Circle Insights

CDP and CEP: A perfect pair for a seamless customer experience

Paul Moss

In our previous post, we explained the differences between a Single Customer View (SCV) and a Customer Data Platform (CDP). Now we’ll consider how the CDP integrates with another component of the modern marketing stack, the Customer Engagement Platform (CEP). If you’d like to read all the blogs right away, you can register here to access the complete series.

What makes CDP and CEP the perfect pair in a MarTech stack?

In recent years, there has been an emergence of modern CEPs that have transformed the way companies engage with their customers. Legacy campaign management technologies enabled companies to harness their rich customer data and orchestrate outbound comms to traditional channels such as Email, SMS and Direct Mail. However, these technologies tend to be driven by batch data and had limited capabilities in digital channels.

Modern CEPs, on the other hand, are inherently real-time, allow integration of digital data (either natively or via a CDP), and offer a wealth of new ways to engage with customers in mobile apps or on websites. While these capabilities are hugely valuable to marketers, their value when combined with a CDP is further enhanced. Why? Well, the CDP helps marketers make the most of their data and provides the CEP with a richer set of attributes to drive ever-more-personalised and engaging experiences.

When a CDP is combined with a Customer Experience Platform (CEP), it creates a powerful duo that can provide even greater value to businesses. A CEP enables companies to orchestrate and deliver personalised customer experiences across multiple channels, while a CDP provides the necessary data to make those experiences relevant and impactful.

Key considerations for integrating CDP & CEP technologies

It’s important to keep in mind some key considerations when integrating these two technologies. Designing and following data usage principles between the CDP and CEP will ensure optimal value is created from these two marketing technologies.

Assessing minimum data requirements

While the CEP will want to inherit all the aggregations/derivations from a CDP as well as some customer event data – sending too much data to a CEP can hinder its effectiveness. Therefore, it’s important to carefully consider the minimum data CEP needs to accept to deliver marketing use cases.

Avoiding data overload

When taking a use case-driven approach to data requests, one will ensure that the CEP will not be flooded with data; personalised experiences will be incrementally delivered and monitored to stay relevant to each customer’s needs and preferences.

How can CACI help?

The synergy between a CDP and a CEP is undeniable. By leveraging the power of personalisation and taking a strategic approach to data integration and requests, businesses can create seamless and impactful customer experiences that drive loyalty and revenue.

As subject matter experts at CACI, we can tell you that a well-implemented CDP and CEP can be a game-changer for businesses of all sizes and we have hands on experience with many brands including ASOS, Kingfisher, L&G, PlayStation, Telegraph, EasyJet and DFS.

In our next post, we’ll explain the best approach to take when implementing a CDP. Or click here to download the full blog series now.

If you’re interested in learning more about CDPs and CEPs and how they can help your business, please don’t hesitate to contact us and reach out to one of our experts.

Continue reading:

Blog 1 – How a CDP can transform your customer experience architecture

Blog 2 – CDP vs. SCV: why choosing between the two is a big mistake

Blog 4 – How to avoid pitfalls & drive results in CDP implementation

Blog 5 – Using CDP to design a successful business operating model

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Paul Moss