10 reasons to opt for a CDP

The customer knowledge and data are the driving force behind customer marketing and are now undeniably part of your daily life as a marketer, but are you really exploiting their full potential?

Splio has launched Splio CDP so that you can finally take ownership of all your customer data and exploit all its richness to turn it into a real growth driver.

Splio Customer Data Platform is a SaaS platform that allows marketers to reconcile, unify and synchronize customer data from all touch points, to activate and analyze clean and reliable data , to optimize marketing performance and ROI.

There are more and more CDPs on the Martech market and the choice of marketers today must undoubtedly turn to a complete, accessible platform that processes data from A to Z and transforms it into intelligence.

Here are 10 reasons to integrate a CDP such as Splio CDP into your CRM to conduct Data-Driven marketing strategies without further delay:

1. Your data sources are increasing in number

Your sources are multiplying (PoS, e-commerce, CRM, customer reviews, web...) and your customer data are becoming more and more numerous at the same time.

By being connected to your entire ecosystem, a CDP will allow you to centralize all your customer data in a single master database.

2. Your data has different formats

Because they come from different sources, and sometimes from different forms, your data does not all have the same format. For example, your phone numbers may be in national (06) or international (+33) format.

A CDP will allow you to normalise your data, using normalisation rules, making it easier to activate.

3. Your customer data exists in duplicate

Coming from different sources, your data exists in duplicate in your different tools. For example, you could have a contact record with the same phone number for a contact in your PoS and in your CRM, but not have the same email address in both records.

Using multi-key deduplication rules, a CDP will allow you to reconcile all of a contact's data within a single master record.

4. Your data is underused

Your data is raw and unreadable, and therefore difficult to use. When you do manage to do this, it is often as a result of numerous cross-references in Excel files, which takes a lot of time for little reliability.

A CDP will allow you to assign a master ID that will serve as a reference for your entire information system and thus better exploit the wealth of your customer data.

5. You want to refine your segmentations to ultra-personalise your messages

To optimise activation, you want to work on your segmentations according to the different types of customer to address them in all their uniqueness. For example, pay special attention to your best customers when they check out or ask questions to your support service.

A CDP will allow you to easily cross-reference your data to enrich it with calculated fields and advanced scores (customer LVT, RFM segmentation, etc.).

6. You want to activate your contacts with consistent data across all your activation tools

Today, your tools do not gather all the same data. Therefore, when you activate your contacts, the personalisation is biased because the information on a contact is not identical.

Serving as a master base for all tools, a CDP will allow you to address your customers with reliable and identical data on all your activation tools.

7. You want to create reliable reports

Creating reports allows you to analyse your data and KPIs in order to make the right decisions. However, when your data is not consolidated or in the same format, your reports lose reliability.

A CDP consolidates and cleanses your data. Connected to your BI tool, it allows you to create reliable reports and to adapt your marketing engagement and loyalty strategies according to your analyses.

8. You want to maximise your acquisition costs

When you run acquisition campaigns on Facebook or Google, you are casting a wide net and your new leads are not always relevant.

With the advanced segmentations of a CDP you could use the "similar audience" option and target prospects similar to your best customers.

9. You want to gain in agility, no longer totally dependent on your technical teams

When it comes to data your IT and technical departments are often involved, the back and forth can be time consuming and you lose efficiency.

Some CDPs like ours are designed for business teams and allow you to take back control of your data without going through your IT department.

10. You want to build your growth on a sustainable basis

Data is essential in building your growth. However, as the number of contacts in your database increases, so does your data.

It is therefore important to build a base on which all your data sources can be plugged and added to over time. Splio CDP centralises all data from wherever it comes from and will be the healthy and solid foundation for your growth.

A Customer Data Platform is therefore an essential tool for any marketer wishing to make data the engine of growth. Splio CDP allows all marketers to unify and exploit all customer data to grow and prepare the scale. Contact us for more information!