Data Management

5 reasons why clean data is crucial for customer data platforms

The rapid rise of customer data platforms

Customer data platforms (CDPs) have been a mainstay of many businesses’ data management strategies. However, usage became more widespread during 2020, as the advent of COVID-19 destabilized the economy. Now, Markets and Markets predicts that the CDP market will continue to grow rapidly, from $4.8 billion in 2022 to $19.37 billion by 2027.1
As CDPs continue to gain prominence in the realm of marketing and customer relationship management, businesses are increasingly recognizing the pivotal role of clean and accurate data in optimizing their CDP strategies.

CDPs serve as centralized hubs for collecting, organizing, and analyzing customer data from various sources, empowering businesses to deliver personalized experiences and targeted campaigns. However, the effectiveness of CDPs hinges on the quality of the data they process. The old adage, “garbage in, garbage out,” has never rung truer when it comes to CPDs. CDPs make a lot of big promises to your clients, but those promises can’t be fulfilled if bad data is being fed into them.

Here are five reasons why clean, accurate data is indispensable for CDPs

1. Enhanced personalization

Clean and accurate data fuels effective personalization efforts within CDPs. By ensuring that customer information is free from errors, duplicates, and inconsistencies, businesses can deliver highly tailored experiences to their audience. From personalized product recommendations to targeted marketing messages, clean data enables CDPs to segment customers accurately and deliver relevant content at the right time, fostering stronger connections and driving engagement. CDPs are also starting to embrace 3rd party data to provide rich demographic enhancement data. This allows CDPs to leverage hundreds of additional attributes to more accurately segment data and provide enhanced level of personalization.

2. Improved decision-making

Quality data is the cornerstone of informed decision-making processes. In CDPs, clean and accurate data provides valuable insights into customer behavior, preferences, and interactions across multiple channels and touchpoints. With reliable data at their disposal, businesses can make data-driven decisions regarding product development, marketing strategies, and customer service initiatives. Clean data eliminates the risk of basing decisions on flawed or outdated information, leading to more effective outcomes and better ROI.

Here again, 3rd party data is becoming increasingly important. Part of the decision process is also focused on orchestration. Where can we reach customers? 3rd party data is adding additional contact options for SMS, programmatic and social. In B2B CDP applications, marketers are able to use Business to Consumer linking to gather additional contact information that can be used to expand reach in programmatic and social engagements.

3. Increased operational efficiency

Clean data streamlines operations within CDPs, reducing the time and resources required for data management tasks. By maintaining data hygiene standards, businesses can automate processes such as data cleansing, deduplication, and integration, to provide better matching within the CDP ensuring that CDPs operate smoothly and efficiently. This enables marketing teams to focus on strategic initiatives rather than grappling with data quality issues, ultimately driving productivity and cost savings across the organization.

4. Regulatory compliance

In an era of heightened data privacy regulations, maintaining clean and accurate data is imperative for regulatory compliance. CDPs house vast amounts of customer information, ranging from personal details to behavioral data, making data protection a top priority. By adhering to data quality standards and implementing robust security measures, businesses can safeguard sensitive information and mitigate the risk of regulatory violations. Clean data not only enhances trust and transparency with customers but also minimizes legal and reputational risks associated with non-compliance.

5. Better customer experiences

At the heart of every successful CDP strategy lies the goal of delivering exceptional customer experiences. Clean, accurate data plays a crucial role in achieving this objective by enabling businesses to understand their customers more deeply and anticipate their needs effectively. By leveraging clean data insights, CDPs empower businesses to deliver seamless omnichannel experiences, relevant personalized messages and foster long-term loyalty. Ultimately, clean data is instrumental in building strong customer relationships and driving business growth in a competitive marketplace.

In conclusion, clean and accurate data serves as the cornerstone of effective customer data platforms. By prioritizing data quality, businesses can unlock the full potential of their CDP investments, driving personalized experiences, informed decision-making, operational efficiency, regulatory compliance, and superior customer outcomes. As CDPs continue to evolve, the importance of clean data will remain paramount in driving success and differentiation in today’s data-driven landscape.

Data management is a critical part of keeping data clean enough to feed your CDP. Download our whitepaper for best practices and pro tips:

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Sal Pecoraro
Sal Pecoraro
SVP Technology Solutions

In his role as Senior Vice President of Technology Solutions, Sal is engaged in managing a corporate-wide product vision and strategy to create and maintain leading-edge marketing products and services that are consistent across all divisions. He is known throughout the industry for his consultative approach to identifying solutions for clients’ database marketing and data processing needs.