Introduction
The key objective of a Customer Data Platform (CDP) is to streamline data collection from disparate sources (a process known as data ingestion), arrange it into a comprehensible structure (data modeling), establish data unifications to identify unique records (identity resolution) and facilitate internal data processing to create various computations and merge information collected from different areas. The ultimate step involves synchronization with a marketing cloud or Salesforce, promoting effective data utilization.
The goal was twofold: to understand customers’ behaviors by capturing their navigation and engagement patterns on the website, and to create a dynamic, personalized customer experience based on their individual interests.
‘Activation Targets’ and ‘Actations’ were created to push this data to their Marketing Cloud Org. To extract the ‘Activations’ records from segmentation records, it was essential to have a mapping with Contact Point Email and Contact Point Phone DLOs. This effectively streamlined the data processing and management across different platforms, leading to enhanced utilization of data for business operations.
This case highlights how a structured approach to data ingestion, modeling, and identity resolution, along with the strategic integration of APIs, can streamline data processes and promote more effective and tailored data usage across different Salesforce orgs and marketing cloud platforms. It showcases the power of using a CDP to manage and manipulate large volumes of data across different platforms to achieve business objectives.
The implementation of the Personalization Studio transformed client’s approach to customer engagement, enabling them to deliver a unique, personalized customer journey. This strategic move demonstrated their commitment to understanding their customers and catering to their individual preferences, paving the way for enhanced customer satisfaction and business growth. Future endeavors will continue to leverage these customer insights, capitalizing on the power of personalization and data analytics.
ABOUT GENETRIX
Genetrix Technology is a holistic Salesforce solutions provider. We provide services to clients from across industry verticals: non-profit, health-care, finance, retail, technology and life-sciences. Our expertise lies in cross-cloud services that help organizations enhance their business and expand their profits.
