Category: CDP

Success starts behind the scenes. While marketing, sales, and product innovation often steal the spotlight, inventory management can make or break your profitability and customer experience.

Think of your stock as a dynamic, strategic asset. Managed well, it fuels growth. Neglected, it quietly drains your resources and undermines your business.

THE COSTS OF INVENTORY MISMANAGEMENT 

Poorly managed stock has immediate and costly consequences:

• Stockouts: A customer is ready to buy, but the item isn’t in stock. That’s not just a lost sale; it’s a missed opportunity and a negative customer experience. According to a study carried out by the IHL Consulting Group, an estimated $1.2 trillion in global retail sales was lost in 2023 due to stockout.
  
  
• Excess inventory: You’re tying up capital, crowding your warehouse, and risking spoilage, theft, or obsolescence. Overstock quietly erodes your bottom line. The IHL Group estimated that excess inventory cost retailers about $562 billion in 2023 due to markdowns and obsolescence.
  
  
• Inefficient operations: Poor stock management leads to delays, fulfillment mistakes, and disrupts workflows. The consequences in terms of employee productivity and job satisfaction can also be far-reaching.
  
  

THE BENEFITS OF SMART STOCK MANAGEMENT

According to the Institute for Business Forecasting, a 15% increase in inventory forecasting accuracy translates into a 3% increase in earnings before interest and tax (EBIT). Great inventory management is strategic. When done right, it delivers:

• Increased customer satisfaction: Reliable stock availability builds trust and keeps customers coming back.
  
  
• Reduced costs: You’ll be able to avoid surcharges for rush shipping, unnecessary storage fees, and waste from obsolete stock.
  
  
• Better cash flow: Freeing up capital from excess inventory gives you more flexibility to invest in growing your business.
  
  
• Efficient operations: With clear processes and real-time data, your team can move faster and make fewer mistakes.
  
  
• Smarter decisions: Accurate inventory data allows you to make smarter, data-driven business decisions. It helps guide pricing, purchasing, and marketing based on real demand.
  
  

THE ROLE OF TECHNOLOGY

Fortunately, artificial intelligence (AI) and machine learning (ML) are transforming inventory management by enabling more accurate demand forecasting. Demand forecasting is the practice of using historical data, market trends, and advanced analytics to predict future customer demand for a product or service. It empowers businesses to make smarter decisions across inventory, production, staffing, and budgeting—ultimately reducing waste, avoiding stockouts, and improving operational efficiency.

AI/ML-powered demand forecasting delivers key advantages for inventory management, including:

• Real-time visibility: Instantly see what’s in stock, where it is, and what needs replenishing.
  
  
• Automation: Streamline purchasing, receiving, and fulfillment processes to boost efficiency and reduce errors.
  
  
• Advanced analytics: Detect trends, optimize inventory levels, and identify bottlenecks or slow-moving stock.
  
  
• System integration: Centralize data from sales, finance, and e-commerce platforms. A Customer Data Platform (CDP) like FLYDE can help unify and enrich this data for smarter forecasting.

INVENTORY MANAGEMENT HEALTH CHECKLIST

How effective is your inventory management system? If you answer “no” to several of these questions, it might be time to rethink your approach.

Data & Visibility

• Can you see inventory levels in real time across all channels and warehouses?
• Do you have a centralized view of customer demand trends?
• Is your inventory data integrated with sales, marketing, and finance systems?

Forecasting & Planning

• Are your forecasts based on historical data and real customer behavior?
• Are your forecasting models updated regularly?
• Can you confidently anticipate when you will encounter a spike or a lull in demand?

Efficiency & Operations

• Is your restocking process automated (or is it manually triggered)?
• Are fulfillment mistakes (e.g., wrong items, delayed shipments) a rare exception?
• Do you know your inventory turnover rate?

Financial Impact

• Are you confident that your inventory is not tying up more capital than necessary?
• Are you able to avoid paying extra fees for expedited shipping or unnecessary storage?
• Does your team have fast access to accurate data to make stock decisions?

HOW FLYDE CAN HELP

To accurately forecast demand and optimize inventory, a Customer Data Platform (CDP) like FLYDE is essential for consolidating data from various sources.

FLYDE centralizes data from touchpoints across paid media, CRM, social, email, web navigation, and offline events. Whether you’re working with dozens of fragmented sources or just trying to get a full view of the customer journey, FLYDE brings your data together and enriches it with socio-demographic and interaction data.  With FLYDE’s ML algorithms, you’ll be able to analyze the behavior of your customers, observe in real time how their movements affect the demand for your products, and anticipate future demand.

Contact us to schedule a demo to find out how FLYDE approaches demand forecasting in our easy-to-use Customer Data Platform.

You’ve assigned points to job titles, tracked email opens, and called the hot leads who ghosted. Welcome to the world of traditional lead scoring.

For years, marketers have relied on scoring models that evaluate leads based on demographics and surface-level actions like website visits or email clicks. But these models often fail to capture true buyer intent. They are based on assumptions as opposed to behavior, and they often overlook high intent leads with atypical characteristics.

THE PROBLEM WITH TRADITIONAL LEAD SCORING 

Despite being a foundational tool in marketing, traditional lead scoring has major drawbacks:

• Inaccuracy – Based on incomplete or outdated data.
  
  
• Subjectivity – Scoring criteria are often inconsistent or biased.
  
  
• Lack of Scalability – Difficult to maintain effectively as lead volume grows.
  
  
• Blind Spots – Ignores pre-identification behavior (e.g. anonymous browsing).
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These models can overlook high-intent leads who don’t fit your ideal buyer persona. Let’s imagine, your sales team typically targets CEOs or other high-level decision makers. With traditional lead scoring methods, you could easily overlook a junior employee who is doing research for his/her boss, who is the CEO. 

AI-powered lead scoring, however, goes beyond assumptions, delivering real-time insights that help you prioritize the right leads, faster.

Traditional lead scoring sees behaviors. AI understands their intent.

MEET LEAD2CUSTOMER: FLYDE’S AI MODEL THAT UNDERSTANDS THE WHOLE JOURNEY

FLYDE’s platform replaces the outdated model with something smarter: Lead2Customer, our AI-powered predictive model that evaluates leads based on real behavior, not assumptions.

Unlike traditional methods that rely heavily on demographic filters, Lead2Customer looks at a rich set of behavioral signals across the entire funnel, such as:

• Website navigation patterns (even before users identify themselves)
  
  
• Newsletter signups
  
  
• Email marketing open and click-through rates
  
  
• Webinar attendance
  
  
• Social media engagement

HOW IT WORKS

The Lead2Customer algorithm uses machine learning to calculate a dynamic conversion probability, expressed as a percentage. This means every lead in your CRM isn’t just labeled “hot” or “cold”—they’re scored in real time based on how likely they are to convert.

Unlike traditional systems in which leads are scored periodically, AI systems can adjust scores in real time as new data becomes available. This means that your sales and marketing teams can act even when a lead’s behavior suddenly changes. Imagine for example, that a lead suddenly shows new interest by attending a webinar, downloading a white paper, and visiting your pricing page all within an hour. AI doesn’t have to wait for your weekly scoring batch; it can immediately flag the lead and your sales team can reach out.

What’s more? It learns and improves over time. As your AI system observes how leads convert (or fail to), it learns to identify better indicators, continuously optimizing the scoring model to match your evolving data. This ongoing learning process is one of the most valuable aspects of AI-powered lead scoring, as it ensures that your system is always evolving to reflect changes in customer behavior, industry trends, and marketing strategies.

HOW AI-POWERED LEAD SCORING IS CHANGING THE GAME

AI-powered lead scoring methods, like Lead2Customer, enable your sales and marketing teams to work more efficiently and effectively:

• Behavior-based scoring – Uncover high-potential leads who don’t match your typical buyer persona.
  
  
• Full-funnel visibility – Capture both anonymous and identified user behavior.
  
  
• Real-time adaptability – Prioritize leads based on the latest interactions.
  
  
• Increased conversion rates – Focus on the leads that matter most, when it matters most.
  
  
• Smarter use of resources – Don’t waste time on dead-end prospects.
  
  
• Faster response times – Engage leads at peak interest.
  
  
• More personalization – Tailor content and timing to the moment.

SMARTER LEAD SCORING STARTS WITH SMARTER DATA

To power AI-driven scoring, you need unified, real-time customer data. That’s where FLYDE’s Customer Data Platform (CDP) comes into play. FLYDE pulls data from every touchpoint—website interactions, email engagement, social activity, and many more—creating a centralized customer profile. This unified data layer allows AI to update lead scores dynamically across all platforms, ensuring that your marketing and sales teams are always working with the most accurate and up-to-date insights.

With FLYDE powering your lead scoring process, your team can make faster, smarter decisions, prioritize the highest-value opportunities, and ensure that every lead counts.

Contact us to schedule a demo to find out how FLYDE can help you unlock the full potential of AI to boost the success of your marketing and sales teams.

FLYDE is proud to announce its acceptance into the Amazon Web Services (AWS) Independent Software Provide (ISV) Accelerate Program, a co-sell initiative for AWS Partners that provide software solutions that run on or integrate with AWS. This milestone reflects FLYDE’s technical excellence, customer commitment, and alignment with AWS best practices—following a rigorous vetting and approval process.

The AWS ISV Accelerate Program is an exclusive program for software providers that meet high technical and business standards. Gaining acceptance into the program means that FLYDE’s platform has been carefully evaluated by AWS for its scalability, security, and performance within the AWS ecosystem.

“This isn’t a badge you simply apply for—it’s earned,” said Paco Herranz, CEO of Flyde. “Joining the AWS ISV Accelerate Program is the result of months of architectural reviews, documentation, and validation. It confirms that our infrastructure is solid and that we’re ready to grow with AWS by our side.”

FLYDE also underwent the AWS Well-Architected Framework review, which evaluates design across a series of critical pillars: operational excellence, security, reliability, performance efficiency, cost optimization, and sustainability. This designation validates that FLYDE not only runs efficiently on AWS, but also follows cloud-native best practices for secure and scalable data infrastructure.  It’s further assurance that FLYDE is built on a foundation of robust, resilient, and secure cloud infrastructure.

WHAT DOES THIS MEAN FOR FLYDE’S CLIENTS?

• Faster, more secure deployments thanks to AWS-native architecture
  
  
• Improved scalability for growing businesses
  
  
•  New channels of support and innovation via collaboration with AWS sales teams
  
  
• Confidence in as a thoroughly vetted solution, built to perform at enterprise standards

FLYDE’s inclusion in the ISV Accelerate program also paves the way for deeper integrations with AWS services and access to joint go-to-market opportunities through Marketplace, which will ultimately benefit clients with faster implementations and enhanced product support.

Read more about FLYDE’s AWS-native CDP and how it unifies customer data across omnichannel environments, 

ABOUT FLYDE

FLYDE is a Customer Data Platform (CDP) that unifies data from multiple sources—such as eCommerce, in-store purchases, CRM systems, email campaigns, and advertising platforms—into a single, comprehensive customer profile. Using ML/AI-powered predictive models, FLYDE processes this data in real-time, to empower businesses to anticipate customer behaviors, preferences, and trends, boost acquisition, lifetime value (LTV), and retention. 

Contact us for a demo and let us show you how FLYDE makes data accessible and actionable, empowering businesses to deliver smarter, more personalized experiences.

In a perfect world, a customer clicks on an ad, falls in love with your product, and converts on the spot. You know exactly which campaign worked, which channel gets credit, and where to increase your ad spend. Easy.

But we don’t live in a perfect world. The customer journey isn’t single-channel or linear. We live in the age of omnichannel marketing. The reality is that a single purchase might be influenced by a Google search, a TikTok video, a webinar, a promotional email, or a conversation with your sales team.

Attribution—figuring out which touchpoints actually matter in the buyer’s journey—is no longer simple. It’s a messy, multi-source puzzle. And without solving it, you risk spending your budget in the wrong places.

So, let’s dive in and examine what attribution really means in omnichannel marketing campaigns and what challenges we face as marketers to assign credit where credit is due.  

WHAT IS ATTRIBUTION?

At its core, attribution is about assigning credit to each step that helps take a customer from “just looking” to “just bought.”

In single-channel or linear journeys, this used to be easy. But today, marketers rely on a mix of digital and offline channels working together, which means that the process of attribution has had to evolve.

Let’s look at a few common attribution models:

• First-touch: Gives all credit to the first interaction. If we want to focus on awareness metrics, this is a great approach, but it offers little insight in terms of conversions.  

• Last-touch: Credits the final click before a conversion. Many platforms use this as the default model, but it represents an oversimplification of the customer journey.

• Linear: Spreads credit evenly across all touchpoints. Here, the whole journey is taken into account, but not very strategically.

• Time-decay: Gives more credit to recent touchpoints. This model is well-suited to long nurture cycles.

• U-shaped (position-based): Emphasizes the first and last touchpoints, with less credit to the middle. Here, there is an emphasis on the awareness and decision stages of the funnel, but the model is apt to under-credit important engagement actions.

• Data-driven: Uses machine learning to assign weights based on actual conversion data. This model is ideal—but requires strong data hygiene and scale.

Each model has its own advantages and its own bias. In complex, omnichannel campaigns with many different touchpoints, it becomes increasingly important to move beyond simplistic models and embrace AI-powered attribution, which can analyze massive, messy datasets and zero in on what is driving conversions.

WHY DOES ATTRIBUTION GET COMPLICATED IN OMNICHANNEL CAMPAIGNS?

In the world of omnichannel marketing, the customer journey rarely follows a predictable path. The customer journey nowadays is non-linear, fragmented, and often, a portion of the journey is undertaken while the user is still anonymous.

Here’s why attribution is so tricky today:

• Device-hopping behavior: Your lead might see an Instagram ad on a mobile, Google your product on a laptop, and sign up for your newsletter from a desktop at work. The right tracking set-up is essential for connecting the dots.
  
  
• Walled gardens: Platforms like Meta, Google, and Amazon often don’t share data with each other—or with you! In these cases, each platform may allow advertising and data analysis within its own ecosystem using proprietary attribution and tracking methods, while limiting access to raw data for export to other platforms.
  
  
• Offline influences: Sales calls, print materials, events, or word-of-mouth are all powerful but hard to track.
  
  
• Privacy regulations: With the deprecation of third-party cookies and tighter data regulations, user-level tracking is more limited, making granular attribution even more challenging.

The result? A lot of guesswork and misallocated spending.

HOW TO IMPLEMENT ATTRIBUTION STRATEGIES FOR OMNICHANNEL MARKETING CAMPAIGNS 

The key to approaching attribution for omnichannel marketing is to stop aiming for perfect attribution—and start aiming for actionable insight.

Here’s how to get started:

1. Unify your tracking setup:
   • Implement clean, consistent UTM parameters
   • Your CRM and ad platforms must be connected. A Customer Data Platform (CDP) like FLYDE can bring it all together (more on that later)
     
     
2. Invest in smarter analytics:
   • Develop funnel-based dashboards tied to your KPIs
   • Implement machine learning models if your data volume allows
     
     
3. Set realistic expectations:
   • Attribution will never be 100% accurate
   • Focus on directional insight that can inform your strategic decisions
   • Align attribution analysis to business outcomes (not just clicks)

Instead of chasing perfection, chase progress. Map the journeys, unify the data, and use a tool like FLYDE to reveal insight. The goal isn’t to give perfect credit; it’s to make smarter, more confident decisions.

FLYDE’S VISION ON SMARTER ATTRIBUTION 

To address these omnichannel challenges and the need for a unified view, a Customer Data Platform (CDP) like FLYDE becomes essential for consolidating data from various sources.

FLYDE centralizes data from touchpoints across paid media, CRM, social, email, web navigation, and offline events. Whether you’re working with dozens of fragmented sources or just trying to get a full view of the customer journey, FLYDE brings your data together to offer clarity and insight.

Here’s a real-world example:

Imagine you run a lead-gen campaign using a CPC paid search campaign in Google, Meta ads, a product webinar, and follow-up email flows. With FLYDE:

• All touchpoints are stitched together—even across platforms.
• You can see how many leads saw an ad and attended the webinar.
• You can compare performance across acquisition and nurture phases.
• Attribution is based on your journey logic, not just Google’s last-click default.

This kind of transparency doesn’t just look good in reports—it drives better decision-making. When you know what’s working, you can double down. When something’s underperforming, you can pivot fast. Ultimately, effective attribution leads to optimized advertising spend, a deeper understanding of customer behavior, and improved ROI.

Contact us for a demo and we can show you how FLYDE approaches omnichannel attribution in our easy-to-use Customer Data Platform.

In the world of customer analytics, RFM analysis has long been a favorite for segmenting customers based on their Recency, Frequency, and Monetary behaviors. While RFM provides a solid foundation, many businesses are looking for more advanced segmentation techniques to capture the full picture of customer behavior. One such method is Customer Lifetime Value (CLV) modeling, which estimates the total revenue a customer is likely to generate over their entire relationship with your brand.

In this post, we’ll explore how CLV modeling works, its benefits, and how it complements—or even surpasses—traditional RFM analysis.

WHAT IS CUSTOMER LIFETIME VALUE (CLV)? 

Customer Lifetime Value (CLV) is a prediction of the net profit attributed to the entire relationship with a customer. CLV is forward-looking. It allows marketers to estimate not only who your best customers are today, but also who will be most valuable in the future.

Key Components of CLV:

• Purchase Frequency: How often a customer is expected to buy.
• Average Order Value: The typical value of each transaction.
• Customer Lifespan: The estimated duration of the relationship.
• Profit Margin: The profitability of each sale.

By incorporating these elements, CLV modeling provides a dynamic and comprehensive view of customer value.

WHY MOVE BEYOND RFM?

RFM analysis is great for quick segmentation, but it has its limitations:

• Historical Focus: RFM is inherently backward-looking. It categorizes customers based on past behavior without necessarily predicting future potential.
• Lack of Predictive Power: While RFM can identify segments, it doesn’t forecast future revenue or profit, which is essential for long-term planning.
• Simplistic Assumptions: RFM treats all transactions equally, ignoring nuances like evolving market conditions.

CLV modeling, on the other hand, addresses these gaps by providing actionable insights into future customer value.

HOW TO IMPLEMENT CLV MODELING FOR ADVANCED SEGMENTATION

1. Data Collection and Integration: Start by gathering comprehensive customer data—transaction histories, behavioral data, and engagement metrics. A Customer Data Platform (CDP) like FLYDE can integrate data from multiple sources, ensuring you have a unified view of customer interactions.
   
   
2. Define the CLV Model: Start by selecting a CLV model that aligns with your business goals and data maturity. The most common approaches include:
   
   
   • Historical CLV: Based on past purchase behavior, this model helps estimate future value using existing transaction data.
   • Predictive CLV: Uses statistical or machine learning techniques to forecast future customer value based on historical trends, behavioral signals, and engagement patterns.

   At FLYDE, we use a hybrid approach—combining both historical and predictive modeling to get the best of both worlds. Historical CLV powers real-time calculations, giving you an up-to-date view of current customer value. Predictive CLV goes further, projecting customer value over 6, 12, 18, and 24 months to support long-term planning and proactive engagement strategies.

3. Segment Based on CLV: Once you have calculated the CLV for each customer, you can segment your audience into groups such as:
   
   
   • High CLV Customers: Your most valuable customers deserve personalized engagement and loyalty programs.
   • Mid-Tier Customers: Those with moderate potential who could be nurtured to increase their value.
   • Low CLV or At-Risk Customers: Customers who might require re-engagement strategies or cost-effective campaigns to improve retention.
     
     
4. Tailor Marketing Strategies: With your segments defined, develop targeted strategies for each group. For instance: 
   
   
   • High CLV: Offer exclusive deals, early access to new products, or premium support.
   • Mid-Tier: Encourage upsells and cross-sells through personalized recommendations
   • Low CLV: Implement re-engagement campaigns or educational content to drive increased interaction.
     
     
5. Measure and Refine: Use performance metrics such as conversion rates, retention rates, and overall revenue growth to continuously evaluate your CLV segments. Regularly update your model with fresh data to keep your segmentation relevant.

THE BENEFITS OF CLV-BASED SEGMENTATION

• Resource Optimization: By focusing on high-value customers, you can allocate your marketing budget more effectively.
• Enhanced Personalization: Tailored messaging based on predicted future value fosters stronger customer relationships.
• Improved Forecasting: CLV modeling provides a forward-looking view that helps in strategic planning and setting realistic growth targets.
• Customer-Centric Strategies: Understanding customer potential allows you to design loyalty programs and re-engagement strategies that resonate with each segment.

While RFM analysis offers a quick snapshot of customer behavior, advanced segmentation through Customer Lifetime Value modeling provides insights that drive long-term success. By predicting future customer value and tailoring your marketing strategies accordingly, you can maximize ROI, enhance customer satisfaction, and build sustainable growth.

WHY FLYDE?

Embracing advanced segmentation with CLV modeling can transform your customer engagement and drive sustainable growth. FLYDE’s CDP automates data collection and integration from various touchpoints, providing a comprehensive view of customer interactions necessary for accurate CLV calculations.

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximize the potential of your data and grow your business. Having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.

According to Harvard Business Review, 73% of consumers use multiple channels throughout their purchase process.

In today’s digital age, customers expect seamless, personalized experiences across all channels. To meet these expectations, companies need to implement omnichannel marketing strategies that integrate all of their marketing channels. However, this can be challenging without the right tools and technology.

In this blog, we’ll explore the benefits of omnichannel marketing for companies and how a customer data platform (CDP) can help make it easier and more effective.

How to Create Omnichannel Customer 360 Profiles

To create omnichannel customer 360 profiles, companies need to aggregate and unify customer data from all sources. This includes online and offline interactions, such as purchases, website visits, social media engagement, and in-store interactions. A CDP can help with this by ingesting data from various sources, cleaning and deduplicating it, and stitching it together into a single, comprehensive customer profile.

Once the data is integrated into the CDP, the company can start building out the 360-degree view of each customer. This involves mapping out each customer’s interactions across different channels, tracking their preferences and behavior, and segmenting them based on attributes such as demographics, purchase history, and engagement.

How to Obtain Insights from Customer 360 Profiles

Once a retailer has created omnichannel customer 360 profiles, they can start leveraging the insights to improve their customer experience. A CDP, as well as ingesting and structuring data, can be used to obtain insights, with the different tools that conform this type of platforms.

One way to obtain insights from customer 360 profiles is to use real-time personalization. By leveraging the data in the CDP, retailers can create personalized experiences for each customer based on their preferences and behavior. This can include personalized product recommendations, targeted promotions, and customized messaging.

Applying Artificial Intelligence with a Smart CDP

AI can be used to analyze large volumes of customer data and uncover insights that might not be apparent from manual analysis. For example, AI-powered predictive analytics can be used to anticipate customer needs and preferences, as well as identify opportunities for cross-selling and upselling.

Another way to apply AI to customer 360 profiles is through machine learning. By training machine learning models on customer data, retailers can automate tasks such as product recommendations and content personalization, as well as improve the accuracy of predictive analytics.

Summary

Creating omnichannel customer 360 profiles with a CDP is a critical step for retailers looking to provide personalized, seamless experiences across all channels. By leveraging AI-powered analytics and personalization, retailers can gain valuable insights from these profiles and use them to improve the customer experience. So, if you’re a retailer looking to enhance your customer engagement, consider implementing a CDP and start creating omnichannel customer 360 profiles today.

WHY FLYDE?

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximize the potential of your data and grow your business. Having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.

Christmas can be the toughest or happiest time of the year for marketeers. The time when sales boost or not showing your marketing’s strengths or weaknesess.

In this blog we are not going to tell you how to become a millionaire nor are we going to explain how to easily become a Christmas hero, our sole purpose is to explain how using data you can drive a proper Christmas marketing strategy.

Data-driven marketing

Base your strategy on data and not intuition. Make sure your KPIs are SMART, can be mapped correctly with the tools you have, and make sure you are not missing key customer data.

At Christmas in particular knowing your customers would be fundamental to drive one-to-one marketing strategies, basic data is fine, but if you have a lot more available use it:

You can track your customer across all your online channels. This will help you to map their Customer Journey. If you already have a tagging tool such as FLYDE’s, then you may be interested to know that you can unify this data with offline data (from physical shops or offline marketing campaigns), and in turn with socio-demographic data, thus obtaining a 360-degree view of your customer.

First-Party Data Strategy

This data is known as first-party data, and you should start using it, firstly, because of the loss of third-party cookies, and secondly, because of the amount of data and possibilities you are missing out on.

Of those data sources we discussed, the spectrum is even greater. Not only is it essential to collect data from all sources, but going one step further in the data you collect can make a fundamental change to your strategy.

By collecting attitudinal and behavioural data, such as the number of times a customer looks at a product before buying it, or their interest in the themes of your offline and online campaigns, or whether they buy for themselves or as a gift (depending on the variability of sizes they are looking for). You will be able to enrich this customer database in order to generate campaigns and strategies that are not based on intuition but on data, thus avoiding failures or recriminations to the marketing team.

Platform to obtain Actionable Insights from first-party data

All this data must come together to bring value to your company, without this unification the data lacks the real value it can achieve. To do this, there is a type of platform that surpasses CRM because it not only allows you to store basic data but also allows you to store large volumes of data or Big Data, and to act on them within the platform itself with Artificial Intelligence processes. This Platform is a Customer Data Platform.

All this will allow your company to have all this structured data, to segment, personalise and predict with countless variables. As we have previously explained, 360º customer profiles open up these new possibilities.

Customer data platform for Christmas

And back to the initial question, how can I save my Christmas campaign with this CDP stuff? You can’t, a CDP doesn’t do magic, nor does Big Data or Artificial Intelligence despite what it seems lately with the boom of this technology.

A CDP or Customer Data Platform is not going to do marketing for you, what it will do is become the fundamental support for your company. Because as we have been seeing for a few years now, the customer must be at the centre of every company, and without a CDP this is not really possible.

So a marketing team that has all the data at its fingertips will be a marketing team that will no longer ask itself why this campaign didn’t work and the previous one did? With data you will get certainty.

You will be able to make predictions about the type of campaign that will work at any given time of the year based on how each campaign has affected your customers. So if I want to launch a campaign at Christmas, I will be able to compare by type of campaign and by date, with those previously carried out, to see the expected performance based on the data; a calculation that increases exponentially its accuracy and simplicity if you have a predictive model like the ones FLYDE has available.

Later, once you have launched the campaign in your CDP, you will be able to track your KPIs and compare them to see where the success or failure has been, where there has been a change with respect to the previous one, what to improve and what to maintain. As we have said throughout the article, a CDP is not going to do marketing for you, but it can help you stop making mistakes and start relying on data.

WHY FLYDE?

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximize the potential of your data and grow your business. Working like the big multinationals in the market, which already have this type of software, and having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.

2022 has been a key year for Customer Data Platforms. According to data provided by Deloitte, high growth brands are leading this change, with 61% moving to a first-party data strategy, while just 41% of low-growth brands are doing so.

The prohibition of third-party cookies and the obligation to use own data or customers who demand increasingly personalized experiences are some of the reasons that have driven this growth, which is expected to continue in 2023. 

But what else can we expect? Here are 4 trends that will shape CDPs in 2023: 

1. Increased adoption of CDPs by companies

Omnichannel strategies

The arrival of COVID-19, the new ways of buying (ROPO, Showrooming), or the constant raise of online buying, are some of the causes of the increased need of companies to develop omnichannel strategies, in order to unify their channels and their customer data through the whole brand.

Customers demand a better customer experience

Communication and generalized customer treatment is a thing of the past. Customer experience has positioned itself as a key factor for customers to stay with a brand or abandon it to the point where 86% of consumers would be willing to pay more if it meant a better and more personalized customer experience.

Obtaining relevant insights from Customer Data

Personalization and digital transformation also means receiving much larger amounts of data from our customers. Therefore, it becomes necessary to have a system that stores, organizes and processes data properly.

2. The Customer Data Platform (CDP) concept takes hold and is divided into subcategories.

While it is true that there are markets such as the U.S. where this type of platform is already well established, there are others where CDPs are just beginning to gain momentum.

At the moment, according to the CDP Institute’s Member Survey 2022, more than 60% of clients understand that the main functionalities of this type of platform are unified views of clients and the loading of data from different sources.

The year 2023 is expected to serve as a turning point and leave behind doubts about what these platforms are, what they do and how they can help a company. In the same way, it is estimated that a greater expansion of the knowledge of these platforms and their benefits will help the implementation in companies to understand how they can fit them into their MarTech strategies.

It is also expected that vendors will begin to differentiate into subcategories (pure data, analytics and campaigns) to help customers quickly identify capabilities and benefits.

3. Increased concern for data privacy

41% of consumers globally say their trust in digital service providers’ ability to keep personal data secure has decreased. By storing data in a Platform regulated under the strict GDPR protection will ensure a much safer environment for Customer’s Data.

We know how important it is to protect your customers’ data. That’s why at FLYDE we comply with legal and data protection obligations. You can find out how here.

4. Easy to use CDP platforms

The complexity of analyzing large amounts of data from different sources and processing them has made most of the CDP platforms on the market very technical. While it is true that there are companies with large IT teams, we can also find others in which the burden of these actions falls on teams with little technical knowledge that make it very difficult to use these tools properly.

Some suppliers are opting to facilitate some of the tools that make up their platforms, although there is still a long way to go as these changes require time and investment. However, it is still important: CDP platforms are becoming more and more transversal to all company departments. Sharing unified profiles, sharing data, cross-referencing and processing them in real time or generating strategies from them are just some of the common processes that we can find in any company on a daily basis.

For this reason, marketing and sales professionals, among other departments, are looking for greater autonomy when generating campaigns, cross-referencing data, etc., and thus avoiding funnels and waiting times.

WHY FLYDE?

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximize the potential of your data and grow your business. Working like the big multinationals in the market, which already have this type of software, and having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them. 

91% of marketers don’t feel they have a complete, fully utilized technology stack. 59% say they don’t fully utilize the marketing technology they have today.

The technological development of Marketing tools in the last decade has been huge, but marketing teams are yet unable to work on many of them, that is why there has always appeared an easy-to-use solution for every new Martech tool launched in the market.

Have new technologies changed the way in which marketing is done?

Definitely not, it just changed the channel and the possibilities, but the strategies maintain quite similar in its basis to the ones done 50 years ago.

The other day we compared the use of Cookies today, with observing people in the store (for a shopper 50 year ago), their movements and their preferences, in order to offer them something that matches their expectations next time. Same strategy with a huge difference in technology.

By this we mean that the technological development specially in Marketing areas has supposed a change in the capacity to process data. Now, we are able to personalize as a shopper did 50 years ago, but towards thousands of customers instead of 30 or 40.

More Martech tools than ever

A marketeer in 2022 is supposed to know about how to carry on marketing strategies, and at the same time know how to use: A Customer Relation Management platforms, an email marketing platform, Google Analytics, Google Ads., Facebook Ads., a Data Management Platform, and many more depending on the company.

This is driving marketeers crazy as every year a new tool appears, but without substituting another one. So every tool sums up to the ones previously used, making this teams waste time, or even worst have an IT Team to work on the platform. This also tends to happen with complex to use platforms, that need programmatic level users.

One CDP to unify them all.

The tendency in the last years has been to drive marketing teams into customer-centric teams, due to the importance of customers for companies. This is why Customer Data Platforms are becoming increasingly essential for Marketing Teams.

Customer Data Platforms (CDP) enable companies to unify all of their information from the sources available, plus the data obtained from the various platforms mentioned before, in order to allow marketing teams to work through one platform. This solves many problems of time and technical abilities required as the team would mainly access to this CDP to work on Customer knowledge.

Easy-to-use Customer Data Platform

A huge problem of Customer Data Platforms has been the difficulty to use inherent to this softwares. Due to the short living period of it, and the complexity upon the technology involved (Big Data and Artificial Intelligence), CDPs have been really complicated to manage and usually managed by IT or Data Science teams.

Marketing teams used to be involved only in the last part of the process, in making the data actionable. Although this seems a problem as each team needs to take control over their data. This is why FLYDE appeared in the market, to allow marketing teams to take control over their data, and to make this technology accessible to every single company.

WHY FLYDE?

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximise the potential of your data and grow your business. Working like the big multinationals in the market, which already have this type of software, and having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.

A Customer Data Platform is a global platform so many departments from many sectors can benefit from it. In fact every single department of the company Customer-Related will end up making the most of it.

As many different departments would use it, it is crucial for it to be accessible. This is why an easy-to-use CDP is vital for a company to be able to become Customer-Centric. Start taking control of your Data.

Customer-Centric Data-Driven Companies

Becoming Customer-Centric is a priority for companies, as U.S. companies lose $136.8 billion per year due to avoidable consumer switching. The current competition for market share has become more fierce than ever before, and the need to become omni-channel, forced companies who were willing to become Customer-Centric to be Data-Driven, in order to understand such amounts of Customers Data.

This is where Customer Data Platforms fit into place. A Customer Data Platform is a Platform where you store and unify all of your customers data (1st, 2nd, and 3rd Party Data), and with the use of AI/ML obtain actionable insights, from your customer’s 360 profile.

We would next see the different benefits a CDP would provide to the different departments of a company:

Marketing Teams

• 360 Profile: unifying customer data in one platform and in real time, enables a complete customer profile, that can be afterward compared with the rest of customers/potential customers to obtain insights.
• Hyper Segmentation: the unification of basic, behavioral, attitudinal, and socio-demographic data would enable a level of segmentation never seen before. Segmenting by buying habits for example (ROPO, Showrooming, etc.).
• Personalization: with the 360 profiling of customers your company could start personalizing campaigns according to each customers needs (Personalized newsletters, emails, content in Social Media depending on your customers segment presence, etc.).
• Predictive models on the efficiency of each campaign on each customer: a CDP will help your company on predicting tendencies with AI/ML. One thing your marketing team could do is by adding up your past campaigns to your 360 customers profile, predict the future campaigns efficiency, by types of campaigns and by customers likes.
• Buyer Personas in real time: having your customer data unified and constantly renewing would enable a constant buyer persona of each product, or a picture of the personal characteristics of the preferred customer for each product.
• Omni-channel Customer Journeys: each channel of communication works different, but customers demand a full unified experience from brands. You would be able to track the customer journey through channels to activate a personalized omni-channel experience
• Forget about Third-Party Cookies: a tagging functionality in a CDP would help you track each individual customer through your website and add this information to their 360 profile.
• Geomarketing: unifying 3rd Party-Data (Socio-demographic) allow the 360 profile to be much more detailed. With this you would be able to see the differences between neighborhoods, seeking for the one that matches the most with your buyer persona, ML algorithms would help you on this task, in order to show you the best neighborhoods to sell each product.
• Dynamic Scoring: model that gives a rating from 1 to 10 of each individual’s customer engagement in real time, to see how campaigns are affecting them or the point they are at with your company in terms of engagement.
• Orchestrate campaigns: get the insights from your customers and afterword the CDP would enable you to orchestrate campaigns by sending this audiences, segments or profiles on to your different tools (email marketing, Social Media, advertising group, etc.).

Sales Teams

• Personalized Contact: contacting via email or phone with customers or potential customers is really tough but it would definitely be easier if your sales team had a 360 Profile (with the unification of 1st 2nd and 3rd party data) to have all of the information from your customer (behavioral, attitudinal, basic, etc.) while you do phone sales.

Logistic Operators

• Demand forecast models: being able to predict the demand with efficiency rates over a 95% would avoid stock outs.

Directors

• Full reports easy to read: in the same platform and with all of the data and insights obtained before you would be able to extract reports, graphs, and summaries of how your company is performing in terms of customer experience.
• Demand forecast models: know a year before the total demand your company would have in order to organize properly financially.

WHY FLYDE?

Do you want your company to move on to the next level? A CDP is the key tool that will allow you to maximise the potential of your data and grow your business. Working like the big multinationals in the market, which already have this type of software, and having control over all your data is now very simple.

Moreover, if you do not have IT or Data Scientist teams, this tool will allow you to outsource this function. And if you have them but want to reduce their workload and give more autonomy to your marketing and business teams when it comes to working with data, implementing an easy-to-use CDP would be the best option for your company. It will allow any single member of your company to use it, as this softwares are prepared for them.