Many customer data platforms got their start with a focus on web data unification and deliverability, one way or another. There are both a data collection side and a personalization side to the integration of CDPs and websites. With a unified profile and real-time decisioning capabilities right there connected to the website, the days of a static web are over.
Here are five things I thought about when considering how customer data platforms are contributing to web personalization.
Thing #1: Customer data platforms are disrupting A/B testing a bit
Overlap is, at the least, a yearly point of interest for technology buyers. Many CDPs have built-in web personalization capabilities. From the buyer perspective, here are two systems that "do the same thing" -- why pay for both?
It makes sense that overlap brings this kind of cost/benefit analysis, but customer data platforms don't replace A/B and MVT vendors. The best, or someday we might say "the true" customer data platforms integrate with multiple A/B and MVT vendors, however.
But there is overlap. This overlap in the area of A/B testing (not usually MVT) doesn't happen only with customer data platforms, it happens with email service providers and content management systems as well as other types of marketing technology.
There is a big big big difference, though! CDP play nice as a data source to enhance segmentation, 1:1 messaging, and measurement capabilities. Customer data platforms have the advantage over these other categories thanks to access to lots of data, to being the source of a unified customer profile. Whether tests are run through the CDP, or in conjunction with the CDP, audiences can be selected better, tests can be more relevant, and results can be measured against preconceived and automatically discovered segments.
At the same time, the CDP might cut into some testing/activity that would traditionally have happened within a testing platform, replacing some tests altogether.
Often, there is no testing and optimization program in place at all. In these situations, such a program can be initiated on the back of a customer data platform. But not just any customer data platform! Which leads us to: