More Than Just A Letter: Why An EDP Is More Than A CDP
Marketing technology platforms all have the same goal — to develop a relationship with a consumer that turns them into a customer. Every marketing technology platform out there promises this end result. One especially, the Customer Data Platform (CDP), has been hailed as the “brain” of marketing technology platforms.
What is a Customer Data Platform (CDP)?
Customer Data Platform. The name says it all — it’s a platform that stores customer data. It’s the tool of the data-centric marketer.
According to the CDP Institute, a platform must have these five capabilities to earn the “RealCDP” distinction:
- Ingest data from any source
- Capture full detail of ingested data
- Store ingested data indefinitely (subject to privacy constraints)
- Create unified profiles of identified individuals
- Share data with any system that needs it
There are many different types of CDPs. Some common types include digital CDPs, campaign CDPs, integration CDPs, and analytical CDPs. Ideally, a CDP would take the data gathered by a marketer and show a full picture of the customer they’re marketing to.
Unfortunately, many CDPs have failed to demonstrate that they can easily take data and activate it for customer engagement strategies. While CDPs claim to be holistic solutions for gathering data and presenting a unified view, they fall short at taking action from that view. That’s because many CDPs are IT-driven data environments that lack the business use cases that can make them successful for marketing campaigns. They ingest various data types but rely on costly and time-intensive integrations to deliver value.
In theory, they sound like comprehensive solutions, but in execution, Customer Data Platforms are failing the marketer. Marketers cannot personalise campaigns to a customer without manually accessing data from various systems. If you want to evolve from being a data-centric marketer to a customer-centric marketer, what you need is the Engagement Data Platform.
How the Engagement Data Platform is different from a Customer Data Platform.
What differentiates the Cheetah EDP from a traditional CDP is that it provides marketers with that holistic view of the customer, machine learning, native omnichannel touchpoints, and solutions that drive customer acquisition, loyalty, and retention. Together, these capabilities provide marketers with solutions to create value throughout the customer lifecycle, from acquiring customers to watching them become brand advocates.
And because it’s built natively with channels, experiences, and loyalty in mind, it is better at providing a full picture of a customer, throughout the customer lifecycle.
Simply put, Cheetah Digital’s Engagement Data Platform helps marketers build valuable relationships with the people they’re marketing to. Unlike many CDPs that focus on anonymous third-party data, the Engagement Data Platform collects and uses first- and zero-party data.
Cheetah Digital’s Engagement Data Platform has many capabilities, including:
- Enterprise data management
- Audience segmentation
- Advanced analytics
- Integrated machine learning
- Streaming data ingestion
- Connectors framework
- Trigger engine
- Smart messaging
It is just as smart about handling data as a CDP is. But most importantly, what sets the Engagement Data Platform apart from a CDP is the ability to connect that data into a system of action.
The Cheetah EDP is a core component of the Cheetah Engagement Suite, which includes Cheetah Messaging, Cheetah Loyalty, and Cheetah Experiences. Together, these solutions uniquely combine delivering customer experiences at any point in the customer lifecycle, email, and other channels, with a robust data platform. The benefit is that marketers can take a data-driven approach to make connections with customers, through strategies that help them better engage with customers, encourage or reestablish loyalty, and deeper relationships.
The Engagement Data Platform turns data insights into action.
Amassing large amounts of data is useless if the marketer can’t do anything with it — or if the marketer frequently needs the involvement of IT to make use of that data. Marketers need a platform that takes data, transforms it into a holistic view of a customer, and then enables them to create campaigns that truly connect with a customer with deeper personalisation.
So, how exactly does the Engagement Data Platform turn this data into action? It natively connects to and drives Cheetah Digital’s Customer Engagement Suite, which includes Cheetah Experiences, Cheetah Messaging, and Cheetah Loyalty.
The Customer Engagement Suite uses the data that flows into and out of the Engagement Data Platform to personalise campaigns throughout the customer lifecycle. It allows marketers to take the intelligent insights earned from Cheetah Messaging, Cheetah Loyalty, and Cheetah Experiences and turn them into action, in real time, at scale, across multiple channels.
Why is it important to differentiate the Engagement Data Platform from a Customer Data Platform?
Consumers repeatedly tell us that they are only listening and responding to brands that see them.
The reality is that consumers want better personalization: approximately 80 percent of them say it’s important to them.” — McKinsey & Company
Customer data resides in systems like analytics, email, mobile, campaign management, point-of-sale, and social, which are not integrated, nor were designed to be integrated. A way to overcome the challenge of disparate systems is to consider a customer data platform (CDP), which the CDP Institute defines as “packaged software that creates a persistent, unified customer database that is accessible to other systems.” A CDP does more than just bring all of the data together; it provides marketers with a single, accessible, and actionable view that can be used to drive meaningful engagement with consumers.
Customers are likely to only continue doing business with the brands that personalise campaigns to them. Add to that customer concerns about data privacy, as well as increasingly strict regulations and governance rules on data, and marketers have a complex world to navigate.
With a platform like the Engagement Data Platform, there is a focus on receiving data from customers themselves. This data that is intentionally and proactively shared by the customer is called zero-party data (and can be gathered using a solution like Cheetah Experiences). That, along with first-party data, is the best data to create campaigns from, because the data is gathered from the customer themselves. Instead of inferring what customers want, we ask them.
This zero-party data, along with first-party data, will be absolutely essential in creating personalised campaigns that build a path toward engagement, and then emotional loyalty.
According to McKinsey & Company, personalised campaigns “build real value.” Focusing on personalisation can result in:
- 10-20 per cent more efficient marketing and greater cost savings
- 10-30 per cent uplift in revenue and retention
CDPs attempt to unify data to reach these results. The Engagement Data Platform is the only one that actually does.
The Engagement Data Platform creates better, more meaningful relationships.
Cheetah Digital’s Engagement Data Platform improves upon the Customer Data Platform model in multiple ways, but its biggest advantage is native connectivity to systems of action that allow marketers to create a relationship with their customers. It’s the only solution that partners with marketers to nurture a customer from acquisition to engagement, to emotional loyalty.
The CDP Institute recognises the Cheetah Engagement Data Platform (EDP) as meeting the definition of a CDP. The Cheetah EDP has all of the features expected in a CDP, as well as most of the distinguishing features that meet the need for today’s marketer that desires to make meaningful connections.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.