Optimize Your Customer Data

You've made important investments in marketing data and MarTech software. Now, it's time to deliver on expectations.

The problem is, your team may be struggling to find the right data and put it to use in ways that produce the results you want, without overpowering your resources. You are not alone! While nearly 80% of executives want to improve their digital customer experience, only 10% report that their customer data and tools are working well to reach that goal! Of those surveyed, 47% identified fragmented customer data and siloed systems as the main culprits.*

While the solution may seem to be a complete overhaul of your marketing and sales operations, there are alternatives. We recommend a blend of available intent data and customer data platform (CDP) technology in novel ways that apply the most relevant data in fully automated scenarios to solve common marketing operations challenges. We call our approach Customer Data Orchestration.

Customer Data Orchestration uses a customer data platform to combine multiple data sets and unify them at the contact level, so that duplicates, errors and inconsistencies are eliminated and all connected applications use the same data. 

Let's explore more details about customer data orchestration.

*State of Digital Customer Experience 2020 Report



What is a CDP?



12 ways to improve your customer & prospect experience using a customer data platform
01 Load, clean, and combine data from a variety of sources to create unified contact profiles
02 Dynamically analyze combined first and third-party data to accurately assess buyer fit, intent, and engagement
03 Create ideal customer profiles for your products and services, based on data, not conjecture
04 Segment prospect and customer data into target groups for demand generation and ABM
05 Personalize campaigns and content based on segments and buyer journey stages
06 Find the movers and shakers in prospect buying teams and dynamically personalize content

Set up personalized chat bots for target accounts and key contacts to engage them when they visit

08 Observe your prospect and customer engagements with your competitors - respond appropriately
09 Measure campaign and customer engagement attribution and marketing ROI, produce informative reports
10 Identify changes in customer sentiment and notify the sales and service teams to reach out and prevent churn
11 Identify customer up & cross sell opportunities for success team engagement
12 Automatically launch omnichannel campaigns and help sales maximize opportunities

These strategies depend on accurate data that is organized for dynamic segmentation  to make sure that every touchpoint is personalized in ways that make sense to the buyer and encourage them to take the next step in their journey.

Fixing just one or two of the challenges usually fails to deliver expected results. For example, "plugging in" a marketing automation platform may speed up delivery of email or advertising, but without considerable data preparation, campaigns can suffer from poor engagement and inconsistent results.

At the heart of customer data orchestration is a customer data platform, or CDP. Over the last couple of years, CDP providers have grown in number, including many vendors of similar solutions that have rebranded to capitalize on the intense interest surrounding the term. In fact, many companies that think they have a CDP don't - at least according to the definition created by the CDP Institute!

How can you evaluate them and choose the right solution for your organization?

Let's start by defining what a customer data platform is all about.


Marketers want control of their customer data. Ideally, they want a database that collects and integrates data across all the business systems that manage and record customer touchpoints. It is not enough to just sync or consolidate data in one place.

Marketers also require an accurate and consistent record (a single customer view) for each contact and for this data to be available to all marketing applications and processes. To do this, you need a customer data platform, or CDP.

Many applications call themselves a CDP, but, according to the CDP Institute, the essential features include:

A CDP is marketer controlled

Marketer Controlled

A CDP can be purchased and operated by the marketing department, with minimal assistance from other departments. Marketers can take full advantage of its capabilities, without needing the same technical knowledge as data scientists. A CDP streamlines and simplifies marketing operations.

Unified customer profile

Unified customer database

A CDP unifies customer data from diverse business systems. including CRM, website, email, third-party data, legacy systems, etc. A CDP stores its own copy of the data, rather than shuffling it between applications. A CDP brings together siloed data, merging it into unified customer records.

Managed Customer Experiences

Managed Customer Experiences

With a unified customer database and linked, synced marketing applications, a CDP allows marketers to respond quickly and effectively to manage customer experience at every stage of the buyer journey. Marketers have more visibility and control over all customer touchpoints.
Analytics and reporting

analytics and

Within a CDP, marketers have direct access to all of the relevant data they need to quickly compile accurate, insightful reports. Integration of popular reporting applications, like Tableau or Domo, and accurate attribution insights, create powerful reporting capabilities.


Customer data platforms are similar to what we used to call "company databases". They are an umbrella for your sales-marketing-service stack and operate as central repositories, but they do much more. Let's examine some of the most important functions provided by a CDP in your MarTech ecosystem. 


Compliance and Privacy

It's in everyone's best interest to comply with data privacy regulations and afford your visitors the customer experience they desire. A big part of that, moving forward into the 2020's, is honoring their rights and preferences when it comes to customer data storage, processing, and use. Few marketing data systems, and very few CDPs, have built-in, easy to manage applications for customer data privacy management. Our CDP helps you comply with GDPR, CCPA and more by allowing you to manage data privacy throughout the customer journey.


Data Processing and Management

It's to your advantage to combine data from multiple sources in order to fully understand your prospects and customers. First-party intent data, from your website, email, ads, and social sites, tells you how people engage with your brand. Third-party buyer intent data gives you insights into what they are doing elsewhere on the web, including engaging with content topics and competitors, attending events, following influencers, and more. Enrichment data fills or updates customer profiles to add context and accuracy. Ad performance data gives you feedback on campaign or channel attribution.

The problem with all of this data is that it comes from different sources and is often formatted differently or has inconsistent responses to the same questions. There may be duplicate contact or account records, or errors that need to be corrected. A CDP does all of this and much more.


Single Customer View

Merging customer data from multiple sources adds new dimensions to customer intelligence, but it can be difficult to understand the relationships of data from different sources. That's why a single customer view is so important, to make sure that every type of data orchestration, from campaigns to individual email outreach to sales rep engagement, operates from a single, consistent data record for each customer or prospect.

That's one of the primary benefits of a CDP, merging all types of ingested customer data together into a single, accurate, complete customer record. This is also one of the main weaknesses of trying to use a CRM or marketing automation system as a "source of truth" for customer data, since most of them do not have the ability to automatically create single customer views from diverse data sets. Our CDP does this effortlessly.


Targeting and ABM

The first challenge facing companies getting started with account-based marketing (ABM) is putting together an ideal customer profile and a list of target companies to focus on with account-based sales and marketing. Based on your criteria for ideal target companies, you can analyze intent data and find companies and their key contacts that match your ideal customer profile AND are currently active. A CDP makes this process easy and efficient.

Delivering Real Sales Opportunities

You might be looking for an additional way to find high-quality pipeline opportunities and convert them into customers.

Using a CDP to combine third-party and first-party intent data helps you identify high-priority prospects and qualify them based on fit, intent, and engagement. You can create a scoring system that prioritizes and segments these leads for assignment to your sales team or for a variety of lead nurturing campaign types - all centrally orchestrated, across your various execution systems, from your CDP! 


Demand Generation

By combining first-party, third-party, enhanced and campaign data in a CDP, you can understand which types of outreach are most effective for a matrix of personas, accounts, and buyer journey stages. By segmenting accounts and people, you can create customer audiences for paid media campaigns and design highly personalized advertising that reaches likely buyers when they are most likely to respond. A CDP lets you orchestrate all of that! Dynamically!

Content Personalization’s Contact-Level™ Intent Data delivers information on the actions buyers are taking in the marketplace right now - including stage in buying journey, competitor engagements, topics they're engaging with, events they're likely attending, buying team members, and more! Combining this information in a CDP with firmographic, demographic, and technographic data, you have all of the information you need to provide personalized content for your high-priority accounts and contacts, and you can do it all from a single platform, your CDP!

Data Management and Analysis

Fully orchestrating customer data from a variety of sources, including intent data, can involve a variety of data operations. Our customer data orchestration solution, using a CDP, allows marketers to master data management and analysis, minimizing the resources required, and quickly organizing the right contact information for demand generation campaigns, personalized emails, and messaging for improved sales engagement. 

Examples of how customer data orchestration benefits your marketing operations include:

Automating the data loading process

As fresh data comes in from a variety of sources, automate the process of loading, cleaning, de-duping and segmenting the data for further analysis, sales enablement or outbound sales. Your sales and marketing operations teams will enjoy the time savings and efficiency gains without needing months of data management training, SQL scripts of cumbersome uploads.

Integrating multiple data sources

Expand your team's available customer information to combine first-party intent data from your website with multiple third-party purchase intent data sources, email marketing, digital ad campaigns, conversational marketing, webinars and podcasts, events and trade shows, direct mail, transactional history, CRM info - literally, anything you can think of.

Reaching the right people at the right time

When a target company key account contact visits your website, deliver a personalized experience - site content, chatbot, offers and more. Control the information that flows to and from your marketing automation system or CRM so that your sales and marketing teams are always working with accurate, high priority data.

Go deeper with customer data analytics

Find real-time insights among diverse data sets for better prospect analysis and targeting. Don't rely on simple X-Y plots or pie charts to identify complex trends and behaviors, when you can easily explore the data and find the best possible data visualization to answer your questions.

Get the business intelligence you need, easily

Create alerts and notifications based on customer data changes, such as visits to your competitors' websites. Watch for surges in interest in certain topics or keywords tied closely to your success, and respond more quickly. If you can imagine the use case, a CDP platform can help orchestrate the data to easily and link to your business systems to realize it.

want to get started or learn more? Let’s Talk.