Having a comprehensive, real-time picture of the customer is crucial for businesses today. Without this essential piece, marketing campaigns might miss their mark, spelling trouble for the bottom line as a result.
In response to this business need, businesses are embracing the Customer Data Platform (CDP) as their martech solution. In general, the CDP is supposed to centralize audience data from siloed sources, unify it into singular customer profiles, and translate that information into insights and communications.
From data consolidation to segmentation to analytics, the CDP play a major role in facilitating a wide range of digital customer engagement and even cross-departmental operations today. It is the central engine in an age of digital acceleration.
However, quite a few CDPs fail to provide the range of capabilities necessary to meeting businesses’ expectations for them. Some offer little beyond data consolidation; some can only process a limited variety of data (e.g., lack of support for second- and third-party data); some simply pile on basic analytics and segmentation functions without the scale and speed to support enterprise-level marketing efforts.
And data activation appears to be a major weakness among many CDP offerings—which means that the solutions can ingest and process data but do little to turn that information into actual actions and tie it to individual customers.
Resulticks’ Audience Data Hub (ADH) is designed to deliver on the CDP’s key capabilities and more. It is a centralized data engine built to unify the brand first, second, and third-party data from all of its internal and external sources—utilizing diverse capabilities to augment, individualize, analyze, and activate the data for top-line growth.
Known and unknown audiences: Telling them apart
Chief among the Resulticks ADH’s unique features is its ability to differentiate known visitors from unknown audiences at the individua level. This is something that only our ADH can achieve at the moment.
Enabled by the ADH’s audience identification algorithms and Resulticks’ Smart Duo technology, the known/unknown differentiation feature separates the two audience types based on whether a Resulticks passport ID has already been attached to the individual visitor.
The ADH, unlike the CDP, can extend its audience identity resolution capabilities to first-time visitors and enable their progressive identification and profile enrichment. This paves a reliable, steady path to recognizing all audience members and orchestrating a highly personalized journey toward conversion.
Unlike pure cloud solutions, the ADH accommodates the additional security needs with hybrid deployment options. This means placing the brand’s data within its premises, establishing secured pipelines between the on-premises databases and the ADH’s actual systems hosted on the cloud, and implementing measures to ensure regulatory compliance.
Audience analytics 360°
The ADH provides a very specific and unified insights on every individual amongst hundred, thousands, or millions of audiences. Specifically, it delivers a 360°, segment-of-one view of the customer—comprising interests, lead scores, personas, interaction timelines, and other insights. And not just in any abstract sense, either. That customer view is easily accessible as a report for further analysis by marketers and their colleagues.
Powering enterprise-wide data activation
Major enterprises tend to have presence in multiple sectors and markets, with a large number of branches, regional offices, product lines, and brands.
When trying to address data issues on such a scale, many will discover that silos exist in multiple senses. There are the internal data silos due to, for instance, each brand’s fragmented systems and channels. For leaders at the top of the enterprise, the mismatches and inconsistencies of martech systems between the brands and business units will beget a fractured view—of marketing performances, of ROI, and of the customer.
The Resulticks ADH presents a unique answer to this predicament in the form of its multilevel account hierarchy capability. This capability allows a large enterprises to create an organizational framework via Resulticks that matches its own. Here Resulticks functions as the unifying marketing and data engine, eliminating martech clutter and confusions across the organization. Business leaders will enjoy streamlined, just-in-time access to key marketing performances and critical metrics for the entire enterprise or specific business units.
With the solution’s unique metadata layers installed at different levels of the organization, it becomes possible to distill a truly enterprise-wide view of the individual customer and identify cross-selling and up-selling opportunities open up.
The ADH is the difference between a team working with manual hand tools building fixtures and cabinets—and a brand equipped with a state-of-the-art computer design which drives numerous integrated power tools—not only producing results in a fraction of time but also improving craftmanship and quality.
Interested in how Resulticks can assist you on your data-driven customer engagement journey? Schedule a meeting with our experts now.
Meeting new consumer needs and expectations is critical to business success.Learn more
According to Deloitte digital report, Customer Experience is the top most priority for businessLearn more
According to Omnichannel Research Report India, more than two in five Indian marketers have setLearn more
Agile marketing is more than just a buzzword these days – it’s the new standard. The success ofLearn more