The past few years have seen customer data platforms (CDPs) become a hot topic. Brands are set to create strong relationships with their customers by crafting digital experiences that are personalized and unforgettable. But to make that possible, data silos need to be broken down, and a persistent, unified customer database that is accessible to other systems is necessary. It’s no surprise that CDPs have become popular with marketing leaders intently eyeing them as the beating heart of the martech stack.
You have probably come across Sitecore CDP, or as it was previously known, Boxever. If you have and are looking to learn a bit more about it, this post is for you.
What is Sitecore CDP
Sitecore CDP is a customer data platform by Sitecore. It came about through Sitecore’s acquisition of Boxever in early 2021, which was later rebranded as Sitecore CDP. It is a SaaS-based/cloud-native platform and a game changing step towards expanding Sitecore’s offerings in a composable approach.
But first things first…
What is a CDP
A customer data platform is defined by the CDP Institute as “packaged software that creates a persistent, unified customer database that is accessible to other systems.” There’s a few elements in the definition that are worth examining:
- Packaged software - The CDP is packaged software, usually bought and controlled by business users, most often in marketing. The packaged nature makes it easy to deploy and change as new needs arise.
- Persistent, unified customer database - The CDP creates a comprehensive view of each customer by capturing data from multiple systems, linking information related to the same customer, and storing the information to track behavior over time.
- Accessible to other systems - Data stored in the CDP can be used by other systems for analysis and to manage customer interactions.
What does Sitecore CDP actually do
Sitecore CDP captures, integrates, unifies, segments, and activates all customer data at the organization’s disposal, so teams can deliver the next best experience, offer, or action to their customers, creating brand loyalty and revenue.
It does that through the following capabilities:
- Data management
- Decisioning & experimentation
- Orchestration
Data management
Sitecore CDP allows you to build a clear and comprehensive understanding of all your customers by aggregating data collected by any number of sources, including web, mobile devices, and any third-party systems. It brings all the data together into one place and links all the information related to the same customer together (identity resolution) to create a unified profile of each customer and then uses profiles to create segments, allowing the tracking of behavior over time. This data is made available to be acted upon using different applications.
Key capabilities:
- Track every click, search, tap, and buying signal
- Consolidate and connect all your customer data in one place
- Build customer profiles and segments with real-time data
- Data is integrated seamlessly from across your business
Decisioning & experimentation
Sitecore CDP allows you to predict, test and optimize every customer interaction across every product and experience. It features a WYSIWYG interface with a canvas and a drag and drop feature for creating decisioning strategies visually. The logic can be powered by AI, rules, or any system that is connected.
Key capabilities:
- Predictive analytics and AI inform intelligent interactions
- Leverage customer and business data alongside real-time context
- Decisioning technology enables powerful data-driven decisions
- A/B test features and experiences on any digital channel
Orchestration
Sitecore CDP allows you to create more relevant and joined-up experiences across every digital app, platform, or channel. You can leverage powerful orchestration to deliver the right message, at the right time, in the right place.
Key capabilities:
- Orchestrate every interaction across all your digital channels
- Create seamless experiences that jump from channel to channel
- Deliver hyper-relevant experiences for every customer
- Trigger personalized messages to help customers take action
Who is Sitecore CDP for?
Sitecore CDP is for brands looking to
- Integrate all customer data to deliver highly intelligent omnichannel personalized experiences
- Utilize decisioning to deliver next best actions, offers, and experiences
- Fully leverage 1st party data assets
It is not specific to an industry in particular, but before becoming Sitecore CDP, Boxever had a proven track record of successful adoption by brands in airlines, automotive, banking, gaming, insurance, retail, telecoms, travel, and utilities. Hospitality, financial services, restaurants, digital media, fashion, and real estate are also a fit.
Here are some of the challenges that Sitecore CDP can help brands overcome:
- The need to deliver a differentiating experience for price-driven consumers
- The lack of personalization and decisioning engine
- Inability to deliver personalized communications or offers
- Challenges executing testing and delivering on the promise of personalization
- The desire to execute full-stack personalization beyond just the web
- The need to understand CX beyond the direct steps of making a purchase
- The need to learn how to quickly increase customer acquisition
- The need to improve CX and grow incremental revenue through ancillaries
- High TCO for martech
- Overall TCO not being scalable
