How to Use a CDP to Deliver Real-Time Personalisation

Customers expect brands to meet them where they are, with messages that feel tailored to their unique needs. They want channel choice. They want to feel a connection—and it better be relevant.

A Customer Data Platform (CDP) can be the linchpin in delivering real-time personalisation, especially across highly direct channels. CDPs centralise customer data to create a unified, real-time profile for every individual, integrating data from: 

• First-party CRM systems 
• Website and mobile application activity 
• POS transaction and purchase activity 
• Third-party data sources 
• Social and media engagements 

This unified view empowers marketers to segment audiences dynamically, automate experiences, and deliver personalised messaging across multiple channels. 

In this article, we will explore how to effectively leverage a CDP to craft and deliver personalised experiences in real-time, with actionable examples and best practices for email, SMS, and media channels. 

CDP Use Cases for Real-Time Personalisation

Email remains one of the most effective and personal communication channels for brands. And SMS is inherently direct and immediate, making it ideal for real-time personalisation. While email and SMS excel at one-to-one communication, integrating media channels helps amplify your personalisation strategy. 

A CDP can not only help tailor content across all these channels—based on behavioural and contextual data—but also inform the right channels to activate based on engagement actions. Here are a few sample use cases for personalisation powered by a CDP: 

• Abandonment emails: Abandonment means the potential customer exited the process at some point: Cart, checkout, search, application, etc. For example, when a customer abandons a cart without completing the purchase, a personalised email or SMS can trigger, showcasing the exact item(s) left behind along with complementary product recommendations based on their browsing history. Pair that with an exclusive and personalised offer informed from their loyalty standing that is housed in the CDP to encourage an action.
• Dynamic content blocks: Dynamic content blocks allow you to personalise email content in the moment. For example, if a customer opens your broadcast email following an online purchase, you can populate relevant messaging using the transaction data from the purchase to ‘complete the look’ within the promo-based message. A CDP ensures these decisions are informed by real-time data and allows for 1:1 personalisation through email using automation.
• Event-based triggers: Use events as “triggers” for email or SMS messages. Since these are event or activity based, the messages will be highly time-sensitive and relevant. For example, celebrate a customer’s birthday or loyalty milestone with a tailored email and SMS with a special coupon or promo code, generated automatically and informed directly from your CDP user data.
• Geo-fenced campaigns: Geo-fencing refers to triggered messages based on physical proximity, often prioritising SMS over email. For example, when a customer enters a store’s vicinity, your CDP attributes can trigger personalised SMS messaging offering a limited-time discount or in store special.
• Retargeting ads: Retargeting describes serving personalised ads to customers who visit your website but don’t convert, often showing products they viewed or complementary items.  You can also leverage lifetime value (LTV) out of the CDP to prioritise media spend across customers.

Now that you understand how to use a CDP’s capabilities to power hyper-personalisation across email, SMS, and media networks, let’s discuss steps for implementing into your marketing processes. 

How to Implement CDP-Powered Real-Time Personalisation

Using your CDP for hyper-personalisation is a powerful tool to automate messaging that feels targeted and relevant to customers. But to be successful, you need to ensure your technology, particularly your CDP, is ready for the task. Here are a few steps to get you started: 

1. Unify customer data: The first, and most important, step is to ensure your CDP integrates data from all relevant sources to build out customer profiles. This requires a cross-functional collaboration to ensure all appropriate data is fed into the CDP, and that proper hygiene practices are followed. To send targeted messaging, you need to be confident in the data in your CDP. 
2. Respect and prioritise privacy: Take the time to understand regulations like GDPR and CCPA. It’s your obligation to use customer data responsibly and comply with all regulations. Most companies also have their own data responsibility protocols. Be sure you know how you treat data and the impacts of that on your messaging campaigns.
3. Create dynamic segments and attributes: Once your data is integrated and clean, you can start creating segments and attributes. Real-time triggers like purchase behaviour, location, or engagement signals will define profile segmentation and attributes that will be leveraged in your campaigns.
4. Automate campaigns: The key to being successful with CDP-powered personalisation campaigns is in automating processes. Set up all applicable workflows for emails, SMS, and media campaigns based on CDP-driven insights and derived segments. You may need to start simple, but the ultimate goal is to automate as much of your messaging as possible.
5. Test and optimise: As with all marketing campaigns, you’ll need to continuously monitor performance and adjust for maximum effectiveness. 

Final Thoughts

A CDP can transform your marketing strategy by enabling real-time personalisation across email, SMS, and media channels. By leveraging its capabilities, you can deliver the right message to the right customer at the right time, creating seamless and impactful experiences that drive engagement and loyalty. 

Harness CDP-driven real-time personalisation today! Start experimenting with personalised campaigns today and watch your customer relationships flourish. Learn more about the Zeta CDP.