One of the core values of CDP's customer data platform is to build a panoramic portrait of the customer. After unifying the customer identity, each customer has a unique ID and global attributes, and by splicing the customer's data in different channels, you can clearly and completely see the file and behavior trajectory of each customer, so as to understand the current stage and characteristics of the customer, and help business or operation personnel to follow up in a timely manner with more targeted strategies to create a better service experience for customers.
So what information can we see through the panoramic portrait of the customer provided by CDP?In general, after selecting the target customer, we can see the customer's channel ID map, basic attributes, online and offline behavior data timeline, personal label information, behavior statistics in different time periods, etc., which can be summarized into the following 6 points:
Base attributes
That is, the customer's attribute data, customer description information collected from various channels, such as gender, location, occupation, age, family situation, home ownership, vehicle ownership, etc.
Personal labels
To display all the tags that the customer has been tagged, CDP provides a portrait of the tags directly related to the enterprise's business, such as transaction intent, customer unit value, which product is preferred, what type of coupon is preferred, whether the consumption frequency is high or low, etc.
Belong to a group
After accurately dividing customers into groups according to conditions, each customer segment has the distinctive characteristics of the corresponding group, such as members with high spending power, a target group for an activity, etc., and business or operation personnel can view which segments the customer belongs to to further gain insight into customer needs.
ID system
The ID system of the current user can be displayed in the form of graph relationship, and the customer's ** channel and each ID information can be understood, such as whether there are multiple mobile phone numbers and whether multiple WeChat contact points are associated, so as to provide more contact methods and marketing strategies.
Sequence of behaviors
By displaying the key behavior data of customers in different time periods and different channels through the timeline, you can depict a complete user interaction trajectory and behavior statistics, such as whether you have made an appointment or consultation recently, what products you have purchased recently, and which page you have viewed online.
Behavioral statistics
It can count the active frequency of customers in different time periods, and select key behaviors for statistical viewing, such as how many times they have entered the store offline, the number of coupons received per day, whether there are complaint records, etc., and these comprehensive behavior statistics are also the key to determining marketing strategies.
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