How to Talk About All Data Types
One of my favorite quotes from Eubank’s presentation was when she said, “Companies that have figured out how to combine behavioral data with identity data are winning.”
This is exactly what CDPs enable marketers to do. They combine all the descriptive attributes of an individual with the behavioral attributes, and then combine all of them into a unified profile. All of this descriptive and behavioral data is collected across all your data sources, both online and offline.
Learn How to Talk About Data Ownership
CDPs primarily deal in first-party data, as opposed to third-party data. The difference between the two is first-party data is collected by your organization directly from the individuals that interact with your brand, whereas third-party data is collected by another organization outside of your own who sells it to you.
It’s important for you to know what first-party data you have and the sources in which it exists so you can connect that data to your CDP and bring it into a single view.
Learn How to Talk About the Customer Profile
Each individual that interacts with your brand has a combination of attributes that can be collected in a persistent, person-level profile in a CDP. These attributes, or profile properties, can be made up of both descriptive attributes and behaviors.
The descriptive attributes, such as identifiable information like name and location, along with the individual’s preferences, likely don’t change often. But the behaviors they exhibit are constantly changing as they interact with your brand. This is why it’s important to capture these behaviors in real-time as the individual moves from one segment to the next. Learn more about which behaviors every marketer should be paying attention to in real-time.