Scatterbrained CDPs: Some Firms Still Can't Synchronize Their Websites And Email

Most brands have turned to customer data platforms (CDPs) to target email and other forms of messaging. But many fail to provide a seamless experience, according to SMS play a large Omnichannel Marketing Excellence, a global study by London Research in partnership with BlueVenn.

The question is critical, given that 79% of firms have seen an increase in online customer interactions during the COVID-19 crisis. 

Of the companies polled, 39% of the firms polled have basic integration between their website and ecommerce channels and triggered/follow-up emails or mobile communications. 

But only 29% offer a seamless experience across digital channels, and a mere 9% do so both online and offline.

The difference is in CDP use. If you accept these findings, 36% of brands with CDPs offer a seamless digital experience, compared with 20% of those that do not have a CDP.  

But 29% of those with a CDP have only basic integration between their website triggered/followed up emails, and so do 57% of non-CDP users.  



Overall, 63% of the firms polled have CDPs, up from 51% at the start of 2019.  

How well have marketers synchronized the channels? The study found that: 

  • We have synchronized/coordinated customer journeys across offline and digital channels that flow over a period of time and are triggered by customer behaviors — 32%
  • We have synchronized/coordinated offline and digital campaigns in a single burst of activity (e.g. direct mail or telephone and email, mobile etc.) — 18%
  • We have synchronized/coordinated digital campaigns in a single burst of activity (e.g. email and mobile) — 21%
  • We manage all outbound channels independently from each other — 29%

Here’s how they plan their outbound communications:

  • We use customer journey mapping to design integrated, omnichannel customer experiences across the customer lifecycle and at every touchpoint — 21%
  • We use customer journey mapping to design outbound, digital contact programs that respond to customer needs, actions and behaviors over time — 24%
  • The outbound digital teams plan campaign activity across all digital channels — 34%
  • Each outbound channel team (e.g. email, SMS and mobile) plans activity independently — 21%

The stats show that 32% of firms using a CDP significantly outperformed their main marketing goals in the past 12 months, versus 14% of firms lacking a CDP.  

In addition, 53% of companies deploying a CDP achieved their goals, compared with 69% of those without a CDP. 

Meanwhile: 18% of transactional businesses—those that sell directly through stores or online — have synchronized online and offline campaigns, as have 16% of non-transactional firms. And non-transactional brands are more likely to be siloed. 

The study asserts that CDPs provide a single customer view across email, SMS, mobile, web and DMP. 

London Research and BlueVenn surveyed 235 organizations with revenue of at least $50 million. 


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