I like to call “synergy” a combination of elements in which the resulting whole is far greater than the sum of the parts. The union between applied intelligence and customer data platforms (known by their acronym, CDP) is an unbeatable example of this.

CDPs are software tools that collect customer data from different sources (from online transactions to interactions with apps or the website, from email or chat communications to interventions in external spaces). , like social networks), unify them and, from there, provide a 360º vision of each person. The long-awaited one-to-one marketing feature.

Thus, a historical problem is solved: information silos. Many times, the marketing, sales, customer service, operations and purchasing areas do not share data and do not coordinate customer-facing actions because they use different sources that are not integrated with each other. One is powered by CRM, the other by analytical tools and a third by email interactions or virtual assistants. The CDP model proposes a new paradigm.

One vision, many opportunities

All the data collected, seen together, constitutes a fundamental source of knowledge to grow the business: the number of business questions that a CDP is able to answer is limited only by the imagination of those responsible for the area. Some examples: number, duration and frequency of interactions of a person with a brand: those moments of truth (touchpoints), type of products purchased, geographical distribution of customers, sales of products by location, number of returns per customer and per region , type of product that suffers the most returns, purchase propensity by time, purchase propensity by location of the products in a physical store, time it takes a customer to decide a purchase in a channel on-line… Attempting an exhaustive list is truly impossible.

The benefits offered by a CDP are exponentially enhanced when combined with applied intelligence (AI) and machine learning (ML). Because from the development of models supported by these technologies, you can no longer only evaluate what happened with a certain client, but even predict situations and behaviors, which will allow a company, for example, to arrive with the right promotion in the appropriate time, propose instances of cross selling and upselling with the greatest possible precision, deliver experiences according to the habits of each user, create and distribute highly personalized content or even anticipate - and satisfy - customer needs. This is valid and actionable for all collaborators who work directly or indirectly with the client.

 The beginning of the challenge

A strategy that combines CDP and AI includes an additional challenge that must be considered from the very conception of the project: data security and privacy. The client seeks and enjoys these new experiences as long as he can trust that his data will always be protected and that it will not be used for any purpose that he has not previously authorized.

Another point to keep in mind is that it is not an initiative that has a beginning and an end, but rather a dynamic tool that is constantly updated, that incorporates new sources of information all the time and that must evolve and improve continuously. to continue delivering competitive advantages.

 This is how synergy works: the CDP gives us a unified vision of the client and AI adds the necessary layer so that we can make each one of them be and feel unique, which, in turn, will make them better prepared to share their data with us. and activate a true virtuous circle.

Manuel Allegue – November 11, 2022