Many CDPs lack robust reporting. This becomes a problem for marketers who are trying to adopt personalization that the CDPs enable. Actable has a solution for that.
The Challenge
Customer Data Platforms can offer valuable functionality around recognizing a user in order to deliver personalized content. However, many CDPs lack basic reporting that marketers need to evaluate success – even for activations that are triggered by the CDP. Our client, a leading subscription publisher, delivered dozens of personalized modals on their sites without a way to measure the impact these modals were having.
Solution
Actable built a nimble data warehouse in order to feed raw data from the CDP into a data visualization platform. This included metrics like:
- Impressions
- Reach
- Clicks
- CTR
Actable also built an attribution set of orders that resulted from the personalized modals. And made the data easily exportable to Excel or CSV, allowing the client to perform custom analysis as required.
Results
The client now has improved visibility into marketing performance from their site personalization. Site personalization has become a core tactic in their digital marketing efforts.
