What Hides Under the Hood of Future-Proof Customer Data Platforms?
As more MarTech ecosystems begin to include Customer Data Platforms (CDPs), marketers around the world need to ask themselves whether the CDP they choose is ready for the future.
Earlier this week at our annual user conference, PostFunnel Summit, I was speaking with one of our long-time users over a drink on a deck overlooking the Mediterranean Sea. During this conversation, I asked why she chose Optimove so many years ago. “It was the only solution that seemed ready for what we needed next and not for what we needed now,” she said.
All these years later, we’re still (and always will be) ready for what marketers need next. This time, we are proud to introduce the underlying technology for the next generation of Customer Data Platforms.
What is a Next-Generation Customer Data Platform?
The CDP Institute defines Customer Data Platforms as “a packaged software that creates a persistent, unified customer database that is accessible to other systems.”
This means, a CDP’s main objective is to ingest, cleanse, and unify all relevant customer data, available to a company. This data will provide a persistent single customer profile for marketers, serving as the foundation for data exploration and insight discovery, customer segmentation and multi-channel campaign orchestration.
Traditionally, vendors collected and processed batches of data from disconnected sources, allowing them to perform complex data calculations and transformations based on sophisticated business logic or build and run machine learning models.
The nature of today’s market, however, requires something else. Customers interact with brands across a multitude of channels and expect a seamless customer experience throughout.
It’s quite common for someone to begin their purchase discovery via a voice assistant, research the product online, and then complete the purchase at a physical store. If the product goes out of stock, customers expect an alert from brands before they reach the store. If they arrive to the store, they expect the sales representative to provide relevant personalized information or offers, not a standardized pitch.
Today’s rapidly changing environment requires brands to keep their unified records updated with realtime data. As a result, CDPs need to evolve to combine realtime data streaming (such as when a purchase is made, changes in inventory, etc.) with their existing batch processing capabilities.
Only by transitioning from pulling static tables stored in isolated data systems, to connecting all sources through live data streams, can brands and marketers ensure that they provide their customers with the best experience every time.
The Infrastructure for the Next Generation Realtime Customer Data Platform
This past Tuesday, Optimove announced Optidata, a new data infrastructure powering real time access and activation of all customer data by seamlessly combining large-scale batch processing with a state-of-the-art event streaming framework.
Optidata combines a “Pull” process for data transformation and modeling with a reactive “Push” platform that responds to every new data point and live signal, ensuring customer profiles and data models are always up-to-date. The pull process cleanses and integrates large datasets from relational databases, data repositories and a wide range of third-party systems and services, creating a “single customer view” that includes an array of predictive models. We’ve effectively created a CDP that evolves with real time calculations.
As a result, brands can seamlessly share all the up-to-date unified data with any internal system, leverage it to enhance proprietary models, or access it to create any desired custom attribute. Entire organizations can now feel certain that all systems, campaigns and customer touchpoints are synchronized with the most updated data, ensuring contextually relevant customer experiences across the board.