Author: Franz Malten Buemann

I once heard a new business owner define their target market as … wait for it … “everyone”.
*cringe*
While it’s nice to believe that everyone would be interested in purchasing your product or service, it’s not wise to define your target market as such.
Not only does this definition (or lack thereof) create way more work for you; it also does a disservice to your actual target market — by over-widening your scope, you fail to inform and educate your audience about how your product or service can improve their lives.

This is where segmentation, targeting, and positioning come into play. We developed this guide to help you understand how and why you should invest time into better understanding your audience and targeting your marketing. Let’s dive in.

At its core, STP marketing helps you to better target your marketing messages and better serve your customer base.
The model can also reveal niche markets, uncover new customer or market opportunities, ultimately making your marketing efforts more efficient and cost-effective.
Conducting an STP Marketing Analysis
STP allows you to take a large, anonymous audience and define how your different products (or different components of the same product) relate to specific consumer segments within that larger audience — thus understanding how to position your product(s) and messaging to grab the attention of each segment.
Let’s unpack each part of the segmentation-targeting-positioning model.
1. Segmentation

Segmentation refers to the process of dividing your audience into smaller groups based on certain characteristics. This process allows you to group your individual audience members into similar groups so you can better communicate your products, features, and benefits that may be most relevant to them.
You can segment your audience based on one or more of these criteria:

Demographics, which typically answer the question of who your buyer is (e.g. age, gender, education, location, and profession)

Psychographics, which answer the question of why your buyer buys (e.g. priorities, personality traits, and beliefs and values)

Lifestyle traits, such as hobbies, entertainment preferences, and non-work activities

Behavior, such as brand loyalty, channel preferences, and other shopping habits

Segmentation may sound a little familiar to another process we often discuss here on the HubSpot blog — creating buyer personas. The two are very similar as they help you drill down the most important factors in your target audience.
But where buyer personas help you create a handful of customer profiles that represent your broader audience, segmentation allows you to split your audience into countless groups, each of which you can uniquely target.
For example, let’s say Paws & Tails is a Chicago pet-sitting company that offers pet-sitting, dog walking, and boarding services. Given the vast number of pet owners in the city, they need to segment their audience into smaller groups to better understand how to position their services.
Based on their research and current customer base, they split their audience into three main segments:

Segment A is made up of high-income pet owners who work often and need daytime dog walking and pet pop-in visits.

Segment B is made up of middle-class individuals and families who travel and need overnight boarding or pet-sitting services.

Segment C is made up of older pet owners and retirees who need help caring for their pets.

2. Targeting
With your audience segments in hand, it’s time to move on to the targeting phase. First, however, you must decide which segments are worth targeting with your marketing. To decipher this, ask yourself some questions about each segment:

Is this segment composed of enough potential customers to justify targeting? Would it yield enough profits if the segment were to convert?
Is it measurably different from the other segments?
Is it accessible by all members of Marketing and Sales?
Is your company equipped and able to serve the segment? Are there any physical, legal, social, or technological barriers that could prevent that?

Choosing what segments to target is a strategic decision. Thankfully, certain strategic planning models like the PESTLE analysis can help you better understand the viability of each segment.
It takes a lot of work to successfully target a segment of your audience. Whether you’ve identified two segments or ten, don’t feel the need to target more than one segment at once. Plus — targeting one at a time will help you better position your marketing for each specific segment.

Following our example from before, Paws & Tails conducts research to better understand its Chicago audience. Paws & Tails finds that Segment A makes up 60% of its market size, Segment B makes up 30%, and Segment C makes up 10%. Moreover, Segment A has a higher average income and is willing to pay more for pet-sitting and walking services. Because of this, they choose to focus on Segment A.
3. Positioning
At this point, you should understand the demographics, psychographics, motivations, and pain points of the segments you’ve chosen to target, which can provide a place to start when it comes to positioning your product or service.
First, take a step back and examine your product or service through the perspective of your chosen segment. If you were in their shoes, why would you choose your product over a competitor’s? What features or benefits are most relevant to you, based on the motivations and pain points you’ve identified?
This information is important to defining your brand positioning and understanding how it stacks up next to your competitors. One way to understand where you, well, stand is by building a positioning map, which is “the visual plotting of specific brands against axes, where each axis represents an attribute that is known to drive brand selection.”
The segment you choose to target should dictate what two attributes you plot on your positioning map. For example, let’s say Paws & Tails decides Segment A selects pet-sitting brands based on two attributes: service area and reliability.
By understanding 1) what the target segment deems most important for brand selection and 2) where its competitors succeed (and fall short), Paws & Tails is able to identify an open market opportunity and position its marketing to best fit the needs and goals of its audience.
Using Segmentation, Targeting, and Positioning in Marketing
The STP model is a priceless addition to any marketing strategy, regardless of your industry, product, or audience. It prioritizes efficient and effective marketing and ensures you’re delivering only the most relevant, targeted messaging across the board.
It also plays an important role in developing other strategies, such as your buyer personas, customer lifecycle stages, and core brand proposition.
By leading with a consumer-centric approach like STP, you can be sure that every inch of your marketing is relevant to your audience — thus, increasing the likelihood that they convert, purchase, and become lifelong customers.
Examples of Great Market Segmentation and Positioning
Brands are segmenting, targeting, and positioning their audiences and marketing constantly, oftentimes without us (consumers) even noticing. Ever seen a brand or product and thought “Huh, that’s perfect for me” or “Wow, right place at the right time”? Yeah … you’ve been subject to the STP model.
Let’s review a few examples of great marketing segmentation and positioning.
1. Panera Bread

With countless fast casual restaurants on the map, it’s hard to decide where to eat when you’re in the mood for a quick meal. For some reason, Panera Bread always comes to mind (at least for me).
Panera has successfully cornered the “health-conscious” and “climate-conscious” segment of the fast casual dining industry. Is Panera’s food so different from other fast casual options? Not entirely.
But by branding themselves with the perspective that “we believe that good food, food you can feel good about, can bring out the best in all of us”, Panera remains top-of-mind as a place to get high-quality food, fast.
2. AllBirds

Like dining opinions, there are so many shoe brands on the market. But AllBirds didn’t let that stop it from carving out a new niche in a busy space full of comfortable, active shoe options.
How did AllBirds position itself to set itself apart from the competition? By elevating its eco-consciousness and placing that front and center in its marketing. According to the AllBirds website, the brand “crafts with planet-friendly natural materials, like merino wool and eucalyptus trees, because they’re our best chance for a sustainable future.”
At first glance, AllBirds shoes don’t look too terribly different from other running or walking shoes. However, its audience segment that cares about sustainability and earth-conscious products knows the difference.
3. Billie

No longer can businesses simply segment their audiences by “men” and “women” — the individuals within each broad gender group vary too much, and razor brand Billie took note of this.
In an effort to extinguish the “pink tax,” Billie markets cost-friendly razors and associated products. Moreover, they work to normalize body hair and other forgotten or shamed parts of women’s bodies.
Through this positioning, Billie is able to set their products apart from competitors and create a strong, positive community around their brand.
4. Hinge

The world of online dating is a busy, strange place. From Tinder to FarmersOnly.com, there seems to be a place for everyone to meet, well, anyone. Hinge came on the scene only a handful of years ago, yet it has skyrocketed to the top of the list of the most popular and reliable dating app.
Time and time again, I’ve heard that Hinge is a favorite because it works — meaning it helps people meet people and make real relationships. You wouldn’t think a dating app would position themselves to eventually be unnecessary, but that’s exactly what Hinge has done. In fact, its mission statement is to “[build] an app that’s designed to be deleted.”
By putting the needs and desires of its audience front and center, Hinge has created a more trustworthy, in-demand online dating experience and set itself apart from its competitors.
The Case for Using STP Marketing
The segmentation-targeting-positioning model is designed to help you better target your marketing messages and better serve your customer base. It’s a win-win for you and your customers!
This article was originally published October 29, 2020 and has been updated for comprehensiveness.

Corporations like Apple, Nike, and Starbucks are known for their solid, instantly recognizable brands that are woven through everything they do. While the same can be said for many smaller businesses, building a brand from the ground up can feel daunting for entrepreneurs, especially if you’ve never done it before.
While you don’t need to spend millions creating the next iconic logo, it is worth going through the process of strategically developing your brand. Think of brand building as part of the foundation of your business. While a brand isn’t necessarily a tangible thing, it’s important for connecting with customers, shaping their perception of your company, and building trust among them. Plus, if you have a recognizable brand, it can help potential or one-time customers remember you or help you stay top of mind in the future.
These days, the strongest brands out there have a clear “why.” During every interaction with a business, customers are clear on why it exists, why it stands out, and why they should buy from it. With that in mind, here’s a step-by-step process that companies of any size can use to create a standout, memorable brand.
How do potential customers feel when they feel when they see your name, logo, and colors, or when they read your emails and social posts? Do they connect with your business? Do they want to be part of it? Will they remember it in the future? These questions are at the heart of branding.
Step 1: Define “Who” Your Business Is
A business isn’t a living thing, of course, but it should embody some of the same elements. It needs to have a personality, to live by certain values, to have goals, and to provide a source of connection.
After all, a brand isn’t just a name and a logo, it’s about who your company is and how people feel when they see that name or logo. So, before you begin thinking about design elements, you have to define who your company is.
Mission and Goals
A great place to start is with your company’s mission and goals. You likely have some idea of your company’s main goals; they’re why you started your business or what you hope to achieve, both in the short and long term.
Your mission statement embodies that. Think of it as the action statement that describes what you’re aiming for and how you’re going to get there. Ideally, it should also reflect how you’ll do so in a way that stands out from other companies.
Keep it short and focused, like these well-known examples:

Tesla: “To accelerate the world’s transition to sustainable energy.”

LinkedIn: “To connect the world’s professionals to make them more productive and successful.”

Nordstrom: “To give customers the most compelling shopping experience possible.”

Values
Once you have your mission statement—your guiding light, so to speak—start to think about your business’ values, or the core principles you want your company and its employees to live by.
These might tangentially relate to your goals and mission, but feel free to think outside the box, too. Maybe you want to ensure that your employees and people who partner with the company feel comfortable sharing their thoughts and opinions. One of your values, then, could be honesty or openness.
Try to keep your list to the five or six you feel most strongly about. This is a lesson we learned firsthand at Buffer. Originally, we had 10 values, but we found that was too many for most employees to remember. We narrowed them down to these six in 2018:

Default to transparency
Cultivate positivity
Show gratitude
Practice reflection
Improve consistently
Act beyond yourself

Your mission statement and values may live on your website or social accounts, or they may exist only for you and your employees. Either way, what’s most important is determining how you will implement them and truly live by them day to day. More than just words on a page, your mission and values should be infused into every aspect of how you do business.
Candle company Keap’s mission and values are all about reconnecting with yourself and restoring a balance with nature, and this “why” is infused throughout every aspect of the brand’s imagery, copy, and marketing efforts. Learn more in this recent feature.Audience
The best brands don’t appeal to everyone on the planet; rather, they aim to really resonate with a specific group of people. (This is especially true for small businesses with limited inventory and marketing budgets.)
To determine who your audience (or ideal audience) is, research who tends to buy your product or service the most. Think about who you had in mind when you started the business, too. What problem are you solving, and for whom? It can also be helpful to consider who your competitors are targeting and whether you want to serve the same group of people or reach an entirely different one.
Once you have a general idea of your target demographics, develop personas for them. Have fun with it! Name these proverbial people, sketch out their personalities, and really bring them to life in your head.
A local cooking school, for example, might choose to focus on one of these specific personas:
The Savvy Gourmet: Skilled in the kitchen, these cooking aficionados love mastering new skills that’ll impress their friends and are willing to work (and pay) to do so.
The Motivated Parent: These moms, dads, and caregivers are always seeking to broaden their kids’ horizons, build their interest in cooking, and keep them entertained on rainy Saturdays.
The New Homeowner: Whether they’re new college grads, transplants from roommate-filled apartments, or people who simply never learned their way around the kitchen, these folks want to learn cooking basics in a friendly, non-judgmental environment.
Once you have these “people” in mind, it’ll be easier to develop a brand and content that speaks directly to them.
Step 2: Create a Cohesive Visual Identity
Now that you have a better idea of what you want to accomplish, what you want to stand by, and who you’re talking and selling to, you can start to create a visual identity that matches that.
Don’t even think about logos or other designed elements yet—start with the bigger picture. Consider:

What moods or emotions do you want to evoke when people see your brand?
What should people believe about your company, just by looking at it?
Do you want to align with industry norms or stand apart from them? For example, both financial companies and health food brands tend to use the color green, so it’s a decision for your brand whether to follow the norm or eschew it.

With this in mind, create mood boards that draw inspiration from things you see. It could be anything: the colors you see while on a walk, a design element from another brand that you’d like to emulate and make your own, or a piece of art that inspires you. Searching for brand style guides on Pinterest can also help you gather ideas.
Pinterest is an endless source of inspiration for visual identity. (Source)Look for common themes in what you’ve pulled together. Is it colorful? Full of shades of gray? Is the imagery bright and saturated, or more muted? What does the typography look like? All of these seemingly small things send a certain message. And if that’s the message you want to send, they can start to become the visual elements of your brand.
A graphic designer can help you develop a cohesive visual identity, but there are also free resources that can help you pull these elements together. Canva, for example, offers tools for designing a logo and choosing a color palette, while Looka and Mojomox are all-in-one brand identity generators.
Browse Canva’s library of color palettes, or generate your own from a photo. (Source)No matter which approach you choose, keep the big picture in mind and ensure the logo, fonts, brand colors, and imagery will all work together in service of your mission, audience, and overall goals.
A few things to remember:

Brand colors are more than just the color on your logo. Most brands have a primary color and one to three supporting colors, including a neutral like a shade of black or white.
You’ll want to choose at least two fonts: one for headlines or titles and one for supporting text.
If design isn’t your forte, it’s okay to keep things simple. While it’s fun to be bold and creative, a basic logo (for example, your company name in a sleek, simple font) works perfectly well. You want your brand to stand out, but going too over-the-top can detract from a professional feel.
Working with templates on sites like Canva is a great way to ensure design consistency across your website, marketing materials, social posts, and more.

Step 3: Find Your Voice
People can see your brand, and now they need to hear it (or read it on their screens). The voice you use when communicating with your audience via email, on social media, and in-person is an essential part of your brand that should align with your values and visuals.
Pay attention to how you speak personally and how you speak about the business. Then go back to how your audience will best connect with you. How do they want to be spoken to? How do you want them to feel? What tone and style will help them get to know what your company is all about?
Write down a few words and phrases that come to mind. Then, as you speak to customers or write social media posts, see what’s working, what you like, and what your audience connects to. You can define and refine from there.
Inspirational, motivational, and full of emojis and abbreviations: The Peony Collective’s brand speaks to its audience of Instagram-savvy entrepreneurs. (Source)Here are a few things to consider as you develop your brand voice:

The overall tone you’d like to strike: Think about how, if your brand could speak, it would talk to someone. Some brands are confident and authoritative (think Apple), others are warm and welcoming (like Starbucks), and a well-done few are funny and clever (just look at Taco Bell’s Twitter feed).

The words and phrases you’d like to use regularly (and avoid): This can go back to your original research on the emotions you want to evoke and your brand’s values.

The writing style that you’ll use: Short, direct sentences have a different feel than longer, more detailed ones, and things like exclamation points, emojis, and slang can all contribute to a different voice and tone.

This is another great time to pull examples of things you read and like, especially if they’re for your target audience. Identifying the words, phrases, expressions, and styles that work (and those that don’t) can help you slowly build out your own brand voice.
Step 4: Let it Grow
It’s perfectly fine to tweak or modify your brand as you go. In fact, you should. Think of it as a living, breathing entity that evolves as your business and audience do, and as the world changes. While you do want to maintain consistency in your visuals and voice, it’s perfectly fine to check in every now and then and see if there are elements of your brand that you’d like to alter, update, or remove.
If your budget allows, you could perform A/B tests with members of your ideal audience to see what resonates (for instance, running two Facebook ads with different text). Use this type of research to inform a particularly tough or close decision or to solidify that your brand is having the impact you’d like it to.
Build Your Brand
Now that you know what steps you need to take to start building your own brand, grab a notebook or open a blank document and start brainstorming. Then edit and refine your work, remembering that each of the elements above should work together, staying true to your vision, your goals for your business, and of course, your “why.” It is, after all, what the most authentic, memorable brands are built on.

 

 

Customer Engagement is a direct consequence of Customer Experience. It is therefore the best measure for the effects of your hard work as well as a blueprint for improvement in product / service and all the services associated with it. In this article, we will present you with 10 most useful customer engagement metrics to follow. We also explain how Customer Data Platform can make this process a breeze.

 

Why is it important to measure Customer Engagement?

 

Depending on the industry, excellent customer service may be a part of competitive advantage or simply a must, because the intense competition turns the market into a red ocean. Not to mention that, according to Gallup, fully-engaged customer represents 23% more revenue than average.

In both these situations it is necessary to keep the customer retention high, if the company is to show year-to-year growth. The only way to keep high retention is to keep the customers engaged in your brand. If they are, they will be willing to communicate more and buy more from you. If not, they don’t care and they will leave you for a competitor at the first sign of a problem.

If we assume, to simplify the argument, that retention = engagement, then we have a pool of more or less meaningful facts that indicate the engagement and can serve as a metric for it. 

In other words, measuring the engagement tells you exactly, how your prospect for further growth looks like at the moment. And will point to the areas worth improvement.

 

3 rules to follow in Customer Engagement measurement

 

Define the goals clearly

 

Simply put – you have to know your destination to accurately choose the way. Your first step to meaningful measurement of engagement metrics should be defining engagement goals.

This includes knowing the initial benchmarks and overall objective for the customer engagement strategy.

 

Keep quality is as important as quantity

 

Let us look at an example of quantitative data: when  you only look at the numbers for your interactions with customers, you know how long people are waiting on hold and how long their phone calls are.

Now let’s look at qualitative data: you look at the notes in CRM and see what issues the customers are calling to report. Or what they like about your offer.

Quantity cannot fully replace quality. It is only a part of the picture. In this example, focusing on quantitative data only would not even tell you whether the conversations were going positively to your company. 

Remember to include qualitative measurements in your customer engagement strategy. Qualitative measurements can be collected through customer feedback, case studies, and focus groups. Post-sales team that manages accounts should take note of their qualitative account health perspective.

 

Measure consistently

 

Key metrics, when left unchecked for a while, may cause trouble on the way to the set customer engagement goal. No reasonable picture can be drawn from data collected in a chaotic manner. Knowledge will let you react swiftly, when the problem emerges, for example, at customer service. Because you already knew about the problem from the feedback surveys and emails, and you found a way to address it. 

 

10 Customer Engagement metrics to follow in eCommerce

 

Net Promoter Score (NPS)

 

Hi Jane! We’d love to hear how likely you are to recommend us to your friends!

… and the bar, showing clickable numbers from 0 to 10. This is how a typical Net Promoter Score survey looks like. Net Promoter Score shows you how likely a customer is to recommend your product to their friends and family. This is absolutely the top metric for those focused on growth, as it gives you a good idea of how satisfied your customers are with you.

NPS score provides a chance to make immediate judgement about what is going wrong because you can send the survey exactly after a transaction and also gauge the overall feeling of a customer towards your brand.

 

Net promoter score as a contact detail SALESmanago

 

The metric can be collected via in-app customer feedback forms or surveys. If the score is less than 9 or 10, follow-up questions should be given to close the feedback loop. 

 

Customer Satisfaction (CSAT)

 

CSAT survey asks the customers how satisfied they are with the latest interaction they had with the company: recent purchase, interaction with customer service, live-chat conversation, etc.

A survey contains the rating scale. The questions should be as simple as possible, follow-up questions also can play their role, to gather more information about the interaction, especially, if the customer is somehow dissatisfied. 

CSAT may prove very useful when the product is recently modified – a feature is added for example. It provides the company with immediate feedback, almost right after the purchase in some cases. 

Satisfaction with customer service probed with this method may bring answers about the quality of scripts or training.

 

CSAT survey created as an event in SALESmanago

 

Customer Effort Score (CES)

 

An interesting metric, showing how much effort your customers have to put into fixing an issue or resolving their problem. Of course, the fact that they had to put an effort at all points to the problem. The more effort they have to exert, the worse the customer experience. Bad experience results in decreased and finally disappearing engagement.

To assess CES, it is useful to survey the customers in an omnichannel manner after an interaction with the brand. Like in the case of CSAT, the question about the overall difficulty of the issue-resolving process can be accompanied by the clickable, scaled bar. 

 

CES survey created as an event in SALESmanago

 

Customer Lifetime Value (CLV)

 

CLV shows a customer’s overall contribution to the company during customer lifetime. So to understand it, we have to define “lifetime”. 

There is no one definition of customer lifetime. It can be safely assumed that this is a period from the customer’s acquisition to the last transaction. All the time in between, the customer is bringing the money to the company, so naturally, you want to prolong this “lifetime”, because the longer the customers are with you, the greater the chance for a major, expensive purchase is. Additionally, a long-lasting customer is likely engaged and satisfied enough to promote you among friends and family, maybe business partners. 

Lifetime value (LV) = Average sale value X Number of transactions X Retention time

CLV is probably the most grounded metric for customer engagement. Probably this is why it is so popular and recognized. Increasing CLV shows great engagement, tied as closely as possible with the company’s success. 

CLV = LV X Profit margin

 

CLV from prediction dashboard

 

individual CLV in SALESmanago

 

In this day and age, when the overall customer acquisition cost often skyrockets, customer retention becomes even more important. It means a sustained source of profit at the cost 5-7 times less than new customer acquisition. 

As many factors come into play in case of low CLV, not only overall value should be considered in order to fix the problem. Maybe the product/service is inaccessible? First week engagement metric or CES should be some indication etc.  

 

Customer Engagement Score

 

CES is perfect to measure the customer engagement for SaaS-based businesses. Getting insights outside of the internet may prove to be difficult.

CES is used to measure the engagement of the customer base. It enables segmentation of the audience, understanding the areas where priority can be given, and measuring the impact of these strategies. Helps in the evaluation of engagement of customers as well as trial period customers. It will let you see who will be willing to convert from a trial period to a paid customer, identify the ones who will be ready to buy more products from you and the ones who are close to leaving you for a competitor.

To calculate CES, you should assess the kind of value that your product brings to the customers. Often used, simple example is that of a social media agency. The value such agency brings to its customers is the number of likes to each of its client’s posts.

You should write down each value your product brings and assign a weight to each of these values. The weight of the different values will, of course, vary. Times, when the value will occur to the customers, will vary also. So you have:

W – weight of a random value/benefit

N – Number of occurence of a random value/benefit

This way, you should end up with formula:

CES=W1N1+W2N2+W3N3 …

 

Customer Churn and Retention – Stickiness metrics

 

Customer Churn and Customer Retention measures the stickiness factor of your customers. 

Churn rate is the rate at which a business loses its customers.
Customer Retention is the ability for a customer to retain its customers over time

 

Churn rate from prediction in SALESmanago

 

Of course, low churn rate and high retention rate is a goal you want to achieve for your business. As mentioned, new customers cost significantly more to acquire. Existing customers are more likely to buy your products at a premium and are more open to upselling and cross-selling.  

 

Daily Active Users (DAU), Monthly Active Users (MAU) – user activity metrics

 

Two main parts of the user activity metrics are:

Daily Active Users (DAU). This is the number of the unique users of a product or service per day. 

Monthly Active Users (MAU). This is the number of the unique users visiting a site within a month. 

 

Dashboard from mobile module in SALESmanago

 

Both DAU and MAU reveal trends about how customers engage with your service/product. These trends can be used to develop your marketing strategies and improve retention efforts.

 

Session Time

 

Paying attention to the session time is one of the easiest methods to check if your product, service or content is actually engaging for the customers. This metric concerns both your website and your mobile application.

 

Sessions in SALESmanago. Frequency is also visible

 

With a lot of users logging into your website or app, you will clearly see which parts are more likely to maintain users’ attention for longer, and which are abandoned after just a few seconds. You will be able to judge if the popular parts of the site or app are actually those that bring you the most profit.  If not, there is clearly a room for improvement, and the more popular parts of the site/app can provide a blueprint for it. 

 

Visit Frequency

 

Some services might be used daily, weekly, monthly or even seasonally. This is why it is important to determine the ideal visit frequency number for a given service or product. 

Once you’ve determined your ideal visit frequency rate, you can track this metric and use it to find trends in your customer’s activity.

 

Core User Actions

 

Core user action measures the amount of core actions users engage with when they visit your site. A customers may start by visiting your site after engaging with one of your email marketing campaigns. They may sign up for a free demo, purchase your product, and in time, they may try free demos for other products or read articles on your website’s blog—these are all desirable core user actions.

Your core user actions will depend on the service or product you offer, but the rate at which users engage with these core actions will always be a metric you can measure.

 

Improve your customer engagement smarter. How CDP can help?

 

It is absolutely possible to collect data for these metrics without the use of CDP. In such case:

all this data has to gathered using different tools, that integrate data in different ways
the data must be analyzed more or less manually, or using different tools,
resulting information must be then send individually to different systems across your MarTech stack,
analyzed data and the results must be somehow connected to the individual customers and their profiles.
according actions must be taken by the operators of many different systems.

This is overall a daunting task and data loss, due to the connectivity problems across systems is usually tremendous. Not to mention the problem with data hygiene and resulting identity resolution difficulties, when it comes to enriching dispersed customer profiles in different systems.

Next-Gen Customer Data Platform, empowered by AI and machine learning, drastically improves the whole process. Modern CDP:

automatically gathers all data needed for to monitor crucial engagement metrics,
AI analyzes data and provides the company with resulting score in no-time,
instead of dispersing data further across the systems, CDP gathers it all in one place,
and this place is a unified customer profile, one single source of truth, accessible to all divisions of the company, so identity resolution to enrich the profiles with the score is solved seamlessly,
all the operators take the according actions based on unified dataset in just one system.

In addition, Customer Data Platform provides the company with unified, coherent information about key engagement metrics in most cases both globally and as individual user scores. This way, it can prove to be useful not only for the marketers, as many executives are used to thinking, but for all company’s divisions which have anything to do with customer engament – including UX designers!  To check how it would work for You, simply  request a SALESmanago demo

 

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