[[{"@context":"http:\/\/schema.org","@type":"Organization","logo":{"@type":"ImageObject","url":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1","height":"96","width":"500","@id":"https:\/\/23x6xj3o92m9361dbu2ij362-wpengine.netdna-ssl.com\/wp-content\/themes\/hybris_foc\/assets\/images\/layout\/logo-new-2x.png?_=1"},"name":"The Future of Customer Engagement and Experience","sameAs":["https:\/\/podcasts.apple.com\/us\/podcast\/a-call-for-a-better-experience\/id1479742201","https:\/\/twitter.com\/FutureOfCEC","https:\/\/www.linkedin.com\/groups\/4844282","https:\/\/www.the-future-of-commerce.com\/feed\/"],"additionalType":"https:\/\/www.wikidata.org\/wiki\/Q1193236","url":"https:\/\/www.the-future-of-commerce.com\/","description":"Relevant, timely information & analysis on commerce trends, both consumer-facing and B2B.","@id":"https:\/\/www.the-future-of-commerce.com\/"},{"@type":["Article"],"@id":"https:\/\/www.the-future-of-commerce.com\/2022\/02\/10\/cdp-trends-customer-data-platforms-enter-a-new-era\/#Article","@context":{"@vocab":"http:\/\/schema.org\/","kg":"http:\/\/g.co\/kg"},"url":"https:\/\/www.the-future-of-commerce.com\/2022\/02\/10\/cdp-trends-customer-data-platforms-enter-a-new-era\/","publisher":[{"@id":"https:\/\/www.the-future-of-commerce.com\/"}],"author":[{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/2022\/02\/10\/cdp-trends-customer-data-platforms-enter-a-new-era\/#Article_author_Person","image":[{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/2022\/02\/10\/cdp-trends-customer-data-platforms-enter-a-new-era\/#Article_author_Person_image_ImageObject","url":"data:image\/svg+xml;base64,PHN2ZyB2aWV3Qm94PSIwIDAgMTUwIDE1MCIgd2lkdGg9IjE1MCIgaGVpZ2h0PSIxNTAiIHhtbG5zPSJodHRwOi8vd3d3LnczLm9yZy8yMDAwL3N2ZyI+PC9zdmc+"}],"sameAs":"https:\/\/www.linkedin.com\/in\/christopherohara\/","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/chris-ohara\/\nhttps:\/\/www.the-future-of-commerce.com\/contributor\/chris-ohara\/","name":"https:\/\/www.the-future-of-commerce.com\/contributor\/chris-ohara\/\nhttps:\/\/www.the-future-of-commerce.com\/contributor\/chris-ohara\/"}],"subjectOf":[{"@type":"FAQPage","@id":"https:\/\/www.the-future-of-commerce.com\/2022\/02\/10\/cdp-trends-customer-data-platforms-enter-a-new-era\/#Article_subjectOf_FAQPage","mainEntity":[{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2022\/02\/10\/cdp-trends-customer-data-platforms-enter-a-new-era\/#subjectOf_FAQPage_mainEntity0","name":"A broader take on CX fuels CDP trends","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2022\/02\/10\/cdp-trends-customer-data-platforms-enter-a-new-era\/#subjectOf_FAQPage_mainEntity0_acceptedAnswer_Answer","text":"CDPs are a data management technology for capturing, transforming, unifying, segmenting, and activating first-party people data. Generally, the goal is to improve CX to boost customer loyalty and revenue. The problem is that most of us have too narrowly defined customer experience.<\/span><\/span>While one of the primary drivers of CDP technology, and will continue to be, driving more personalized experiences in marketing (better e-mail) and advertising (more relevant ads), true CX must go beyond those channels, and consider more human interactions: call center conversations, sales interactions, in-store moments at the point of sales terminal \u2013 even what happens at an ATM screen."}]},{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2022\/02\/10\/cdp-trends-customer-data-platforms-enter-a-new-era\/#subjectOf_FAQPage_mainEntity1","name":"Approaching the next phase of CDP","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2022\/02\/10\/cdp-trends-customer-data-platforms-enter-a-new-era\/#subjectOf_FAQPage_mainEntity1_acceptedAnswer_Answer","text":"If we agree that CDPs improve customer experience, and that we must define CX more broadly with a \u201cbeyond marketing\u201d imperative, what will drive CDP success?The first is obvious: identity. Building a modern data management infrastructure<\/a> begins and ends with mastering customer identity \u2013 the notion that knowing your customer is the key to everything, and is the basis for the modern technology stack.\"\"<\/a>In this oversimplified view, identity \u2013 both known and unknown data management \u2013 is the foundational layer, driving success in intelligence (scaled, unified data drives success in machine learning) and orchestration (one \u201cgolden record\u201d that can be activated across many disparate systems).<\/span><\/span>But the \u201cknow\u201d element of the modern technology stack can\u2019t just be about managing consumer identity keys. While creating a single profile from dozens of identity keys (e-mail addresses, cookies, device IDs, mobile advertising IDs, etc.) is critical, the real challenge is mastering the ability to continually enrich that profile with the metadata that drives value. Namely, what are the most recent e-mails someone opened, the last five SKUs they bought online, the last three calls they had with the call center (and their outcome), and how many loyalty points do they have?Taken individually, any of those data points can drive outsized performance in any number of channels. Taken together, they can reveal true intent and can completely change the way brands engage consumers and go to market.<\/span><\/span>"}]},{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2022\/02\/10\/cdp-trends-customer-data-platforms-enter-a-new-era\/#subjectOf_FAQPage_mainEntity2","name":"CDP trend: CIAM rises to the top ","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2022\/02\/10\/cdp-trends-customer-data-platforms-enter-a-new-era\/#subjectOf_FAQPage_mainEntity2_acceptedAnswer_Answer","text":"As we look ahead to the future of CDP, the first thing to focus on should include recasting the way we think about \u201cidentity.\u201d In a world where digital-only interactions has skyrocketed<\/a> from a baseline of 25% to over 50%, the way customers access digital experiences is more important than ever. It\u2019s odd that a key foundation of customer identity management \u2013 CIAM<\/a>  \u2013 hasn\u2019t had a real seat at the table with marketers and advertisers.CIAM services such as customer registration, self-service account management, consent and preference management, single sign-on, multi-factor authentication, access management, and directory services\u2013 have been almost exclusively the domain of the IT buyer. For players in the marketing technology and adtech spaces, \u201cidentity\u201d meant cross-device graphs, user matching with big platforms like Google, and maybe \u201conboarding\u201d through services like LiveRamp. All of those critical services were delivered without the intervention of the customer.<\/em>As we move into a world in which first-party data is king, and privacy regulations demand more direct consent from customers themselves, CIAM capabilities become the core building block of the \u201cknow\u201d layer of the stack.<\/span><\/span>This fundamental shift involves much more collaboration between the CMO and CIO, a further alignment between traditional CRM and the marketing stack, and a much faster evolution of CDP from a marketing-specific solution to a fundamental layer of the overall enterprise software stack."}]},{"@type":"Question","@id":"https:\/\/www.the-future-of-commerce.com\/2022\/02\/10\/cdp-trends-customer-data-platforms-enter-a-new-era\/#subjectOf_FAQPage_mainEntity3","name":"CDP trend reveals new opportunities ","acceptedAnswer":[{"@type":"Answer","@id":"https:\/\/www.the-future-of-commerce.com\/2022\/02\/10\/cdp-trends-customer-data-platforms-enter-a-new-era\/#subjectOf_FAQPage_mainEntity3_acceptedAnswer_Answer","text":"\u201cIf you bought this, then you\u2019ll like this\u201d product recommendations and the marketing tactics they drive will continue to be a big part of the landscape going forward. However, as backend enterprise systems migrate closer to the marketing technology stack, there are opportunities to go beyond the obvious \u2014 retargeting, product-driven customer journeys, data-driven call center recommendations \u2014 and start thinking more broadly about what types of data drive revenue.Consider this: Every commerce operation that fell to its knees during the pandemic had nothing to do with a failed shopping cart or a broken check-out process. Rather, it was a result of empty product catalogs caused by the collapse of supply chains.In other words, those e-commerce operations failed not due to a lack of data-driven marketing, but because of a lack of connectivity between backend inventory management systems and front-end engagement tools. Basically, companies were marketing products that could not be fulfilled and delivered.<\/span><\/span>What if there was a tighter connection between the systems driving manufacturing on the back end, and the marketing of products on the front end? For centuries, businesses predicted how many of something could be sold, manufactured it, and used marketing to create demand. Over the next decade, we\u2019ll see that flipped on its head: People will buy what they want, and near real-time supply chains will manufacture exactly what was ordered.Show people products that don\u2019t yet exist, create demand, manufacture, and deliver on demand. This new approach is starting to happen today, and threatens to overturn everything traditional marketers understand about demand generation. Plugging supply chain data into CDP is maybe the most interesting opportunity here.