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We need to stop overcomplicating marketing. Engaging our customers in 2019 is a lot simpler than we are all making it out to be.

As of 2019, there are over 8,000 MarTech solutions out there claiming to make our lives easier and our marketing more efficient. But, if our experience is any indication are they really that efficient if you don’t know how to use them? Some of the larger companies’ offerings are SO complicated that they even require paid training and paid support just so that you and your teams can use them on a daily basis.

I challenge you to take a look at your current MarTech stack and evaluate how many of the tools you use daily. Next, how many of them do you have an employee designated as your admin, or specialist for that tool? Do you have to regularly ask questions about how to use these solutions or to be able to interpret the data they provide?

The Number One challenge we hear from our customers every single day is that they struggle with their data. In many cases, they have all the data they need but it is spread out amongst so many tools that using it is effectively is difficult (even if they know how to get at it). In other cases, customers either don’t know if they have the right data or, if they do, they’re not sure how best to use it. Frankly, that’s not uncommon because they are marketers and not data scientists.

Now let’s imagine a world where the companies that provide your MarTech solutions actually design them with the end-user in mind. A world where any user can we spend less time worrying about what solutions to use, or what data to access, or even how to connect them and devote more time focusing on what is actually important – the message we want to market to our target audience(s).

Believe it or not, there is a solution to this problem. AND it is actually a relatively simple one.

The Customer Data Platform.

The Customer Data Platform (CDP), also known as the “single source of truth”, is a software solution built for marketers (read: no database or data science skills required) whose primary purpose is to unify, integrate, and manage all of your customer data – user profiles, activities, preferences, transactions, interactions, online or physical visits, and so much more – with a view towards creating a Single-User-Profile.

That easy-to-use Single-User-Profile then becomes the backbone for all your engagement and campaign activities as it integrates with your current MarTech stack to communicate with customer segments, micro-segments or specific individuals. The right CDP will provide you with full control of your customer engagement and personalization strategy.

Full Disclosure: Yes, this solution will require some upfront work in outlining the systems you currently use and want to pull information from, but any good vendor should be willing to work with you and guide you through this process to the point that SIMPLE is the only word you could think of to describe the process.

4 Key Functions of a CDP

Data Collection - Decision - Activation - Learning

Data Collection and Profile Unification

A CDP gathers data from all available sources with the purpose of properly collating and attributing that data to a specific individual in order to build a profile of that person. With the omNovos CDP, there are no known limits to the types of data that can be collected. Whether structured or unstructured, personally identifiable information (PII) or anonymized data (non-PII) we support it.

All data is typically stored in a cloud environment though some customers choose to maintain the data internally on owned servers.


A CDP provides extensive detail and views of the data and profiles contained within it in order to make that information useful to marketers such that they can begin to understand their customers and make decisions about how better to reach and to serve them. With easily configurable views, marketers can quickly build Segments, Micro-Segments and, in the case of the omNovos CDP, even make decisions and take action at an Individual level.


A CDP integrates with marketing technology in order to make the data available for the creation, scheduling, and execution of engagement programs and marketing campaigns. The omNovos CDP natively includes the ability to create and deliver engagement programs and marketing campaigns while relying on external tools as delivery channels.


A critical function of the CDP is the real-time collection and integration of data. Current behaviours are far more effective predictors for next-best-action and the ability to “Learn” about each customer in their moments of truth provide the benefits of being able to more accurately personalize an experience while also providing a living and evolving customer profile.

Includes all required analytics, reporting and tracking.

Are we describing your current situation? Want to learn a little more about how a CDP can help YOU specifically? Let’s schedule a quick call where we will help you asses your current situation and find a simple solution that works for you… No Strings attached.


Andrew Armstrong

Andrew Armstrong

Chief Customer Officer

Andrew Armstrong is the Chief Customer Officer at omNovos – working globally with customers to design world-class customer engagement programs. He’s a prolific writer and speaker on topics including customer loyalty, personalization, and retail marketing technologies. Connect with him on LinkedIn or Twitter - his open approach to all topics usually leads to a fun discussion and a few laughs.