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Customer Data Platform

One profile per customer

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author
Lukas Roeling
Head of Performance Branding & Digital Strategist

Three situations we encounter every day with online stores.

Why Your Customer Profile Is Off

  • Your customer is fragmented across your systems

    Your online store tracks orders, your email platform tracks clicks, and your point-of-sale system tracks in-store purchases. Three “half-customers” instead of one whole customer—and thus three different messages sent to the same person.

  • You’re counting the same customer multiple times

    The same person appears three times, either due to a typo in their email address or a second account. As long as those profiles aren’t merged, you’re underestimating your customer value and overestimating your numbers.

  • Your data is there, but it’s not usable

    There’s plenty of data, but no one can create a segment with it without exporting it and spending an afternoon on it. As a result, personalization remains just a plan instead of something that’s actually working.

When a customer data platform pays off

A customer data platform consolidates customer data from your online store, point-of-sale system, email, and customer service into a single profile per person. You use that profile to manage your campaigns, recommendations, and customer service. In other words, it takes the data you already have and turns it into one complete customer profile instead of four incomplete ones.

It’s also one of the most expensive steps you can take, and the costs aren’t in the license but in connecting your data sources and cleaning up your data. That’s why we start by asking whether you actually need to take that step yet. With two or three channels, you can often get a long way by linking the systems you already have.

You’ll be working with Lukas Roeling, Head of Performance at Redkiwi, along with Sander and Bouke. We connect one source at a time and start using it right away, instead of spending a year building it out first. We’ve been working with customer data since 2004, and those 22 years of customer insight are the foundation of every piece of advice we give.

  • 22+ years of experience
  • 9,3 customer satisfaction
  • 55+ Kiwi experts

What does a customer data platform include?

Four layers. The sources: which systems provide customer data and which data from which system is the primary source. The merging: rules that determine when two records refer to the same person, because that’s what makes or breaks your customer profile. The segmentation: groups that your marketing team can create on their own without needing to export data or involve a developer. And the activation: those segments that actually make it into your emails, your ads, and your online store.

From Data Project to Daily Use

Most CDP initiatives fail because they start out as IT projects: first connect everything, then use it. We flip that on its head. We connect a single source, immediately create a segment from it that you can use in your emails or ads, and measure the results. If it works, we move on to the next source. This way, each step pays for itself before the next one begins, and you see results within weeks rather than after a year.

Three services that use your customer profile.

What Your Customer Profile Is For

A customer profile is only valuable if you act on it. That’s why we link it directly to the channels where you use it, rather than waiting until all sources are connected.

From baseline measurement to the next source in five steps.

This is how we build your customer profile

  • 1. Baseline analysis of your customer data

    We examine what customer data you have, where it’s stored, and how often the same person appears more than once.

  • 2. Assessing whether it’s necessary

    First, we’ll determine whether a CDP is worth the investment right now. If you can achieve your goals by integrating your existing systems, we’ll let you know.

  • 3. Connect a single source

    The most valuable source is connected first, using rules that determine when two records refer to the same person.

  • 4. Use it right away

    We’ll immediately create a segment that you can use in your emails or ads, and measure its performance.

  • 5. Next source or stop

    If it yields results, we’ll connect the next source. If not, we’ll stop—and you’ll know why.

Three organizations for which we consolidated customer data.

Brands with customers across multiple channels

  • La Place

    We'll take care of a new flavour

  • Bruynzeel Kitchens

    A scalable growth engine for the consumer market

View all our case studies View all our case studies

Independent advice, no bias.

How we consolidate customer data

Secure online shopping with Trusted Shops.

Recommendations that learn from behavior rather than manual rules
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Let's discuss your growth opportunity

In one hour, we’ll review what customer data you have, where it’s scattered, and whether a CDP is worth it right now. Often, the answer is that you can hold off for a while. It takes just one hour and doesn’t commit you to anything.

Agreement 

Meet Our Specialists

Lukas Roeling
Head of Performance Branding & Digital Strategist
Sander van der Hoff
Digital Consultant
Meet the entire team Meet the entire team

How much does a customer data platform cost?

In addition to the license fee, you mainly pay for connecting your data sources and cleaning your data. This setup is usually the biggest expense and is often underestimated.

What you always get: first, an assessment of whether you actually need that step yet; connecting one source at a time and using it right away; written guidelines for merging profiles; and honest advice on whether integrations between your current systems are sufficient.

Want to know if it’s worth it for you? Schedule a consultation, and we’ll work through the numbers together.

Schedule a meeting Go to the contact form

Frequently Asked Questions About a CDP

01/ What is a customer data platform?
A system that consolidates customer data from your online store, point-of-sale, email, and customer service into a single profile per person. You use that profile to manage your campaigns, recommendations, and customer service. In other words, it collects the data you already have and turns it into a single, complete customer profile instead of four incomplete ones.
02/ What is the difference between a CDP and a CRM?
A CRM tracks what you agree upon with a customer and who interacts with them. A CDP tracks what a customer does: what they viewed, purchased, opened, and returned, across all channels. For a sales organization, a CRM is key; for marketing and e-commerce, it’s usually a CDP.
03/ Do we need a CDP?
Often, not yet. With two or three channels, you can go a long way by integrating the systems you already have, and that costs a fraction of the price. A CDP becomes worthwhile as soon as profiles from multiple sources need to be truly merged and you actually start using that data.
04/ What about privacy with a CDP?
You specify what data you collect, what you use it for, and how long you retain it—and this must align with the consent your customer has provided. We set this up with your privacy policy and the accompanying cookie banner, so that what’s in the system matches what you promise.
05/ How much does a customer data platform cost?
In addition to the license fee, you’ll mainly pay for connecting your data sources and cleaning your data. This setup is usually the biggest expense and is often underestimated. Every project is custom, so we won’t quote a price until we know which data sources need to be integrated.