Pickaxe and shovel for the digital treasure hunter
If you are in the digital marketing landscape, perhaps the more accepted term is Customer Data Platform (CDP), which is a customer data platform that gathers customer data from various sources into a single central hub and then unearths the nuggets of gold.
ODP stands for Optimizely Data Platform.
In other words, it is Optimizely's naming of its CDP. Until 2021, the Optimizely Data Platform, ODP, was known as Zaius. That platform was acquired by Optimizely to be renamed, and is now an integral part of Optimizely One.
It's incredibly complicated to gain customer insights when data is scattered across multiple platforms and channels. ODP enables a holistic view of the customer by collecting and integrating customer information from multiple sources. For example, websites, mobile apps, social media, email marketing, payment solutions, or other customer interaction points.
In other words, the ODP is the magnet that collects the data, analyzes it, and creates comprehensive user profiles, a kind of 360 view, in a way that is compliant with current data protection legislation.
Ultimately, the aim is to create an understanding of your customers' behaviors, preferences and interactions across all different channels and touchpoints. Key insights that you can then act on to create more personalized and effective marketing campaigns that in turn increase customer engagement and drive conversion and growth.
The right message, at the right time
ODP uses advanced data analytics to identify patterns and behaviors of customers. It allows you as a marketer to segment your audiences more accurately based on a variety of criteria, such as behavior, demographics, and purchase history. ODP can also use AI and machine learning to predict customer behaviors and optimize campaigns in real-time.
At the end of the day, it comes down to one thing: providing a relevant and personalized customer experience.
Getting as comprehensive a view of the customer journey as ODP provides will help you deliver more personalized communications, and create targeted and effective marketing strategies and campaigns across channels.
In other words, if you care about your data strategy and learn how to take advantage of ODP to deliver relevant customer experiences, you can create a great competitive advantage!
Four simple strategies to succeed with ODP
1. Create a cohesive customer database
- Take control over, and own your customer database
2. Enrich the customer database through data collection
Collect, organize and manage customer data from:
- Different sources and systems
- At various touch points
3. Deepen your insights with aggregated customer profiles
- Aggregate data to create detailed customer profiles
- Increase your customer awareness
4. Segment target groups and customer groups
- Tailor communication and create personalized customer experiences
- Target your marketing campaigns
By focusing on these four strategies, you can effectively leverage the power of the Optimizely Data Platform to target and streamline your marketing.
It is also likely that the work with ODP touches several parts of your organization, so create a cross-functional team that spans IT, marketing, sales and delivery. By working together, you can define common goals, you can maximize the potential with your ODP.
