Audience Data

Do You Need CDP?

Do You Need CDP?

Digital Marketing, Marketing Automation, Audience Data

What is CDP

CDP is abbreviation of Customer Data Platform. This is an emerging product in the digital marketing area. Along with the growth of digital citizens, more and more transctions taking place within the digital territory. Brands are learning to accumulate the digital customer paces and track the customers across different platforms. To define CDP there are 3 key features. * CDP is able to track customers across omnichannels * CDP is fully functioned to segment audiences according to the defined rules. * CDP should be able to act as the marketing brain to run workflow through the brand entire marketing architecture. As we can tell, CDP is not the traditional platform to store customer data but it acts as the brain of the full marketing chains.

Difficulty With Data

Difficulty With Data

Online Advertising, Audience Data, Digital Marketing

What does data mean for marketing

Along with the development of digital marketing, audience data becomes more critical for the campaigns. Nevertheless, how much can data help in the marketing campaigns ? No one can measure that so far like what was happening more than a century ago. Data plays a very sophisticated role in the online marketing for now, not only for marketers but also for the media providers/publishers as well.Obviously, data is not magic spell. Learning from many campaings, I found many failures were caused by mis-configured data. Moreover , marketers should not take audience targeting data as the only factor of successful campaigns. Meanwhile, publishers , in some cases may try to convince marketers to rely more on audience data that they can maximize outcome of limited amount of inventory.