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FAQs

We have put together some frequently asked questions about UniFida’s customer data platform. If you have a question not answered below, please get in touch and we would be happy to provide more information.

CUSTOMER DATA PLATFORM

A customer data platform (CDP) consolidates data from multiple (and often diverse) online and offline sources to provide a single customer view. This data can be updated weekly, daily, and sometimes even every few minutes, depending on the nature and content of your data sources. Rather than being just a key sales tool, a CDP is used business-wide, providing insightful and actionable insights in real-time.

Some key benefits of CDPs include:

  • Collecting and integrating all known customer data sources, online and offline
  • Identity resolution across multiple personal identifiers
  • Building single customer views for rich insights and analysis. This means you can capture a customer’s whole journey – from browsing to buying and beyond
  • Dynamic dashboards with charts, tables, reports and campaign planning tools
  • The ability to personalise customer communications
  • Complete set of marketing metrics covering campaign results, customer performance and cross channel order attribution
  • Simple access to managing customer preferences including privacy consents

CRM platforms are primarily for sales management, sales analysis and forecasting, whereas CDPs are used by marketers for deeper insights into customer behaviour.

Because CRMs generally deal with transactional data, they only provide a 2D view of customers and their interactions with a company. CDPs use all available online and offline data sources allowing for greater analysis, segmentation and personalisation to boost campaign effectiveness and operational efficiency.

A DMP, or Data Management Platform, deals with anonymous or third-party online data. It includes things like cookies, devices and IP addresses, and is primarily analysed over short periods of time for audience targeting.

CDPs have historically incorporated this data to show marketers how customers are interacting with different websites, ads, and more. Hence, a DMP was a common input in a CDP. With the demise of 3rd party cookies they are less likely to feature in future.

Because CRMs generally deal with transactional data, they only provide a 2D view of customers and their interactions with a company. CDPs use all available online and offline data sources allowing for greater analysis, segmentation and personalisation to boost campaign effectiveness and operational efficiency.

ABOUT UNIFIDA

We are a London based marketing services company, combining our own technology and data science, whose sole purpose is to achieve better marketing outcomes for our clients.

UniFida’s team of customer focused, solutions driven, marketing and data science professionals combine technology, data science and business acumen to bring you innovative marketing solutions.

UniFida was launched by Julian Berry and his team in 2014 and has been under continuous development since then.  Julian is a data scientist who previously held a number of senior marketing roles, where he organised data-driven direct marketing, including for two of UK’s major banks. The cloud-based UniFida customer data platform is today used by UK companies as diverse as omni-channel retailers, life insurance companies and a major Premier League football team. 

UniFida technology connects all your customer data from online/offline and unifies this into a single customer view to enable cross-channel activation and personalisation. We provide one platform for a single customer view, analysis & reporting, AI driven attribution and GDPR management.

To achieve these, we need to work closely, and in partnership, with our clients to:

  • Understand what are the key drivers behind your business success, and from that, what marketing needs to deliver to accelerate these
  • Configure our customer data platform technology to deliver to all your key marketing use cases
  • Employ our data scientists to explore every avenue to uplift performance

We ask our clients to:

  • Work openly with us as partners
  • Share your concerns and problems as well as setting our objectives

Our commercial arrangements are very straightforward, and our charges competitive:

  • Technology license costs are based on customer volumes
  • Services costs like data science are based on time
  • We always work to fixed pre-agreed costs (so no surprise invoices)

In particular:

  • Ease of use for non-techy marketers.
  • All data sources can be used, rather than just those that the CDP provider has chosen to accept. This is a common issue that marketers have with generic CDP providers that UniFida solves – using all of your online and offline data to truly understand your customers.
  • Tailored dashboards, with access to experts who understand the location, quality and volume of its data sources.
  • Quick to generate audiences for batch and trigger marketing campaigns.
  • A complete out of the box set of customer and campaign metrics.
  • Tools for attributing all online and offline marketing activities to sales.
  • Built in facilities for managing GDPR consents, and fulfilling requests.
  • Very affordable license subscription options.

UniFida is designed for a non-technical audience. Its intuitive user interface makes it easy for marketers of varying experience to access its capabilities and insights.

Typically, we can complete the set-up in under four weeks. An example client with a website, an e-commerce system, a transactional order management system and email service provider will require between 10 and 15 days of set up. This is mainly dependent on the client providing the data from their transactional and Email Service Provider (e.g. MailChimp, Klaviyo etc) systems.

UniFida integrates seamlessly with virtually any CRM, so that all of your data is available in your CRM. This integration can be through an API, batch outputs or by a manual data export/import.

We are also insight-driven marketers and data scientists, so once you’re up and running with UniFida, we can help you with data strategy, targeting, segmentation, and marketing development.

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