We’re honoured to have been mentioned in Boston Consulting Group (BCG)’s article on achieving one-to-one personalisation with a Customer Data Platform.
The article is an excellent resource for anyone interested in CDPs.
Before you make a decision, you have to understand the four primary functions of a CDP:
- Data ingestion.
- Unification into a single customer view.
- Analytics and insights.
- Activation across platforms.
… and then consider each vendor’s strengths and weaknesses in these areas.
As BCG’s graph shows, the Lexer CDP‘s core focus lies in intelligence and decision-making and omnichannel activation. With comprehensive data enrichment, native tools to support every customer touchpoint, and a talented team offering strategic guidance from implementation to optimisation, we help some of the world’s most iconic brands transform into customer-centric businesses.
“For the brands that do [a CDP implementation] right, there’s a clear payoff in terms of sales lift, customer satisfaction, and a marketing team that is not shackled by disparate systems and unconnected data.”
— Authors Stefano Fanfarillo, Karl Johnson, Adil Riaz, and Mark Abraham
To read the rest of the article on the BCG website and learn more about the criteria for a successful CDP implementation, click here.