A Quiet New Technology That Is Changing Customer Engagement

Before I go any further, I want to apologize as I’m about to introduce a new software system acronym you might not have heard of before. Believe me, I know the technology exhaustion of keeping track of them all. CRM, AMS (some call a MMS), LMS, CMS… ugh! 

That being said, this new system acronym is important. If you haven’t heard of it yet before in the association world, you soon will.

It’s called a CDP, a Client Data Platform.

What is a CDP?

The CDP Institute says it best, stating, “CDP creates a comprehensive view of each customer by capturing data from multiple systems, linking information related to the same customer, and storing the information to track behavior over time. The CDP contains personal identifiers used to target marketing messages and track individual-level marketing results.

Think of it this way, right now you’re capturing data about your members from numerous sources, including your website, email marketing, social media, event registration systems, ecommerce systems, member portals, the list goes on. Within each, you’re tracking member actions (clicked this, submitted that), the pages they’ve visited, the things they’ve purchased or registered for, the posts they made and so on. The problem is, all of that data is scattered between all the individual systems where nothing iis shared. What a CDP does is gather data from all those various digital sources and places it within one central database where you can track, analyze and act on individual member’s engagement. This can be something as simple as generating reports, or as advanced as utilizing the data to perform an automated and personalized member experience in your marketing and service efforts.

Here’s the thing: internet customers today already assume you know who they are, where they’ve been and what they might want. Think Amazon. That internet expectation is now becoming your member expectation when it comes to their digital experience with your association. Without continuous, unified data being gathered about your members, delivering that personalized experience is impossible. Thus, CDP.

Where to start?

A good source to get your feet wet is the CDP Institute Library. It’s a free resource with examples of how other organizations have used CDP. Software-wise, there are several choices available, including Tealium, Segment, Lytics and others. At i2Integration, we can help you navigate the CDP waters. For questions, contact Lisa Powers at lpowers@i2integration.com

The need for CDP is telling. In 2016, the CDP Institute identified more than two dozen CDP software vendors totalling $300 million revenue. That number is expected to reach $1 billion in 2019.

The last thing I want to do is pile on another technology acronym but this one will soon be a game charger on how we better segment market and deliver personalized services to members!