FALL 2022

40 THE DISTRIBUTOR’S

40 THE DISTRIBUTOR’S LINK Joe Dysart Joe Dysart is an Internet speaker and business consultant based in Thousand Oaks, California. A journalist for 20 years, his articles have appeared in more than 40 publications, including The New York Times and The Financial Times of London. During the past decade, his work has focused exclusively on ecommerce. Telephone: 631-256-6602; web: www.joedysart.com; email: joe@dysartnewsfeatures.com HYPER-PERSONALIZING MARKETING NEWSLETTERS WITH ALL-SEEING DATABASES Fastener distributors looking to hyper-personalize the marketing newsletters they send to customers are using new technology -- enhanced Customer Data Platforms -- to ensure the personalized details they have on each customer is fully leveraged. Unlike traditional customer databases, enhanced CDPs work overtime, drawing in details about each customer from multiple databases that are scattered throughout an organization -- databases that used to exist as single-use, limited access silos. Says Chris Jones, chief product officer, Amperity -- a provider of an enhanced CDP: “As a brand, you need to capture the memory of your customers as data -- and then make that data available to everyone at the company. “Your CDP should be the data infrastructure that not only touches every customer-facing system in your company, but delivers unified data that brings all the systems to life.” A best-of-breed, all-seeing CDP for a fastener distributor, for example, can automatically import personal details about customers as they interact with your business via email, chat, text, phone, social media, clicks in newsletters, clicks on Web sites, in person -- and virtually every form of customer interaction that is either digital, or can be digitized. Prior to the advent of the CDP, amalgamating all that insightful data was extremely tough -- if not impossible CONTRIBUTOR ARTICLE MARKETERS ARE USING ‘ALL-SEEING’ DATABASES TO HELP ENSURE THEIR MARKETING NEWSLETTERS ARE HYPER- PERSONALIZED. -- given that so much data was locked in soloed databases. But with a CDP, all of that amalgamation gets built into the system. Moreover once a CDP is in place, fastener distributors will find that they can find in more sources of data within their organizations to help personalizes their marketing newsletters ven more. Aggressive users of CDPs, for example, are going beyond traditional streams of personal data to tasking trusted chat and phone reps to add their own insights about customers and they interact with them, for example -- or encouraging customers to fill-out detailed profiles about themselves in exchange for a chance to win a gift card. CONTINUED ON PAGE 138