After understanding the concept of customer management, we recognize the importance of creating a membership loop—ensuring that members keep coming back for more. This approach optimizes the advertising costs spent on acquiring new customers and allows us to re-market using zero-cost first-party data. But what tools can help us achieve this goal? Introducing the star product from beBit TECH—OmniSegment CDP Marketing Cloud (hereafter referred to as OmniSegment or OmniSegment CDP). Let's explore how OmniSegment CDP assists brands in creating more value!
beBit TECH is a leading consulting technology company in Asia, and its flagship product, OmniSegment CDP, is a customer data platform (CDP) designed with a focus on customer management. Leveraging the beBit TECH team's extensive experience in providing consulting services to large international enterprises and their deep understanding of customer engagement methodologies, OmniSegment CDP offers performance-driven data insights centered around members. The platform integrates advanced technologies such as AI and No-code tools to assist various industries in their digital transformation and customer management efforts. OmniSegment CDP aims to be the starting point of customer satisfaction, helping enterprises drive success and fostering lasting customer relationships.
According to Gartner, a Customer Data Platform (CDP) is a software service that supports marketing and customer management by integrating customer data from multiple channels. Therefore, an ideal CDP should combine data collection from various channels, intelligent dashboards (Business Intelligence, BI), and marketing automation (MA) functionalities.
While third-party cookies are phasing out, first-party data owned by brands are becoming increasingly important.
Why? In short, it's because of the rising awareness of online privacy. Previously, web browsing behaviors could be extensively tracked and used for advertising—the actions you took online one moment could lead to targeted ads the next.
As we lose access to crucial data sources like 'audience targeting' and 'performance tracking', what can marketers do? This is where CDP management comes into play. By leveraging first-party data, obtained with customer consent, brands can better dictate their financial situation using their own data. If you're still unsure about what a CDP does, you might find the following article enlightening.
OmniSegment CDP goes beyond collecting order and membership data; it also tracks consumer behavior on e-commerce websites. This comprehensive data collection helps us better understand consumer profiles, including what activities draw them in and which products captivate their interest. When communicating with consumers across various channels, OmniSegment CDP synchronously tracks key metrics such as open rates, click-through rates, and conversion rates. These performance metrics are then presented through Business Intelligence (BI) dashboards, providing clear and actionable insights for users.
Everyone has data, whether it's stored in CRM (Customer Relationship Management) systems or POS (Point Of Sale) systems, but integrating and utilizing these data effectively is an art.
Do you have a heap of data but don't know where to start? In the past, most of data extraction had to be done with the help of IT departments, which not only consumed a lot of time but also poses challenges in communication. A small mistake could negatively affect campaigns and cause brands to miss out on optimal profiting opportunities.
With OmniSegment CDP, brands can easily utilize No-Code technology to pull the required data (including but not limited to order data, member data, behavioral data, member labels, etc.) by simply dragging and selecting nodes. Within minutes, you can identify your precise target audience and complete a campaign push.
OmniSegment CDP allows brands to label and segment audiences based on specific behaviors, such as ‘members who visited the site and browsed extensively in the past seven days,' ‘members who added items to the cart but did not check out,' or ‘members who searched for specific product names or categories.' This enables precise targeting and personalized marketing. If you're unsure where to start, OmniSegment CDP offers significant advantages with hands-on guidance from consultants. These consultants will walk you through the data, using the ‘Customer Journey Template Canvas' and their cross-industry experience with brands to guide you through relevant customer journey designs, making data analysis accessible and straightforward.
A crucial aspect of customer management is regular communication with members. This is where marketing automation becomes an invaluable tool. OmniSegment offers comprehensive multi-channel communication methods, eliminating the need for brands to seek different vendors for different channels. From the most commonly used Email, LINE, SMS to FB Messenger, APP push notifications, and web pop-ups (Web Popup), OmniSegment covers it all! Additionally, you can upload target audience lists directly to Google or Facebook ad platforms with a single click in OmniSegment, enabling faster and more precise ad targeting and effectively reducing customer acquisition costs.
One distinctive feature of the OmniSegment CDP is its ‘Smart Delivery' functionality. OmniSegment calculates the preferred channel for each customer and sends communications accordingly. For example, if Customer A never opens emails, continuous delivery of emails would only increase costs without results. If Customer A frequently opens LINE messages, the system will automatically communicate with the customer through LINE instead. This feature enables brands to ‘proactively engage' with members, saving up on messaging costs and delivering personalized campaign information to customers.
When using OmniSegment CDP, there's no need to start from scratch. The Customer Success Team's data consultants will conduct a needs assessment and understand your brand's requirements to provide suitable customer journeys. From day one of implementing the system, you can start communicating with customers (of course, preparing communication materials and copy is essential). The system includes more than twenty customer journeys you can use, including daily promotions, behavior triggers, data analysis journeys, and features visualized charts (BI) and performance reports, allowing you to quickly observe and assess the effectiveness of your campaigns. The impact of your promotional activities can be seen at a glance.
Most customer data platforms offer data integration and basic analysis functions, but without guidance, implementing these tools can become a burden for your team—investing significant money and time into a system only to have no one use it effectively (or at all). In collaboration with OmniSegment CDP, consultants clearly divide the collaboration cycle into three main phases: Implementation Phase (goal setting and system integration), Beginner Phase (operational launch and execution), and Growth Phase (stabilization, activation, and rapid growth). Each phase has essential milestones to ensure effective use of the system, with monthly and quarterly reviews to evaluate past performance and adjust strategies as needed.
“We care more about laying a solid foundation.”
We believe that setting goals, conducting regular reviews, and making informed decisions are critical processes. Therefore, beyond just a practical system, our step-by-step consulting support plan becomes even more valuable. If you are someone who is overwhelmed and needs frequent guidance, OmniSegment CDP's implementation will be a perfect fit for you!
Through OmniSegment CDP, our collaboration approach goes beyond consultants providing data insights. We aim to instill data-driven thinking in every corner of the team, highlighting details that marketing teams might often overlook. Therefore, beBit TECH's Customer Success Team offers 'Weekly Report Templates' to help brands generate their own weekly data reports. This empowers teams to become familiar with their data metrics, track changes in real time, and make agile decisions for improvement. These reports can then evolve into more comprehensive campaign and monthly performance reports.
“Rather than handing over a fish, we choose to provide a professional-grade fishing rod and teach you how to use it effectively.”
This internalized capability for data analysis and insight isn't something that can be achieved simply by implementing a system. We believe that empowering teams with data analysis skills is the fundamental path to successful digital transformation.
What is 'Dr. Kao AI'?
'Dr. Kao' refers to Dr. Wei-Chun Kao, the developer of OmniSegment CDP and the current CTO of beBit TECH. With a Ph.D. in Information Science from the University of California, Berkeley, Dr. Kao possesses unique insights and profound technical expertise in the AI field.
Historically, performing multi-condition intersections and extracting complex, multidimensional data has been a major pain point for marketers. Dr. Kao simplified this cumbersome process by leveraging data science, machine learning, and artificial intelligence technologies. Coupled with an intuitive drag-and-drop interface, even marketers without a technical background can quickly retrieve precise audience lists tailored to their needs.
The Future Differentiation of CDPs Lies in Prediction and Decision-Making. — Gartner
OmniSegment CDP incorporates several exclusively developed AI modules that leverage AI to predict customer behavior and seamlessly integrate systems to unlock the power of data. These features include ‘personalized scheduling', ‘personalized product recommendations', ‘predicting high-probability customer groups', and ‘identifying frequently used channels for smart delivery'.
OmniSegment CDP is more than just a tool; it's a tool that comes with expert consulting services!
In previous articles, we have mentioned two key concepts: the 'PDCA cycle' and the 'marketing funnel'. Throughout our collaboration with brands, we focus on providing marketing methodologies and strategy implementation. By leveraging OmniSegment CDP to uncover data, and with consultants providing data insights, we guide brands step-by-step in exploring various metrics and formulating optimum marketing strategies. This ranges from daily marketing campaign pushes to strategic brand membership level formulations. Our goal is to co-create more value with enterprises and be the starting point of customer satisfaction.