Types of Customer Data Your CDP Should Process & How It Can Scale Your Marketing

Types of Customer Data Your CDP Should Process & How It Can Scale Your Marketing


In today's digital age, understanding your customer has transcended beyond knowing just their name and email. A comprehensive Customer Data Platform (CDP) now serves as the heartbeat of many successful marketing strategies. But what types of customer data should your CDP process? And how can it catalyze your marketing efforts to new heights?

1. Demographic Data

The most basic yet foundational, demographic data provides insights into who your customers are. This includes:

Name: Personalizing communications starts here.

Email: A direct line for digital communications.

Phone Number: For businesses that rely on direct calls.

Location: Essential for geo-targeted campaigns.

By understanding the demographics, businesses can craft targeted messages, offers, and products tailored to specific audience segments.

2. Firmographic Data

Especially crucial for B2B businesses, firmographic data delves into the profiles of organizations:

Industry: Understand the sectors your clients operate in.

Job Title: Know the decision-makers.

Company: Identify key accounts or high-value clients.

Industry: Tailor content based on industry trends.

Firmographic insights allow for account-based marketing strategies and offer clarity on business clients' pain points and needs.

3. Behavioral Data

Peeling back the layers, behavioral data provides a deeper dive into what customers do:

Purchasing Habits: Are they impulse buyers or do they research extensively?

Browsing Habits: Which products or services catch their interest?

Brand Interactions: How do they engage with your brand on various platforms?

Device Preference: Do they primarily browse via mobile or desktop?

Such insights enable businesses to craft dynamic user experiences and adapt marketing strategies to customer behaviors.

4. Event-based Data

Event-based data is time-stamped information related to specific actions:

Page Views: Which content captures attention?

Conversions: Understand the touchpoints that lead to a sale or sign-up.

Add to carts: A sign of deeper interest in your product/service.

Newsletter Signups: Gauge the effectiveness of content marketing efforts.

Event data can help optimize customer journeys, ensuring every touchpoint is effectively guiding them towards conversion.

5. Transactional Data

This dives into the commercial interactions customers have with the brand:

Purchasing History: What are they buying and when?

Preferred Payment Method: Offering multiple payment options can improve conversions.

Products Purchased: Insightful for upselling or cross-selling.

Purchased with Promotion: Was a discount code or promotion pivotal in their purchase?

Analyzing transactional data can fine-tune pricing strategies, promotional campaigns, and inventory management.

Scaling Your Marketing with a Robust CDP

An effective CDP, armed with the data types mentioned above, becomes an unparalleled tool for marketers. Here's how:

Personalization: Tailored experiences lead to increased engagement and conversions.

Targeted Campaigns: Direct resources to campaigns that resonate with specific audience segments.

Predictive Analysis: Anticipate future customer behaviors and trends.

Improved ROI: Direct marketing spend where it matters most.

Enhanced Customer Loyalty: By understanding and catering to their needs, you foster brand loyalty.

While many CDPs offer varied capabilities, ReBid, the Advertisers CDP, stands out. Designed to maximize advertising outcomes, ReBid doesn't just focus on retention but also on new customer acquisition. Its advanced modules, from visualizations to AI-driven segmentation, enable businesses to understand and activate first-party data in the era where third-party cookies are phasing out. What truly sets it apart is its capability to ingest all these types of data, ensuring advertisers have a 360-degree view of their customers including enriched insights on the customer Ad journeys.

In conclusion, as the digital landscape continually evolves, the need for a holistic understanding of customers becomes paramount. A robust CDP that processes a spectrum of data types isn't just a nice-to-have; it's a marketing imperative.





H. Jerome Wang

Digital | Healthcare | MarTech | Agile

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