Don’t Lose Track of Your Customers! CDPs Create Unified Customer Profiles
What’s a unified customer profile, and why should you care? It’s a question many CMOs and other marketing professionals wrestle with, even if they’ve never heard the term. That’s because customers today use so many different channels to interact with the brands they buy, that getting a grip on what’s driving sales is often maddening without a technology assist. At each critical point of the buyer’s journey, customers can choose their channels. And if the information on those channels isn’t carefully tracked and associated with a single unified profile for each customer, the result is often multiple identities for the same customer, a failure to “connect the dots,” and potentially lots of lost sales. What’s at Stake? How a Unified Customer Profiles Works For example, a customer might open an email, click through to the website, load up a digital cart, then decide to try items on in-store. Later, they…