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<Video
url="https://www.youtube.com/embed/xT2zpUQMM04?si=WNzzmYZaXE8Jw_P2"
/>

Marketers need customer data to create personalized experiences, but there’s a challenge — how do you collect it without making customers uncomfortable? Too much tracking, unclear data policies, or excessive requests for information can lead to frustration, lower engagement, and even lost trust. The key is finding the right balance between gathering useful insights and respecting privacy.

A well-structured customer database doesn’t rely on intrusive tracking. Instead, it focuses on first-party data, transparency, and security. In this article, we’ll cover how to centralize customer information, avoid common pitfalls, and use data responsibly — so you can improve marketing results without pushing customers away.

## How to Build a Customer Profile Database While Respecting Privacy

A well-organized customer database helps create personalized, effective marketing campaigns. But collecting data without clear boundaries can lead to privacy concerns and lost trust. Here’s how to gather valuable insights while keeping customers comfortable.

**1. Centralize Data for a Complete Customer View.** Managing customer information across multiple platforms can be messy. A multichannel marketing hub [**like Altcraft**](https://altcraft.com/features/cdp) consolidates data from all channels — contacts, activity history, CRM interactions — into a single customer profile. This gives marketers a 360° view of their audience, making it easier to personalize offers and improve conversion rates through precise segmentation.

 
<Img img="/uploads/centralize_data_for_a_complete_customer_view_2db657ceff.png" alt="Centralize Data for a Complete Customer View" src="Customer profile in Altcraft Platform"/>
 

<Note>
What is CRM and how does it work? Learn more about CRM marketing [**here**](https://altcraft.com/glossary/crm-marketing-what-it-is-why-its-needed-and-who-its-for). 
</Note>

**2. Focus on First-Party Data.** Instead of relying on third-party tracking, prioritize data that customers willingly share — like purchase history, website interactions, and survey responses. This not only improves accuracy but also aligns with growing privacy regulations.

**3. Be Transparent About Data Collection.** Let customers know what data you're collecting and how it benefits them. A simple, clear privacy policy and optional data preferences (like email frequency settings) can go a long way in building trust.

**4. Collect Only What You Need.** It’s tempting to gather as much data as possible, but excessive collection can feel intrusive. Stick to information that directly improves customer experience, such as product preferences or past interactions with your brand.

**5. Keep Data Secure.** Protecting customer information is crucial — people want to know their data is safe. Platforms like [**CDP Altcraft**](https://altcraft.com/request) offer full control over customer data, potentially reducing the risk of breaches. Hosting options, including on your own servers, ensure compliance with security requirements and protect sensitive information.

## How to Use User-Generated Content to Collect Customer Data Without Driving Them Away

Customers are increasingly wary of aggressive data collection, excessive retargeting, and irrelevant ads. Instead of relying solely on tracking tools, businesses can use user-generated content (UGC) to gather valuable insights in a way that feels natural and engaging. UGC — such as reviews, social media posts, and discussions — offers a more authentic and permission-based way to understand customer interests while building trust.

**1. Leverage UGC to Understand Customer Preferences.** Every review, comment, or social media post customers create provides insights into what they care about. Instead of bombarding users with surveys or tracking every website click, brands can analyze UGC to refine their messaging, segment audiences, and personalize offers without intrusive data collection.

 
<Img img="/uploads/leverage_ugc_d1087855b0.png" alt="Leverage UGC" src="For example, brands can analyze discussions on forums"/>
 

<Note>
How to use UGC effectively? Why is it useful, and what challenges might you face? Read more [**here**](https://altcraft.com/glossary/user-generated-content-what-it-is-and-how-it-works).
</Note>

**2. Use AI and Neural Networks to Identify Trends.** Manually analyzing vast amounts of UGC is impractical, but neural networks in business can streamline the process. AI tools can scan social media, forums, and reviews to detect sentiment shifts, emerging trends, and commonly mentioned features — helping marketers make informed decisions without resorting to invasive tracking.

**3. Follow Social Media Etiquette for Businesses to Avoid Pushing Customers Away.** Engaging with UGC is an opportunity to build trust, but misusing customer content can feel intrusive. Follow these best practices:

- Ask for permission before repurposing UGC in marketing materials.

- Give proper credit to the original content creators.

- Avoid excessive tagging or direct messaging, which can make users uncomfortable.

**4. Turn Visitors on the Website into Contributors.** Instead of relying on passive tracking, brands can encourage active participation. Displaying real customer reviews, integrating social media feeds, or adding interactive polls can naturally increase engagement while providing valuable first-party data. 

**5. Measure Brand Loyalty Through UGC.** Traditional engagement metrics like click-through rates and open rates don’t always capture true customer sentiment. Instead, businesses can track UGC-related metrics such as:

- The volume of customer-created content.

- Brand mentions across social platforms.

- Social shares and organic discussions about products.

## How to Generate Leads

Marketers need customer data to drive lead generation, but using it incorrectly — like pushing repetitive ads or forcing sign-ups — can backfire. Ad blindness happens when users start ignoring your marketing because it feels irrelevant or overwhelming. The key is to collect leads effectively without losing trust.

<Note>
**What is lead generation?** Lead generation is about attracting potential customers and collecting their information, but many brands overdo it. Repetitive pop-ups and forced sign-ups create frustration instead of engagement.
</Note>

**Smart lead generation tactics:**

- **Reduce friction on sign-up forms.** Only ask for essential details first (name, email) and collect more data later.
- **Use progressive profiling.** Ask for more details over time (e.g., through interactive content or follow-up emails) instead of upfront.
- **Trigger lead capture at the right moment.** Instead of an immediate pop-up, use an exit-intent form when a user is about to leave.

<Note>
To make pop-ups less intrusive and more effective, use [**Altcraft’s Tag Manager**](https://guides.altcraft.com/en/user-guide/weblayers/tag-manager/) to control when they appear based on visitor behavior. Instead of showing a generic form too soon, you can set precise conditions—like displaying it only after a visitor has spent time on a page or is about to leave. Setting this up is simple: just add the container code once to your site, and all further adjustments — like when and how pop-ups appear — can be managed directly in the platform’s interface. This approach makes implementation much easier than manually adding scripts while ensuring a smoother user experience.
</Note>

 
<Img img="/uploads/smart_lead_generation_tactics_579c6d47d2.png" alt="Smart lead generation tactics" src="Popup’s settings on Altcraft Platform"/>
 

**Use Lead Magnets**

A lead magnet is a free, valuable offer that encourages users to share their contact details. But generic lead magnets — like outdated ebooks or vague “subscribe for updates” CTAs — don’t work anymore.

 
<Img img="/uploads/lead_magnet_e31d7bd396.png" alt="Define Lead Magnet"/>
 
**How to make lead magnets more effective:**

- **Use customer data to personalize offers.** If a user browsed CRM software, offer a comparison guide on CRM tools instead of a general industry report.
- **Make the value clear.** Instead of “Download our whitepaper,” say, “Get a step-by-step guide to automating your marketing.”
- **Test different formats.** Some audiences prefer templates, others prefer checklists or interactive tools. A/B test to see what works best. With [**A/B testing in Altcraft**](https://altcraft.com/features/mvt), optimizing lead generation campaigns becomes easier. The platform automatically distributes test group profiles across different versions and determines the winner. If you prefer a hands-on approach, you can also manually select the best-performing option using detailed analytical reports.

## Conclusion

Collecting customer data without losing trust requires a strategic approach. By prioritizing transparency, first-party data, and well-timed interactions, brands can build meaningful connections instead of pushing customers away. 

Whether through responsible database management, user-generated content, or smarter lead generation tactics, the goal remains the same — providing value while respecting privacy. Thoughtful data collection not only improves marketing performance but also strengthens customer relationships in the long run.

This article explores how marketers can use customer data responsibly without losing their audience, focusing on privacy, first-party data, UGC, and lead generation strategies to build trust and boost marketing performance.

how-to-use-customer-data-without-annoying-or-losing-your-audience.png

About how to use customer data responsibly to boost marketing results.

Using Customer Data Without Losing Your Audience

How to Use Customer Data Without Annoying or Losing Your Audience

<Video
url="https://www.youtube.com/embed/ookLKbKz0YE?si=HnK7w_f3ONpoHB8M"
/>

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**](https://altcraft.com/en/request).
 
<Img 
img="/uploads/customer_profile_in_altcraft_8e97a06c98.png"
alt="customer-profile-in-altcraft.png" 
src="Example of customer profile in Altcraft Platform"
/>

Unlike a [**CRM**](https://altcraft.com/glossary/what-is-a-crm-system), which typically stores sales data, or a [**DMP**](https://altcraft.com/blog/differences-between-cdp-dmp-esp-crm-erp), 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.
 
<Img 
img="/uploads/tracking_pixel_in_altcraft_platform_d1b0af1f1e.png" 
alt="tracking-pixel-in-altcraft-platform.png" 
src="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.
 
<Img 
img="/uploads/reminder_email_in_altcraft_fcc59c3394.png" 
alt="reminder-email-in-altcraft.png" 
src="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**](https://gopages.segment.com/rs/667-MPQ-382/images/State-of-personalization-report_reduced.pdf)). 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**](https://www.salesforce.com/resources/articles/customer-expectations/?sfdc-redirect=369)).

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**](https://cdn.ciptex.com/website/State-of-Personalization-Report-Twilio-Segment-2023-1.pdf)).

## 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**](https://altcraft.com/en) 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**](https://altcraft.com/blog/ml-best-send-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**](https://altcraft.com/blog/alfastrakhovanie-increased-crm-marketing-profit)

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**](https://altcraft.com/blog/case-study-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**](https://altcraft.com/blog/how-cuva-implemented-personalized-marketing-and-achieved-better-sales-results)

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.

CDP helps businesses use customer data for personalized marketing, boosting conversions, engagement, and retention through tailored communication.

how-to-increase-conversions.png

About how marketing automation platforms work, why personalization is essential today, and how a CDP system brings real results.

CDP and Marketing Personalization: Increasing Conversions

CDP and Marketing Personalization: How to Increase Conversions

<Video url="https://www.youtube.com/embed/3A_FFiggcN8?si=Lraq_RotIAJKzojC" />

Brands that use cross-channel marketing achieve a [**retention rate**](https://altcraft.com/blog/retention-rate-how-to-calculate) of [**89%**](https://blog.flarelane.com/nine-statistics-about-cross-channel-marketing-you-should-know/). This is why companies are expanding their communication channels to cover more customer touchpoints. However, this also increases the workload for marketers and the amount of data that needs to be processed.

IT technologies solve this problem by enabling marketing automation. This approach reduces the burden on marketers and enhances the effectiveness of promotional efforts.

In this article, we will explore what marketing automation is, why it is necessary, how it works, and what role [**CDP**](https://altcraft.com/en) plays in this process.

## What is marketing automation

Marketing and sales automation is a strategy based on the use of IT tools to perform routine tasks. Such technologies help reduce the burden on employees, speed up processes, and enhance the effectiveness of audience interactions.

Automated systems take over tasks that require significant time investment, allowing specialists to focus on more complex and strategically important aspects of the business.

For which areas marketing automation can be applied:

**Collection and analysis of customer information.** Data is collected from websites, social media, and other sources, then analyzed and presented to marketers in a convenient and visual report format.

**Audience segmentation.** The marketing automation system uses the collected data to identify separate customer groups for targeted marketing and personalization.

<Note>
Want to learn everything about audience segmentation? [**Read the article**](https://altcraft.com/blog/customer-segmentation-models).
</Note>

**Email, push, SMS, and messenger campaigns.** The marketing automation platform integrates with different promotion channels, allowing messages to be sent from a single source.

**Website management.** There is an automated system for website promotion that handles SEO. Other tools manage dynamic elements on web resources, such as [**pop-ups**](https://altcraft.com/blog/what-popups-are), ads, and more.

**Advertising campaign automation.** In digital marketing, the customer journey can be fully automated. For example, a user clicks on an ad, lands in a chatbot, or receives a message in a messenger based on the contact information they've provided. Then, the message sequence engages them and guides them toward making a purchase.

Automation is also applied to advertising campaigns, including launching targeted and contextual ads. Modern systems can suggest optimal audience options and self-learn to improve efficiency.

**Content publication.** Automation systems allow you to plan and publish content on social media according to a schedule. Some tools can even automatically generate advertising creatives, partially replacing the work of a designer.

## How automation increases marketing efficiency

According to forecasts, the marketing automation market will exceed [**11 billion**](https://www.statista.com/topics/10768/marketing-automation/) dollars by 2030, significantly higher than the 2024 figure. This growth is driven by the fact that automated processes improve marketing and overall business efficiency by optimizing customer interactions and reducing operational costs.

### What are the benefits of marketing automation?

**Time savings.** When routine tasks are automated, marketers have more time and resources for strategic planning and analytics. Specialists are no longer overloaded with operational work, allowing them to work more productively, objectively assess results, and generate new ideas for business development.

**Faster marketing processes.** Automating email campaigns and other communications allows you to set up a promotional campaign once, and then only make adjustments. This eliminates the need to manually send messages to each customer, which saves time and enhances the effectiveness of audience engagement.

When using a customer data platform (CDP), the collection of customer data is significantly sped up, and human error is eliminated.

**Implementation of comprehensive strategies.** Automation enables an omnichannel marketing strategy — seamless communication with customers through integrated channels. This makes interactions more convenient and personalized while ensuring a more consistent customer journey. As a result, the likelihood of conversion increases, as users receive a cohesive experience at every touchpoint with the brand.

**Personalized marketing.** Modern automation systems collect and analyze vast amounts of customer data, allowing businesses to create tailored offers. For example, a customer data platform (CDP) aggregates information about purchases, website activity, and interactions within a company's app. The system then analyzes this data to generate the most relevant offers. This approach enhances user engagement and increases conversion rates.

<Note> For more details on personalization, read the article: [**"4 Сustomer Segmentation Models for Content Personalization in 2024"**](https://altcraft.com/blog/customer-segmentation-models). </Note>

**Faster communication.** Automation enables instant responses to user inquiries, significantly improving the customer experience. Chatbots, automated email campaigns, and other tools help quickly address questions, reduce wait times, and engage the audience in meaningful interactions.

**Transparency and process integration within the company.** Automated systems consolidate user data, allowing businesses to track marketing and sales performance in real time. Analytics help identify weak points in the sales funnel, determine where audiences drop off, and pinpoint opportunities for growth. This leads to better collaboration between teams and improved overall business efficiency.

**Data-driven approach.** Marketing campaigns are built on data analysis and insights from previous strategies, making them more manageable and predictable. Using data allows businesses to optimize budgets, personalize communications, and adjust strategies in real time.

## Why marketing automation increases profitability
Automation fundamentally transforms marketing and sales processes, directly impacting conversion rates. Personalization, fast customer interactions, enhanced user experience, and data-driven campaigns ultimately drive business revenue.

Statistics show that [**80%**](https://www.invespcro.com/blog/marketing-automation/) of professionals using marketing automation have reported an increase in lead generation, while [**77%**](https://www.invespcro.com/blog/marketing-automation/) have seen a rise in conversions. This means that the investment in automation not only pays off but also leads to business growth.

## How to implement marketing automation

To successfully implement marketing automation, follow these key steps:

1. **Set clear goals.** Define measurable KPIs, such as conversion growth, increased sales, or cost reduction. 

2. **Analyze your target audience.** Segment customers to understand their needs and the most effective communication channels. 

3. **Create a customer journey map ([**CJM**](https://altcraft.com/blog/communication-map-and-cjm)).** Identify stages that can be automated. 

4. **Choose the right software.** Decide whether to use an existing solution or develop a custom one. 

5. **Implement the system.** Configure processes in IT tools and integrate them with internal systems and channels. 

6. **Develop a content strategy.** Adapt marketing campaigns for automation. 

7. **Analyze and optimize.** Continuously track performance and adjust the strategy accordingly.

## How marketing automation tools work

The choice of a marketing automation system depends on a company's scale, budget, goals, and tasks. These can include CRM, CDP, email marketing services, analytics tools, and other solutions with different functionalities and capabilities.

Let’s explore which processes can be automated using one comprehensive solution — [**Altcraft CDP Platform**](https://altcraft.com/en/setupDemo).

**Customer data collection, analytics, and management.** The platform enables businesses to collect, analyze, and manage customer data in a single interface while ensuring high security and protection. A user profile accumulates detailed information about customer actions from various sources. The accuracy and volume of data allow for precise audience segmentation, leading to more effective engagement.

 <Img
img="/uploads/client_profile_3114064071.png"
alt="Customer data collection"
/>

**Personalized messaging.** Altcraft CDP leverages customer data to personalize messages, ensuring that each user receives a tailored offer or a unique promo code. The content automatically adapts to individual interests, increasing engagement and conversion rates.

<Img
img="/uploads/email_letter_with_personalization_4a7411ebc7.png"
alt="Personalized messaging"
/>
 
The platform supports all types of messaging, including complex email sequences and fully automated advertising campaigns.

**Advanced analytics.** Reports are generated in real time, with customizable sales funnels. The platform enables cohort segmentation, grouping users based on specific actions, and analyzing marketing campaign performance.

**Omnichannel marketing.** Altcraft CDP integrates with multiple communication channels, enabling a seamless omnichannel marketing strategy. Businesses can send messages via email, SMS, push notifications, and messengers, ensuring smooth and consistent customer interactions.

## Summary

Marketing automation is the [**use of digital tools**](https://altcraft.com/glossary/what-digital-marketing-is-and-how-it-works) to handle routine tasks. It replaces manual work in messaging, analytics, data collection, promotion, and even sales.

Automated processes streamline workflows, save time, and enhance customer experience. They enable the implementation of complex strategies, personalized offers, campaign control, and operational transparency. As a result, automation not only boosts profits but also ensures a return on investment.

Marketing automation streamlines tasks, saves time, enhances CX, enables personalization, and boosts profits while ensuring ROI.

what-is-marketing-automation.png

About what marketing automation is, why it is necessary, how it works, and what role CDP plays in this process.

What is Marketing Automation & How Does It Increase Profit

What is Marketing Automation and How Does It Increase Profit

<Video url="https://www.youtube.com/embed/aPZcGJXXVCM?si=Dm3cBNLz1Mb32bH1" />

Modern marketing takes a comprehensive approach, as new promotion channels constantly emerge, and existing ones continue to evolve. Businesses use omnichannel strategies in both online and offline environments. When developing a marketing campaign, different touchpoints with the audience are considered, so the approach is not limited to just one channel or promotional tool.

Depending on business objectives and campaign goals, ATL, BTL, and TTL advertising approaches are chosen. In this article, we will explain what each of them means, examine their advantages and disadvantages, and help you determine which option is best suited for your marketing strategy.

## What is ATL in marketing

**Above the Line (ATL)** is a "above the line" marketing approach focused on promotion through high-reach channels such as television, radio, print media, and outdoor advertising. The key feature of ATL is that the offer is distributed to a broad audience without precise targeting.

The goal of ATL is to reach as many people as possible. This increases brand awareness, creating the impression that the product is being talked about everywhere.

**Types of ATL campaigns:**

- **Television advertising** — classic commercials or integrations into TV programs.

- **Radio advertising** — pre-recorded audio messages or brand mentions by hosts on air.

- **Outdoor advertising** — billboards on city streets and highways.

- **Publications in mass media** — banners or articles in newspapers and magazines (both online and offline).

- **Event sponsorship** — supporting events with visual brand advertising, printed materials, and special offers.

- [**Product placement**](https://altcraft.com/blog/what-is-product-placement) — native brand integration into movies and TV series, seamlessly woven into the storyline.

<Img img="/uploads/ATL_in_marketing_d1a55ad37d.jpg" alt="Example of product placement in the TV series “Stranger things” by Netflix" src="Product placement in the TV series “Stranger things” by Netflix" />
 
### Advantages of ATL

- **Rapid brand awareness growth** due to broad audience reach.

- **Relative ease of implementation** — it is enough to create an advertising message and adapt it to the chosen channel format (video, banner, etc.).

- **High effectiveness for mass-market products** that are used regularly, such as household chemicals, cosmetics, pet food, and others.

### Disadvantages of ATL

- **High cost** — a marketing campaign on television and in the media can cost several million. This option is often inaccessible for small businesses, especially when it comes to advertising on national channels. 

- **Lack of precise targeting** — ATL advertising does not allow for accurate audience segmentation, increasing the risk of inefficient budget spending without guaranteed returns. 

- **Difficulty in measuring results** – it is hard to assess the campaign’s impact since conversions may occur with a delay. Additionally, tracking the full customer journey to purchase is not always possible.

## What is BTL in marketing

**Below the Line (BTL)** is a marketing approach that focuses on "below the line" promotion, meaning campaigns targeted at specific audiences. This approach involves personalization and adaptation to communication channels that are convenient for the user.

The goal of BTL is to establish an individual line of communication with each customer to lead them to a purchase, often using a data-driven approach. This includes email, push notifications, SMS, and messaging app campaigns. BTL also conducts promotions through other marketing channels, such as in-store events, product tastings, and more. Throughout the process, a customer database is built, or work is done with existing users to increase engagement.

**Types of BTL campaigns:**

- **Personalized email campaigns** — welcome and onboarding email series, individual offers, promotional notifications for different audience segments, and other communications.

- [**Omnichannel**](https://altcraft.com/blog/omnichannel-and-multichannel-marketing) **campaigns** that integrate multiple interconnected channels.

- **Promotional events** — educational, advertising, or other events where users are invited.
Interactive marketing elements on the brand’s website, such as [**pop-ups**](https://altcraft.com/blog/what-popups-are), quizzes, and more.

- **Contests and giveaways** — both online and offline at events.

- **Collaborations** with other brands that have a relevant audience.

<Img img="/uploads/personalized_email_newsletter_and_BTL_campaign_e4269da892.png" alt="personalized-email-newsletter-and-BTL-campaign.png" src="An example of a personalized email newsletter and BTL campaign."/>

### Advantages of BTL

- **Personalization opportunities.** The BTL marketing strategy uses customer data, increasing the chances of conversion. 

- **Relatively lower budgets compared to ATL campaigns.** For example, email marketing can be easily implemented through specialized mailing services. More advanced solutions, such as a [**CDP**](https://altcraft.com/blog/differences-between-cdp-dmp-esp-crm-erp) platform, allow businesses to collect customer data in one place and use it for personalized advertising campaigns.

- **Native format.** With flexible and diverse tools, communication doesn’t have to look like direct selling, making it more appealing to the audience. This approach reduces intrusiveness, which often leads to negative reactions from customers.
### Disadvantages of BTL

- **Limited audience reach.** BTL campaigns don’t achieve the same scale as ATL advertising since they focus on narrower segments. 

- **Resource consumption.** Personalization requires data collection and analysis, while omnichannel marketing complicates the process, as content must be adapted for each channel and technical tools must be configured. 

- **Need for a creative approach.** In a highly competitive environment, standing out and capturing the audience’s attention is crucial. For example, when users receive dozens of emails daily, standard newsletters may go unnoticed.

## What is TTL in Marketing

**Through-the-Line (TTL)** is a marketing approach that combines elements of ATL and BTL. This method merges mass reach with personalized interaction, using the best practices of both approaches.

The main feature of TTL is the integration of marketing communications through interconnected channels. Offline contact seamlessly flows into online, and vice versa, creating a unified user experience.

**Examples of TTL campaigns:**

- **A billboard with a QR code** leading to an interactive element on the brand's website. 

- **Flyers at an offline event** directing to an online contest. 

- **TV ads** inviting people to attend an offline brand event.

Since TTL combines ATL and BTL, its advantages and disadvantages depend on the specific campaign format. However, it is the synergy of these approaches that enables the creation of the most creative marketing solutions.

It’s important to understand that TTL strategy is complex to implement. Its effective use requires significant resources and expertise, so this approach is suitable for ambitious brands ready for large-scale integrated campaigns.

## How to choose the campaign type: ATL, BTL, or TTL

To determine which approach is best for your business, there are three main steps:

1. **Properly define the goals of the campaign:** raise awareness, engage the audience in communication with the brand, increase sales, etc. 

2. **Analyze resources.** It’s important to assess the cost-effectiveness of the campaign and the business’s capabilities to execute it. For example, not every marketing budget can cover a video production and TV advertisement. 

3. **Define the target audience for the campaign.** This includes the customer base and user data already available. In combination with the goals, this helps decide the audience reach for the advertisement: mass reach with an ATL approach, niche targeting with a BTL approach, or a mix with TTL. It also helps identify the communication channels. For example, a younger audience is unlikely to see your ad on TV, while an older one may not check YouTube.

When implementing one of the methods, it’s essential to constantly analyze and optimize campaigns to improve results. Given the constant evolution of digital tools, it’s important not to stand still — adapt and utilize new opportunities.

## Trends in ATL, BTL, and TTL for 2025

**Artificial Intelligence continues to be integrated into marketing:** it is used for idea generation, content creation, and the collection and processing of user data. The implementation of AI in ATL, BTL, and TTL will enhance advertising campaigns and simplify their creation.

**Omnichannel marketing.** The introduction of seamless transitions between communication channels is gradually blurring the lines between ATL, BTL, and TTL, opening new opportunities for their integration and increasing the effectiveness of marketing campaigns.

**Enhanced personalization.** As competition grows, the ability to offer customers the most suitable solution is becoming not just an advantage but a necessity. Therefore, companies are actively implementing IT tools, and tasks such as data collection and processing, as well as newsletters, are increasingly being addressed through marketing automation. This not only simplifies processes but also improves personalization, making customer interactions more precise and effective.

**Expansion of virtual and augmented reality capabilities.** VR and AR are transforming ATL, BTL, and TTL campaigns by extending their reach through both online and offline channels. These technologies create a wow-effect and a unique customer experience that enhances brand perception and influences purchase decisions. For example, the virtual "try-on" feature for furniture allows customers to see how an item will look in their interior before making a purchase. This significantly increases the likelihood of a sale.

**The development of** [**voice search**](https://altcraft.com/blog/voice-search) **and smart speakers** is changing ATL, BTL, and TTL strategies, prompting marketers to adapt campaigns to this information-gathering channel. Communication is becoming simpler and more conversational in order to align with user queries.

## Summary

ATL — advertising aimed at a mass audience through TV, radio, and media without precise targeting.

BTL — campaigns targeting specific segments with the possibility of personalization. Implemented through email marketing, push notifications, SMS, messages in messengers, as well as offline events.

TTL — a combined approach that integrates ATL and BTL tools to create comprehensive marketing campaigns.

The appropriate method is chosen based on goals, audience reach, and advertising budget. AI, data-driven approaches for personalization, AR, VR, omnichannel strategies, and voice marketing are actively used in campaign creation. The [**CDP Altcraft**](https://altcraft.com/en) helps implement such strategies by enabling data collection and analysis, audience segmentation, and automated marketing communications.

ATL targets a mass audience, BTL focuses on personalization, and TTL combines both. AI, AR, VR, and data-driven marketing enhance campaigns.

atl-btl-ttl.png

About what each of them means, examine their advantages and disadvantages, and help you determine which option is best suited for your marketing strategy. 

ATL, BTL & TTL: What to Choose, Pros & Cons of Each Type

What Are ATL, BTL, and TTL: Everything about Advertising That Works

<Video
url="https://www.youtube.com/embed/a-eWamlgC_I?si=mPlbU-ZpsPqYWrvG"
/>

Every day, more than [**400**](https://explodingtopics.com/blog/data-generated-per-day) million terabytes of data are generated worldwide. This number has been steadily increasing in recent years and will continue to grow. Amid this data deluge, marketers are receiving more information from various communication channels. However, the volume of data has grown so large that manual processing is nearly impossible. This has led to the rise of marketing automation, where advanced software takes on a significant portion of the workload.


In the past, only custom-developed solutions were available, but today the market offers a wide array of ready-made options. In this article, we will explore what marketing software entails and which option to choose: building software from scratch tailored to specific needs or leveraging existing platforms.


## Marketing software: why it matters


Marketers handle vast amounts of data and manage multiple promotional channels. Managing everything manually consumes significant time and resources, impacting productivity and work quality. Employees become bogged down in routine tasks, leaving little time for strategic thinking. That’s why using marketing software in 2024 is a must-have for modern businesses aiming for growth. Marketing software doesn’t replace human effort—it optimizes and accelerates processes.


### Why marketing and sales automation is essential:


- **Time savings.** Routine tasks are handled by IT services, while marketers oversee and guide strategies, including complex ones that would be impossible with manual work. 

- **Personalization.** Modern marketing automation software gathers user activity data from various resources. This data provides a complete understanding of customer preferences, enabling personalized offers. 

- **Speed of operations.** Marketing software is designed for automatic information collection, mailings, and other functions. This accelerates customer communication, allowing instant responses. For instance, email marketing software often includes trigger message settings that react to user actions. 

- **Data analysis.** Even free marketing software includes analytics tools that are essential for tracking campaigns, making adjustments, and planning future projects.


## Custom software development for marketing


Custom or bespoke software development involves creating an IT product tailored to the specific needs of a business. This is a new product developed from scratch and kept within the company.


### How custom software development works:


1. **Client request and analysis of marketing needs.** The required features and functionalities of the future product are identified. 

2. **Architecture planning.** The software’s components, design, and capabilities are outlined and structured. 

3. **Development.** This stage involves writing the code and implementing the product plan. 

4. **Testing.** The functionality of the software is evaluated, with specialists identifying and fixing errors. 

5. **Implementation.** The product is launched, and marketing and sales activities transition to the new system. Additionally, software support ensures issues are resolved and helps marketers adapt to the new workflows.


### Advantages of custom software development


- **Uniqueness.** Competitors don’t have access to the same functionality as your business. 

- **Flexibility.** Custom development is tailored 100% to the brand’s marketing needs, enhancing efficiency and accelerating integration with other tools. 

- **Scalability.** The software can be adapted to new marketing challenges as they arise. 

- **Control.** A product designed specifically for your business remains entirely within the company.


### Disadvantages of custom software development


- **Cost.** Custom solutions are more expensive because they require significant resources and the dedicated effort of a development team. 

- **Risk of unpredictable outcomes.** Even an experienced team may end up delivering software that doesn’t meet the client’s expectations. 

- **Execution time.** Custom products aren’t built quickly; starting from scratch is often a lengthy process that can take months. 

- **Support challenges.** For a new custom product, there won’t be ready-made solutions for addressing technical issues, which requires additional resources and time.


## Off-the-shelf marketing software


An off-the-shelf solution is software developed for use by various businesses and offering a wide range of functionalities. These IT products are designed to adapt to different workflows, providing tools to choose from. However, full customization is not possible with such solutions.


### Advantages of off-the-shelf solutions


- **Cost.** Unlike custom development, off-the-shelf software requires fewer resources, which ultimately lowers its cost. 

- **Implementation speed.** Ready-made software comes with clear and well-tested integration processes for new businesses, along with the team’s expertise in problem-solving. 

- **Software support.** The implementation of off-the-shelf solutions is often accompanied by support from the development team. 

- **Variety.** The market offers software solutions tailored to specific business industries and marketing directions, making it easy to find a suitable option for your needs.


### Disadvantages of off-the-shelf solutions


- **Lack of uniqueness.** Competitors can use the same features and capabilities. 

- **No universal solution.** Despite the variety of marketing products available, it’s impossible to cover all business areas or satisfy every client. Some niches may not find a suitable off-the-shelf solution. 

- **Scalability challenges.** Issues may arise when new communication channels appear that require integration.


Custom solutions are ideal when a unique approach or specific functionality tailored to a business is required.


However, off-the-shelf software stands out for its quick implementation, cost-effectiveness, and accessibility to proven, out-of-the-box features. It allows businesses to get started immediately, minimizing the time and resources spent on development and testing.


## Examples of ready-made marketing solutions

**CRM (Customer Relationship Management)** — a tool that consolidates customer data and interactions into a single source, helping track the buyer's journey and sales funnel.

<Img
img="/uploads/How_CRM_works_4929d983a2.png"
alt="Customer Relationship Management System"
/>

### Examples


<Table>
| Example | Description |
| ------ | ------ |
| **amoCRM** | A product that allows you to build a sales funnel and collect data on contacts with your audience from emails, messengers, website forms and phone calls. |
| **Bitrix24** | Business and customer communication management system. Integrates data from social networks, Telegram, phone calls and other sources. |
| **S2** | Flexible CRM with end-to-end analytics and customizability. Used to track the customer journey as well as control financial accounting. |
</Table>

A marketing analytics service is a tool that accumulates data about customers and translates it into visual reports. The marketer then draws conclusions and builds promotion strategies based on them.

<Table>
| Example | Description |
| ------ | ------ |
| **Roistat** | End-to-end and multichannel analytics service for tracking funnel stages. Data collection on dashboards, cohort analysis and A/B testing capabilities. |
| **Yandex. Metrica** | A tool for tracking traffic sources, studying user behavior on websites and evaluating the effectiveness of attraction channels. |
| **Calltouch** | A tool for end-to-end analytics with Big Data, lead scoring, identifying where customers came from, and other features. |
</Table>


**CDP (Customer Data Platform)** is a platform that collects customer data from various sources, combines them into a single profile and provides opportunities for analysis, personalization, development and implementation of marketing strategies. CDP marketing also provides detailed audience [**segmentation**](https://altcraft.com/blog/customer-segmentation-models), allowing for more precise customization of customer interactions.


<Img
img="/uploads/cdp_platform_workflow_b6ed8364b8.png"
alt="CDP flowchart"
/>

## Advantages of using Altcraft CDP

The platform aggregates customer data from various sources and records all points of interaction with the brand. This information is consolidated into a single profile, providing marketing teams with a comprehensive view of each customer. This enhances the personalization of offers and enables more precise audience segmentation, which plays a key role in the effectiveness of marketing campaigns.

<Img
img="/uploads/sommunication_channels_with_customers_in_Altcraft_Platform_8bfdaeb22c.png"
alt="Single customer profile in Altcraft Platform"
src="Single customer profile in Altcraft Platform"
/>

The service also offers omnichannel marketing: campaigns can be sent through a unified interface across email, push notifications, messengers, and SMS. Additionally, tools are available for managing loyalty programs, conducting surveys, using a drag-and-drop email builder, and performing tests.

<Img
img="/uploads/communication_channels_with_customers_in_Altcraft_Platform_d8c4cc83d0.png" 
alt="Communication channels with customers in Altcraft Platform" 
src="Communication channels with customers in Altcraft Platform"
/>

[**CDP Altcraft Platform**](https://altcraft.com/en) streamlines marketing processes, making them more efficient, reducing time costs, and driving increased sales.

Examples of improvements achieved by clients using the platform:


- At Uzum, the company saved [**20**](https://altcraft.com/blog/uzum-reduced-push-notification-case) working hours per week and reduced push notification opt-out rates by 23%. 

- BNB Bank increased client transactional activity by [**36%**](https://altcraft.com/blog/how-bnb-bank-increased-transaction-activity-case). 

- Sales at Dau Relationship Marketing Agency grew by [**62%**](https://altcraft.com/blog/increased-sales-of-the-online-cinema).


## Summary

In modern marketing, with its vast scale of data and promotion channels, tools for processing information and automation are indispensable.

Custom development addresses brand-specific needs but is usually costly and not always accessible for most companies. Ready-made solutions offer standard functionality, which is sufficient for implementing marketing strategies, and their adoption is simpler and faster than custom-built options.

CDPs, CRMs, and platforms for automation and analytics collect customer data, process it, configure personalized campaigns, ensure [**omnichannel**](https://altcraft.com/blog/omnichannel-and-multichannel-marketing) communication with the audience, and provide detailed and transparent analytics. Ready-made software solutions strengthen marketing strategies and help increase profitability.

In modern marketing, tools like CDPs and CRMs automate processes, collect data, and improve strategies, while custom solutions are costly and slower.

po-dlya-marketinga.png

About how CDPs and CRMs, automate processes, collect data and improve strategies, while customised solutions are costly and slower.

Custom or Ready-Made Marketing Software: What’s Best for You

Off-the-Shelf Solutions or Custom Development: How to Choose Marketing Software

<Video url="https://www.youtube.com/embed/pAHHRcTC-rE?si=Uw7agHTQdU24gyRq" />

One of the key trends in modern marketing is the focus on omnichannel strategies and personalization. To enhance loyalty and retain customers, businesses are increasingly prioritizing their needs, offering targeted solutions. Communication is becoming more structured, with a growing reliance on data analytics.

Strategies aimed solely at constantly acquiring new customers are being replaced by CVM marketing—an approach focused on increasing the value of each individual customer. This strategy often proves more profitable than managing a customer database without detailed segmentation and personalization.

In this article, we will explore what customer value management is, how this strategy is implemented in the digital era, and why effective CVM requires the use of management systems.

## CVM: what it is and how it is applied in marketing

CVM is a marketing concept focused on increasing the long-term value of each customer. It involves segmenting the customer base according to their value to the business. Communication is structured to enhance the value of each segment and improve customer relationships.

The CVM (Customer Value Management) approach has been known since the second half of the 20th century but has gained popularity only recently. In the digital era, new communication channels have emerged, and the volume of customer data has increased. Marketing campaign costs across various channels have risen, and in this context, CVM marketing helps businesses find effective and cost-efficient ways to engage their audience.

### Advantages of CVM for modern marketing:

**A way to stand out among competitors.** CVM is a comprehensive approach that involves targeted customer engagement and a detailed study of their needs. Predictive data analytics is also applied to anticipate how the preferences of the target audience will evolve in the future. This approach strengthens the business’s position against competitors and provides additional advantages in the fight for customers.

**Budget optimization.** Not all communication channels or marketing efforts yield results, and it is often challenging to identify ineffective sources, especially in attribution models that consider only the last touchpoint (last click) before conversion. Customer value management involves detailed audience segmentation and an analysis of actions and channels that do not deliver results or are less effective. This helps avoid unnecessary marketing budget expenses.

**Increased customer loyalty.** Customer value management focuses on addressing the customer’s needs both in the product and in interaction methods. Loyalty technologies based on CVM adapt to each customer, improving their relationship with the company and motivating them to return.

**Revenue growth.** A targeted approach, personalization, and reduced marketing expenses contribute to increased profits.

## Metrics for CVM

To enhance customer value, it is essential to track metrics that reflect loyalty levels and generated revenue. Therefore, the following metrics are used in CVM marketing:

**Customer Lifetime Value (CLV):** This metric calculates the total revenue generated by a customer over their lifetime interaction with the company. It helps determine how valuable a customer is to the business and whether the marketing communication expenses are justified.

[**Retention Rate**](https://altcraft.com/blog/retention-rate-how-to-calculate) **(RR):** This metric indicates the percentage of users who return to the product or make repeat purchases within a specific time frame. It reflects how effective the customer retention system is.

**Average Revenue Per User (ARPU):** This metric shows the average revenue generated by a single user during a given period. It is used to forecast future profits and evaluate the effectiveness of sales-influencing channels.

**Churn Rate:** This is the percentage of customers who have stopped interacting with the company. It helps identify underperforming communication channels and unsuccessful campaigns.

**Net Promoter Score (NPS):** This is a consumer loyalty index that indicates how satisfied customers are with the company's service and products, as well as their willingness to recommend the brand to others.

## How technology is changing the approach to CVM

The first step toward the evolution of CVM was the introduction of CRM systems in the late 1980s and early 1990s. At that time, companies began consolidating customer data into a single system. With the advancement of technology in the 2000s, it became possible to track the entire customer journey and even predict their actions. Businesses came to understand that retaining existing customers is often more cost-effective than acquiring new ones. As a result, today’s forward-thinking companies focus on enhancing loyalty and deepening personalization.

Technological advancements are transforming the CVM approach. The volume of customer data, expectations for service quality, and the speed of interactions are all increasing. As a result, marketing is evolving alongside new IT tools.

## Technologies used in CVM

**Big Data and data analytics** enable deeper insights into customer behavior trends and preferences, playing a key role in creating precise offers and successful marketing strategies. Predictive analytics, in turn, provides the ability to adapt the business to future customer needs.

**Artificial intelligence and machine learning** process vast amounts of data, a task that even an entire team of marketers could not accomplish. These technologies allow businesses to respond quickly to customer actions and automatically tailor offers to their needs. For example, algorithms generate advertising messages customized for individual users based on their behavior and preferences.

**Marketing automation** simplifies repetitive and routine processes, speeds up communication, and improves customer segmentation—one of the core principles of CVM. Machines handle these processes faster and more accurately than humans. Moreover, automation reduces the likelihood of errors that could impact customer loyalty.

**Personalized campaigns** boost customer engagement and increase conversion rates compared to mass messaging. Their implementation relies on demographic and behavioral data, which digital tools can automatically collect.

<Img
img="/uploads/personalized_newsletter_c24ee20624.png" 
alt="Example of a personalized email from Sephora"
src="Example of a personalized email from Sephora"
/>

**Trigger campaigns** help retain users and guide them through the customer journey. Automated messages triggered by customer actions serve as timely reminders (e.g., about an abandoned cart) or provide updates (e.g., about order status). This approach increases conversion rates and strengthens customer loyalty.

[**Chatbots**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses) speed up customer communication by being available 24/7 and resolving issues without operator assistance. AI-powered versions can fully interact with users, contributing to increased loyalty and retention.

<Img
img="/uploads/chat_bot_example_88a3b7a96c.png" alt="chat-bot-example.png"
alt="Example of a chatbot in the Domino's Pizza app"
src="Example of a chatbot in the Domino's Pizza app"
/>


## How to implement CVM in your marketing

The CVM approach is not feasible for all businesses, as its implementation requires a customer base of at least ten thousand users. A company must leverage various marketing channels (not necessarily all), such as push notifications, email campaigns, SMS, and messengers.

CVM also demands resources: a team of marketers, analysts, data experts, and IT tools, which are essential for collecting and processing large volumes of data.

### What is needed to implement CVM

1. **Set a goal.** Define the key metrics and outcomes your company aims to achieve with CVM. 

2. **Collect customer data and segment it.** Analyze the value of customers to the business by calculating the key metrics used in CVM. 

3. **Develop a plan** to increase customer value through available channels and tools. Use personalization, campaigns, and other forms of interaction. 

4. **Execute campaigns.** Utilize marketing management software, such as CRM, CDP, email campaign services, and more. 

5. **Analyze results** to adjust the strategy or improve future campaigns.

## CRM or CDP for implementing CVM

While the CVM approach traditionally relied on CRM systems, more functional alternatives have emerged today in response to market demands. It is crucial for a marketing system to collect and process information, as customer value management is data-driven.

**Let’s compare two popular tools for CVM:**

<Table>
| | CRM (Customer Relationship Management) | [**CDP**](https://altcraft.com/blog/differences-between-cdp-dmp-esp-crm-erp) (Customer Data Platform) — Software that collects, analyzes and manages customer data. |
| ------ | ------ | ------ |
| Data | Collects information about all points of interaction with customers within the sales funnel, including calls, correspondence with managers and mailings. | Accumulates user data from all possible sources, combining them into a single profile for further analysis and use. |
| Customer journey | Partially defined: only from the moment of interaction with the company. | Full, because actions are tracked even before communication with the business: on the website, in the app, and so on. |
| Loyalty | Applicable to improving customer experience because all stages of the sales funnel and interactions within it are tracked. | Customer behavior is explored based on extensive data, which improves communication and increases the accuracy of personalized offers. |
| Omnichannel | + | + |
| Analytics | Based on historical data. | Can process data in real time. |
</Table>

In the context of CVM, the choice between using CRM and CDP depends on the scale of the business and its specific needs. Additionally, these systems can be integrated, providing the opportunity to gain a more comprehensive view of customer data.

### Advantages of using Altcraft CDP for implementing a CVM strategy

The platform not only handles the collection, processing, and storage of data from various sources but also includes tools for customer communication. Information is consolidated into a unified profile, which serves as the basis for creating personalized offers.

It also supports the principle of micro-segmentation, which is essential for managing customer value. Customer groups can be divided based on demographic characteristics, geodata, actions across different channels, purchase categories, and other parameters.

<Img
img="/uploads/segmentation_in_the_altcraft_platform_b3c4f3be0e.png"
alt="Example of audience segmentation by geolocation in Altcraft Platform"
src="Example of audience segmentation by geolocation in Altcraft Platform"
/>

Omnichannel marketing is implemented on the platform, allowing messages to be sent via email, SMS, Push, and messengers from a single interface. Real-time analytics provide instant access to data. 

<Img
img="/uploads/communication_channels_altcraft_platform_77b92a95fc.png"
alt="Channels for sending messages in Altcraft Platform"
src="Channels for sending messages in Altcraft Platform"
/>

Automation of mailings and personalization increase customer engagement and drive sales growth. On average, online sales increase by [**30%**](https://altcraft.com/en/features/cdp), and repeat purchases rise by [**49%**](https://altcraft.com/en/features/cdp).

[**Altcraft Platform**](https://altcraft.com/en) is a universal solution for simple and centralized management of customer value.

## Summary

CVM is a marketing strategy focused on increasing the value of each customer throughout the entire interaction period. This approach optimizes marketing budgets, saves resources, enhances user loyalty, and boosts company revenue.

Modern technologies such as Big Data, AI, machine learning, marketing automation systems, trigger mailings, and chatbots are used to manage customer value. These IT tools help process large volumes of data, personalize offers, and speed up communication.

The CVM approach requires management systems that enable the collection and processing of customer data. In this process, CRM and CDP systems play a key role and can be used either independently or in integration.

CVM boosts customer value via data-driven personalization, modern tech like AI, and tools like CRM/CDP to optimize budgets and enhance loyalty.

cvm-difinition.png

About what customer value management is, how this strategy is implemented in the digital era, and why effective CVM requires the use of management systems.

CVM: Definition, Technologies, Pros & Metrics for It

Customer Value Management (CVM): How Technology is Transforming Loyalty

<Video
url="https://www.youtube.com/embed/35IZi_lZ-pQ?si=WmashfAeDC4ikHdB"
/>

Ordinary newsletters no longer surprise anyone, so we decided to try a new format — an [**AMP email**](https://pixcraft.io/blog/what-amp-emails-are-and-how-they-are-changing-email-marketing) with an embedded mini-game. Right in the email, you can play "Snake" — navigate out of a maze while collecting the key to the exit along the way.

In this article, we will tell you how we came up with this idea, what challenges we faced, and how we implemented the interactive element so that it works directly in the email client.
 
 <Img
img="/uploads/altcraft_email_game_a5d8d90c1d.jpg"
alt="The Altcraft team invites you to play a fun game"
/>

## How we came up with the idea to add a game to the email

Interactive elements in newsletters have long been a trend, but they are usually limited to surveys, buttons, or image carousels. We wanted to create something more unusual, something that would truly grab attention and surprise our subscribers. That’s how the idea of adding a mini-game to the email was born.

Why did we choose "Snake" specifically? There are several reasons for this. First, it’s a game that many people remember from childhood. It’s simple, easy to understand, and evokes a pleasant sense of nostalgia.

Second, "Snake" is a perfect fit for AMP emails, where it’s important to strike a balance between engaging content and technical feasibility. The game doesn’t require complex graphics or powerful resources, which allowed us to focus on adapting it for email clients. Additionally, we wanted to create something that would spark emotions in users — because an email that leaves an impression can already be considered a success.

Third, the snake is the symbol of 2025 according to the Chinese zodiac, which gives the game an extra layer of meaning.

And finally, the deciding factor was that, as a child, our editor-in-chief never got a Tetris for New Year's — so now he finally has the chance to play to his heart’s content.

<Note>
By the way, what should businesses do in the year of the Green Snake to outpace the competition? Read [**here**](https://altcraft.com/blog/the-green-snake) — we’ll talk about the marketing challenges of 2025 (with a slight astrological twist).
</Note>

We started with a brainstorming session to come up with an interactive element that could be easily embedded in an AMP email. It was important to us that this element worked quickly, was intuitive, and didn’t require extra actions from the user, such as navigating to external websites. Everything had to work right inside the email so that the user could jump into the experience effortlessly. Soon, the first sketches of the newsletter’s main "character" began to take shape.

<Img
img="/uploads/email_game_5a1c49ff3a.jpg"
alt="Mascot of Altcraft New Year gamification in email"
/> 

Next, we had to design the playing field for our "Snake." We chose a classic maze. But simply reaching the exit wasn’t the most challenging task, so we added an extra condition: a key appeared on the field, and the player had to collect it in order to escape the maze.

Then, we carefully studied the limitations and capabilities of AMP for email. This was a crucial step because what works on regular web pages doesn’t always work in AMP emails. We tested how our interactive element would display in popular email services. This helped us ensure that most users would see the email exactly as we intended — without distortions or errors.

"Snake" turned out to be the perfect solution for several reasons. First, it has a simple and familiar mechanic: arrow key controls, instant response to user actions, and minimalist graphics. Second, it was easy to adapt to the AMP format without losing quality or functionality. Additionally, "Snake" requires minimal data, which is essential for fast email loading, even on slow connections. This is especially relevant for users who check their email on mobile devices.
 
<Img 
img="/uploads/altcraft_letter_template_c022b4f783.jpg" 
alt=""Hit the Start button and begin playing the game" 
/> 

## How we embedded the game in the newsletter

We started by adapting the mechanics of "Snake" for AMP in email. This format imposes certain restrictions on interactive features, so we had to build the game using only the available AMP components. With these components, we were able to manage the game state and process player actions, such as key presses.

To ensure that users immediately understood how to play, we added a simple text hint: "Control the snake using these buttons." This helped avoid confusion, especially for those who had never encountered interactive emails before.

<Img
img="/uploads/email_buttons_70452eb347.jpg"
alt="Control the Snake using the buttons"
/> 

## How we made the game work on most devices

AMP support varies across email clients. For example, Gmail displayed the email with the game without any issues, while Outlook and some other clients didn’t support AMP at all. To ensure that these subscribers could also play "Snake," we created a fallback option with a banner that prompted them to open the web version.

<Note>
How do AMP emails work? How can you send them? Read our article "[AMP Emails: What They Are, Their Types, Why Required](https://altcraft.com/blog/amp-emails-what-they-are-their-types-why-required)."
</Note>

We made the game controls universal — using on-screen buttons. This approach works for both mobile devices and computers. However, we had to carefully adjust the size and placement of the buttons to make them intuitive and convenient for everyone. On mobile devices, the buttons had to be large enough to tap easily but not so big that they took up half the screen, ensuring that the game field remained visible.

To create the email, we used [**Pixcraft**](https://pixcraft.io/en) — an intuitive email builder that allows for quick assembly of interactive AMP newsletters. This tool is especially useful when integrating non-standard elements without deep programming knowledge. The builder automatically accounts for AMP restrictions, helping to avoid errors and compatibility issues with email clients. Pixcraft saves development time and lets you focus on the creative aspects rather than the technical details.

## What we achieved in the end

The email delivered excellent results: 37% open rate, 34% of users launched the game, and 27% successfully completed it. Additionally, [**CTR**](https://altcraft.com/glossary/ctr-what-it-is-and-how-high-it-should-be) increased by 27% compared to a regular newsletter. Nearly a third of users not only started playing but made it to the end. This indicates that the game was engaging and its mechanics were simple and intuitive.

From this project, we drew several important conclusions. First, unusual elements like games can be a great way to capture attention, but only if they are seamlessly integrated into the email. Second, there must always be a backup plan for users whose email clients do not support AMP. In our case, this was a banner with an "Open in browser" button that led to the web version of the game. And, of course, mobile devices should never be overlooked — everything must load quickly and display correctly.

## Conclusion

The experiment with an interactive AMP email delivered great results. Users appreciated the game, which was reflected in the metrics: an increase in clicks and time spent in the email.

We ensured compatibility with email clients, optimized everything for mobile devices, and prepared a fallback option for those who don’t support AMP. Our plan is to further develop these formats to make newsletters even more engaging and effective.

If you missed our New Year’s game, you still have a chance to play — click [**here**](https://cases.pixcraft.io/altcraft/2025_en/)!

Our AMP email game boosted engagement, increasing clicks and time spent. We ensured compatibility and plan to expand interactive formats.

zmeyka-altcraft.png

About what challenges we faced, and how we implemented the interactive element so that it works directly in the email client.

Snake: Gamification within the New Year Newslettering

How We Embedded a Game in an Email and Increased CTR by 27%

<Video
url="https://www.youtube.com/embed/baZJdJRU3yA?si=D5qj3tGoY_CN6kow" 
/>

Every day, millions of systems exchange information with each other. While the processes may look the same from the outside, the way data is transmitted internally varies.

These methods differ in request mechanics and other criteria. Some of the most popular approaches include API, WebSocket, and WebHook. These well-known mechanisms are used to connect internal and external systems.

In this article, we will explore what API, WebSocket, and WebHook are, how they differ, where they are used, and which method to choose for development.

## API: What it is and where it’s used


**API** is an application programming interface that acts as an intermediary between services interacting with each other. It can be loosely referred to as a "contract" that specifies what information can be entered, what can be retrieved, and what actions can be performed. The application programming interface regulates data transmission and ensures its integrity on both sides.

### How API works

Service #1 wants to retrieve information from Service #2. To do this, it calls Service #2’s API to specify the actions that need to be performed. Service #2 also sends data not directly, but through the API interface. This way, Service #1 doesn’t need to delve into the internal processes of Service #2’s program to obtain the necessary information.

APIs are classified into open and closed. Open APIs are intended for use by third-party developers. They are used when creating services that will exchange data with a program providing a public API. In other words, developers leverage existing solutions for their projects. Closed APIs are used for internal tools within companies, and access to them is restricted for third-party developers.

### Where API is used

Many services and applications that are needed by users in business and daily life operate via API. Online maps, which integrate data on road congestion and traffic movement, flight booking aggregators, calendars for scheduling meetings and appointments with specialists — these tools work with APIs. This technology is also used for conducting transactions and simplifying registration across multiple services using data from an existing account. For example, one can log in to an online store using a Google account or to an educational platform using VK ID. There’s no need to create a new password; simply confirm the login through the existing account.

## WebSocket: what it is and where it is used

**WebSocket** is a technology that provides two-way, continuous real-time data transfer between the client (user) and the server. It allows for fast and seamless information exchange without delays, eliminating the need to refresh the page to display new data. WebSocket uses HTTP only during the connection setup phase, after which it switches to its own protocol that ensures two-way communication.

### How WebSocket works

With WebSocket, the user can send requests and receive quick responses from the server. Moreover, when information on the server is updated, it is automatically sent to the user, even if they did not initiate the request. This is possible because of the continuous data transfer channel, which is established through a single initial connection and remains open without needing to restart. A restart of the channel is only required if a WebSocket error occurs.

### Where WebSocket is used

The WebSocket technology is essential for online services where interactive and rapid communication is important. It is widely used in online games, where constant real-time data exchange is required. WebSocket is also applied in social networks for sending push notifications, such as notifying users of their order status when it is updated.

This technology is also utilized in messaging apps, where instant message delivery is critical. WebSocket facilitates fast data updates on trading platforms, where exchange rates and quotations change in real-time. Furthermore, the protocol is indispensable in collaborative applications, such as interactive whiteboards, where user actions need to be synchronized in real-time.


## Webhook: what it is and where it is used

A **webhook** is a way for a system to quickly respond to user actions. To put it simply, a webhook is a mechanism that sends a notification or data when a specific trigger occurs.

### How Webhook works

To understand how a webhook works, let's break down how to create one. First, a user address is formed, where messages from the server will be sent. Then, the actions that will trigger the webhook are defined. When an event (such as a client request) occurs, a notification is sent to that address.

For example, when a person places an order on a website — this is the trigger that activates the webhook. A response is sent to the action: a payment link is sent via SMS.

### Where webhook is used

This method is used in marketing and sales to quickly interact with customers. Primarily, it is used for notifications about various events: an order placed, a new comment, a request, a status update, a like, a repost, and more. Webhook is also used for marketing automation and personalizing offers. Information can be sent through a webhook to platforms like bots, SMS, [**email**](https://altcraft.com/blog/types-of-email-newsletters-and-what-are-they), push notifications, and more.

The technology also optimizes internal data processing within a company. Triggers can include events like order reception in a store, system failures, the start and end of a process, and so on.

## API, WebSocket, and WebHook: What’s the Difference

These mechanisms serve as communication methods between different services and applications. They mainly differ in how the request is executed. Additionally, the type of communication varies: it can be either one-way or two-way. The differences are clearly shown in the table.

<Table>
| | **API** | **WebSocket** | **Webhook** |
| ------ | ------ | ------ | ------ |
| **Request** | Initiated by the user, who receives a response to it at a specific time. | Queries are exchanged continuously due to two-way data exchange. | It is created based on an event (selected trigger). |
| **Connection** | Two-way | Two-way | One-way |
</Table>


## API, WebSocket, and WebHook: what to choose

The choice of technology depends on technical capabilities and the functions that need to be performed. Limitations of the methods should also be considered, as they can become a decisive factor.

### API

Useful when you need to use data from a third-party application to develop your own. It is suitable for systems that quickly respond to requests. API is a flexible interface with extensive functionality, relatively simple, and does not require complex configurations. When working with an API, ready-made tools are used, which significantly simplifies development and reduces costs.

A drawback of the interface is the inability of the server to reconnect with the browser if needed. Additionally, not all services provide open APIs.

### WebSocket

A mechanism best suited for services that require continuous real-time communication. The protocol is compatible with most resources and works equally well with websites and mobile applications.

However, in terms of speed, this option is more suitable for web-based solutions than for applications, as it requires significant resources. Additionally, it is difficult to scale.

### WebHook

Used in cases where a quick response to user actions is required, while resource consumption needs to be minimal. Server load is reduced since data is transmitted only at the moment of an event. This solution is quite versatile, easily scalable, but requires initial configuration. Webhooks are particularly useful for services utilizing marketing campaigns.


## Summary

Various methods exist for exchanging information between online services. API acts as a kind of contract that defines the rules for data transmission. This interface can be open to third-party developers, allowing them to use ready-made solutions. API is used when quick responses to requests are needed and when simplifying the development process is a priority.

WebSocket is a method of bidirectional data transfer, used in services where interactive real-time communication is essential.

Another approach, WebHook, works by sending notifications in response to a predefined trigger. It is most commonly used for marketing campaigns and other types of alerts.

The choice of data exchange method depends on the type of services and business needs, including speed, reliability, and cost.

API, WebSocket, and WebHook are methods for data exchange between services, chosen based on speed, reliability, and business needs.

api-webhook-websocket.png

About what API, WebSocket and WebHook are, how they differ, where they are used and which method to choose for development.  

Choosing between services:API, WebSocket & Webhook

API, WebSocket, or WebHook: what’s the difference and which one to choose

uzum-case.png

Reduced push notification opt-out rates, increased OR, saved working hours

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The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

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Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

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Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

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