*by Luciana Castro
With the hyperconnectivity of society accelerated in recent years, companies have come to have one more challenge in the business rule: deliver good digital experiences to their customers, whether B2B or B2C. In the age of the digital economy, speed, convenience and security – found in e-commerce – are becoming just as important as cost savings. Product and price are commodities, the difference will be experience.
Another marketing nightmare, on the way to being realized, is the end of support for third-party cookies in browsers, a movement that has been taking place since the privacy rule became more present in all countries. I observe that in the last three years, companies that have a vision of the future and strategic planning, started to focus on the ownership of their data.
Brands that have already started this strategy are influencing the maturation of the market, bringing an approach of greater diligence in the use of data and also taking into account privacy and care with sensitive information. Better data governance can lead to changes in existing processes at first, but the results generated are worth this time investment to revisit data collection and organization processes.
Faced with this scenario, the consumer dream of many companies is to have a technology capable of analyzing their customers using the most up-to-date context in real time, with a view of all channels and first-party cookies. In this sense, Customer Data Platforms (CDP) gain notoriety, as they make the personalization of consumer experiences a reality, without the need to capture and use third-party cookies.
In the recent past, this process of tracing the consumer journey, trying to get segmentations according to the standards to talk to the customer was time consuming and even then it was not possible to actually get to personalization. Ads for products that “stalk” your consumers through every channel that says so.
CDP, in addition to bringing this data from all touchpoints together, adds an artificial intelligence (AI) layer to scale for personalization through easy visualization and understanding of data and context. Thus, all business areas can interpret the mapped information, test hypotheses to optimize the customer journey, and automate the execution of these hypotheses, making hyperpersonalization possible.
In this matter of tools to generate insights and hypotheses, an example I can give is from a brand that has physical and online stores. With CDP, this company can see the impact of online campaigns in physical stores, understanding the complete journey. This is possible through the integration of technologies that talk to CDP and make it possible to actually work with the customer at the center of the strategy.
There are a number of ready-made connectors that you can plug into CDP, making it possible to bring in data from CRM, data lakes, or any relevant data source for customer understanding. Customer Data Platform technology has experience data models by industry, true accelerators in the ingestion of information from other systems, and in its translation into a common model that will make this data actionable.
CDP is still able to organize and bring data together to create a unified profile, in real time, gain insights into these customer interactions, generate reports and execute digital strategies. Technology has evolved and today allows marketers to determine the user's context with greater assertiveness.
On the issue of security and protection of sensitive information, in view of the LGPD context, CDP allows classifying data, automating the brand's privacy policies, such as determining which data is sensitive and which can be used for personalization campaigns. If you try to use them and permission has not been granted by the consumer, CDP will alert you via a message in accordance with the privacy issue.
With this perspective of the past, in which the technology to achieve high levels of personalization was just a utopia, I see the future and the possibilities for brands in a fantastic way. Advances in AI, streaming technologies and micro-services, among many other technology resources, allow us today to translate all these marketing desires into reality.
*Luciana Castro is Digital Experience Solutions Manager at Adobe Experience Cloud Latam
Notice: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
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