Every brand needs new customers. The journey doesn’t end when they arrive, but most data platforms behave as if it does.
For instance, customer acquisition relies on precise targeting based on specific categories and datasets, whereas retention and reactivation draw on the information held within the brand’s CRM system. These are different tasks with different cost structures, and combining them usually means having to purchase services from two completely different providers and accepting that data will not be seamlessly transferred between stages.
afina now covers both stages: DMP and CLP are two products built on a single machine learning core, presented together because brands typically need them sequentially as the customer moves through the sales funnel.
DMP is a platform many of you are already familiar with. It triggers anonymised behavioural triggers as the basis for real-time targeting across the operator’s network, supports the monetisation of first-party data without revealing personal data, and drives ARPU growth. As the A2P-SMS economy shrinks, it is becoming increasingly difficult to ignore the case for using first-party data as a standalone revenue stream.
CLP, on the other hand, is a cutting-edge component positioned in the later stages of the sales funnel. The problem it solves is familiar to anyone involved in customer retention: a CRM system records a customer’s actions from the previous quarter, but says nothing about what they want this week. CLP analyses signals in real time to determine customer intent, identifies churn risk and opportunities to reactivate inactive customers before a decision is made, and enriches the existing database with behavioural data that internal systems cannot see on their own.
The connection between these two components is what is worth exploring. A DMP enables customer acquisition through precise targeting. CLP covers what follows: retention, reactivation and customer return based on real-time intent analysis. Working together, the same brand can capture demand at the top of the funnel and respond to intent at the bottom using a single system that spans the entire journey.
As far as data processing is concerned, both products operate to the same standard: processing takes place on the operator’s side, encryption keys are stored by the operator, and all information regarding advertising campaigns is fed into the afina model in a de-identified and anonymous form.
It is easier to assess the platforms in full than in a brief overview, particularly CLP as a standalone product and in combination with a DMP. Both platforms are currently available to explore on a single website.
Find out how they fit into your growth strategy: afinaplatform.com
