Data-Driven Customer Data Platforms (CDP) Help Brands Automate Marketing

Contents

Breaking down data silos: personalized marketing with a CDP
Cathay United Bank breaks down data silos and boosts marketing performance with a CDP
A real-world case: a maternity and baby retail brand
Seamless MarTech integration: CDP leads brands into a data-driven era

“One of the main challenges companies face in data-driven marketing is data silos. There are countless MarTech tools on the market, and when each department rolls out its own new system, the gaps between systems often become a bottleneck for the business,” says Steven Wu, co-founder of ESi Technology. As digital transformation sweeps the world, companies increasingly value their data, yet they still face many challenges in integrating and using it.

Founded in 2006, ESi focuses on data-driven, integrated digital marketing solutions. It helps companies understand their members’ characteristics and behavior so they can get the most from their marketing and keep revenue growing.

Breaking down data silos: personalized marketing with a CDP

“Many small and mid-sized businesses buy point solutions. These solve some problems, but they can’t fully close the gaps in data. That is exactly what a customer data platform (CDP) does well,” Wu says. The strength of a CDP is that it integrates all relevant data at once, avoiding duplication and gaps and making data far more useful.

A CDP may look similar to a CRM (customer relationship management) system, but they are different. Wu notes that ESi has extensive implementation experience, and in interviews with companies about their needs, it has seen that many companies hold large amounts of customer data, yet mining it is so cumbersome that marketers struggle to use it.

Wu compares implementing a CDP to building a dedicated CRM for marketers: it creates a separate database that makes exploring and using data faster and more precise, greatly improving marketing efficiency. Both large enterprises and SMBs can quickly adopt a SaaS CDP platform, and ESi can also customize the system to each company’s needs, integrating data across channels to speed up internal processes and improve external marketing results.

Steven Wu of ESi Technology

Cathay United Bank breaks down data silos and boosts marketing performance with a CDP

Li-Hsun Chen, Assistant Vice President at Cathay United Bank, which has worked with ESi for many years, explains that the financial industry collects user data through many channels, such as the banking app, ATMs, the website and the contact center. But this data sits in separate systems that are hard to integrate, so marketers spend a great deal of time mining data and building audience lists to target customers. Now, with ESi’s CDP solution, the bank can integrate customers’ cross-channel data into a 360-degree customer profile, laying the groundwork for a personalized financial experience. Marketers can also view data visually in the back office and build their own audience lists with drag-and-drop clicks, then use the CDP’s marketing automation tools to keep remarketing to customers wherever they drop off, greatly speeding up marketers’ work. CDPs don’t just help in finance; they can also drive significant sales growth in e-commerce.

A real-world case: a maternity and baby retail brand

Wu cites a maternity and baby brand client. The brand’s member list covered more than half of the mothers of babies born in Taiwan each year, but because the list was simply stored in the POS and on the website, each used separately and never integrated, the brand couldn’t tell what stage of pregnancy or nursing each mother was in. Its messages couldn’t be personalized, block rates rose, and messages went to mothers who were already past that stage, wasting messaging budget.

After implementing a CDP, the brand says it now understands each member’s pregnancy and nursing cycle and uses marketing automation to recommend content and products suited to the mother and baby that week. With the CDP’s audience lists and dashboards, it understands members’ purchasing attributes and preferences, runs precise marketing strategies and wastes fewer messages.

This greatly reduced the work of pulling lists by hand, and audience lists show who has bought a given product. Remarketing to members who haven’t bought, sending regular repurchase reminders, and offering discount codes to those who registered but never purchased all help the brand know its members better and grow revenue.

Within a year, the number of members who made a purchase grew 34%, total online and offline revenue grew 64%, the repeat purchase rate rose 10%, and average order value increased significantly. “By integrating and applying data through the CDP, the brand sorts customers from casual to highly engaged. This not only optimized its marketing funnel but also patched the holes in its net, capturing the casual contacts it used to lose!”

Seamless MarTech integration: CDP leads brands into a data-driven era

“Marketing automation is the core mission of a CDP,” Wu says. A CDP not only gives brands a solid data foundation but also plays an important strategic role in MarTech. By integrating data, a CDP gives marketing strategy a complete view. Based on consumer behavior and past purchases, it automates everyday tasks such as repurchase reminders and abandoned cart reminders, greatly reducing marketers’ tedious work so they can focus on deeper customer insights and acquisition strategies, which raises the value of the business as a whole.

“The next step is generative AI (GenAI). Delivering personalized marketing at scale, with personalized content for each customer stage, requires close integration with a CDP,” Wu stresses. As AI technology advances, innovative GenAI applications are just around the corner. Building AI into a CDP further raises its operational value and opens up more possibilities for brands to achieve data-driven marketing.

This article is republished from Business Next: Break down data silos and become data-driven: ESi’s customer data platform (CDP) helps brands automate marketing

AIM from ESi Technology is an all-in-one LINE marketing platform. It offers solutions for running an engaging LINE presence and understanding your LINE friends, combined with in-depth data analysis, so you can gain friends more efficiently, avoid being blocked, and turn friends into paying customers.

ESi CDP brings your marketing tools together in one place, so you don’t have to juggle multiple systems. By providing comprehensive, real-time, personalized data, it helps companies adapt to the digital environment, improve operational efficiency, customer experience and competitiveness, and drive digital transformation.

Want to learn more about the customer data platform (CDP) and how to get started? Visit our website for more information.

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