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2023 state of the CDP: How innovative brands deliver value with a CDP by Tealium
For the fourth edition of Tealium’s State of the CDP 2023 report, we surveyed over 1,200 professionals worldwide in B2B, B2C, and B2B2C industries through an independent firm. The responses revealed that Customer data platforms (CDPs) have proven critical to organizational growth during demanding times, especially as we see a global tightening of the collective purse strings. In addition, brands with a CDP have been more easily able to navigate economic or industry challenges, recession-proof the organization, and unlock new opportunities by breaking down internal silos and streamlining customer communications. And all of these benefits coming out of long-term and short-term CDP usage have led to one definitive truth: companies that invest in a CDP vastly outperform those that don’t and their usage has led to tremendous success across the board. In fact, the most experienced CDP users showed greater confidence in their decisions, better ability to manage spending, healthier budgets, and, most importantly, a bigger return on their marketing dollars than companies with little or no CDP experience. For example, the survey showed that 74% of companies with a CDP saw ROI and value within the first year. On top of that, three-quarters of respondents realized the value in their CDP in less than one year, and 89% within the first 18 months. That said, the study only emphasizes that investing in a CDP not only helps companies achieve their goals and find stability during unstable times but it pays off quickly. Additionally, in today’s landscape, customer experience is the new currency. And companies must have a plan for collecting and organizing the data necessary to create relevant experiences, as well as the functionality to activate the data in a meaningful way. The study revealed that a CDP is the way forward. Companies with a CDP (93%) are more satisfied with their ability to create relevant customer experiences through their customer data than those without a CDP (49%). Not only that, but the study also revealed that brands with a CDP are twice as satisfied with meeting marketing objectives (90%) vs. those without a CDP (44%). However, these findings don’t mean brands that have a CDP aren’t being impacted by the challenges facing companies worldwide, like unstable economies, broken supply chains, and growing regulatory requirements for how companies use customer data. It does mean that companies who use a CDP are better prepared to address all these challenges and have bypassed the major side effects and jet streams being felt by companies without a CDP. Take a closer look at the report to see more insightful stats and how brands like yours are leveraging this powerful tool. Add MarTech to your Google News feed. Related stories New on MarTech About the author Tealium connects customer data across web, mobile, offline, and IoT so businesses can better connect with their customers. Tealium’s turnkey integration ecosystem supports more than 1,300 built-in connections, empowering brands to create a complete, real-time customer data infrastructure. Tealium’s solutions include the most trusted customer data platform with machine learning, tag management, an API hub and data management solutions that make customer data more valuable, actionable, privacy-compliant and secure. More than 850 leading businesses throughout the world trust Tealium to power their customer data strategies. For more information, visit www.tealium.com.
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Digital advertising automation is here: Are you ready? by Fluency
The benefits of automation are clear: replace the need to manually manage your digital advertising accounts with fulfilling work, such as strategic planning and forward-thinking conversations. Drastically reduce the stress related to a business exclusively powered by people—such as eroding salaries, mass churn and unbalanced account ratios. While it all sounds great in theory, executives often wonder where to even begin, and how the presumed benefits can become their organization’s reality. You may be ready to reap the benefits of automation today, but the simple truth is that automation requires dedication, alignment and strategic planning for how automation will be used before deployment. It also requires an understanding and buy-in of the following: Defining your strategy Documenting your processes Change management Strategy for success The first step in preparing for automation is to evaluate and document your overall organizational strategy prior to rolling out an automation solution: Identify your competitive differentiators in the market. Identify your client-facing value proposition. Document your approach from end to end. In short, it is what makes up your organization’s identity—from your services to your audience and the like. These considerations may seem very basic, but being able to articulate them to your future automation partner is important. In addition to getting granular, be open to change. Automation is an opportunity for exponential growth across your business. Being able to articulate your value proposition and then knowing it will ultimately change and evolve—for the better—will help your organization expand and diversify its value and bottom line. Documenting your processes Another part of readiness to consider is how your organization is currently operating. Documenting a digital ad agency’s processes means detailing all of its workflows from onboarding through execution. Doing this will create a centralized source for your future automation partner to refer to and streamline for operational efficiency and scalability across the business. Not sure where to begin? Here’s an easy way to think about this: Consider how you’d explain the workflow for launching ad accounts to a brand-new member of your team. How would you onboard this employee and share with them the critical, day-to-day details, such as: How to set ad spending limits How to enable notifications How to select your campaign’s objective How to choose your ad placement ….and so on. Now that you’ve made it to this step, you’re likely more prepared for automation than perhaps you thought you were. As you look at these details, you can start to uncover where your team can start saving time. For example, if automation will save 80% of your team’s time launching new accounts, where can you start applying this newfound bandwidth? This is where the fun part comes in, where you and your team can start dreaming up impactful strategy and innovation you once didn’t have time for. Change management Since automation can dramatically shift your business, it requires energy and buy-in from the top. The most successful agencies that chose automation also chose to embrace change. Trusting in the endless possibilities and benefits of automation and keeping its big vision at the forefront of implementation will put your business in a positive position. Once you have acceptance and buy-in from your executives, it’s time to move through the rest of the organization. This is where it’s important to share wins and opportunities with your team. Once teams start to see that they’re no longer consumed with low value task work (like building decks and getting bogged down with unrealistic account ratios,) the buy-in starts to increase. Enthusiasm for implementation and an increase in overall morale follows suit once they see that there’s finally time to breathe and dive into strategic planning. Despite some people’s perceptions, automation isn’t taking jobs away—it’s removing the low-value task work so your team can focus on high-cognitive work that not only excites them but contributes to your competitive advantage. As you move through the various phases of implementation and onboarding, keep sharing wins and future possibilities—it all adds up to embracing change. Agencies and enterprises choose to implement automation for different reasons, but one thing remains the same: gone are the days your organization used to operate. It’s not a matter of when, it’s how automation will shake up your processes and workflows based on your organization’s short- and long-term goals. But remember, the possibilities are always worth it. Fluency is your automation partner Although every digital ad agency faces its own unique challenges, having enough time—to do what you both need AND want to do—is a problem that unites them all together. Automation implementation is unique to every business—Fluency is an automation partner that will take the time to get to know your unique challenges and make the automation process feel natural. “Our platform is an invitation to take control back, to decide what you want to do with your time,” notes Tomy Szczypiorski, Fluency’s VP of client services. “But it’s also an invitation to change the paradigm of what clients can expect from your agency, and that can help you build and retain your customer base well into the foreseeable future.” Looking for a partner on your automation journey? We look forward to hearing from you about your own agency’s challenges, and discussing how Fluency can help solve them quickly, sustainably, and transformationally, today. Add MarTech to your Google News feed. Related stories New on MarTech About the author Fluency is the premier provider of enterprise-level campaign software to the advertising industry. The company’s platform is built around Robotic Process Automation—a technology application unique in advertising—that delivers unparalleled efficiency, accuracy and quantity capabilities for digital marketers working in both agencies and brands. Based in Burlington, Vermont, with team members in 11 states, Fluency’s founders and staff leverage a singular combination of expertise, talent and inventiveness in their efforts to sustainably, collaboratively and enjoyably transform their clients’—and their own—businesses.
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Prepare for an unpredictable economy with email marketing by Bloomreach
In the modern ecommerce world, personalization is everything. It’s what engages customers, inspires them, and keeps them coming back. As the global economy remains uncertain, it’s important to apply those personalization tactics to your tried-and-true customer communication strategy — email marketing. Simply put, first-party data is the fuel you need to drive successful email personalization initiatives and strategies in ecommerce. Specifically, first-party data is customer information that your company collects directly via its own channels and sources with the customer’s consent. These channels include email, mobile apps, websites, social media, SMS, and more. Since you are collecting this data yourself, it obviously makes the data unique, as no other company is able to collect these specific data points. Advancements in modern marketing technology make it possible to centrally access this information and use it in marketing automation campaigns. You can comfortably rely on this data for one massive reason — you’ve sourced it yourself. You know you’ve collected it compliantly and can now use it to strategize and scale winning customer journeys with your brand. Building your email personalization around first-party data guarantees that your personalization efforts are all-encompassing. It ensures that your company is using its collected customer data to meaningfully transform the customer experience and drive brand loyalty. Perhaps what is most important right now, relying on the channel (email) that has been consistently recognized as the highest-ROI medium for any marketing team, is the most financially savvy move your company can make. Creating personalized email campaigns with the right all-in-one platform will allow your company to generate fast ROI at scale without having to add additional resources and without overburdening your team, and it can also save your practitioners time when creating those emails. An all-in-one platform will be especially essential if your company needs to cut ties with outside agencies and start handling all marketing initiatives in-house, all while cutting back on advertising spend across the board. Because recession-like conditions are on the horizon, it doesn’t mean that your company’s marketing and revenue-generating efforts have to suffer. Investing more of your budget into email can result in your company getting significantly more in return. Find out more about preparing your marketing for economic uncertainty by reading this insightful guide. Further, if you want more tips and tricks, join The 2023 Commerce Experience Summit, a free, two-day digital event that has your personalization and revenue goals in mind. Featuring speakers from Bloomreach, Google Cloud, Antavo, and more, CES is focused on helping you achieve your revenue goals in an unpredictable economic environment. You’ll discover how to build long-term relationships with customers, best practices for creating seamless customer journeys and how to leverage data and technology to drive conversions. Add MarTech to your Google News feed. Related stories New on MarTech About the author Bloomreach offers multiple solutions to help brands deliver highly personalized commerce experiences. The company’s full suite of e-commerce personalization solutions encompass three distinct toolsets: Discovery, offering AI-driven, personalized search and merchandising solutions; Content, offering a headless CMS built for commerce; and Engagement, offering an industry-leading customer data platform with built-in email capabilities, delivering highly personalized emails that boost revenue.
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Overcoming the paradox of personalization to meet consumer expectations by BlueConic
With growing privacy concerns, consumers are rethinking what data they’re willing to give to brands, and over 80% of CMOs say privacy has changed their perception of personalization. Join the webinar featuring BlueConic’s Khurram Moiz, principal customer success manager, and special guest, Forrester Senior Analyst, Jessica Liu, as they discuss the state of consumer personalization and outline the strategy, data and technology needed to successfully design and execute personalized experiences. Tune in to find out:• When consumers want personalization throughout their lifecycle.• Why highly technical teams are not required.• Real-world examples of how first-party data can unlock innovation.Reserve your spot today. Add MarTech to your Google News feed. Related stories New on MarTech About the author BlueConic, the leading pure-play customer data platform, liberates companies’ first-party data from disparate systems and makes it accessible wherever and whenever it is required to transform customer relationships and drive business growth. Over 350 companies worldwide, including Forbes, Heineken, Mattel, Michelin, Telia Company, and VF Corp, use BlueConic to unify data into persistent, individual-level profiles, and then activate it across customer touchpoints and systems in support of a wide range of growth-focused initiatives, including customer lifecycle orchestration, modeling and analytics, digital products and experiences, audience-based monetization, and more. BlueConic is a global company with offices in the US and Europe.
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Leveraging ChatGPT to save advertising professionals’ time by Fluency
The news is awash with articles about how ChatGPT might disrupt countless industries—including advertising and marketing. Yet despite all the theorizing and (often trivial) demonstrations, there have been few—if any—tangible examples of ChatGPT (and GPT-3) at work on the real-world tasks it’s supposed to upend. Fluency, a leader in AI-enabled advertising technologies, recently introduced Muse. This new ChatGPT-enhanced tool leverages artificial intelligence to bring new levels of efficiency to common yet critical parts of the digital marketing workflow. Here are a few ways your organization may benefit from Fluency’s ChatGPT-enhanced tool: Three time-consuming actions—one simple, seamless solution: If you’re creating digital ad campaign copy, there are actions you can’t avoid: writing keywords, headlines and body text. Based on a few curated prompts, Fluency Muse generates options for each of these fields, allowing you to quickly filter and edit the results, then implement them into campaigns. Turn restrictions into results: Muse lets you factor in considerations like negative keywords and character count limitations so you can automatically reduce the variables you have to sort through. Platform neutrality enables quantity and quality: From Google search to Performance Max, Facebook and Pinterest, Muse can be used to quickly and easily generate content for a variety of campaign types and platforms, all from within Fluency’s own Blueprint workflow. Ready to bring new levels of efficiency to your digital marketing workflows? Check out Fluency’s latest blog post to learn more about Fluency’s ChatGPT-enhanced tool. Add MarTech to your Google News feed. Related stories New on MarTech About the author Fluency is the premier provider of enterprise-level campaign software to the advertising industry. The company’s platform is built around Robotic Process Automation—a technology application unique in advertising—that delivers unparalleled efficiency, accuracy and quantity capabilities for digital marketers working in both agencies and brands. Based in Burlington, Vermont, with team members in 11 states, Fluency’s founders and staff leverage a singular combination of expertise, talent and inventiveness in their efforts to sustainably, collaboratively and enjoyably transform their clients’—and their own—businesses.
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