Marketing automation is an important process in the existence of every business, leading to fast and effective results. Now let's talk about the services that allow you to do this.
CDP (Customer Data Platform) is a platform for collecting and managing customer data that is collected from offline and online sources, processed and supplemented. This makes it possible to increase the efficiency of interaction with the client, sales department and customer service.
In this article, we will talk about the criteria for choosing automation systems and examine the pros and cons of several popular platforms.
Who needs a CDP system
This solution is suitable for companies that systematically work with client data: collect, store, analyze them. What could it be:
- analysis of the effectiveness of sales channels and communications;
- customer interaction statistics;
- data about user behavior on your resources;
- information about purchases, refunds, etc.
Depending on your needs, this list may expand or vice versa.
Now there are a huge number of services on the market that help automate processes and work with data. They also differ in scale. For example, almost all of our clients use email marketing. Compared to the same advertising, this channel often works more efficiently, since it is a 100% interested audience, which, when working with the database correctly, does not burn out and constantly brings applications. Therefore, many prefer the automation of mailings. Thus, you choose a service for your task, budget, and the amount of data you need to work with.
My advice: consider how you plan to scale so that the system allows you to do this, for example, have modules or the ability to integrate with the necessary services, platforms.
Marketing Automation services: pros and cons
- Carrot Quest
A multifunctional platform for interacting with users through online channels. It allows you to collect data about customers, see all the information in one place and communicate with them through the service itself.
Advantages:
Available: online chat on the website, pop-up, push notifications, trigger campaigns.
Chatbots on the site to collect leads and support users.
Collecting data from social networks.
Integration with more than 30 services is available.
Creating a single client profile.
All analytics in one place.
Minuses:
Additional payment for each additional module, including for exceeding by email newsletters.
To connect, you may need the help of developers.
No SMS mailings.
- Retail Rocket
The platform provides multi-channel personalization and has 4 modules that provide:
- cross-channel communication;
- strategic marketing;
- data analytics from online and offline sources;
- timely delivery of a relevant offer to the user.
Advantages:
- Personal manager.
- Web push mailing lists.
- Email newsletters: promo, transactional, trigger.
- Dynamic dispatch time.
- Customer data in one place.
- Personal product recommendations.
Disadvantages:
- There is no online chat with support.
- Complex setup — you may need the help of specialists.
- There are no chatbots and mailing lists: SMS, messengers and social networks.
- The cost is calculated individually for each client.
- EnKod
A platform for marketing automation with a focus on large businesses. There are several products:
- enRecom — creating product recommendations;
- enPop — collecting data about user behavior on the site;
- enSend — setting up message sending scripts.
Advantages:
- Personal manager.
- Automatic multi-channel mailings: email, SMS, push, popup windows.
- Product recommendations.
- Collecting data about user actions on the site is tracking.
- Integrations with other services are available.
Disadvantages:
- There are no messengers.
- Relatively high price.
- Not suitable for small and medium-sized businesses.
- The cost depends on the required functionality and is calculated on request.
- Mailganer
Email marketing automation platform.
Advantages:
- Chains of automatic emails.
- Advanced segmentation.
- Affordable price; database validation (paid separately).
- Forms for collecting subscribers (pop-ups, static forms, auto-landings).
- SMS and Viber mailing lists (paid separately).
- Collecting statistics.
- Integration with other services.
- Free transfer from other services.
- Free newsletter for databases up to 500 subscribers.
Disadvantages:
There are no chatbots, push, mailing lists in messengers and social networks.
What else needs to be taken into account: subscribers are added through the forms of the service only by DOI. Single Opt-In — only through the API.
- Mindbox
A platform for marketing automation for voluminous and complex work with mailings through various channels. Collects and works with data from offline and online.
Advantages:
- Creating a single client profile.
- The maximum number of communication channels is available: e-mail, SMS, push, chatbots, in-App chats, etc.Pop-ups, dynamic blocks, personal product recommendations.
- Integration: with CMS, CRM, ERP, Cash registers, BI, App, Wallet.
- A/B testing.
- Welcome-chains, abandoned baskets, reactivation, etc.
Among the disadvantages are the high cost, as well as a complex interface. The platform itself offers to take a course to fully understand all its features.
These are not all options, but only a small selection. It includes services that we are considering for implementation on Leviata projects. It is impossible to speak unequivocally about the disadvantages and advantages of services, when choosing you focus only on the needs of the business and how you plan to develop further. If you have not yet decided on how to organize these processes, then you can sign up for a free audit with us and get recommendations from our B2B marketing automation expert.
How to choose a CDP system
- Determine which tasks you plan to close using the CDP system
Perhaps in the process you will realize that you need a different solution or more serious preparation for integration: process improvement, search for specialists, etc.
- Think over all CDP requirements
There is often a situation when, after implementation, additional needs appear that can no longer be covered by this service or additional investments are required.
Therefore, define all the criteria, for example:
- Which services are you planning to integrate the system with.
- What data should be obtained for advertising campaigns.
- What data will be required to compile a complete client profile and what sources of information should be used for this.
- What data about users would you like to additionally receive in order to predict their behavior.
- Which communication channel is your priority and what are your requirements for it within the framework of automation: design, analytics, A/B testing functions, etc.
- Collect a complete list of requirements and scenarios that the system should work out and what information to provide you.
- Make a list of platforms that meet your requirements and evaluate them according to three important parameters:
Reliability. The data of a huge number of clients will be stored inside. The system must ensure the safety and correct work with them.
Flexibility. There may be new channels or other platforms with which it will be necessary to establish interaction.
Scalability. You will grow and develop, data and their volumes may change. The system should be ready for this.
Remove platforms that do not meet these criteria. If there are still a few options left, use any opportunity to test the operation of the service within your scenarios: request a demonstration and similar cases, communicate with current and former customers.
Automation is a complex process that requires a conscious approach. You need to understand what tasks need to be solved and what resources are available for this within the company.