Driving Personalization, the Right Way with the Sitecore CDP
Having complete visibility of the entire customer journey is quite essential to deliver meaningful experiences. And CDPs with game changing capabilities prove to be a failsafe tool for brands in every industry to deliver those exceptional customer experiences
Did you know?
50% marketers believe that their inability in establishing deep connections with customers based on their needs is one of the critical factors that impact their content strategy success. - Content Marketing Institute Survey
The Sitecore CDP is a real-time Customer Data Platform that comprises enterprise-class marketing tools to equip marketers with unified data to drive experience commerce. That means marketers can plan and execute marketing campaigns quickly that truly resonate with the target audience.
The CDPs persistent, unified customer database provides a 360-degree view of each customer by capturing data from different systems, aggregating information related to the specific customer, and storing the data to stay updated with customer behavior over time. This way, CDPs deliver data inventories to help brands unlock huge value.
Related Read: How CDPs Will Drive Growth for Luxury Retails Brands.
What’s more exciting- Sitecore and Boxever Unification
As a leading digital experience platform (DXP), Sitecore has acquired Boxever in 2021 to empower brands with technologies & tools to deliver unprecedented personalization at scale. Including all the capabilities of a CDP, the Boxever CDP offers advanced customer segmentation with a comprehensive view of the entire customer journey to enable real-time decisioning. The advanced CDP ingests and activates behavioral data from front-end channels like web, mobile, email, app, & contact center.
This behavioral data when combined with enterprise customer data unlocks intelligence and drives targeting, segmentation and tailored message selection & management to marketing, commerce, and customer experience tech stack.
Key Features of the Sitecore CDP
Today, brands are leveraging the power of CDP to capture, aggregate, and activate data. Right from marketing to sales and eCommerce divisions, organizations across different departments are using CDP-powered analytics and reporting tools to capture insights on the outcomes of the activities.
Along with core data management capabilities, let’s explore what other advanced features Sitecore CDP entails to enrich digital experiences.
CDP Data Management: Data Collection, Profile Unification, Segmentation
One of the core features of a CDP is to collect data from a variety of sources, online and offline, in real-time in limitless volume. Data collected by a CDP includes topline information about a customer like preferred channel, days most active, personal contact, and spend details. Besides, the data includes types of sessions across digital mediums, loyalty data, past service data, etc.
Sitecore CDP breaks down the data silos and organizes the data in terms of profile unification and segmentation. The profile unification feature holds the ability to consolidate profiles for every customer on the basis of previous purchases, browsing history and transactional data. Using Personal Identifiable Information (PII), CDP connects specific attributes to specific identities to bring visibility around the channels. This means recognizing every customer in every moment- cleaning data and connecting devices to that single individual.
Segmentation lets marketers explore audiences across the captured customer data. Within the CDP, each segment contains a group of customers that share similar attributes & behaviors. They can be used for real-time targeting on various digital platforms and power up marketing campaigns.
Smart CDP: Decisioning, Predictive Analytics & Experimentation
The smart feature of Sitecore CDP handles decision-making. It allows brands to leverage the collected data to predict, test and optimize every customer engagement on different digital mediums. It then suggests the best customer talks to, the best content to engage with, the best channel to interact with customers, and the best time to connect. Marketers can target specific audience segments to provide relevant offers, for example, displaying or suggesting new or similar kinds of products to customers who have previously purchased a product from a specific brand. By using predictive analytics features, active decisioning and real-time experimentation, a CDP allows marketing teams to create data-driven customer interactions at every medium.
Hub: Activation or Orchestration of Data
The Smart Hub CDP then orchestrates these customer interactions across every digital medium, allowing the right message to reach the right audience at the right time. The main purpose of the Hub feature is to decide how to use the data and intelligence ingested by the various platforms to delight customers with meaningful interactions, no matter what device, platform, and channel they are using.
For example, a leading American art gallery, leveraged the power of Sitecore to expand their homegrown database to further enable Sales and Marketing efforts. With CDP in place, the gallery has transformed by expanding their core asset of content to deliver digital rich experience to its online customers.
Extracting Value from Data to Orchestrate Digital Experiences
According to a Salesforce survey, the number of data sources used by marketers has increased to 50%. So, this is obvious that brands are increasingly harnessing the value from data to deliver digital experiences that matter.
Sitecore Consultants like Icreon, implement Smart Hub CDP to centralize all the data organization-wide and ensure that all relevant data is processed towards the marketing activities. Marketers can keep track of customer behavior, past spending, conversions over time and activate insights from the customer database, CRM, and other data sources. They can eliminate data silos and segment audiences across all this data and drive marketing campaigns to fuel up personalization at every touchpoint.
Want to learn more about Sitecore CDP and how it can orchestrate your digital experiences across every customer touchpoint? Consult with Icreon, a Sitecore Platinum Partner, to transform your brand experiences to the next level.