At its core, a composable CDP allows businesses to build a customer data solution that integrates best-of-breed specialized technologies. Instead of relying on a single monolithic platform, a company creates a modular system using various tools tailored to the organization’s needs. For IT, this is a dream: flexibility, scalability, and adaptability. But how does this benefit marketers?
Here’s what marketers need to know about a composable CDP, and why it might be the perfect solution for both marketing and IT.
Will Marketers Have Control Over Customer Data?
Yes! One of the main concerns for marketers is retaining control over customer data for segmentation and campaign purposes. They want ready access to an updated, accurate customer profile without having to query IT. A composable CDP ensures that marketers maintain this control without needing to submit tickets, request data, or rely entirely on IT. A composable CDP’s no-code environment allows marketers to access, segment and activate customer data without needing to learn SQL or wait for IT to process each request. With direct access to the data, marketers can independently build audience segments and launch personalized campaigns. So, while IT handles the infrastructure, marketers can more easily focus on strategy, execution and improving customer experience (CX).
No more waiting for IT to generate a report. A composable CDP delivers:
- Real-time access to customer data: Batch processes and manual queries are a thing of the past. Access unified customer profiles and segmentation tools directly within the platform.
- Autonomy in data handling: Whether you’re executing a new campaign or adjusting segments to retarget customers, you can do so without IT intervention.
- No-code tools: Drag-and-drop interfaces, intuitive dashboards, and automated workflows make it easy for marketing teams to navigate customer data without technical bottlenecks.
What about Data Quality?
A complete, composable CDP prioritizes data quality from the moment data enters the system. In many traditional environments, customer data is scattered across different systems, making it difficult to ensure a single source of truth. This can lead to duplicate records, fragmented profiles, and inconsistent customer experiences.
Prioritizing data cleansing and enrichment ensures that every customer data point is accurate, deduplicated, and enriched with additional insights from the moment it enters the system. The prioritization of data quality includes advanced identity resolution capabilities that merge fragmented data from multiple sources, creating a unified and reliable customer profile, also known as the Golden Record. This means marketers can trust the data they’re using to build segments and execute personalized campaigns, without having to wonder if IT is returning the latest and greatest customer record.
This attention to data quality ensures that marketing campaigns are more effective, segmentation is more accurate, and messaging is hyper-relevant. Duplicate emails or incorrect offers become a thing of the past as data will always be clean and ready to use.
Not every composable CDP prioritizes data quality, however, so it’s something to be aware of when looking at which composable CDP might be right for your business.
Will a Composable CDP Make Marketers’ Jobs Easier?
The short answer is yes. The goal of a composable CDP is not just to meet IT’s needs for flexibility and scalability, but to also make marketers’ jobs easier by simplifying access, management and activation of customer data. With a no-code environment, marketers can build dynamic segments, activate real-time campaigns, and personalize interactions across channels – all without navigating complex systems or processes.
Here’s how it makes marketers’ lives easier:
- Faster campaign execution: With real-time access to data and pre-built integrations into marketing tools, launching and optimizing campaigns is faster than ever vs. a system that delays the syncing of data and often requires scheduled updates or IT intervention to run processes. This can lead to slower campaign execution, where an abandoned cart campaign (to use one example) might be delayed by hours or even a day, reducing its effectiveness.
- Better segmentation: Thanks to accurate and unified customer profiles, marketers can create more specific audience segments, improving the relevance and effectiveness of campaigns. There is no limit to how granular or dynamic segments can be. And real-time processing helps ensure that customer segments are always updated, thus relevant in the context of a real-time customer journey.
- Personalization at scale: A composable CDP allows marketers to personalize customer experiences across multiple channels in real time, whether sending targeted emails, displaying personalized ads, or optimizing in-app messaging. A traditional CDP that relies on periodic data updates rather than instantaneous processing means that personalization efforts might be delayed, static or inconsistent across channels, diminishing the customer experience.
- Agility and flexibility: The modular nature of a composable CDP means marketers can easily add new tools and capabilities as their needs evolve and the business grows. This lessens the need for customization, vendor support, or even a complete system upgrade to add new functionality or to adapt to new needs of the business, which may slow down marketing initiatives and make it difficult to stay competitive in a fast-moving market.
IT departments also benefit from the scalability, flexibility and efficiency that a composable CDP offers. A composable architecture can grow as data needs expand, and it also allows IT to integrate multiple data sources and technologies into the CDP, allowing them to manage data governance and security while providing marketing with the tools it needs.
From an efficiency standpoint, because data cleansing and enrichment happen at the point of entry, IT can ensure data accuracy across the organization without creating downstream work. In short, a composable CDP meets IT’s technical requirements for a scalable and flexible data solution while empowering marketing with real-time data access, accurate customer profiles, and no-code tools for segmentation and activation.
A composable CDP isn’t just a win for IT; it’s a game-changer for marketing. With the composable Redpoint CDP, marketers get a no-code environment for managing data, while IT retains the flexibility and scalability needed to manage the infrastructure. By prioritizing data quality and giving direct control over customer segmentation and campaign execution, a composable CDP ensures marketers can deliver personalized, data-driven experiences that drive real business results.