Express Analytics launches Analytics CDP to help merchants become data-sovereign ahead of the end of 3rd-party cookies.
Express Analytics, the leader in enterprise analytics for mid-sized merchants and direct-to-consumer brands, has launched an Analytics Customer Data Platform at eTail West 2022 on Feb 27.
The product responds to the industry's need to plan for the end of 3rd-party marketing cookies, as intended by Google in 2023. The move by Google will result in dramatic changes in how retail marketers collect data to engage with customers.
From now on, after 2023, direct-to-consumer brands will have to rely on first-party data to provide personalized service to customers. Traditionally, retailers have built data management platforms and 3rd-party data services to manage customer experiences. With the end of 3rd-party cookies, retailers will find it very difficult to use indirect methods to understand and target prospects and customers. Merchants who do not prepare for this shift will have challenges retaining customer mindshare. To overcome this hurdle, retailers must own and accumulate 1st-party data on their customers to identify and manage them.
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In anticipation of this shift, the Express Analytics data science and engineering team has designed the Analytics Customer Data Platform to meet retailers' needs. While the solution has already been deployed with some retailers and direct-to-consumer brands, the company officially launched the offering at eTail West 2022.
What Is An Analytics Customer Data Platform?
Any marketing team needs a customer interactions database that integrates all customer data points to create a longitudinal customer profile. They should also be able to score the customer base and segment them effectively on various attributes. These data can then be used to email and other direct marketing campaigns using predictive models against these segments.
Express Analytics delivers its customer data platform, integrating historical customer data from various 1st-, 2nd-, and 3rd-party data sources across channels and devices. After setting up processes to cleanse, standardize, and enrich the customer data, the team implements customer segmentation based on historical transactions and customer response to campaigns.
