At what stage does an enterprise need to build a CDP?How to build?
Starting from this problem, this article introduces the business scenarios, construction contents, and construction ideas of CDP, and shares in detail how enterprises can improve operational efficiency based on CDP through industry cases.
1. CDP business scenarios
Typically, a CDP is thought of as an all-in-one data platform built for marketing teams, a database of all customer information. Based on CDP, enterprises can achieve active and passive marketing reach for the whole life cycle of customers, complete data activation, and give full play to the value of data in marketing automation scenarios.
Referring to the growth hacker AARRR model, common business scenarios for CDPs include user conversion, user churn, and value enhancement of existing users.
In the scenario of lapsed user recall, enterprises can follow the steps of "determining marketing objectives, selecting marketing customer groups, analyzing the characteristics of lost customer groups, formulating marketing strategies, executing marketing strategies, and evaluating marketing effects" to achieve user operations. Among them, defining the churned customer group is the key to the initial link. The following figure shows the operation practice of a car machine company inviting customers to return to the factory for repair and maintenance
In the scenario of value mining of existing customers, the commonly used operation path of enterprises can be summarized as "circle selection, push, target setting, and effect evaluation".
Second, the content of CDP construction
The core functions of CDP mainly include the following:
1. Data integration
With the diversification of enterprise and user contact points, Sensors CDP has established a new visual data access framework for enterprises for complex data access scenarios.
First of all, it has the ability to collect multiple data sources, which can meet the multi-source, secure, and real-time data collection needs of enterprises on the basis of compliance.
Secondly, for the access of external data, Sensors CDP has preset a variety of data access channels, which can quickly complete external data access, storage, analysis, and visualization of data. It is worth emphasizing that the preset channel integrates the private domain data access of the third-party business database, Excel and other data files, the third-party e-commerce channel, and the WeChat ecosystem. At the same time, by supporting APIs and plug-ins, Sensors CDP can seamlessly integrate with customers' existing business systems to maximize the use of data resources and optimize business processes.
Finally, Sensors CDP can help enterprises organize and correlate data logically, and comprehensively ensure unified insight and analysis of the enterprise's global data through ID-mapping (One-ID).
2. User portraits
A good CDP platform can help enterprise business personnel define user tag portraits independently, without relying on the data team to wait for scheduling. Sensors CDP adapts to the scenario-based labeling system of 30+ industry needs, and can help enterprises build 360-degree single-user panoramic portraits and user group portraits according to the personalized needs of enterprises in user portrait scenarios, so as to achieve data-driven business value improvement.
3. Segmentation and audience calculation
The key to CDP applications is data activation, and segmentation and audience calculation are important capabilities that CDP must have to help enterprises mine the value of data from data sources and improve operational efficiency.
4. Data services
From the perspective of Sensor's product architecture, CDP's data openness capabilities are mainly reflected in data subscription, audience query, and tag query.
Among them, for audience queries, CDP can help enterprises complete the sales conversion of high-intent customers, the one-to-one operation of VIP customers, the investigation of abnormal risk customers, and the exploration of typical customers in the CRM system, and help enterprises realize real-time viewing of customer tags and behavior sequences, real-time insight of customer intentions, and provide customers with accurate services in customer service scenarios.
5. Data insights
CDP provides enterprises with visualized and configurable data analysis capabilities, which can open data capabilities to business personnel, and comprehensively improve the efficiency of data collection to application.
3. CDP construction ideas
The construction idea of CDP usually includes self-construction and outsourcing, which is a comprehensive consideration of different types of enterprises at different stages of development based on their business development and investment.
If enterprises choose to build their own CDP, they face challenges such as multi-data source integration, data security and privacy, data storage and computing costs, data infrastructure investment, construction cycle and effect feedback. Enterprises that introduce third-party CDPs often make decisions based on the vendor's product maturity, industry practices, data security, ROI, iteration and maintenance of product requirements, and so on.
After years of practical testing, Sensors CDP's product capabilities have been recognized many timesThe industry influence and market share fully prove the strength of the enterprise and products!
According to the IDC MarketScape: China Customer Data Platform Software 2023 Business Assessment (DOC CHC50498823, December 2023) report, Sensors Data entered the 2023 China Customer Data Platform (CDP) Leader category.
According to IDC's "China Customer Data Platform Vendor Share, 2022" (DOC CHC50366123, April 2023) report, Sensors CDP ranks first in market share with a clear advantage.
At present, in addition to directly importing data into the Sensors system, enterprises can also directly map the existing Iceberg tables to Sensors products through Sensors CDP for use, without the need to import data, realize zerocopy of data, and maintain a single source of truth as much as possible.
Sensors CDP is suitable for enterprises that need to undergo digital transformation and growth, especially in industries such as finance, brand retail, and Internet, and we strongly recommend that enterprises consider including Sensors CDP as a core component of their digital strategy.
Fourth, CDP practice cases
Case 1: CDP construction practice of a real estate company
Building a CDP that can support full-link data operations is the core requirement of a real estate company's cooperation with Sensors Data. In view of this, based on the actual business needs of the real estate company, Sensors Data has implemented CDP construction from the three major scenarios of customer management, member center, labeling and automated operation, focusing on the four major business objectives (precipitation of customer data assets, improvement of member operation capabilities, improvement of customer group analysis and insight capabilities, and support of business operations), helping the real estate enterprise fully realize data value mining and providing a solid and reliable foundation for the digital operation of the enterprise.
Through this partnership, Sensors CDP capabilities have once again been recognized in complex large-scale group projects.
Case 2: The implementation of a CDP project of an automobile company
In the process of helping an automotive company build a CDP, Sensors Data focused on the ultimate goal of the automaker, that is, data-driven marketing value enhancement, sorted out in detail the key operation scenarios at different stages of the user's life cycle, and clarified the core data indicators to give full play to the value of data.
As one of the core platform-level products of Sensors Data, Sensors CDP integrates the four core capabilities of data integration, modeling, processing, and service to provide enterprises with one-stop, highly unified and flexible data processing and application solutionsReal-time, self-serve, and open APIsThree core features help enterprises improve their insight into customer data and conduct digital customer management more efficiently.