Composable CDPs:
The future of marketing
Benefit from flexible, customizable customer platforms
In an era where consumer preferences are driving the market, consumer goods manufacturers need future-oriented solutions to drive their digital transformation. Large amounts of data from various sources need to be collected, integrated and analyzed to provide a consistent view of consumers. A key technology in this context is the customer data platform (in short: CDP).
Traditional CDP or all-in-one solutions often cannot integrate all of the company’s data sources or are not flexible enough to adapt to constantly changing requirements, as they are often designed as closed systems that can process structured data such as customer data, transaction data and demographic data. They are often not flexible and comprehensive enough to integrate unstructured data such as social media data or website usage data to create a comprehensive picture of consumers. A new approach that specializes in this is becoming increasingly popular: composable CDP (cCDP).
Composable CDP allows companies to configure and customize their data platform as needed. By integrating multiple data sources, both structured and unstructured, companies can build a complete picture of their consumers and develop personalized marketing campaigns based on precise data. It also enables companies to process data in real time and take immediate action to respond to consumer behavior.
What is a composable CDP?
A composable customer data platform is a marketing technology infrastructure built on various interchangeable components. It combines and activates existing customer data from different sources to provide a comprehensive view of the consumer. By identifying consumers across all systems and touchpoints, the data can be assigned to individual consumers, enabling a personalized approach and an improved customer experience.
In comparison to conventional CDPs, a composable CDP integrates into a company’s existing systems and enables the use of a central data pool. This promotes agile and efficient use of customer data for personalized marketing campaigns, enabling companies to better respond to the individual needs and preferences of consumers. The flexible structure allows companies to quickly integrate new technologies and features to keep pace with the ever-changing demands of the market. Overall, a composable CDP helps to increase the effectiveness and efficiency of the marketing process and improve the customer experience.
The cCDP can be seen in the middle of the graphic with the 3 core functions that are data acquisition, data storage and modeling and data activation. It shows the large hyperscalers with which we work together. An excerpt of the various data sources is shown on the left. From there, data is pushed into the cCDP or the cCDP itself pulls data from the data sources. The Marketing Automation Program can access the segmented data through the relational database. Reporting tools, such as Power BI, are connected to the cCDP.
What are the key characteristics that differentiate composable CDPs from other customer data platforms?
- Seamless integration: Composable CDPs integrate effortlessly into existing systems without disrupting operations.
- Flexible customization: Companies can flexibly adapt the platform to their specific requirements without having to commit to prefabricated structures.
- 360-degree customer view: By combining data from different sources, a comprehensive picture of the customer is created, taking personalized interactions to a new level.
- Future-proof: The composable structure allows companies to seamlessly integrate new technologies and features to keep pace with changing requirements. It provides flexibility to integrate new technologies and features smoothly to meet the changing needs of the business.
How are composable CDPs changing the marketing landscape?
- Precise target groups: Activating all customer data enables the creation of highly specific target groups, the development of personalized campaigns and the segmentation of customers.
- Customer Journey: Composable CDPs enable the creation of custom workflows based on defined target groups, resulting in meaningful and individualized customer experiences.
- Testing and experimentation: By using a single source of customer data, teams can measure the actual results of their campaigns and gain real-time insights.
Conclusion: Composable CDPs – the future of customer engagement
Composable CDPs promise not only a technological revolution, but also a transformation in the way companies interact with their customers. At 4brands Reply, we are ready to accompany companies in the consumer goods industry on this journey and help them realize the full potential of their customer data. Do not hesitate to contact us.