For this reason, it’s so important that organizations understand exactly what a Single Customer View actually entails, and not just see it as an automatic byproduct of any platform calling itself a CDP, or as just another term for what CDPs do by design.
How does BlueVenn address governance and data regulation? How does BlueVenn help businesses ensure compliance?
Providing customers with access to and control over their data is central to compliance and BlueVenn Unify is offering a wide range of ways for businesses to do so. This actually goes back to de-duplication, normalization, and cleansing. Without these capabilities you’re ill-equipped to create yourself a structured and detailed compliance database.
The second thing that we have is an entire compliance module. Take GDPR for instance: there have been major fines recently for both the Marriott and British Airways because of data breaches. Now this wasn’t for mismarketing but because, with those breaches, they weren’t doing what they were supposed to be doing.
There are a number of regulations under GDPR. For instance, if an EU citizen asks you for their data via a Subject Access Request, you have to supply that to them in 28 days. Now, imagine you don’t have a CDP with Single Customer View, and you’ve just incurred those massive fines. You’re now in the news and 10,000 people come to you and demand that you give them their data.
Because you don’t have that data centralized, normalized, de-duplicated, cleansed, and ordered you now have to go across maybe 20 different systems for each person, and you have to do that 10,000 times.
With BlueVenn Unify, if someone submits a Subject Access Request, you can navigate to their data and click the Subject Access Request button. That way you’ve saved maybe a month’s worth of work, and a lot of money.
We have six or seven other tools in the same vein, all operating on the click of a button. If someone contacts you and says, “please erase my data,” you can press the Erase Data button for them. You also have the ability to strip out all of the PII (Personally Identifiable Information), while still keeping behavioral data for analytics, which can be very useful.
The last thing we’ve got in there, BlueVenn Unify can also publish a multi-channel preference center. So, brands that want to provide the best possible compliance experience for their customers can generate all of a customer’s preferences on a web page. That way they can say “Hey, Mr. Customer do you want to manage your personal preferences?” As a result, that customer can go on and explicitly say that they don’t want letters or emails, but text messages and catalogs are okay, which will immediately update your database.
Providing your customer with full control over how you market to them is the way the world is going, and BlueVenn provides you with the tools to achieve that–empowering you and the customer simultaneously, and ensuring compliance. That’s the sort of experience that will help you build trust with the customer, and them with your brand.
What are the big challenges when it comes to deploying CDPs in organizations? How does BlueVenn address them?
We now offer proof of concepts to all our customers because it can certainly be difficult to sign off a check for half a million dollars. Previously we did 10 deals a year, but we’re doing these days is about 15 in a half year. I think one of the changes that has been instrumental in that is our doing what we call “agile deployment.” Now, what we mean by that is we’ll come in and get the first bit done with our customers in a couple of hours, rather than them having to spend time and resources getting over the hump and aligning all their systems. From there, then, they can just keep adding on data sources as they go.
Not to insult other providers, but there are many where every time you need to make a chance to your platform or add on to it, that costs you more money, and we feel that that’s anti-CDP. Now, after working with a number of clients, and looking at the old ways of deployment, we’ve figured out that even for a large company we can build their CDP in 50 days. In the past, you had estimates of 120 days at $1000 a day. Now, we’ve seen that for the average company we can get that down to 20 days, and that’s obviously a bit more manageable.
At the end of the day, working with our customers, we can build the platform and the Single Customer View at least five times quicker, and make it far easier for them to deploy, implement, and start benefiting from the platform.
As you can see, Anthony and the BlueVenn team have thought long and hard about what exactly CDPs are, and what they must accomplish. In so doing, they’ve created solutions that not only fulfill their promises, but push the boundaries on what many expect a CDP to do.
With BlueVenn, a wide range of organizations have empowered their marketing teams–as well as many other departments–and revolutionized how they understand and interact with their customers.
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