This is the conclusion I have drawn by serving clients with different needs in different industries.
Digitalization requires empowerment and business in order to company email list play its value. In this regard, every enterprise must look for the core "operational business" of the enterprise. This business must be a key part of the enterprise's business model. Aggregate resources, etc., and realize digital profitability of enterprises through this open link.
No matter what kind of problem, in the end, it will focus on one key link: data.
In 2021, the concept of data-driven growth has become very mature, and many enterprises are in urgent need of data-driven business growth. Enterprises build CDPs, which can open up all business links and drive business growth through data.
1. What is CDP?
A new evaluation dimension is added to the existing competitiveness of enterprises, which is called data asset power.
The power of data assets includes but is not limited to: the number of effective fans, the CLV of fans, the richness of tag dimensions, the company email list fineness of tags, the number of effective transaction conversion paths, data analysis ability, predictive ability analysis effectiveness, data visualization effectiveness, data analysis decision-making ability, etc. , which represents the digital competitiveness of enterprises.
Different enterprises are in different stages of digitalization, but the ultimate competitiveness depends on the value of data to realize the digital competitiveness of enterprises.
The establishment of CDP can enhance the data assets of enterprises.
What is CDP? David Raab first proposed the concept of (Customer Data Platform) CDP in 2013, which is defined as: The goal of CDP is to aggregate all customer data and store the data in a unified, multi-department accessible data platform, allowing It can be easily used by all departments of the enterprise.
CDP is a collection center of user data stored by enterprises. After all user data is stored, processed and processed, these data are applied to user operations and business drivers, and ultimately improve the profitability of enterprises.
2. Core Values of CDP
The core value of CDP: 1. Unified company email list aggregation and storage of user data 2. Data processing and processing 3. Data application
1. Unified Aggregation and Storage of User Data
The current trend of interaction between enterprises and users is multi-channel and multi-form; in this case, the data retained by enterprises is fragmented.
How is all user-related data aggregated and stored?
How to identify a user as a unified user?
By establishing the user's unique identification ID, the user data center binds the data of different channels to the user's unified ID; records the user's original data: including but not limited to: the user's static data, dynamic interaction behavior data, consumption behavior data, and Predict or match computed interest attributes, channel data, and more.
Build the foundation for the second step by storing a large amount of user data.
2. Processing and processing of data
When an enterprise builds its own data center, there are various data dimensions. At this time, it is necessary to build a user tag system and a user portrait system in combination with the enterprise's operational objectives; it is necessary to design an algorithm model based on the user's operational objectives.
The label system is divided into multi-dimensional: public domain channel label, basic attribute label, consumption ability label, interest label, conversion success label, loyalty label, interaction force label, etc. These labels need to be designed in combination with the conversion path of operation, and are divided into For general purpose labels and personalized labels.
Personalized labels and business go hand in hand. For example, when a medical beauty brand is designing a membership label system, it will identify the customer's medical beauty program tolerance in combination with the product type purchased by the user;
A health service brand will define the user's health emphasis label according to the user's repurchase brand;
A jewelry brand can define the customer's spending power label through the product category and frequency of the user's purchase;
The combination of these personalized label dimensions and business depth can also empower business when data is used. Realize user precision marketing.
3. Application scenarios of CDP data
Data can only generate value if it is used effectively.
Only after the effective storage and reasonable processing of data can it exert its maximum performance at the application level.
At the data application level, there are two most commonly used scenarios for enterprises:
Improve business efficiency internally; assist enterprises in making business decisions by analyzing existing data;
To improve the user's operational value externally, it can achieve hierarchical and precise operation and improve operational efficiency.