How do businesses connect the dots between channels and devices to engage customers holistically? Diverse marketing technologies, fragmented data and the inability to take action pose stiff challenges to organizations who want to engage customers across every touch point
Ensighten enables global organizations to transform their digital business by fueling diverse marketing technology investments with first-party customer data and profiles. Our patented customer data platform (CDP), anchored by the industry’s leading enterprise tag management system, powers mission-critical use cases spanning real time, omni-channel personalization, mobile experience optimization, improved ad effectiveness, 360-degree customer insight and more.
The Ensighten Customer Data Platform (CDP) delivers on seven core requirements for enterprise organizations with diverse requirements:
First-party data collection and ownership
A customer data platform is driven by first-party, real-time data owned by the brand across the digital and offline ecosystem. As a result, an enterprise tag management system is an essential foundation for the modern CDP because it fuels the ability to collect, manage, act and own data from a variety of sources - and allows for integration into a customer data layer that creates definitions and rules essential to unifying multi-source intelligence.
A single source of truth
A CDP delivers a single source of truth about customers to guide marketing actions and generate revenue. The CDP collects and integrates data from digital channels, as well as offline systems such as CRM, call center and point-of-sale activity. In doing so, it becomes a force multiplier with data to optimize key marketing applications and platforms including personalization, attribution, analytics, advertising technology and more.
Holistic view of the customer journey
Because the CDP harvests and integrates data across the customer journey, it creates the foundation for true omni-channel marketing encompassing digital channels and devices, as well as traditional customer touch points such as TV advertising, call-center activity and in-store engagement. Data then becomes the foundation for customer profiles; stitched together to support marketing actions at the level of the user or individual shopper.
Real-time action and decision-making
Organizations need to track customers as they click through digital channels, visit stores, make calls to call centers and otherwise engage with brands. The only way to drive action, is to engage with customers across this ecosystem in real time; particularly as the number of touch points in the customer journey expand with proximity marketing and the Internet of Things (IoT).
Turnkey vendor integration
The power of the CDP is built on deep integration across the digital ecosystem, which is critical to deploying customer intelligence for use across the entire marketing technology stack. That’s why Ensighten has created more than 1,100 turnkey vendor tag integrations, making it possible to integrate tools and data into the CDP fast and easily. That gives organizations the ability to use valuable first-party data in key activities including audience building, marketing and advertising campaigns, personalization, retargeting and analytics.
Robust privacy solutions
Rapid growth of strict, global rules governing personal information about users puts privacy among the top priorities for organizations. Ensighten privacy capabilities give the CDP a powerful role in enabling both implicit and explicit user consent models which govern data collection, whitelists and compliance with rules across jurisdictional borders.
The CDP gives widely distributed enterprise organizations the ability to manage workflow, as well as govern access and permissions to customer data based on roles and locations in the organization. The CDP also enables raw and aggregated data visualization and extraction. In addition, businesses benefit from robust, user-friendly workflow tools that accommodate multiple sources of data including IoT and mobile devices.