Embracing the Evolution: The Future of Customer Data Platforms

As digital marketers, we find ourselves in an ever-evolving landscape, one that morphs and shifts at a pace quicker than ever before. With the digital age thriving, consumers are more connected, leaving an intricate web of digital footprints across a multitude of channels. Deciphering this web is the job of Customer Data Platforms (CDPs), tools that have proven to be invaluable. However, as the complexity of the customer journey skyrockets, we're finding that traditional CDPs may fall short. The future, it seems, calls for an evolved, more comprehensive version of CDPs. But what does this mean?

In the present scenario, traditional CDPs track the customer journey from the point of interaction with your assets. While this system proves useful to an extent, it comes with a significant blind spot: the journey from seeing an ad to interacting with it remains enigmatic. In other words, the 'pre-click' phase of the journey is left uncharted.

We don't have answers to critical questions like: What is the demographic profile of the people who interact with our ads? What are their spending patterns? The lack of answers to these questions leaves marketers with only half the picture, impeding fully informed decision-making.

This partial visibility can have severe implications on business growth. It can lead to wastage of ad spend on campaigns that aren't reaching the intended audience. It can make it challenging to identify which campaigns are leading to conversions and which are not. In such a scenario, it becomes critical to have a tool that can bridge this visibility gap, providing a panoramic view from ad to acquisition.

This is where the evolved version of CDPs comes in. The CDP of the future does not just track post-click data but also integrates pre-click advertising data. This addition enables the tool to weave a story right from ad spend, targeting, demographics to click and conversion data. As a result, marketers can achieve complete visibility from ad to acquisition, making informed decisions about their marketing strategy and spend.

You might be wondering, "Is there a solution in the market that provides these capabilities?" Allow us to introduce ReBid. ReBid’s Advertisers CDP gives you ad to acquisition customer insights, paving the way for higher ROAS. ReBid doesn't just bridge the visibility gap; it eradicates it, providing insights that minimize ad spend wastage and maximize advertising outcomes.

In a world where data is gold, the future of CDPs looks bright but what we need to build is complete views right from ad to transact and bring in ad data at a campaign level including the targetting that can overlay on top of the post click customer journey. As we continue to navigate the intricate landscape of digital marketing, embracing this evolution may just be the secret to staying ahead.