4 good reasons for a cloud-based CDP
Updated: May 21
Building your customer 360-degree customer view in the cloud has undeniable benefits
With billions of users now working on different cloud applications like Google Analytics, or Salesforce’s CRM and Microsoft Azure Analytics, it is clear that the cloud is the way of the future. And within businesses, solutions have headed skyward migrating data lakes and business intelligence solutions, ie business dashboards, analytics, and KPIs, on the cloud. Customer data platforms (CDP) are no exception for marketers, but uniquely CDPs, like VIEWN that run in the cloud can deliver even more value, especially to brands on a budget.
Easier data connection
Let’s just face it, marketing teams, even of big brands, prefer using different applications. The marketing technologies one can use has proliferated. The thousands within the well-known MarTech landscape is proof of both the demand for point solutions and willingness to go with the best of breed IT strategy.
In fact, the average marketing team uses more than 50 cloud-based applications to run their marketing campaigns. As such a cloud-based CDP is the natural extension of their solutions. We at VIEWN, have found that data connections or integrations can more easily be made between these applications. Imagine moving past the clunky custom made API and evolving to trigger-based notifications for events that can be applied in real-time workflows. There are now more ways to connect to the data and in more useable formats like .jsn, which makes access and management of data downstream easier downstream.
Getting the different data you have on customers into a single place is the first step that every CDPs has to have, so having one that readily connects to other cloud applications is an important consideration. You can integrate more and therefore can increase the chances of finding common context for analysis.
Accessibility: Available On Any Device
Cloud technologies have solidified the adoption of responsive designs that enable dashboards to automatically reorganize information based on screen size. New cloud technologies adjust reports and can activate back out to present the most meaningful information based on the size of the device. Due to faster internet speeds, live customer insights database connections allow for real-time or near real-time updates to business dashboards and insights even on small devices.
Since most of the computing power is on the cloud servers, the devices only require a simple browser to display the visualization or reports.
Cloud providers enable developers to support multiple devices, screen sizes and operating systems, in some cases even while offline. What is better than having your audience information, meaningful metrics, and access wherever and whenever you need them?
No Need for IT Resources to Maintain Massive Hardware Infrastructures
Mid-sized marketers especially often lose out to larger capital-intensive IT projects like licensing systems and inventory systems, so the cloud can bridge the gap in terms of resource needs. This is one of cloud technology’s biggest pluses. VIEWN’s CDP allows businesses to focus on running and managing their core marketing offerings while leveraging applications and letting the service providers take care of IT and the related resources needed to operate and maintain a technological infrastructure.
Cloud solutions are packaged to be easy to deploy. Rather than draining resources on hardware maintenance, operating systems, networks, backup, storage, load balancing, and on-site data storage, businesses can instead shift their focus to the productive use of their data. Google Cloud Platform, for example, provides offerings ranging from Platform-as-a-Services (PaaS) to Software-as-a-Service (SaaS), which encompass database, storage, and security management solutions, to name a few.
Access to Continuous Improvement and New Features
Who wants to have to upgrade in order to gain access to the newest version? In order to make updates to non-cloud technologies, you need to take the application offline, install the patch or service pack, and finally test to make sure the update integrated correctly. Updates on the cloud are a breeze in comparison. In fact, with the cloud’s continuous updates and improvements on the backend, product upgrades or fixes can be rolled out easily without huge interruptions or additional software purchases. Continuous cloud updates translate to enhance user experience. Google App Engine, for example, allows developers to push out new versions with a single click, providing users with instant updates the next time they use the service or application.
There are many more benefits of running your customer data platforms and analytics running via cloud technology. These elements should be part of every marketing team's considerations.