A business collecting customer data for marketing purposes will rely heavily on a master data management platform. This tool serves three core purposes; import, segment and instruct. The platform will pull data in from your various data sources, either at the customer level or the cookie level. The data pulled in can vary from standard customer identifiers e.g. name and email address to more complex data such as demographic and buying habits. The next stage will be identifying customers based on this data and categorising them into segments, females over 50 for example. Finally, the data platform will instruct your business on how to target different customer segments, with what message and even on which device.
Data Pillar has extensive experience in building master data management systems that execute this to a high degree of efficiency and effectiveness.