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What is a CDP and how is it used for selling?

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By: Gabriela Jaimes Galindo

Today, we want to talk about a topic that is very trendy in the world of digital marketing and sales: Customer Data Platforms (CDPs), or in Spanish, Plataformas de Datos de Clientes.

What is a CDP?

It is a platform that collects, organizes, and analyzes customer data for a company. These data can come from various sources such as the company’s website, social media, CRM, chats, events, etc.

Its primary function is to create a unified view of individuals, whether they are customers or potential buyers. This allows companies to better understand their audience to offer a more personalized experience.

How is a CDP used?

It can be used for a variety of purposes, but among the most important are:

Customer segmentation based on their interests, behaviors, or characteristics. This allows companies to target their marketing campaigns or sales strategies more efficiently.

Personalization of the customer experience across all channels, from the website to social media, creating stronger relationships.

Automation of mass messages such as emails or the creation of remarketing campaigns. This allows companies to free up time and resources to focus on other tasks.

What is a CDP and how is it used in sales? - Keybe

Examples of its use

Let’s say an e-commerce company sells clothing. The company uses a CDP to collect data about its customers, such as their purchases, website visits, and interactions on social media.

With this data, the company can segment its customers based on their interests. For example, it can identify customers interested in women’s clothing, men’s clothing, or children’s clothing.

With this information, the company personalizes the experience by showing customers products relevant to their interests or sending them emails with personalized offers.

What data can be collected with a CDP? Demographic data like age, gender, location, etc. Behavioral data like purchases, website visits, interactions on social media, etc. Interaction data like calls and chats.

A good analogy to understand its functioning is that of a logbook, which some companies still use and contains all the information about a person.

What is a CDP and how is it used in sales? - Keybe

Why should I care about having a CDP in my company?

Currently, customers expect companies to know them and understand their needs, and by using a CDP, you ensure that your company meets this expectation. Additionally, it improves overall marketing results.

At Keybe, we have an intelligent CDP integrated with your Smart Chat that not only stores information but is also cross-cutting across your entire business process. Contact us if you’re interested in selling in the new digital era.

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