May 30, 2023 | 4 min read

Turning Customer Data Into Value with Strategic Marketing Use Cases

Customer Data Platforms can help drive value across the business. Check out this blog where we unpack several use cases & real-world success stories.

Illustration stating CDP A to Z

Whether you already have a Customer Data Platform (CDP) or are just exploring options, priority one is how to get and show value from it (and quickly). Right?

Read on for some expert-approved use cases and real-world success stories from the Amperity vault on how your CDP should help you:

  • Deliver more relevant and personalized experiences to customers 

  • Increase customer engagement and loyalty 

  • Improve marketing ROI

Fundamentals First

No matter the business, every brand’s in the same boat. You want to:

  • Grow your customer base 

  • Create great experiences that keep customers coming back 

  • Do both of these things cost-effectively and with a big return

Amperity clients are no different. That’s why we recommend they focus on these three areas first to quickly and cost-effectively improve customer—and internal—team experiences while maximizing ROI. 

Quick win #1—Direct paid media activation 

What’s a unified customer data foundation got to do with it?

With a unified data foundation, use cases in paid media can be your first big win. The unified profiles that make up this foundation are able to combine historical, offline, and online data, which includes transactions and engagement data, to create the most accurate and comprehensive view of the customer. And this unified profile really powers all of those amazing downstream experiences that brands have with their customers and creates the best foundation for building acquisition and retention strategies.

Direct activation isn’t new, but it’s now the talk of the town with third-party cookie deprecation and heightened privacy regulation. 

Execution is simple, and the payoff is substantial. By eliminating or minimizing the use of a DMP and onboarding tools, brands see: 

  • Huge improvements in customer engagement 

  • Cost savings worth bragging to the CEO about

And when brands begin to activate directly to paid media, this is often the first step toward marketing and advertising teams finally being able to look at customers and prospects through the same lens. (Imagine that!)

The big benefits

Reach: Unifying all your customer data within a united customer data foundation can substantially increase the completeness of customer profiles. Having that accurate understanding of each customer: 

  • unlocks better insights into who—and who not to—advertise to

  • fuels better precision in targeting and suppression

  • allows more accurate and relevant list shares of high value targets 

  • makes a big impact on return on advertising spend (ROAS) and conversion rates

How Amperity customers are nailing it

One financial services organization is saving six-figures on their onboarding costs and launches campaigns days faster after transitioning to direct activation. 

A QSR brand went from ten days to activate a campaign to three days. Another telco went from between four and six weeks to two days.  

Efficiency: Think timeliness and cost savings. Amperity has direct connectors to 80% of the paid media space represented by the likes of Google, Facebook, Snapchat, TikTok, etc. And more and more of this space is moving to leverage first-party data that:

  • enables even more direct activation 

  • speeds up activation time 

  • ensures everyone is working with the freshest data, so messaging is always relevant

Quick win #2—Loyalty Conversion 

How Amperity customers are nailing it

Alaska Airlines saw a 198% increase in loyalty conversion rate when they based their targeting off of Amperity’s unified customer view. It helped them improve targeting and enable better personalization, but also expand their addressable audience (frequent fliers who were not part of the loyalty program). 

Dick’s Sporting Goods identified 100K more top tier qualifying loyalty members. Wyndham Hotels and Resorts identified millions of non-loyalty guests for targeting.  

Finding and enrolling high value customers into your loyalty program is a huge untapped opportunity for building deeper relationships. This is where—you guessed it—a unified customer profile helps “un-silo” data sets to better identify opportunity.

By combining loyalty program data with all of a business’s online, offline, and behavioral data, brands can: 

  • see a fuller picture of not only loyalty members but also non-members

  • grow the reach and size of their loyalty program by identifying who should be in the program but is not today

  • optimize within the program by providing information about how members are behaving, so they can reduce churn and tailor discounts based on an individual’s offer sensitivity—which can save money

Quick win #3—Customer Care 

Imagine the business benefit when a rep can tailor a customer interaction based on the full picture, not just the transactional information tied to a particular email or an order number that’s provided in the moment. 

How Amperity customers are nailing it

For Brooks Running, the result was not only more personalized interactions, but also faster interactions. Previously their support reps had to use multiple systems to resolve customer issues. Now their unified customer view from Amperity shows if the customer is in their runner’s club, their value tier, lifecycle status, number of purchases and returns, and product preferences to help them offer more relevant and timely recommendations. 

This is how a unified customer profile has another trick up its sleeve—empowering stellar customer care. Knowing, for example, what a customer’s product preferences are or what their geolocation is to point them to the nearest store, opens the door to have a completely different, more personal conversation that is memorable for the customer and keeps them coming back. Positive customer interactions also boost employee morale, giving internal sales and customer care teams a better experience on the job.

Check out more use cases that help you get the most value from your CDP.