Advances in technology, the move toward first-party data, and the rise of digital-first consumers means brands have had to evolve their personalization strategies rapidly in recent years – customers want and expect tailored experiences everywhere they shop and for those brands that get it right, it can mean earning 40% more revenue than their competitors.

When it comes to delivering next-level personalization, a CDP is crucial to success. From gathering and segmenting data in real-time to identifying loyal customers, and understanding and anticipating consumers’ wants and needs, a customer data platform is the star player in your martech stack. Here are 5 ways a CDP helps drive personalization at scale:

1. Unifies data

Your personalization strategy is only as strong as the data it’s built on. Thanks to a CDP’s silo-busting capabilities, you can connect and consolidate real-time and historical data across all platforms, creating an accurate, up-to-date single customer view that gives you the best possible understanding of each of your customers and their relationship with your brand.

2. Segments to improve relevance

One of the CDP’s most powerful capabilities is audience segmentation. Segmentation allows you to target specific groups of customers with offers, promotions, or messaging based on attributes such as location, demographics, or transactional and behavioral criteria, for example loyal customers, customers who have abandoned their shopping carts, or those at risk of churn. By using segmentation to target relevant customers with tailored experiences, not only do you lower acquisition costs and boost conversion, but you also improve retention by ensuring that your customers don’t receive irrelevant offers or messaging — the types of disjointed experiences that lead to disengagement, unsubscribes, and customer churn.

3. Helps you create omnichannel experiences

With a single customer view in place, you have a better understanding of your customers and where they are in their journey. Access to previously inaccessible data, for example offline data, means you can improve the accuracy of your personalization campaigns. In addition, the fact that your unified data is available in real time means your CDP can share real-time data with other systems, and ultimately help to push out the right content to the right customers on the right channels.

4. Leverages AI and machine learning to activate decisioning

Customer data platforms powered by AI offer a distinct advantage – marketers can align and adjust campaigns to suit the current context of their customers and activate real-time decisioning based on predictions, trends, and insights that would otherwise go undetected. By leveraging AI and machine learning, brands can be confident that they are delivering the most accurate and personalized customer experiences possible.

5. Puts privacy first

According to research by Accenture, 83% of consumers say they would exchange data for a more personalized experience. On the other hand, 81% of consumers say they need to trust a brand to buy from them. To both satisfy the demand for tailored experiences and allay the privacy concerns of today’s consumers, marketers need to tread a fine line.

GDPR and other emerging data privacy legislation requires systems to be designed with privacy in mind. This means that organizations must implement technical and organizational measures that support data protection principles. A CDP meets these requirements by centralizing access to a customer’s personal data and sharing this data with other systems, without these systems directly accessing each other’s data.

The time to personalize is now

Where personalization is concerned, speed is of the essence. Today’s consumers want to connect with brands in a way that feels secure, intuitive, individualized, and authentic — and they expect this as standard. With a next-level CDP in place, meeting these expectations is easy – the sooner you take the first step, the closer you are to achieving real results and rewards.

How Sitecore can help

Sitecore CDP is an advanced CDP that eliminates data silos and connects and consolidates your data to provide a single customer view from all online and offline channels. Real-time segmentation gives you the ability to roll out marketing campaigns with speed and accuracy, while AI and machine learning capabilities extract value from your data, helping you to create relevant and tailored customer experiences that drive loyalty and revenue. To protect consumer data, Sitecore CDP employs a privacy by design approach, ensuring data is always kept safe and secure.

Sitecore CDP is helping some of the world’s most recognized brands to forge lasting relationships with their customers. Find out more about Sitecore CDP’s powerful capabilities or read about how to build customer loyalty and trust with a CDP and discover how you can deliver valuable and engaging customer experiences that resonate.

Fiona Hilliard is a Content Marketing Manager at Sitecore. Follow her on LinkedIn .