The constant evolution of the digital ecosystem is causing organisations to have increasingly more points of contact with users and greater access to more data. It is for this reason that one of the main challenges for companies is to have the sufficient capability to collect this increasing volume, frequency, and type of data in an organised and efficient manner, breaking down information silos and being able to leverage them from the cloud (an environment where data remains under the company’s governance and in a secure environment) appropriately, and then activating them to offer a better user experience and maximise their business value for the companies.
How can we achieve this?
While different technologies are available in the market, at Making Science, each company needs a customised solution explicitly created and tailored to its business needs and organisation. Therefore, we are currently addressing this challenge with our clients in a precise way: by developing Composable Customer Data Platforms (CCDPs) and Customer Data Architecture (CDAs) on the Google Cloud.
- Customer Data Architectures (CDAs) aggregate information from different domains of a company, making it accessible and facilitating subsequent activation. It is also a long-term solution that allows it to build future business use cases, enabling organisations to own their data.
- On the other hand, Composable Customer Data Platforms (CCDPs) are market tools designed to activate use cases in a ‘simple’ way, without dependencies on technology teams.
So, which one should you choose? Composable CDP or CDA?
Composable CDPs are changing the game, as until recently, customer data was managed using other tools like CRM DMPs, among others. CDP is an ‘open platform’ that allows us to achieve specific objectives for each business by combining different data sources and breaking down existing information silos.
With all this, we must consider that the key to fully harnessing a CDP is defining a data architecture (CDA) that enables real-time data activation.
Its main advantages, such as profile matching and advanced segmentation, activation of predictive models and Generative AI solutions, improving customer understanding, unifying and optimising multichannel marketing resources, and eliminating data silos, make this solution the key to the success of any 360-degree marketing strategy.
How do we measure the success of a Composable CDP/CDA?
Every investment should have a ROI, a return for the business, and in the case of CDP/CDAs, there are three aspects to consider and measure: sales, speed, and cost savings.
Undoubtedly, incredible challenges are arising in data, cloud, and AI for companies, which will change how they make decisions, conduct marketing, and manage their organisations. Is your company ready to extract the maximum value from its data?
Do you want to learn more about Customer Data Platforms for your business? At Making Science, we have a specialised team of experts who can help you define your CDP/CDA strategy for your specific case. Contact us!
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