The Guide to Measure CDP Effectiveness for Businesses in Thailand

In the ever-evolving landscape of digital marketing, the role of a Customer Data Platform (CDP) has become increasingly crucial for businesses. A CDP is a centralised system that collects, organises, and analyses customer data from various sources to create a unified customer profile. This tool provides businesses with valuable insights into customer behaviour and helps them create more personalised and effective marketing campaigns.

How CDP works to solve business challenges

In Thailand, the digital economy is rapidly growing along with high literacy of technology. It is no stranger to the importance of data-driven marketing. However, measuring the effectiveness of a CDP can be challenging, and businesses often struggle to pinpoint where to start. In this blog post, we explore what, why, and how to measure CDP effectiveness for your business in Thailand.

What is CDP effectiveness? 

CDP effectiveness is a measure of how well a CDP is performing in delivering valuable insights and improving marketing strategies. Measuring CDP effectiveness involves analysing the impact of the platform on customer behaviour and the success of marketing campaigns.


Why measure CDP effectiveness? 

Measuring CDP effectiveness helps businesses identify areas for improvement and optimise their marketing strategies. By understanding how a CDP is impacting customer behaviour and the success of marketing campaigns, businesses can make data-driven decisions that lead to better customer experiences, increased customer loyalty, and improved ROI.

How to measure CDP effectiveness? 

Several key metrics can be used to measure CDP effectiveness, including: 

  • Data quality 

One of the most important metrics to track is the quality of the data in your CDP. You can monitor data completeness, accuracy, and consistency to ensure that the data you are collecting and using is reliable and relevant. 

  • Customer Lifetime Value (CLV) 

CLV is the total value of a customer to a company over their entire lifetime. This metric can help measure the effectiveness of a CDP in improving customer engagement and increasing revenue. For example, Central Group, a well-known Thai holding company uses CDP to create personalised offers and improve customer experience, thereby increasing CLV and customer retention rate. 

  • Marketing ROI  

Marketing ROI measures the return on investment for a marketing campaign. It helps measure the effectiveness of a CDP in improving marketing efficiency and reducing costs. Thai banking company – Kasikornbank utilises marketing ROI as a metric to improve campaign targeting and measure the effectiveness of marketing campaigns. 

  • Sales 

Tracking sales figures is one way of measuring the effectiveness of CDP, such as the number of new customers acquired, repeat purchases, and the average order value. You can also use customer data to identify opportunities for cross-selling and upselling. 

  • Customer Satisfaction (CSAT) 

CSAT measures the level of satisfaction customers have with a company's products or services. It helps measure the effectiveness of a CDP in improving customer experience and loyalty. For instance, SCB (Siam Commercial Bank) uses CSAT surveys to gather feedback from customers and make necessary improvements to its services. By leveraging CDP, SCB has been able to improve its CSAT score and strengthen customer loyalty.


Choosing the right CDP implementer for your business 

Measuring the effectiveness of a Customer Data Platform (CDP) is vital for businesses that are looking to improve their marketing strategies, conversion rate, and provide better customer experiences. As the market trend continues to evolve, companies must adapt and utilise CDPs to gain a competitive edge. By following the guidelines provided in this blog, businesses can assess the effectiveness of their CDP implementation and make data-driven decisions to optimise their marketing strategies, enhance customer experiences, and drive sustainable growth. Embracing the power of data-driven insights through a well-measured CDP will undoubtedly position businesses in Thailand for success in an increasingly digital and customer-centric era. 

With the key metrics listed above, learn how you can leverage first-party data to gain actionable insights and drive business growth. Download our white paper to learn how to select the right CDP and CDP implementer for your business.


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