Today’s consumers face an incredible assortment of choices when shopping for everything from toothpaste to toys. Profitability depends on catching shoppers in the moment and encouraging them to choose specific products or brands. A customer data platform (CDP) makes this possible by gathering data from numerous online and offline sources to create profiles of individual consumers, which marketers can use for personalized advertising and other positive interactions.
CDPs come in standard or real-time versions. The former types use batch processing, providing users with updated data at regular intervals. Their counterparts update data within milliseconds, providing the most current details about people’s activities. Representatives can then use that data to engage them immediately, significantly increasing the chances of favorable outcomes. Becoming familiar with companies for real-time data activation enables marketing team members and others to reap the rewards of these instant and meaningful engagements by finding platforms that work for them and their business needs.
The Benefits of Real-Time CDPs
Real-time CDPs have become especially popular because people face so many distractions that could cause them to change their minds about planned transactions or other decisions. Personalizing their engagement with relevant content convinces these consumers that brands truly understand them and have the products they want and need.
The data from these platforms can also remove friction that makes users feel frustrated with websites or brands. Perhaps you can remember a recent experience of searching through a customer support section and being unable to find the specific answer related to your issue. Such an outcome may have made you feel that you were wasting your time and should call the company instead.
CDP could capture that interaction and enable someone to intervene, such as by making a chat interface appear in the bottom corner of the screen. The platform may also gather data that indicates confusion, such as when someone clicks into a section and quickly leaves it.
Real-time CDPs also help marketers predict actions and respond accordingly. Imagine if someone spent a considerable amount of time researching a specific rain jacket, including reviewing the specifications and reading about the various features. Perhaps they also loaded the website’s size chart. Those actions all indicate the person has more than a casual curiosity about the product. A real-time CDP allows businesses to capitalize on that in-depth interest, possibly by emailing the person an offer code to use within a short time frame.
These platforms also enable marketers to optimize workflows by identifying high-value customer segments to target. Studying current or past interactions and responding in real time when relevant elevates the likelihood of desirable outcomes, especially when behaviors indicate someone is highly likely to spend large amounts or show loyalty.
What Are the Top Companies for Real-Time Data Activation With CDPs?
Professionals seeking CDPs with real-time activation capabilities can streamline their searches by getting to know the offerings from vendors with applicable products. Those brands often feature case studies and other content to help decision-makers reach informed decisions. Which options should they consider and why?
1. Tealium
Tealium collects information from across the internet, mobile devices, Internet of Things technologies and offline environments, enabling businesses to develop rich profiles of their customers. The turnkey integration ecosystem boasts compatibility with more than 1,300 built-in connections, supporting a real-time customer data infrastructure.
Because this brand’s products respond on the millisecond scale, they deliver the insights marketers require to respond to changing preferences and needs. The company also takes a vendor-neutral, data-first approach that benefits clients, regardless of the products they already use to collect and analyze information.
Tealium is a global enterprise with strategically located offices, an international workforce and technological infrastructure aligned with different geographic needs. This footprint allows it to respond to customers’ evolving needs concerning the responsible handling of data. These are some of the many reasons this brand offers a range of benefits people should strongly consider when comparing and contrasting various CDP platforms with real-time capabilities.
2. Maestra
Many entities for real-time data activation offer convenient yet robust CDPs that allow users to complete formerly manual activities more efficiently. Some even have artificial intelligence working in the background to automate various tasks and reduce errors.
Maestra is a good example of a CDP that functions as an all-in-one personalization platform with AI features and real-time performance. It empowers clients to go beyond personalized emails or text messages by expanding into messaging platforms, banner advertisements, product recommendations, loyalty bonuses and more.
Because Maestra ingests numerous data types, it fits current and emerging needs. Marketers can also shorten the time required to launch new campaigns by using features like AI-driven product recommendations and dynamic content to catch consumers’ attention, increase relevance and drive conversions.
3. Celebrus
Experts interested in CDP platforms should prioritize those that function seamlessly for maximum responsiveness. Selecting possibilities that maintain data compliance is also essential, especially in an era with an increasing number of privacy-conscious consumers. Celebrus proves that marketers can gain meaningful insights while retaining trust and confidence among their audiences.
Its solution provides data in milliseconds and does not need third-party cookies to work. Such functionality has become essential in today’s fast-paced world, where many consumers pay more attention to the tracking mechanisms used across the internet. This CDP maintains accuracy across interactions, revealing how brands can drive conversions as their customers use numerous devices or visit websites multiple times.
Users can maximize the value of real-time activation because this platform collects 100% of the available nonexpiring data, helping them plan immediate actions and future campaigns. They can even get insights from customers without those parties logging in or passing authentication checks.
4. Lytics
Professionals planning to implement CDPs into their workflows should become familiar with options that reflect how customers interact with entities. Even though many research items on their smartphones and laptops, some also visit stores, especially when purchasing items like clothing. The real-time CDP from Lytics supports that omnichannel experience.
The platform gathers data from various sources, enabling marketers to develop comprehensive views of customers as individuals before developing personalized interactions. They also benefit from live segmentation because profiles update as new information arrives.
The CDP has native generative AI capabilities to enhance how users manage and derive useful information from the data. You can also use natural language queries to determine useful details about audience segments, such as individuals who have recently unsubscribed from a service or abandoned their online shopping carts. Those details let marketers determine which consumers could most benefit from personalized interactions and plan the most effective outreach methods.
Partnering With Companies for Real-Time Data Activation
Skilled marketers often find that well-chosen technologies boost their efforts by providing meaningful and relevant data without delays. Prompt responses to customers’ various online and offline activities give marketing experts and others interested in data the competitive advantages they need to succeed in an increasingly challenging landscape. Investing in a real-time CDP enhances your awareness and facilitates confident decisions that delight customers and increase their loyalty.
