Customer Data Platform: Key Benefits for Big Day Campaigns

Customer Data Platform (CDP) is an important solution for companies to create effective campaigns during big moments such as Ramadan, Lebaran, and Christmas. The holidays are a time for celebration and a golden opportunity for businesses to reach out to customers. Understanding shopping patterns and customer preferences during these periods is the key to success for any marketing campaign. For example, during Ramadan, food and clothing products are the main focus, while Christmas is often characterized by the purchase of gifts and home decorations.

The business challenge in preparing for a holiday campaign lies not only in recognizing the shopping habits of most people but also in understanding the specific and different preferences of each customer. Moreover, when using digital campaign media, you must use a personalized campaign strategy. This is where the Customer Data Platform comes in, helping companies gain comprehensive and unified customer insights, from shopping habits to product preferences.

What is a Customer Data Platform?

Customer Data Platform is a technology designed to collect, integrate, and manage customer data from various sources. With CDP, companies can unify data spread across multiple channels, such as social media, websites, mobile apps, and physical stores. Sprint Asia’s CDP, for example, not only offers unified data but also leverages artificial intelligence (AI) and deep learning to provide deeper insights.

Why Does It Matter?

Here are the reasons why CDP is crucial to a successful big-day campaign:

1. Getting a Full Picture of Each Customer
   CDP allows companies to integrate customer data from various sources online and offline to create a Customer 360 View. With this insight, you can understand the shopping habits, product preferences, and favorite communication channels of each customer, not the customer in general.
2. Reducing Data Silos
   Many businesses face challenges in managing customer data spread across multiple channels, such as e-commerce, social media, and physical stores. CDP provides a unified data solution, combining all customer data into a single platform that is easy to access and analyze, allowing companies to gain more holistic and strategic insights.
3. Campaign Personalization for Each Customer Segment
   A report from McKinsey found that 71% of customers expect personalized interactions and 76% are frustrated if companies don’t deliver customer experiences that match preferences. Another CSG survey of 484 global CX leaders showed that 46% of them stated that there is an increasing demand for personalization from customers. Personalization is becoming a necessity for every business.
   Big holidays such as Lebaran or Christmas bring customers with different needs. CDP helps businesses deeply analyze customer data and divide them into specific segments, such as demographics, product preferences, or shopping history. Personalized campaigns for each segment tend to attract more attention and increase conversions.
4. Identify Consumer Trends in Real-Time
   The holidays are often characterized by fast-changing spikes in shopping activity. Criteo research shows that online retail sales in Indonesia increased significantly in the first two weeks of Ramadan 2022 with the biggest spikes in the Health & Beauty, Furniture, and Electronics categories. Meanwhile, according to Kumparan Bisnis, in Ramadan 2021 online shopping increased in the first week starting at 4 AM, especially for food and daily necessities, Muslim clothing, and TV & Home Studio products. CDP allows businesses to track consumer trends in real time, so you can tailor your campaigns to real-time trends.
5. Improving Operational Efficiency
   CDP not only makes it easier to manage customer data but also reduces the time needed to strategize campaigns. With integrated data and technology-based automation, marketing teams can focus on developing creative ideas without being burdened by the technical process of data collection.
6. Increase Campaign ROI
   With accurate and comprehensive data, companies can avoid wasting money on less potential audiences. In addition, marketing messages become more personalized. This supports higher conversion rates and revenue. McKinsey found that personalized marketing increases revenue between 5%-15%, reduces acquisition costs by as much as 50%, and increases ROI between 10%-30%.
7. Enables Recommendation of Appropriate Actions
   CDPs such as Resul from Sprint Asia offer features to provide recommended actions based on data analysis. For example, if data shows that certain customer segments are more responsive to discount promotions, then campaigns can be customized. This ensures every step taken is more measurable and strategic.

Choosing The Right Tool

Choosing the right CDP is a strategic step to ensure companies get the most out of this technology. Here are 5 key points to consider:

1. Ability to Integrate Data from Multiple Sources
   The CDP you choose should be able to integrate data from various channels, such as social media, e-commerce, CRM, and physical stores. Make sure the platform supports integration with the systems the company already uses to create unified data.
2. Deep Analytics and Segmentation Capabilities
   Choose a CDP that provides advanced analytics features and allows customer segmentation based on various parameters, such as demographics, behavior, or preferences. This capability is essential for effective campaign personalization.
3. Scalability and Ease of Use
   Companies need to ensure that the CDP can grow along with business needs. In addition, an easy-to-use interface will make it easier for the marketing team to operate the platform without the need for complicated technical training.
4. Data Security and Compliance
   Customer data is a valuable asset that must be protected. You need to ensure that the CDP complies with data security standards such as GDPR or other local regulations to maintain customer data privacy and security.
5. Tech Support and Additional Features
   Some CDPs offer additional features such as AI-based action recommendations, trend predictions, or real-time capabilities. Make sure these features are relevant to your business needs and can support your marketing strategy.

Sprint Asia Customer Data Platform

Sprint Asia offers the Sprint Resul as a solution that not only integrates customer data. Resul can help companies create data-driven campaigns that deliver real impact. Here are some of the key features of Resul CDP:

1. Customer 360 View: Provides a complete picture of the customer from various channels.
2. Data Unification: Unifies customer data from multiple sources, creating an organized database.
3. AI and Deep Learning: Enables deeper analysis of data to provide predictions and recommendations.
4. Recommended Action: Help companies design campaigns that match customer data.

Of course, Resul Customer Data Platform is also equipped with security certifications such as NIST, CCPA Compliant, HIPAA Compliant, SISA, Comodo Secure, ISO 27001, COPPA, and RapidSSL. These certifications are a recognition that Resul is not only safe to use but also complies with strict customer data protection standards, giving full confidence to companies looking to optimize their marketing strategies.

Summary

Holidays such as Ramadan, Lebaran, or Christmas are great opportunities for businesses to increase sales and build better relationships with customers. By using a Customer Data Platform, companies can create campaigns that are not only engaging but also relevant and effective.

Sprint Asia’s Resul CDP is the right tool to help companies on this journey. With features such as Customer 360 View, data unification, and integration with AI, Resul CDP ensures every campaign designed is backed by accurate data and in-depth analysis. In this digital era, utilizing technology like CDP is no longer an option, but a necessity to stay relevant and competitive.