Implementing a RT-CDP to Enhance Match Rates

Action:

• Data Collection and Integration:

The RT-CDP collects customer data from various sources such as website interactions, mobile app usage, email campaigns, and CRM systems. This data is integrated into unified customer profiles, providing a comprehensive view of each customer.

• Data Enrichment:

The RT-CDP enriches the customer profiles with additional data such as demographic information, transaction history, and behavioral data. This enriched data helps in creating more accurate and detailed customer segments.

• Identity Resolution:

The RT-CDP uses advanced identity resolution techniques to match customer data across different devices and channels. This ensures that all interactions and data points are correctly attributed to the right customer profile.

• Audience Segmentation:

The RT-CDP segments the customer base into specific audiences based on various criteria such as financial behaviour, product usage, customer interactions and engagement levels.

• Data Activation:

The RT-CDP activates the segmented data by syncing it with advertising platforms like Google Ads and Meta. This involves mapping the relevant account ID information to ensure accurate targeting.

By implementing the RT-CDP, Westpac achieved a significant increase in match rates and audience volumes between the customer data and the advertising platforms. Audience segments have achieved 10-11% increase in the new RT-CDP over previous data platform. The growth of audiences sizes are massive. Some of the audience segments grew by up to 81%. This leads to more precise targeting, increased ad relevance, and ultimately, better campaign performance and ROI.