In the not too distant past, a CMO's focus was primarily on brand, customer, or strategic marketing.
But marketing is becoming one of the most technology-dependent functions in business, with CMOs spending more on tech than Chief Information Officers (CIOs). This change means marketing leaders, not CIOs, are increasingly responsible for a company's tech stack and the flow of customer data between their tools. If sales or product teams run into dirty data, the CMO is on the hook.
A CDP solves this by creating single, unified customer profiles for the entire organization based on standardized data gathering.
A CDP captures data about people's actions when they use your products or services. Whether a customer deals with sales, support, or the product team, and regardless of touchpoint, channel, or platform, a CDP can attribute every interaction and store it in a unified profile.
All departments can access these customer profiles with their tools of choice, establishing a single source of truth for the entire organization. This centralization allows teams to tie back any data point to a unique user and tailor the customer experience accordingly.
“A customer data platform gives us the best shot we’ve ever had at obtaining a single view of each and every customer.”Aaron Carter, Staples Canada
Take Staples Canada Staples used Segment to put up-to-date customer profiles at the heart of their business by using Segment Personas. They saw valuable data within days from starting their CDP implementation. They also reduced their cloud computing costs to almost zero because Segment now handles most of those tasks.
Staples Canada marketing stack, with Segment’s CDP at the center