5. Customer data platforms and predictive models: unifying insights for growth
By now, you understand that data is the most important piece of the marketing puzzle. In today’s hyperconnected world, the number of data sources is on the rise and central customer data platforms (CDP) have become essential. These platforms gather customer data from various channels and harmonize it into a single, yet dynamic source of truth.
Considering the rising importance of privacy and the phase-out of third-party data, gathering first-party customer data is the only way forward for marketers. Most software vendors already offer first-party data tracking by now. In addition, customer surveys are also increasingly being used to collect valuable first-party data. Predictive models, driven by machine learning, help fill the data gaps and take data analysis to another level.
- ‘Predictive audiences’ in Google Analytics 4 helps you classify what actions website or app visitors will likely take in the next 7 days, enabling you to take targeted steps.