{"id":13520,"date":"2022-08-22T19:55:59","date_gmt":"2022-08-22T12:55:59","guid":{"rendered":"https:\/\/uat.predictive.co.th\/?p=13520"},"modified":"2022-11-18T16:09:42","modified_gmt":"2022-11-18T09:09:42","slug":"customer-data-platform-part-1-the-secret-weapon-that-helps-the-brand-drives-data-efficiently","status":"publish","type":"post","link":"https:\/\/predictive.co.th\/en\/blog\/customer-data-platform-part-1-the-secret-weapon-that-helps-the-brand-drives-data-efficiently\/","title":{"rendered":"Customer Data Platform (Part 1): The secret weapon that helps the brand drives data efficiently"},"content":{"rendered":"\n<p>In the world of competition, marketers need to build and deliver the best user experiences. To be able to do this, the brand needs to have \u201cData\u201d to deeply understand customers from various dimensions (Ex. Data from Call center team, Web analytics, Customer Relationship Management (CRM) data, and Ads Network).<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u0e40\u0e25\u0e37\u0e2d\u0e01\u0e2d\u0e48\u0e32\u0e19\u0e2b\u0e31\u0e27\u0e02\u0e49\u0e2d\u0e17\u0e35\u0e48\u0e04\u0e38\u0e13\u0e2a\u0e19\u0e43\u0e08<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #3d4459;color:#3d4459\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #3d4459;color:#3d4459\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/predictive.co.th\/en\/blog\/customer-data-platform-part-1-the-secret-weapon-that-helps-the-brand-drives-data-efficiently\/#CDP_Work_Process\" >CDP Work Process<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/predictive.co.th\/en\/blog\/customer-data-platform-part-1-the-secret-weapon-that-helps-the-brand-drives-data-efficiently\/#1_Data_Collection\" >1. Data Collection<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/predictive.co.th\/en\/blog\/customer-data-platform-part-1-the-secret-weapon-that-helps-the-brand-drives-data-efficiently\/#2_ID_Resolution_or_Profile_Unification\" >2. ID Resolution or Profile Unification<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/predictive.co.th\/en\/blog\/customer-data-platform-part-1-the-secret-weapon-that-helps-the-brand-drives-data-efficiently\/#3_Advances_Analytics\" >3. Advances Analytics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/predictive.co.th\/en\/blog\/customer-data-platform-part-1-the-secret-weapon-that-helps-the-brand-drives-data-efficiently\/#4_Activation\" >4. Activation<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>But the challenge that the brand faces is that the necessary data which is important for marketing is disrupted in Silos in each team and department. This might cost you a week to get the data that you want. Therefore, you are not able to respond to the always-changing consumer needs, and one more important thing is when you get the data which are not 100% accurate due to the different storage in each platform, you might see one customer as two different persons.<\/p>\n\n\n\n<p>Another difficulty found in the Data Privacy era is that the customers focus more on the importance of their privacy which pushes the Brand to collect and apply the consented data correctly.<\/p>\n\n\n\n<p>Nowadays, the above mentioned issue can be solved by applying Customer Data Platform (CDP). In this article, we will go through all CDP use cases and the difference between CDP and other platforms.<\/p>\n\n\n\n<p>What is Customer Data Platform ?<\/p>\n\n\n\n<p>From the previous article, we talked about the basics importance of CDP, so today we will share Gartner\u2019s perspective towards Customer Data Platform<\/p>\n\n\n\n<p>\u201cCustomer Data Platform (CDP) is a marketing tool to help the brand gather the data from various sources together to understand customers at its best. After that, analyze those data and create a model and do the personalization marketing for each customer. The marketer will be able to access and easily pick up the data from CDP on their own. So this is the weapon which will help the marketing run their team more effectively with data.&nbsp;<\/p>\n\n\n\n<p>So you can see that CDP is a very important weapon to make you one step ahead of the competitors, and this is how it works.<\/p>\n\n\n\n<p>Customer data Platform (CDP) basic functions<\/p>\n\n\n\n<p>Roles and responsibilities of CDP, divided into 4 key functions as below:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/predictive.co.th\/wp-content\/uploads\/2022\/08\/Mobile-1-1024x576.jpg\" alt=\"\" class=\"wp-image-11357\" srcset=\"https:\/\/predictive.co.th\/wp-content\/uploads\/2022\/08\/Mobile-1-1024x576.jpg 1024w, https:\/\/predictive.co.th\/wp-content\/uploads\/2022\/08\/Mobile-1-300x169.jpg 300w, https:\/\/predictive.co.th\/wp-content\/uploads\/2022\/08\/Mobile-1-768x432.jpg 768w, https:\/\/predictive.co.th\/wp-content\/uploads\/2022\/08\/Mobile-1-1536x864.jpg 1536w, https:\/\/predictive.co.th\/wp-content\/uploads\/2022\/08\/Mobile-1-2048x1152.jpg 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CDP_Work_Process\"><\/span>CDP Work Process<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Data_Collection\"><\/span>1. Data Collection<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>There are two types of customer retention data collection patterns for brands: Collect customer\u2019s profile and behavioral data altogether in one place. <em>From the picture<\/em>, it can be seen that brands can collect data from several channels and tools such as<\/p>\n\n\n\n<p><strong>Mobile App Analytics:<\/strong> content viewing information on different pages<br><strong>Web Analytics:<\/strong> Page views data, search for product names, view products of any kind.<br>Internet of things (IoT)<\/p>\n\n\n\n<p>Also, brands can combine other information as below:<\/p>\n\n\n\n<p><strong>Third-party marketing:<\/strong> Interest, Demographic<br><strong>CRM:<\/strong> Email, Phone number<br><strong>E-Commerce:<\/strong> Product viewing information, Adding product to cart information<br>(these two can be transferred into Customer Data Platform (CDP) right away)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_ID_Resolution_or_Profile_Unification\"><\/span>2. ID Resolution or Profile Unification<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Create a customer profile by mapping ID to provide information for customers between different platforms and using various marketing tools to see the whole customer journey as a single person<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Advances_Analytics\"><\/span>3. Advances Analytics<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Use those data to create marketing campaigns (Ex. Segmentation).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Activation\"><\/span>4. Activation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Activate the segmentation from the previous step for further marketing (Ex. Shooting Ads through various channels by sending out different offers in accordance to each customer\u2019s profile).<\/p>\n\n\n\n<p><strong><em>Predictive Tips: <\/em><\/strong>Choose CDP which helps marketers activate data in Real-Time. As we are Google Marketing Platform and Google Cloud Partner with a CDP Ecosystem that helps brands activate the use of data through various platforms in Real-Time by collecting all brand data on Google Cloud. Once the data is ready to use, the brand can use Google Cloud tools to do Machine Learning for in-depth analysis and further communication through other channels.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"https:\/\/predictive.co.th\/contact-us\/\" style=\"border-radius:25px\">Contact us<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In the world of competition, marketers need to build and deliver the best user experiences. To be able to do this, the brand needs to have \u201cData\u201d to deeply understand customers from various dimensions (Ex. Data from Call center team, Web analytics, Customer Relationship Management (CRM) data, and Ads Network). But the challenge that the [&hellip;]<\/p>\n","protected":false},"author":45,"featured_media":11356,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[196,362],"tags":[],"class_list":["post-13520","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-data-platform","category-mkt-and-data-activation"],"acf":[],"_links":{"self":[{"href":"https:\/\/predictive.co.th\/en\/wp-json\/wp\/v2\/posts\/13520","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/predictive.co.th\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/predictive.co.th\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/predictive.co.th\/en\/wp-json\/wp\/v2\/users\/45"}],"replies":[{"embeddable":true,"href":"https:\/\/predictive.co.th\/en\/wp-json\/wp\/v2\/comments?post=13520"}],"version-history":[{"count":0,"href":"https:\/\/predictive.co.th\/en\/wp-json\/wp\/v2\/posts\/13520\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/predictive.co.th\/en\/wp-json\/wp\/v2\/media\/11356"}],"wp:attachment":[{"href":"https:\/\/predictive.co.th\/en\/wp-json\/wp\/v2\/media?parent=13520"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/predictive.co.th\/en\/wp-json\/wp\/v2\/categories?post=13520"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/predictive.co.th\/en\/wp-json\/wp\/v2\/tags?post=13520"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}