CDP and Marketing Personalization: How to Increase Conversions

Personalization in marketing has long become a standard. People expect brands to communicate with them personally rather than sending the same offers to everyone.

CDPs help businesses collect customer data in one place, enabling more precise marketing and higher conversion rates.

In this article, we will explore how these platforms work, why personalization is essential today, and how a CDP system delivers real results. We will illustrate this with real-world examples — Altcraft case studies.

What is a CDP and how do these platforms work

A CDP is a system that gathers customer data from various sources, consolidates it into a unified profile for analysis, and makes it available for business use. The acronym stands for Customer Data Platform.

Example of customer profile in Altcraft Platform

Unlike a CRM, which typically stores sales data, or a DMP, which works with anonymized audiences, a CDP system creates the most comprehensive profile for each customer. For example, the Altcraft CDP platform tracks purchase history, website behavior, responses to advertising campaigns, interactions with email newsletters, support requests, and other data.

Altcraft Platform has detected the triggering of a tracking pixel. This event can be used as a trigger in a newsletter

For example, a person visits an online store, browses products, adds something to the cart, but does not complete the purchase. A CDP platform records their actions, matches them with previous interactions (such as responses to email campaigns), and transmits the data to the relevant systems.

As a result, the customer automatically receives a personalized offer: a discount, a reminder about the abandoned cart, or recommendations based on their interests.

Example of a reminder email in Altcraft

CDP does not just accumulate data—it makes it easy to use. It helps segment the audience, launch personalized campaigns, and analyze their effectiveness in real time.

Why personalization is essential

Customers no longer respond to mass advertising; they expect brands to engage with them personally — considering their interests, offering the right products at the right time, and speaking their language. If this doesn’t happen, they simply turn to competitors.

Companies understand this but don’t always execute personalization correctly. While 85% of brands believe they provide a personalized experience, only 60% of customers agree (Segment). As a result, audiences feel a lack of personal approach — 61% of buyers say brands engage with them in the same way, without considering their individual needs (Salesforce).

Yet, personalization directly impacts revenue. 80% of companies report that after implementing a personalized approach, customers started spending more — on average, 38% more (Twilio/Segment).

What personalization brings to marketing

• Increased conversions. Personalized recommendations and trigger-based emails perform significantly better than uniform offers for everyone. Customers receive relevant deals and are more likely to make a purchase. With CDP, businesses can analyze data more accurately and calculate conversion rates for each segment—helping assess campaign effectiveness.

• Higher customer loyalty. When a company understands its audience’s needs and offers relevant solutions, customers appreciate the approach and keep coming back.

• Optimized costs. Personalized campaigns ensure that budgets are spent on truly effective strategies rather than being wasted on broad, unfocused marketing efforts.
  Without personalization, marketing turns into a chaotic shot in the dark. CDP Altcraft solves this problem by consolidating customer data and enabling marketing that targets real people instead of relying on generalized metrics.

Personalization becomes possible when businesses have a complete and up-to-date understanding of their customers. CDP helps gather all data in one place and use it for precise marketing communications.

What personalization with Altcraft Platform offers marketers in practice

• Creating detailed audience segments. You can go beyond simple demographics like gender and age by factoring in customer behavior—what they purchased, which pages they viewed, and how they responded to emails. This enables the creation of highly targeted segments with high conversion rates.

• Automating personalized campaigns. The CDP platform integrates with CRM and other tools, allowing automatic launches of personalized offers, notifications, or retargeting based on user actions. From welcome messages to service renewal reminders, you can build complex workflows and respond to customer behavior in real time. This reduces team workload while increasing audience engagement.

• Analyzing personalization effectiveness. In Altcraft Platform, campaign performance can be tracked in real time. The system quickly processes data and generates 14 reports with 13 grouping options. Cohort analysis is available by weeks and months with key metrics like clicks, opens, Open Rate, CTR, and their ratios. The conversion funnel can be customized for any task—from email templates and audience segmentation to tracking target actions like purchases or app interactions. A goal-based report tracks sales, inquiries, and customer interest, assigns value to them, and automatically structures all collected data.

• Adapting content. Emails and notifications can include variables like personalized greetings, individual discounts, or order status updates. Data is updated automatically, ensuring that customers always receive the most relevant information.

For example, an online store can go beyond simple cart abandonment reminders by tailoring recommendations based on previous purchases. A bank can send personalized loan offers based on a user’s behavior in the mobile app.

What results do companies achieve using CDPs?

The omnichannel Altcraft Platform collects customer data from all available channels and consolidates it into a single profile. This helps businesses better understand their audience, segment clients more accurately, and build personalized communication. Emails, notifications, and messages in messengers all work as a unified system, ensuring that customers receive the right information at the right time.

This automation delivers fast results: 76% of companies report that investments in CDP marketing pay off within the first year. Let’s look at how this works in real-world cases.

AlfaStrakhovanie

The company uses its internal CDI system to segment clients based on various criteria: active products, customer inquiries, insurance claims, and even psychological profiles. These data are then transferred to the Altcraft platform, which performs additional segmentation and triggers personalized offers. The result—customized messages for each client, selected from over a billion possible combinations. The average CTR for these messages is 39%.

Online cinema PREMIER

The company segmented its customer base by subscription type and set up personalized email campaigns for each segment, including film recommendations, new releases, and special offers. As a result, Open Rate increased by 1.5 times, and Click Rate doubled in just six months.

Additionally, PREMIER implemented triggered emails: when a customer submits contact details, the information is automatically sent to the Altcraft platform via API, triggering an SMS with a confirmation code. This system filters out non-target contacts, allowing the company to focus only on high-quality leads.

CUVA, a gift card service

CUVA used the Altcraft Platform to segment subscribers who had not opened emails in the last nine months. They then divided them into three groups: those who had not opened emails for three months, those who had read emails but did not click, those who had opened an email but did not make a purchase. Each group received a personalized message: one received valuable content, another was sent a survey, and the third got a promo code for a discount. This strategy helped re-engage customers and boost sales.

Additionally, CUVA implemented an omnichannel strategy by synchronizing its email channel with the call center. If a customer opened an email but did not complete a purchase, the data was transferred to the call center, where an operator helped finalize the deal. This approach allowed CUVA to work more efficiently with hot leads and increase conversions.

Conclusion

A CDP platform is a powerful tool that enables businesses to collect, analyze, and utilize customer data to create personalized offers. With it, marketers can fine-tune their communication strategies, increasing both relevance and effectiveness.

Personalization has become a key factor for companies looking not only to attract customers but also to retain them. By leveraging CDP, businesses can significantly increase conversion rates and enhance audience engagement.