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The Salesforce 2020 State of Marketing research showed that Customer Data Platforms (CDPs) were among the highest priority investments for CMOs in 2021. The research found that customer data sets the stage for empathetic marketing. Seventy-eight percent of marketers describe their customer engagement as data-driven.
Turning Big Data into Business Insights
Businesses are good at collecting data, and the Internet of Things is taking it to the next level. But, the most advanced organizations are using it to power digital transformation.
Chris O’Hara and Martin Kihn are co-authors of the book Customer Data Platforms . O’Hara is vice president of product marketing at Salesforce , and in his new book, he highlights how CDPs offer companies a way to capture, unify, activate, and analyze customer data. The promise of CDPs is to help companies deliver the “right person, right message, right time” experience.
Most of the customer data that marketers use is from transactional data. More and more marketers must improve their ability to better understand digital identities and the person’s engagement journey with a brand, before, during, and after a purchase. The median number of data sources used by marketers was eight in 2019, 10 in 2020, and 12 […]