Leveraging Customer Data Platforms for Real-Time Marketing Personalization
This white paper aims to provide a deeper understanding of CDPs (Customer Data Platforms), thus creating value for companies that adopt this tool in their technology stack. We describe CDPs in a five-step process from customer data collection to the analysis and activation for marketing purposes. The underlying process is the basis for explaining the organizational benefits of this technology and comparing CDPs to other enterprise systems to highlight key differences.
The five-step process to personalization is an OMMAX-built process that helps you gain deeper insights on CDPs by describing the main features and capabilities of such technology as well as the several benefits it can potentially bring to organizations. Moreover, the conceptualized process defined aims to support you to identify the use cases for which a CDP can be adopted, thus allowing you to understand whether its adoption could help your organization.
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B2B e-commerce refers to the sale of goods or services between businesses via digital sales channels such as proprietary online shops or B2B marketplaces. In 2020, the global gross merchandise value of B2B digital sales accounted for $13.8 trillion and is projected to increase at a constant annual growth rate of 13.3%. Until 2022, up to 50% of all orders at B2B companies are expected to be processed online, accounting for a total gross merchandise volume of $17.6 trillion. By 2025, Gartner even predicts that 80% of B2B sales interactions will take place via digital channels.