CDP at MACH speed
2 min read
In today’s digital-first economy, consumers expect real-time interactions, immersive experiences, and personalized journeys. To understand the latest marketing processes, measure success, and strategize improvements without impacting performance and time to market, consider adding a Customer Data Platform (CDP) to your stack.
CDPs are systems that store unified, up-to-date customer profiles, the data for which is often pulled from sources like CRM, websites, and bespoke databases. Based on those profiles, CDPs can assign the customers to segments, e.g., Big Spenders, Germany-Based Consumers Interested in Product X, etc., offering more insight into customer-centric specifics. Another valuable plus is that the data is always up to date.
The market for CDPs has been on the rise over the past few years, with Segment, Salesforce CDP, and RudderStack being the leaders.
Also, increasingly common is the expectation for a relevantly personalized experience, and customer-specific and intent-based data from CDPs, CMS, commerce, and the front end are the building blocks for that experience. Besides using the right tools for the creation process, brands must also ensure that the experience loads fast and optimize the internal processes for generating design and content.
A Uniform Approach to CDP
We at Uniform are dedicated to enabling brands to build a high-performance digital experience geared for the shortest time to market, for which a CDP is paramount. For optimal results, our customers often connect their CDP to a composable MACH (Microservices based, API-first, Cloud-native SaaS, and Headless) architecture.
Here are the preliminary steps:
- Reduce the number of calls to the CDP and make them asynchronously.
- Eliminate render-blocking scripts.
- Determine an SLA (e.g., 200 ms.) for fetching data from the CDP and have a fallback plan in place in case of a miss.
- Use the data you’re retrieving to minimize data payload.
Afterwards, to leverage a CDP at MACH speed, do the following:
- Connect the CDP to the rest of the stack, e.g., map the content from the CMS or products from your commerce system to specific CDP segments.
- Adopt a modern, performance-optimized, front-end framework, in particular to engender a superb developer experience, which in turn reduces time to market.
- Apply personalization on the edge with a CDN, such as Akamai, Cloudflare, Netlify, or Vercel.
- Enrich your CDP’s customer profiles with the behavioral data that you collect from visits to your site or app.
Uniform connects the dots so that you can easily bring together your CMS, commerce, front end, and CDN with their preferred CDP to create optimal digital experiences. The diagram below illustrates the relationships and setup.
Interested in learning more? Contact us for a demo. Check out our next post, Personalization at MACH speed.