Common data platform pulls data from all sources – including online, offline, operations, and IoT – to create and use insights for your customers.
You may be able to drive single-channel engagement like targeted email with marketing automation, but achieving true one-to-one personalization requires the deep insights that a common data platform provides.
Marketing automation systems help marketers organize customer journeys to nurture leads, attract more customers, and increase customer retention.
They rely on data and insights to drive campaigns and often work closely with other MarTech and AdTech systems. However, marketing automation systems are not designed to frequently use data from multiple sources to create and serve omni channel campaigns.
A common data platform is a smart data source that, when shared as a robust 360-degree customer profile, can provide a consistent experience across the omnichannel customer journey.
Marketers with unified customer profiles can optimize their automated campaigns by successfully targeting the right customers at the right time with the right message.