CIO OPINION
CDP helps answer all these questions , and this is the business purpose it has and is what it helps solve beyond its technical definitions .
What does a CDP do ?
CDP serves to identify a customer , get their data in a unified way and enrich it over time . It allows you to have your email , phone , credit card , social media , and all relevant information in one place .
It is necessary to obtain consent to get this information at the moment and over time because we need to save the interactions , we have with consumers to understand what they like , their preferred channels , and other preferences . For this , it is essential to have a repository to store this information .
The key is to understand how we can use this information . For example , what is the return on investment in marketing on digital versus traditional channels ? How many consumers decide to shop on the e-commerce site and then make a purchase at the store ? How many consumers decide to buy from the e-commerce site and subsequently make an in-store purchase ? These are simple questions that are very difficult to answer these days .
CDP helps answer all these questions , and this is the business purpose it has and is what it helps solve beyond its technical definitions .
We need to store information , consent and learn over time , but it also helps us answer questions that are highly relevant to the business : which marketing channel should I invest in ? What is the return on this investment ? How do I maximize it ?
The biggest challenge is to solve the business problem , and we have to help our customers to solve this challenge . It is not just a matter of tools , but it is a matter of which tool solves the real business problem .
We start by identifying customers on the channel they choose , and when customers want us to , we ask for their consent to store their information . Then we establish strategies to identify them in the rest of the channels so that they want to continue sharing information with us and we provide a better experience . All this takes place while measuring investment and ROI .
There are many technologies out there , but the most important thing is to use them correctly and get the benefit we want . It is crucial to keep it simple and focused on the business challenge , not the technology challenge . p
46 INTELLIGENTCIO LATAM www . intelligentcio . com