Future Commerce What does a CDP do? Provide Real Time Relevance at Scale (feat. Josh Francia, CGO of Blueshift and Houman Akhavan, CMO of Carparts.com)
Jul 9, 2021
47:02
“OMG CDP”
- Wait. What exactly is CDP? Customer Data Platform.
- Wielding CDP well means brands can provide a freaky-personal experience for customers.
- Customers will freely give brands their first-party data if it means their experience will be better. Don’t blow it by making their experience worse.
- “If the expected behavior is convenience, then not only it's not freaky, it's what they're hoping and expecting you to do and they reward you with that with more activity and more loyalty over time.” - Josh
- CDP can power personalization and segmentation efforts. How do we know if this is too “big-brotherish?” Look at your open and click-through rates.
- “If your open rates are suffering, then, hey, something's wrong with your messaging strategy and what you're personalizing around.” - Houman
- Click-through and open rate metrics are direct indications of how much your customer is enjoying your content.
- You can’t manage privacy compliance issues only through email anymore. CDP’s are important in helping manage privacy issues, etc.
- “When customers opt into giving you data, if they never see the net benefit of that and it only benefits your business, then the customers aren't going to keep giving you data.” - Brian
- The writing has been on the wall, regulatory changes are coming in customer privacy. Houman is combating this by doubling down on Carparts.com’s first party data strategy.
- CDP should ultimately be used to build a meaningful relationship and loyalty with your customers.
- “The future of customer engagement is real time relevance at scale” - Josh
Associated Links:
- Learn more about Josh Francia and Blueshift at Blueshift.com or Blueshift on LinkedIn.
- Learn more about Houman Akhavan and Carparts.com at Carparts.com or Carparts.com on LinkedIn.
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