The Customer (Marketing) Data Platform is a transversal project that is driven by Marketing. The Customer Data Platform will collect data from every possible channel and/or system and incorporate it into a coherent source to enrich the city of Antwerp's relationship with its customers. To achieve this richer customer experience, the Customer Data Platform will be built around four core themes.
Data collection:
The Customer Data Platform collects data from our "first party" sources, individual customer data. This concerns customer data of the following types;
Demographic datasets of known profiles
of a conventional nature (person inherent)
of a digital nature (device)
Soft interaction data
Online behavioral information from unknown and known profiles
Datasets that translate an engagement (pre conversion)
Hard interaction data: Transactional datasets (info as from transaction, e.g. data on registrations, ticket sales)
The CDP project is part of the "demand-driven leisure" programme in which we will enrich the relationship of the city of Antwerp with its customers and make it a more user-friendly experience. In the demand-driven leisure program, on the one hand, sources and source applications will be renewed (e.g. an Antwerp App or new webshops for ticket sales of culture and sports events) and on the other hand reporting tools will be set up to be able to carry out policy-making, policy-making and result-oriented work. Business Intelligence will only focus on transactional data (hard).
An important distinction between the BI approach and the CDP is also reflected in the analysis of the number of concepts. CDP will focus solely on the Customer's perspective. While Business Intelligence will mainly contain the reporting that is drawn up from the perspective of the institution, the article, a series of representations, etc ...
Profile unification:
The Customer Data Platform consolidates profiles on a personal level. The user/marketer determines which attributes are used for this and can work with being able to assign additional attributes. In the profile unification process, marketing and communication services have maximum access to the management of profiles based on various data collection assets. Linking and/or deduplicating profile(s) is maximally user-friendly with important attention to usability (UX & UI) from the marketer's point of view.
Segmentation:
Within this process, it is foreseen that the marketer can create rule-based segments. The creation of automated segmentation and working with propensity models (using mathematical models to estimate customer behavior, e.g. identifying customers who are most likely to respond to a form of call to action, or a quotation ...) can be part of the scope. Special attention will also be paid to GDPR when merging sources.
In the similar domains of profile unification and segmentation, Business Intelligence will only focus on generating output in the form of policy reporting. The UI & UX in BI will focus on visualizing the analyses and not so much on activation.
Activation:
The OUTPUT of the CDP should be able to send instructions to specific tools for running email campaigns, mobile campaigns, advertisements and other channels. In the long term, following the CDP, we also foresee Marketing Automation.
In short, the CDP fulfils the objectives:
of unambiguous customer knowledge.
improved personalized marcom campaigns to end customer
improved customer interaction across all digital touchpoints
Context and content of the assignment
The Customer (Marketing) Data Platform is a transversal project that is driven by Marketing. The Customer Data Platform will collect data from every possible channel and/or system and incorporate it into a coherent source to enrich the city of Antwerp's relationship with its customers. To achieve this richer customer experience, the Customer Data Platform will be built around four core themes.
Data collection:
The Customer Data Platform collects data from our "first party" sources, individual customer data. This concerns customer data of the following types;
Demographic datasets of known profiles
of a conventional nature (person inherent)
of a digital nature (device)
Soft interaction data
Online behavioral information from unknown and known profiles
Datasets that translate an engagement (pre conversion)
Hard interaction data: Transactional datasets (info as from transaction, e.g. data on registrations, ticket sales)
The CDP project is part of the "demand-driven leisure" programme in which we will enrich the relationship of the city of Antwerp with its customers and make it a more user-friendly experience. In the demand-driven leisure program, on the one hand, sources and source applications will be renewed (e.g. an Antwerp App or new webshops for ticket sales of culture and sports events) and on the other hand reporting tools will be set up to be able to carry out policy-making, policy-making and result-oriented work. Business Intelligence will only focus on transactional data (hard).
An important distinction between the BI approach and the CDP is also reflected in the analysis of the number of concepts. CDP will focus solely on the Customer's perspective. While Business Intelligence will mainly contain the reporting that is drawn up from the perspective of the institution, the article, a series of representations, etc ...
Profile unification:
The Customer Data Platform consolidates profiles on a personal level. The user/marketer determines which attributes are used for this and can work with being able to assign additional attributes. In the profile unification process, marketing and communication services have maximum access to the management of profiles based on various data collection assets. Linking and/or deduplicating profile(s) is maximally user-friendly with important attention to usability (UX & UI) from the marketer's point of view.
Segmentation:
Within this process, it is foreseen that the marketer can create rule-based segments. The creation of automated segmentation and working with propensity models (using mathematical models to estimate customer behavior, e.g. identifying customers who are most likely to respond to a form of call to action, or a quotation ...) can be part of the scope. Special attention will also be paid to GDPR when merging sources.
In the similar domains of profile unification and segmentation, Business Intelligence will only focus on generating output in the form of policy reporting. The UI & UX in BI will focus on visualizing the analyses and not so much on activation.
Activation:
The OUTPUT of the CDP should be able to send instructions to specific tools for running email campaigns, mobile campaigns, advertisements and other channels. In the long term, following the CDP, we also foresee Marketing Automation.
In short, the CDP fulfils the objectives:
of unambiguous customer knowledge.
improved personalized marcom campaigns to end customer
improved customer interaction across all digital touchpoints.