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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/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

<Img
img="/uploads/trends_in_cdp_2024_bb8e8dcdff.png"
alt="Trends for 2024 in Customer Data Platform"
/>

In the modern world, user data lies at the core of innovative tools rapidly advancing and benefiting businesses. Guided by established customer behavior models and real-time insights, companies make strategic decisions, outpacing their competitors.

This happens for companies equipped with the right software aiding them in achieving data management goals and enhancing the customer experience. Is there a single solution for these tasks? Yes, there is - it's a specialized Customer Data Platform (CDP).

By 2026, the CDP market [**is expected to exceed $5.7 billion**](https://www.idc.com/getdoc.jsp?containerId=prAP50581323), doubling global data volumes.

As more resources flow into customer data, the demand for privacy, neural network capabilities, flexible management processes, and automation will rise.

## Five Key Trends in CDP Development

[**Data management platforms**](https://altcraft.com/en) have been rapidly evolving, particularly in recent years. As brands aim to better understand and efficiently engage with their customers, an increasing number of companies are turning to CDP technologies for data collection, integration, and management to create unified customer profiles. Such profiles are essential for personalizing marketing campaigns and enhancing the consumer experience.

CDPs enhance data structure and organization without the need for a complete overhaul of existing customer support systems. Businesses leveraging AI or machine learning in their operations require a reliable CDP for seamless functionality.

In 2024, several prevailing trends stand out in the CDP market.

### 1. CDPs leveraging neural networks

[**Artificial intelligence**](https://altcraft.com/blog/neural-networks-in-business-marketing-and-life) is transforming every industry, and the CDP industry is no exception. This trend is expected to continue in the near future, with machine learning algorithms becoming commonplace for data analysis, scenario creation, and planning that influence marketing strategies.

For instance, neural networks will be utilized to analyze human behavior and forecast future purchasing trends. This information will then be applied in targeted marketing strategies.

The Altcraft Platform's CDP includes [**an ML module**](https://altcraft.com/blog/altcraft-platform-updates-machine-learning-new-reports-whatsapp) called “Best Send Time.” This function aims to enhance customer service quality through a self-learning algorithm analyzing buyer behavior to determine the optimal time for sending an email to a specific subscriber. This increases the likelihood of the recipient opening the email. Predictive analytics significantly boosts marketing efficiency.

<Img
img="/uploads/best_send_time_altcraft_be3c6fa00e.png"
alt="Send Time within Altcraft"
src="Best Send Time within Altcraft Platform"
/>

Improving service efficiency through ML is a recent trend. For instance, in June 2023, Figma released a major software update. Alongside various enhancements, Figma introduced an artificial intelligence plugin enabling users to tackle tasks like generating icons on demand, creating diverse interface element variations, and modifying information within them.

<Img
img="/uploads/on_demand_icon_generation_281520c433.png"
alt="On-demand icon generation"
src="Example of on-demand icon generation"
/>

<Img
img="/uploads/on_demand_interface_generation_76f204bba3.jpg"
alt="On-demand interface generation"
src="Example of on-demand interface generation"
/>

### 2. Enhanced focus on user data protection

[**Data protection laws**](https://altcraft.com/blog/customer-data-privacy-issues-in-digital-marketing) are tightening, prompting audits to identify breaches in data collection, storage, and utilization by companies.

By 2024, CDPs are expected to prioritize data protection more rigorously. Platform providers must ensure compliance with legislation, and transparency regarding the collection, storage, and use of customer data is crucial.

### 3. Real-time data processing

One of the significant advantages of CDPs is aggregating customer data from various sources to create [**a unified customer profile**](https://altcraft.com/en/features/cdp). However, this process is time-consuming, and the obtained data may lag behind real-time information.

<Img
img="/uploads/customer_profile_in_altcraft_platform_d7720fb7ee.png"
alt="Profile in Altcraft Platform"
src="Unified customer profile in Altcraft Platform"
/>

This challenge is tackled through the development of CDPs that collect and process information in real-time, enabling businesses to make quicker managerial decisions based on up-to-date data. CDPs analyzing customer behavior online, like Altcraft Platform, gather and analyze data immediately upon receipt.

The CDP Altcraft Platform provides detailed analytical reports, allowing for campaign effectiveness tracking and informed decision-making. These include:

- Channel reports

- Traffic reports

- Goal reports

- Sales funnel

- Click map

- Return reports

- Undelivered message reports

- LTV (Lifetime Value) reports

- Audience growth reports

- Cohort analysis

<Img
img="/uploads/channel_report_in_altcraft_platform_9ab35b1279.png"
alt="Channel report in Altcraft Platform"
src="Example of a channel report in Altcraft Platform"
/>

<Img
img="/uploads/traffic_report_in_altcraft_b2f024a43e.png"
alt="Traffic report in Altcraft Platform"
src="Example of traffic report in Altcraft Platform"
/>

### 4. Demand for multichannel capabilities will continue to rise

Today, consumers engage with companies across multiple channels, including email, social media, and [**messengers**](https://altcraft.com/en/features/messengers). Consequently, to meet customer expectations, companies must ensure consistent interaction across all touchpoints.

This anticipates a surge in demand for CDPs with multichannel capabilities, such as [**the omnichannel CDP Altcraft Platform**](https://altcraft.com/en/features/omni-channel-marketing). It aggregates and integrates customer data from various channels to develop personalized marketing strategies and enhance customer service quality.

<Img
img="/uploads/channels_of_interaction_with_customers_81cf2f76ae.png"
alt="Channels of interaction with customers"
src="Channels of interaction with customers on Altcraft Platform"
/>

### 5. Priority on integrating CDP with various marketing services

In recent years, marketing automation platforms have rapidly advanced, aiding companies in [**automating marketing operations**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development) and personalizing strategies, with customer data utilization being a primary focus.

As a result, by 2024, integration between CDP and various marketing platforms will become inevitable. This will enable companies to leverage all customer data for developing more [**personalized**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) and effective marketing campaigns.

<Img
img="/uploads/integration_with_other_services_ca6fa86a6d.png"
alt="Integration with other services"
src="Integration of CDP Altcraft Platform with other services"
/>

## Conclusion

Are you harnessing the benefits of customer data? Most modern CDPs come equipped with robust [**analytical systems**](https://altcraft.com/en/features/analytics) capable of storing, enriching, and analyzing data for profit generation. Unfortunately, many users are unaware of these capabilities. Currently, 59% of marketers primarily use CDPs as simple data collection and storage tools.

It's time to think bigger: CDPs are crucial in creating a unified data ecosystem, extracting insights, and implementing data-driven strategies.

Primary source: [**Lytics**](https://www.lytics.com/blog/privacy-agility-and-ai-emerging-cdp-trends-for-2024/)

*products of Meta, a recognised extremist organisation in the Russian Federation

CDPs evolve for better marketing strategies. Trends: AI-driven analysis, data protection, real-time processing, multichannel capabilities and more. 

trends-in-cdp-2024.png

In this article about what trends in the field of CDP should be paid attention to in 2024.

Trends for 2024 in Customer Data Platform Development

Key Trends in CDP Development in 2024

<Img
img="/uploads/dannye_o_klientah_dlya_ml_64932f15a2.png"
alt="Machine Learning: How to Use Data Infrastructure for It"
/>

Machine learning (ML) is becoming increasingly important, and those who quickly grasp the functionality of ML will gain an advantage over their competitors. Many companies of varying sizes use purchased technologies to develop marketing strategies, but not all market players accurately assess the suitability of their databases for ML.

Progress does not stand still: companies will be able to derive real benefits from machine learning technology if they learn to collect high-quality source data. The quality of input information directly affects the results of ML.

## How to unlock the full potential of machine learning

To ensure that machine learning models function effectively, it is crucial to load them with a large amount of data. The more comprehensive the information you provide, the more productive the results from machine learning will be. Incorrect or contradictory data can lead to inaccurate predictions by the models.

The accuracy of predictions is important for making informed managerial decisions. "Good data" reduces the risk of errors.

Machine learning algorithms rely on the information they are provided to continue learning and improving. Information is also necessary for adapting the model to new conditions and predicting events in current realities.

## Terms and definitions in machine learning 

**Machine learning algorithms:** These are code elements designed to explore and analyze incoming data. Algorithms can be appropriately referred to as the "brain" of machine learning.

**Machine learning model:** This is a file that is trained to recognize correlations and patterns. Models are trained based on sets of data using a specified algorithm.

**The learning process in machine learning:** This is an ongoing process of adjusting the model based on incoming information. Training concludes when the model creator is confident in the accuracy of the predictions.

*Facial recognition is a widely used function of machine learning. Models are trained on thousands of photographs for an extended period of time.*

**Training on big data:** This is a branch of machine learning that specializes in processing large volumes of information. Without Big Data, achieving reliable results is challenging.

## Stages of machine learning

Let's suppose ML scenarios may seem standard, but the application of this technology improves the customer experience and enhances [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters). Additionally, it improves audience segmentation, enables customer churn prediction, and generates quality analytics. The more data you have, the more accurate the forecasts. Therefore, companies need to choose a reliable customer data management platform to accumulate sufficient information. We recommend [**CDP Altcraft Platform**](https://altcraft.com/en).

<Img
img="/uploads/image1_05d977bfae.png"
alt="Customer digital profile on Altcraft CDP"
src=""
/>

**The first stage** of machine learning is the processing of incoming information. It concludes with obtaining a refined dataset. In this initial stage, it is important to identify relevant sources of information. Then, tools are applied to quickly process, validate, and cleanse large volumes of data.

Otherwise, this stage can be called 'data cleaning,' which takes up a significant amount of time and effort. If the input information is in the wrong format or lacks proper context, the training will be incomplete, and the model will not produce accurate results.

**The second stage** is the processing of test datasets. It is at this step that the time and resources invested in the first stage begin to pay off. Machine learning algorithms come into play, and the information from the previous stage becomes the 'test set.' The sets are constantly changing as the process is iterative. Data analysts carefully monitor the model's response to new tests throughout the process and adjust the accuracy of predictions.

**The third stage** essentially involves testing the machine learning model in real-time. It begins when the model demonstrates reliability in the previous phase.

## The route of data

The data journey involves a chain of data transformations, including the collection and processing of input information using machine learning algorithms to enable the model to make predictions and decisions.

### Step 1: Data collection

Information is collected from various sources such as [**databases**](https://altcraft.com/glossary/everything-about-the-customer-database), pixels, platforms, social networks, etc. It is important to have relevant and reliable information about the problem that the ML model is intended to solve.

Preparing customer data for machine learning is not an easy task. This question becomes particularly acute when multiple sources of information are involved, both external and internal.

For companies, input information includes user activity on the web, data on purchases made, interactions with customer service, and monitoring of customer activity in mobile applications.

The process is further complicated by new regulatory acts (such as [**GDPR**](https://gdpr-info.eu/)) that require companies to obtain prior consent for the use of customers' personal data. Without the users' consent to use their information for machine learning, it cannot be used.

### Step 2: Data standardization

Collected data is useless without standardization: it is converted into a format that can be processed by machine learning algorithms, typically CSV or JSON. It is important for the data to be consistent. Duplicate or outdated information is removed, and missing values are compensated for. Data analysts spend a significant amount of time cleaning and harmonizing "dirty" data.

Event specification involves real-time quality checks on incoming data sets. When a new event occurs, the verification is performed. This ensures the cleanliness and alignment of the information for machine learning purposes.

## Why do we need data infrastructure?

Reliable information is crucial not only for machine learning operations but primarily as a foundation for making informed, [**data-driven management decisions**](https://altcraft.com/blog/data-driven-marketing). Decisions that are not based on data have a high probability of resulting in financial losses.

Customer information is collected and analyzed to improve products according to consumer needs and expectations. In addition to the product itself, channels of promotion and communication with customers are adjusted based on the gathered insights.

A strong information foundation leads businesses to growth and enables the automation of routine tasks. The freed-up time allows employees to focus on developing conceptual solutions. The result is increased workforce efficiency, savings in the marketing budget, and growing company profits.

Importantly, without proper data collection, organization, and management, companies will not be able to comply with [**GDPR**](https://gdpr-info.eu/) and [**CCPA**](https://oag.ca.gov/privacy/ccpa) requirements.

Handle your data intelligently with the help of [**CDP Altcraft Platform**](https://altcraft.com/en). The platform also includes an ML module called Optimal Sending Time. It allows you to determine the best time to send emails, facilitating better customer engagement. This can significantly enhance user involvement with your messages.

Machine learning uses algorithms and data to enable computers to learn and make informed decisions, enhancing business operations and customer experience.

dannye-o-klientah-dlya-ml.png

Discover the power of machine learning: transform your business with data-driven insights and predictive capabilities.

Machine Learning: How to Use Data Infrastructure for It

How to Use Customer Data for Machine Learning

<Img
img="/uploads/alternativy_storonnim_fajlam_cookies_98520ab61e.png"
alt="Alternative tools to third-party cookie"
/> 

Just a few years ago, every marketer relied heavily on [**third-party data**](first-second-and-third-party-data), or cookies from external sources. However, Google's recent decision to cease collecting this information has left marketers searching for new ways to work with customer data. Although they have another year to prepare, 54% of respondents claim to have already taken steps in this direction. According to 85% of those surveyed, their work's effectiveness is directly dependent on cookies, while 77% say that Google's decision has negatively impacted marketing business processes.

## What can replace third-party cookies? 

A recent survey of marketers aimed to identify viable alternatives to third-party cookies. The results showed that the most popular alternatives were targeted social media advertising (mentioned by 55% of respondents) and direct user data collection (54%). Google Topics API was also a popular choice, mentioned by 52% of those surveyed, while 36% saw potential in contextual advertising and universal identifiers. 

<Img
img="/uploads/Grafik_1_0974477339.png"
alt="Cookies alternatives"
/>

Let's take a closer look at each alternative.

## Social media targeting

Love it or hate it, social media platforms offer marketers a powerful set of tools for targeted advertising. Gen Z and millennial consumers, in particular, are highly likely to make purchases through social media, which extends the platforms' influence beyond just communication to sales.

During the period between September and November 2022, 33% of social media users made at least one purchase based on [**influencer recommendations**](what-is-influencer-marketing-how-to-build-strategy). Of these users, 28% placed and paid for their order, without ever leaving the social media site, and 22% engaged with brand representatives via the platform.

<Img
img="/uploads/Grafik_2_a0c0cc4360.png"
alt="Generation Z survey"
/>

## Gathering first-party information

The company gathers users' personal data via its official website, surveys, email, SMS, and CRM systems. This information is utilized to develop the business and tailor offers to individual customers. Some marketers still lack knowledge of their customers' demographic information, making the use of user data especially valuable to them.

## Google Topics API

This is a service that tracks which resources users visit when searching for information on a specific query. Although it is not yet widely used, marketers are beginning to consider it a promising alternative to cookies.

How does it work? For example, if someone frequently visits sports streaming websites, Google algorithms will offer that person as an audience for sports-related ads. The user's privacy is maintained at a high level, and advertisers cannot know which specific pages the person visited. Additionally, users can edit their list of interests in the settings.

## Universal identifiers

These are unique IDs assigned to website visitors, which marketers use to distinguish between individuals on websites. They are a close alternative to third-party cookies, as they have a lot in common in the way they work. However, universal identifiers have several advantages:

* Users can be tracked simultaneously across multiple devices, improving the customer experience and eliminating the risk of data loss.
* Duplicate entries are automatically removed, resulting in a higher quality sample.
* Personal data collected through this method is suitable for targeting while ensuring privacy.

## Contextual advertising

Contextual advertising is a different approach compared to the methods described above, as it allows the placement of the right advertisement at the right time and in the right place, without relying on obtaining [**user data for targeting**](what-is-retargeting). Instead, contextual advertising takes into account the current content on the website or platform where the advertisement will be placed.

For instance, an advertisement for headphones can be displayed in the feed of a music blog, where it is relevant to the content. With contextual advertising, advertisers prioritize the context in which the advertisement will be displayed, rather than relying on past user behavior or personal data.

## Why marketing budgets are growing

After the abolition of third-party cookies, marketers had to urgently change their working strategies. On the one hand, there was an incentive to master new targeting methods, and on the other hand, there was a need to ensure the security of user data.

The requirements for preserving customer data confidentiality have become stricter worldwide. This is mainly what led to the increase in marketing budgets. 71% of marketers claim that marketing expenses have increased.

But not everything is so bad. Of course, businesses will have to allocate additional resources to find a reliable alternative to cookies and to retest and find effective ways to achieve their goals and objectives. However, those who go down this path have every chance of improving familiar business processes.

30% of marketers claim that these events have been beneficial to their business and have had a positive impact on the quality of marketing in their companies.

## Future of data privacy: what to expect

The work of marketers is becoming more difficult as they have to adapt to constantly changing rules for collecting and using personal information about customers. On a legislative level, the [**policy on data privacy is becoming stricter**](customer-data-privacy-issues-in-digital-marketing), and users themselves are questioning how their personal information is being used.

Currently, it is unclear what standards companies will have to work with in the near future. Due to this, many firms are allocating a budget for research and seeking new solutions. The first step is to find alternatives to third-party cookies. Ultimately, those who are adaptive in the dynamically evolving world will win.

Learn about the alternatives marketers are turning to instead of third-party cookies and their effects on budgets.

alternativy-storonnim-fajlam-cookies.png

For those who are already looking for ways to replace cookies.

What Alternatives to Cookies Are Marketers Exploring

5 Alternative Tools to Third-Party Cookies

<Img
img="/uploads/audit_dannyx_014ad471e9.png"
alt="How to Maximize Your Buisness Decisions with Data Auditing"
/>

The world generates [**2.5 quintillion bytes**](https://explodingtopics.com/blog/big-data-stats) of information every day, with the Big Data market reaching $274 billion in 2022 and the analytics platform market following suit. This upward trend shows no signs of slowing down.

Data is highly valuable for businesses, serving as an inexhaustible source of inspiration for marketers and [**providing insights**](https://martech.org/analytics-audit-101-identify-issues-and-correct-them-to-ensure-the-integrity-of-your-data/) into consumer habits and expectations. Through data, companies can make informed predictions about their growth and select effective methods for outcompeting rivals.

However, processing large amounts of information is a challenge. Without quality analytics, the data collected is nothing more than meaningless numbers.

Data analysis, first and foremost, involves checking the authenticity of the information. But that's not all. The main task of the audit is to determine how the collected data can help the company solve the set tasks. Without accurate data, companies can't make informed decisions. Let's explore data auditing in more detail.

## How data auditing can benefit your business

Data can be a lifesaver for a company, as long as the sheer amount of it doesn't overwhelm management. Storing a large volume of information can be costly, and it needs to be organized and utilized correctly. This is where a data audit comes in. Data auditing can:

- **Consolidate disconnected databases from various departments.** Auditing, using cloud tools, can combine information across the entire company. This allows marketers to utilize valuable information collected by the sales department.
- **Resolve data integrity issues.** Company databases often contain duplicated, incomplete, or incorrect information, which cannot be used as a basis for business decisions. Relevant and reliable data is needed to solve business problems.
- **Comply with regulations.** To maintain order in business processes, many companies establish internal regulations for handling information, while some industries are regulated externally. Auditing helps ensure compliance with prescribed rules, avoiding fines for violations of data storage and usage deadlines.
- **Avoid data leaks.** [**Data leaks**](how-to-respond-to-data-breaches) occur when third parties gain unauthorized access to information that is not intended for them. Personal data security issues can be significant for companies, which is why they are vigilant in this area. Data auditing highlights vulnerable areas.

## Phases of data auditing

### Step 1. Planning

At this stage, it is necessary to develop a step-by-step plan for the audit and assign responsible individuals for its preparation, conduct, and presentation of results. The success of the entire «operation» depends on how well the planning is done.

### Step 2. Inspection and information gathering

Find out what information is currently stored in the company. How it is collected, how long it should be stored, and most importantly, how it is used in business processes.

### Step 3. Analysis and evaluation of data collected

Evaluate the situation for compliance with legislation and regulatory acts. Check data security and determine the procedure for employees' access to information.

### Step 4. Development of recommendations

Develop correct business processes and implement them in practice. Reject and replace non-working algorithms. Provide recommendations to employees on how to work with information. Remove excess data, set current storage periods for information that quickly becomes obsolete. Provide access to information for those employees who need it for their work.

<Img
img="/uploads/data_audit_steps_7cd0afe42d.png"
alt="Phases of data auditing"
/> 

## Who is in charge of data auditing?

Data scientists are usually the ones responsible for conducting data audits. In some cases, it may be appropriate to form a team of competent individuals to monitor information usage, make budget decisions, and set priorities. The team's work typically results in internal policies and data processing strategies that are then shared throughout the organization. This is how employees are trained to work with data within the company.

## Why is data audit automation needed?

Based on the analysis of events of the past three years, it can be confidently stated that customer information quickly becomes outdated: their behavior and desires change so rapidly and unexpectedly. Data quality auditing is necessary for modern businesses, as it provides the opportunity to make relatively accurate predictions of the near future. However, processing large amounts of information manually is practically impossible.

This is where data management automation platforms come in. They completely take over routine and labor-intensive processes such as cleaning the database of duplicates, monitoring information sources, and clearing the database of clutter. All of this is necessary, but it is not practical to do it manually.

Automating data auditing is beneficial for the company. It significantly frees up employees' time that they can spend on more critical and creative tasks. Moreover, the results obtained are more accurate and reliable than if the database were processed by a human. Robots do not make mistakes, do not get distracted, do not tire, and their vision does not «blur». Therefore, in this regard, they work much better than a human.

## How to choose a data audit automation tool

Platforms designed specifically for collecting and storing marketing data can help you with this task. Artificial intelligence has made significant advancements in this area, enabling precise targeting of marketing campaigns and reaching interested audiences.

Smart platforms identify new visitors using JavaScript tags and track their IDs, gradually building detailed profiles that include behavioral characteristics, demographic data, and purchase history. The data is not mixed up between users, processed accurately, and subjected to analysis.

When selecting a platform, it is important to look for the ability to [**segment users into target audiences**](how-and-why-to-segment-target-audience) in real-time. Businesses find it easier to succeed in the market when they have accumulated enough useful information. The key is to ensure that this information is relevant to improving current business processes within the company.

In this post , we will explain what a data quality audit is, how it can help your marketing, and how to conduct a data audit.

audit dannyx.png

For those who want to know what a data audit is and how to conduct it.

How to Maximize Your Buisness Decisions with Data Auditing

Data Quality Audit: How It Can Benefit Your Marketing

<Img
img="/uploads/chto_takoe_tranzakcionnye_dannye_a27ed47d1a.jpg"
alt="How to use transactional data to grow your business"
/> 

There are many sources of information that can be used to study the target audience and customer behavior. For example, you can track the actions of visitors on the company's website — any data collected will be very valuable. It is better for a business to build marketing campaigns based on the analytics of the accumulated information, because this way the creatives will hit the target.

Transaction information is a type of data that is easy to collect, yet very valuable. In this post, we will explain what transactional data is and how to use it to improve the effectiveness of your marketing.

## What is transactional data

**Transactional data** is any information relating to customer transactions. A transaction in an online store is defined as an "event" during which the user's web browser and the company's website exchange data. What is the difference between transactional data and other data types? It contains the exact date and time of purchase.

<Img
img="/uploads/transactional_email_from_amazon_5a6e29cb70.png"
alt="Amazon transactional email"
/> 

In addition to the date and time of payment, managers get other valuable information: the product or set of products that attracted the customer, the type of payment, the frequency of purchases and the promo codes used. It is also possible to analyze user behavior before and after a purchase.

## How to use transaction data

It is not enough just to gather data — you need to use it in the right way. The value of this information is that it provides businesses with a comprehensive view of customers' online behavior. The company tracks clicks and knows why users drop off the site without making a purchase or [**abandon their shopping carts**](how-to-reduce-cart-abandonment-rate). Analytics gives tips on where business growth points are and how to increase customer loyalty.

The undeniable advantage of transaction data is that it is reliable because it comes from first-party sources — directly from prospects and leads.

## Examples of using different types of transactional data

### Location info

For offline business, information about the "hot spots" of potential buyers has a huge weight. It is taken into account when opening new outlets. But when it comes to online stores, location is just as important. Geography of customers is useful in product planning. Logistics should be thought out more carefully in cases with seasonal goods. For example, you can move goods from regions with low demand to where demand is higher.

### Payment types

The payment type is an important piece of transactional data. Firstly, it is useful for businesses to calculate how much each transaction costs, and what it includes: a commission from a bank or another intermediary. Ultimately, all this affects the profit of the organization.

You need to add all the payment methods demanded by customers in order to grow in sales. The more comfortable the payment process is for customers, the more they are attracted to the company, and the more likely they will make repeat purchases.

<Img
img="/uploads/mango_payment_methods_3811e2c819.png"
alt="Mango payment methods"
/>

Payment information is also used to quickly troubleshoot technical issues. If a company is used to tracking transactional data, it will see and respond to errors in card reading and delays in payment processing in time. All this together will reduce the number of abandoned carts and unsatisfied customers.

### Discounts and promotional codes

This is probably one of the most useful types of transactional data. There is a certain category of people who make purchases only on favorable terms. The analysis of such sales statistics brings the most unexpected insights, on which effective advertising campaigns are built.

You may find that a 10% discount on products has no effect on customer demand, but when a free shipping promotion is running, sales increase. It happens that the same discount, presented with different wording, is perceived by consumers in completely different ways. Let’s compare: “Buy one item and get the second one at half price” and “25% off the entire range of products.”

As for promotional codes, their validity period is limited and the time frame of the offer is precisely known, so you can analyze sales for this period and draw conclusions about the effectiveness of [**using promotional codes in marketing campaigns**](how-to-use-promo-codes-for-business).

<Img
img="/uploads/Screcasper_promo_code_email_b37f087575.png"
alt="Promo code in an email from Casper"
/>

It is important to always compare different types of transactional data with each other. Consider both the location and the payment method, but do not dig into the calculations. Use only the data that you need at the moment.

### User behavior before and after purchase

Everything we talked about above applies directly to the purchase. Time, date and type of purchase are undoubtedly very important transactional data, some of which is captured by the sales platform. Data on customer behavior before and after the purchase is considered to be indirect, but it cannot be classified as secondary. By studying this information, you can answer the following questions:

* How many times did the user view the item before purchasing?
* What products did the customer compare the product with?
* Did they read product reviews?
* How long has it taken the customer to buy the product since they saw the product for the first time? What [**pushed them**](5-marketing-techniques-to-push-customers-to-buy)?

Perhaps the company sent out promotional codes at the time of purchase, and this spurred the consumer to purchase. Answering these questions and analyzing patterns will help you better understand the goals and motives of your target audience.
The deeper you understand customer habits, the more effective your marketing campaigns will be.

### Transactional data makes sales easier

All obstacles to sales must be removed. By tracking transactional data, the company gains insight into the types of payments that often fail, as well as the people who started checkout but didn't complete it. Perhaps there was no convenient option in the list of payment methods, or maybe another problem “scared away” the person.

Profit grows if the company aims to facilitate the sales process in such a way that the client does not encounter any obstacles. This means minimizing the number of clicks, forms to fill out, and eliminating all system errors. Otherwise, the sale will not happen, and the business will miss the customer.

<Img
img="/uploads/mango_checkout_process_0d4a34aa0b.png"
alt="Checkout process on the Mango's website"
/>

## Increase customer loyalty using transactional data 

Transactional data helps personalize offers. Customer loyalty is extremely important for any business, and every opportunity should be taken to maintain it. All information about transactions, even anonymous ones, is useful for these purposes. The company can tailor promotions to the needs of a specific audience if it understands the needs of customers.

Take a closer look at the statistics of purchases of a particular type of products and determine the time that is best for your offer. Let's get back to seasonal items. To free up space in the warehouse for the new collection, you can come up with a promotional offer for the old one. Customers become more active, and you will spend less on moving the old collection to a location with high seasonal demand.

## Marketing automation platforms and transactional data

Companies accumulate terabytes of data every day. It is quite difficult to process such a volume. Information is an asset, and there should be just enough of it to solve a specific business task. The same rule applies to transactional data. When there is a lot of information coming in, companies don't know what to do with it. And even if they know, there is often not enough capacity to process such a volume.

This is where modern marketing automation platforms like the [**CDP Altcraft Platform**](https://altcraft.com) come in. With the right tools, transactional data works for your business.

Transaction information is a type of data that is easy to collect, yet very valuable. Read the post to learn what transactional data is and how to use it.

chto-takoe-tranzakcionnye-dannye.jpg

For those who are wondering what is the use of transactional data for companies.

How to Use Transactional Data to Grow Your Business

How to Leverage Transactional Data

<Img
img="/uploads/Blog_1_1d11dd6ebe.png"
alt="How to Respond to Data Breaches"
/>

The Ponemon Institute has published a report on the financial losses of organizations that occurred as a result of data breaches. The cost of stolen information in 2021 increased by 10% compared to the previous year. The total loss amounted to $4.24 million (against $3.86 million in 2020). Most often, hackers attacked customer personally identifiable information (PII).

Currently, society makes serious demands on businesses when it comes to protecting confidential data. However, breaches do happen. How to detect unauthorized access to information and what should be done in this case? Let’s discuss this in the post.

## What is a data breach

If information falls into the hands of persons for whom it is not intended, they speak of a data breach. Most often, it is official or [**confidential information**](ways-to-address-customer-data-privacy-issues-in-digital-marketing). Hackers steal personal data of employees, credit card numbers of customers, as well as information related to trade secrets.

**Types of data breaches:**

- Information that identifies users: names, phone numbers, emails, physical addresses, and others. 
- Financial data: banking information, credit card numbers, passwords and logins that fraudsters use to steal money from bank accounts.

## Examples of data breaches in companies

Robinhood is an American financial services company. The company has an application through which users invest and trade stocks.

In November 2021, 5 million user emails were stolen from the company. The scammer learned the names of 2 million Robinhood customers and demanded money for non-disclosure of information.

First of all, Robinhood turned to law enforcement with a statement about extortion of money. They then prepared and published an incident report for app users and personally contacted affected customers. The company also signed a long-term contract with Mandiant, a leader in cybersecurity. Mandiant helped Robinhood eliminate the data breach and became responsible for its data security in the future.

Social media platform, Linkedin, suffered a data breach that compromised the personal information of 165 million user accounts. The data breach — which cost the company over three million pounds to clean up — has widely been reported as the result of weak user passwords.

<Img
img="/uploads/kartinka_2_aedead30dc.png"
alt="Social Media: People Still Use Pathetic Passwords"
/>

## How data breaches happen

According to the Verizon 2022 [**Data Breach Investigations Report**](https://www.verizon.com/business/resources/reports/dbir/), the most popular method is criminal hacking. Hackers use phishing, brute-force attacks on data servers, spyware and malware.

Breaches also happen within companies. For example, when an employee accidentally reads information on a colleague's computer without permission. Although the access is unintentional and the "secret" is not shared, such an incident is considered a breach of data security. 

There are also cases when an employee intentionally gains access in order to use the information in bad faith.

## Data breach: red flags

It is time to suspect a data breach if you notice the following signs:

- Company’s confidential data appeared in the public domain (for example, on the Internet).
- Data downloads by unauthorized users were recorded within the corporate network.
- Someone tries to log into the system from suspicious devices.
- There is activity in the corporate network at uncommon times.
- System crashes, password changes and uncontrolled account lockouts are common.
- Payments in e-commerce began to give errors.

## Who to report a data breach

The company must report to the appropriate organization that there has been a data breach. The organization varies depending on the location of the business and its customers. In 50 states of America, the procedure for notifying customers about a data breach incident is legally established.

On the territory of the European Union, the first to know about what happened is the DPA, a special organization responsible for the safety of personal data. The [**GDPR**](customer-data-privacy-issues-in-digital-marketing) requires businesses to notify the DPA within 72 hours.

## Data breach prevention

Now we will talk about how to prevent data breaches from happening, but not about what to do when it has already happened. You should constantly improve your data security to keep your business safe. Here are steps to take:

- **Set up limited access to data.** Let those people who need it have access to information. Do not give access to data to those who do not need it for the quality of their work.
- **Keep the software up to date.** Outdated software contains many security holes through which confidential information can leak out of the company.
- **Take passwords seriously.** If fraudsters find out the password to enter the system, all doors will open for them. We recommend that you change your work passwords every quarter and do not use simple combinations.
- **Protect employees' personal devices.** When the personal equipment of specialists is involved in the workflow, there is a risk for the business. The threat can be leveled with the help of antiviruses and VPN.

## Protect your data with Altcraft Platform

[**Altcraft Platform**](/en) is a reliable marketing automation platform with full data flow control. We take into account all the requirements of customers for the security of information. When requested, the platform can be deployed on the client's server. On Premise hosting enables rapid implementation without sacrificing security. Altcraft Platform has no limits on the amount of information to be stored and on the number of messages sent. There is no need to resort to the help of third-party vendors.

In this post, we talk about what data breaches are, how they happen, what to do, and how to detect and prevent them.

Блог (1).png

How to detect unauthorized access to information and what should be done in this case? 

Data Breaches: How Your Business Should Respond to Them

How to Respond to Data Breaches

uzum-case.png

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

bnb-bank-kejs-v-menyu.png

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

Tracking the effectiveness of marketing campaigns to make informed decisions

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

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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