Retail and Ecommerce
Unify onsite and offsite data to better personalise experiences that drive higher conversions.
The challenges in the industry
Retailers own masses of first-party customer data, which is a huge asset. However, it is often owned by different teams and located in numerous data silos around the business – especially for retailers with both an in-store and online presence. Therefore, overcoming data collection challenges is the first obstacle for retailers. Once a 360-degree view of each customer has been created of both online and offline IDs and attributes, retailers are tasked with the challenge of creating rich, personalised experiences to drive intimacy and omnichannel sales. Retail media is a growth segment of the sector. Many retailers are media owners seeking ways to monetise their first-party data, both onsite—directly on the website—or offsite—indirectly via programmatic advertising and social channels.
Success stories and quotes
USE CASE 1
Combine data for merger
For marketers to drive onsite and offsite monetisation, both browsing and in-store purchase data must be combined. By linking online and offline data relating to the same customer, marketers can gain a better understanding of their customer’s behaviour and preferences, tailor their marketing strategies accordingly, and better measure the impact of cross-channel promotions. Through a process of matching, standardising, and validating data, the attributes of the same customer are linked under a unique ID, enabling a 360-degree view of each customer.
USE CASE 2
Real-time content recommendations
In order to link high-quality onsite and offsite content with onsite and offsite customer behaviours, Marketers need a unified customer profile of every single customer, which includes an array of IDs and attributes. Using the Customer ID (which links all IDs and attributes to each unique profile), Zeotap CDP can understand the identity of each customer as they land on the website, for example. Rules or predictive models can then be applied to select the best content for the visitor based on their profile data and sent to the relevant activation platform. With Zeotap CDP, marketers can track visitor behaviour and adjust content selections accordingly, enabling content recommendations in real-time based on customer profile history stored in Zeotap CDP.
USE CASE 3
Abandoned cart campaigns
Marketers can use abandoned cart lists from advertising platforms to their advantage. By using profile data, determine the best treatment for each customer—retarget customers with offers through various channels: email, mobile, social, web, and onsite. Customers can be removed from the abandoned cart audience segment when they buy the product to ensure customers are not bombarded with offers and ads that are no longer relevant. By using abandoned cart lists, marketers can target customers more effectively and increase their chances of making a sale. Marketers can take advantage of this powerful use case to maximise return on ad spend and increase the customer base.
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Why Zeotap CDP?
Specialised in prioritising simple use cases that drive commercial outcomes in 8 weeks
Frictionless deployment make existing tools and investment better with latency and cost advantages
Built for Marketers
Designed for hands-on marketers with no need for technical coding skills
Including Cookieless ID
Patented identity stitching strategies for discriminatory digital marketing use cases
PRIVACY ABOVE ALL
From Europe for Europe
Conceived in Germany and developed for stringent European regulation
We will be your trusted partner, not just a software vendor, that will make your CDP project successful.