Meet Customer 360 for Marketers

Learning Objectives

After completing this unit, you’ll be able to:

  • Define a customer data platform (CDP).
  • Explain the benefits of Customer 360 Audiences.

The Marketer’s Mission

Marketers, here is your mission: Create a customer experience that is highly personalized, builds loyalty, and establishes trust in your brand. To complete this mission, you must navigate your known and unknown data across all channels. You have a limited budget, so you need to optimize spend and keep costs low. And to prove your mission is successful, you must show the impact your work has on your business.

File folder image for Isabelle’s Top Secret Mission.

It’s a massive mission, to be sure. But you don’t have to go it alone. We have intel that can help make your mission a success—like how to bring together your data from anywhere to build a single, unified view of your customer. Let’s learn more about the systems and products that make this possible: customer data platforms, Customer 360 Audiences, and the Cloud Information Model.

What’s a Customer Data Platform?

So let’s begin the brief. At a basic level, a customer data platform (CDP) is a place where a company collects and stores data about its customers. However, data collection can only take companies (and marketers) so far in the quest to deliver connected experiences.

To build trust, you can’t just collect data, you need to be able to collect and use that data to provide relevant communications and follow customer preferences—all while respecting customer privacy. To truly complete this task, companies need to solve the issue of fragmented data that stems from department silos and misaligned business goals.

Outdoor gear and apparel retailer Northern Trail Outfitters (or simply NTO) knows this data challenge first-hand. NTO collects and uses data in many ways, from many sources.

  • Marketing manager, Isabelle, uses Marketing Cloud and collects data from an email sign-up form and preference center. She stores that data in data extensions and uses it to personalize email journeys for NTO customers. She uses data from Marketing Cloud to measure customer engagement through open and click rates.
  • Customer services director, Jason, uses Service Cloud to track a customer’s support history. He measures his team performance based on customer satisfaction scores.
  • Sales manager, LaTonya, uses Sales Cloud to track attendance at customer events, to create advertising campaigns, and to monitor internal sales incentive programs.
  • The web analytics and ecommerce team use their ecommerce site and Adobe Analytics to monitor customer activity and purchases.
  • Other employees also use an internal database for their brick and mortar stores, like store manager information and earnings reports.
  • On top of that, the CEO uses spreadsheets for various business purposes.

Each of these sources and datasets provide a slightly different view of the same customers. With all this disparate data, how can NTO transform into a company driven by customer experience? The answer is key to your mission as well: Single Source of Truth—a suite of products that give you a single, unified view of every customer.

Connect the Dots 

For NTO, and like-minded marketers on this mission, it’s critical to identify customers across multiple data sources and connect the dots between them. To transform digital experiences and create a 360-degree view of a customer, you need a unified profile with a single customer ID. This profile should keep track of privacy and communication preferences, too.

Single Source of Truth products unify your data across all touchpoints so that you can build a single source of truth about your customers. Even if you have all the data in the world to build amazing personalized experiences, if you lose your customer’s trust, you lose their business. With this in mind, we built trust standards into all of our Source of Truth products, with a specific focus on governance, security, and privacy compliance. We aim to make consent and privacy management easier by using data classification labels to manage customer preferences. Helping you know what data you have, what customer data you can use, and how your customers prefer to be contacted.

Let’s learn more about the Single Source of Truth product designed for marketers, Customer 360 Audiences.

Customer 360 Audiences

Customer 360 Audiences is the ideal CDP for marketers. Not only can you unify your customer data across disparate systems, you can also use this data to create unique audience segments to market across various channels, including Marketing Cloud. Even better, you can build customer trust by only communicating with contacts in the channels they prefer. Take a moment to learn more about Customer 360 Audiences in this video.

So now that you know a bit more about Customer 360 Audiences, let’s explore the data structure behind this technology.


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