Customer Data Platform (CDP).

A Customer Data Platform (CDP) is an integrated system that collects and analyzes customer data, giving companies a complete picture of their customers. These insights allow marketers to more accurately address customer needs and optimize and personalize the website experience. A CDP is not just another tool; it is the foundation for targeted and customer-centric marketing strategies today.

A CDP runs on data; the more, the better. For effective "growth hacking," some CDPs recommend a base of 10,000-20,000 visitors per month. More sophisticated platforms require as many as 100,000 monthly visitors, depending on the industry. Are you considering a CDP? Let's first identify your specific situation and needs.

Each interaction reveals a part of your customer. A CDP combines these parts into one complete 360-degree customer profile. In it, previous purchases, online behavior and social interactions flow seamlessly together. And thanks to AI enrichment, CDPs can predict future actions. This allows you to look beyond transactions and see the unique needs of each customer. With such insightful profiling, you lay the foundation for deep customer engagement and lasting loyalty.

That's what a CDP does. Every user has different behaviors and triggers. One is sensitive to discounts, another looking for a red sweater and another a fan of brand 'X'. These behaviors are stored and converted to preferences. And you can use those to drive sales. Existing users are presented with dynamic content based on previous behavior. And new visitors? By combining historical data with AI, a prediction is made. Thus, they are also steered toward a conversion.

Imagine, you browse through your favorite online store on your laptop at night and add some items to your shopping cart. The next morning you get a notification on your phone with a special discount for just that one item! Not a coincidence, this is what a CDP enables. The CDP collects data on website and uses this data across channels (think your desktop, mobile, social media and other channels) to give visitors a personalized experience no matter where you are. This also means that the likelihood of a conversion increases because you're personalizing them across multiple channels.

There are several ways that using this can increase conversion. We take as an example the "Goldbergh fan. Here we can:

• An in-app push notification with 'the latest Goldbergh collection is hanging for you'
• A text message with "This week only, 50% off all Goldbergh pants!
• A Whatsapp message with: 'Discover the latest Goldbergh style'
• An email with "The new Goldbergh Winter Collection is coming this week!

Your behavior on the website is the basis of the push notifications you receive. Optimized content sent through multiple channels. More contact moments with content that makes you happy. Where does that lead? Purchase! It should be mentioned that the frequency of these notifications is just as important. However, visitors and customers should not be inundated with messages.

Customer lifetime value is equal to the revenue a customer brings in over the entire period that he or she is a customer. A CDP can help you increase revenue by specifically addressing a visitor's intent, needs and wants. Visitors can be targeted more often with the right message at the right time. Even the channel is chosen specifically where the user is most likely to convert. All communication is tailored to the stage in the purchase process and customer lifecycle. This already increases the chances of making that purchase successful.