June 17, 2021
 min read

Why audience segmentation needs a customer data platform


In the talented hands of top marketers, segmentation strategies are some of the most effective marketing tactics of today. However, the sheer amount of time and effort needed to collect, separate, and segment your customers, leads, and existing clients into the correct categories is immense.

This makes typical methods of segmentation incredibly inconvenient at the best of times. At the worst of times, companies simply don’t see the need for segmentation, then become frustrated when they can’t reach their audiences. What is the solution?

When you utilize customer data platform software, segmenting your customers becomes platform-driven and intuitive. But what does a customer data platform actually do?

What is a Customer Data Platform?

Let’s take a look at what a CDP is, how it assists you in segmenting your audience, and the role that all this plays in your integrated marketing strategies.

A customer data platform (CDP) is a marketing and CX technology that unifies a company’s customer data across both online and offline sources. The main customer data platform use case is to allow marketers to independently use data exactly as they need as opposed to working with whatever they can get.

How CDPs Upgrade Your Marketing Segmentation

When you use customer data platform tools, you have the speed and flexibility to finesse your segmentation parameters to get the right sample size and distribution. This yields significant results and the insight necessary to drive increased value in your segmentation efforts.

For example, suppose you have an idea for testing different groups against each other. Depending on the CDP in question, the entire process can be contained within one framework that flows directly from your customer data.

Who will convert most quickly? Who converts most reliably? This and similar tests can inform your overall follow-up cadence and significantly impact revenue, loyalty, and LTV.

It’s time to get rid of the outdated, clunky segmentation methods and open the door to integrated marketing.

From Marketing Segmentation to Integrated Marketing: Unlocking Your Potential

Once you have the capacity to segment your audience down to smaller, more personalized groupings, it’s time to leverage that data into all parts of your marketing. With a CDP for marketing, you don’t have to hunt through multiple software solutions, documents, and processes–it’s all in one place.  

From finding your audience to keeping them around for the long term, customer data platform features set you up for data-based success.

If you want to learn more about CDPs, their functions, and their uses, we have the data and research readily available. Read on to learn more about customer data platform capabilities: download our CDP Buyers’ Guide today to start your journey to an informed, calculated approach to your data and marketing.

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