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The Composable Customer Data Platform: How it supports next-gen customer experiences

Revolutionize customer experiences with a Composable Customer Data Platform (CDP) and Next Best Action (NBA) insights. In this joint white paper with Databricks, we explore the powerful concept of NBA, utilizing data and analytics to personalize customer interactions in real-time. Elevate your business & achieve exceptional results in customer retention, conversion, and satisfaction with a data-driven NBA strategy.

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It’s Not A Tooling Problem, It’s A Data Problem

In today’s fast-paced and highly competitive market, successful marketers understand that precise customer segmentation and tailored personalization hold the key to unlocking customer engagement and loyalty. However, the harsh reality is that without quick and easy access to high-quality and unified customer data, delivering exceptional customer experiences can be a daunting and time-consuming task.

While traditional packaged Customer Data Platforms (CDPs) have been the go-to solution for many marketers, they come with their own set of drawbacks. These include creating silos of customer data, prolonged onboarding times, and rigid data models that limit flexibility and scalability. It’s no surprise that a mere 58% of companies with a packaged CDP report significant value from it, as per the CDP Institute.

With warehouse-native first-party data in real-time, marketers can tap into the full potential of their customer data by predicting their customer’s next best action, delivering consistent and personalized experiences across multiple touchpoints.

of consumers are more likely to buy from brands who personalize their experience 

of consumers who get frustrated when experiences are not personalized

Companies growing faster receive 40% more revenue from personalization than slower-growing competitors

The Composable Customer Data Platform: How it supports next-gen customer experiences

Top marketers today understand that customers demand a personalized experience from the brands they interact with. Next Best Action (NBA) is a critical concept for creating next-generation customer experiences that meet these expectations. NBA uses customer-centric behavioral data and analytics to determine the most appropriate action for a customer based on their individual needs and behaviors, resulting in a tailored and engaging experience.

The integration of Snowplow and Databricks provides a range of benefits for NBA use cases, including real-time data processing, scalability, personalization, improved customer experience, and increased revenue. By leveraging the power of the Databricks Lakehouse with strong first-party behavioral customer data captured by Snowplow, businesses can create a data-driven next-best-action strategy that delivers personalized recommendations to customers in real-time.

“Having access to the event-level data with Snowplow enables us to not only finely segment users, but also provide users with highly personalized adverts and experience. ”

Sixtine Vervial | Data Analyst, JustWatch
Want to learn more about building a composable CDP?