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<Img
img="/uploads/repeat_purchases_c6ac8d5fdb.png"
alt="Encouraging Repeat Purchases: 7 Ways to Retain Customers"
/>

Earning a customer's trust and leading them to make a purchase requires effort and time. Depending on the industry and product prices, convincing a consumer can take several weeks or months. Even in retail, where emotional purchases are common, the first purchase is always the most challenging.


Once you've gained a customer's trust, it's important to continue fostering their interest. Encourage repeat purchases to increase revenue and reduce marketing and advertising expenses. In this article, we'll discuss why repeat purchases are important and share seven strategies for strengthening [**customer loyalty**](https://altcraft.com/blog/customer-loyalty).

## What are repeat purchases and why they are important

**Repeat purchases** are the process whereby a customer regularly buys your company's products. This results in an ideal situation: you build customer loyalty, and they trust your brand enough to consistently spend money on your goods or services.

**Loyal customers** are highly valuable in business. They enhance profit flow, increase ROI, and help gather valuable data about [**the target audience**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it). Additionally, loyal customers bring other benefits:

- **Brand advocacy:** Consumers who regularly purchase products and services serve as a source of free advertising through positive reviews and word-of-mouth recommendations. They share information about the brand with friends, family, and social media followers, thereby expanding your audience. Such customers often provide feedback, explaining what can be improved and how. 

- **Boost pre-holiday sales:** During holidays, new buyers come to brands. However, loyal customers also ensure a flow of profit, as you offer them special discounts. Furthermore, loyal customers respond well to pre-holiday marketing campaigns, maximizing profit during periods of increased demand. 

- **Willingness to try new offers:** Loyal customers are an excellent audience for launching new products. They are willing to test new offers and repurchase items if they involve products they like.

Your target audience already loves and values your brand and offerings. You don't need complex [**sales funnels**](https://altcraft.com/glossary/sales-funnel-what-it-is-its-types) or viral content to capture their attention.

## 7 Simple strategies to strengthen ongoing customer relationships

To win over loyal customers, it's essential to develop relationships with consumers and build their trust. Let's consider several simple strategies that contribute to regular purchases.

### 1. Launch a customer loyalty program

[**Creating a customer loyalty program**](https://altcraft.com/blog/customer-loyalty-program) is an excellent way to encourage repeat purchases. Such programs increase the average order value.

You can structure a loyalty program in various ways, with different levels of complexity, but a simple and understandable program is also quite effective.

To begin, gather your customers' contact information, assign each a unique number or card, and reward them upon reaching a certain number of purchases or a specific spending threshold.

**Ideas for incentivizing loyal customers include:**

- Special offers exclusively for loyalty program members. 

- Unique conditions for referral programs for those who bring customers to your business. 

- Bonus points. 

- Raffles for prizes among loyalty program participants. 

- When launching new products, send notifications about sales and interesting brand events. However, ensure that loyalty program members are the first to know about everything.

<Img
img="/uploads/bonus_accrual_5b856eb846.png"
alt="Bonus accrual"
src="Email notification of bonus accrual"
/>

### 2. Offer personalized customer service

Unfortunately, many consumers have grown accustomed to impersonal service. They enter a large store and go unnoticed, even if they have been there many times and spent significant amounts.

To stand out among other brands and encourage repeat purchases, serve your customers using an individualized approach. Well-executed service takes various forms depending on the business and industry. For example, restaurants can use their POS systems to gather information about customers and then apply it for [**personalized**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) menu recommendations. Retail stores should welcome shoppers and encourage them to join loyalty programs.

Targeted email advertising campaigns are also a good way to personalize service. Thanks to segmentation tools, you can send emails that cater to the interests and needs of each customer group.

<Img
img="/uploads/personalized_email_947c6e40a8.png"
alt="Personalized email"
src="Example of a personalized email"
/>

### 3. Provide coupons for future purchases

Coupons for future purchases are an excellent tool to incentivize repeat buying. Customers are successfully engaged and retained because they have a reason to return to you.

For example, offer a 10% discount coupon for the next purchase for every $50 spent in your store. Such an incentive gives customers a reason for another purchase, especially if their first encounter with your brand left a positive impression.

<Note>
Important! Launch promo codes that customers can use when placing online orders. This kind of reward motivates customers to maximize their discount on larger purchases.
</Note>

<Img
img="/uploads/coupon_from_the_store_c4ab347596.png"
alt="Time-limited coupon"
src="Time-limited coupon from the store"
/>

### 4. Collect customer contact information

When a customer enters your store or visits your website, it's important to gather their contact information. When you have their name, phone number, email address, and physical address, you gain numerous opportunities for communication and building relationships with the individual.

For example, when customers subscribe to an email newsletter, they give permission to receive news, information about sales and discounts, announcements of new products, and other mailings.

<Img
img="/uploads/blog_subscription_form_8f90fd25b2.png"
alt="Blog subscription form on The Blonde Abroad website"
src="Blog subscription form on The Blonde Abroad website"
/>

### 5. Offer free gifts to customers

The key to stimulating repeat purchases is to stay visible to your customers. It's essential for them to remember you after leaving the store or website. Offering free branded merchandise is an excellent way to stay top of mind.

Distributing branded merchandise (such as pens, calendars, plush toys, and other small branded gifts) to selected customers shows that you value them and makes them feel special.

<Img
img="/uploads/altcraft_merch_883bf6d2c3.png"
alt="Altcraft's Merch"
src="Altcraft's Merch"
/>

### 6. Gather feedback

By providing the opportunity for feedback, you demonstrate to the customer the importance of their opinion. They feel listened to, and not just like another customer.

You can [**collect reviews**](https://altcraft.com/blog/how-to-use-customer-feedback-to-increase-sales) through surveys via email, text messages, online chat, and social media. The results provide valuable insights and help you improve your offerings.

Regular feedback from customers is extremely important. Gather various opinions and be sure to express gratitude, especially if constructive criticism is present.

<Img
img="/uploads/evaluate_the_purchase_3fa7894866.png"
alt="Evaluate the purchase by Adidas"
src="Adidas encourages to evaluate the purchase"
/>

### 7. Actively manage your brand's social media accounts

[**Social media marketing**](https://altcraft.com/glossary/smm-what-it-is-and-why-businesses-need-it) is crucial for shaping your brand's image. It constantly reminds customers about your company and gives them the feeling that they know you personally.

Creative, engaging posts on social media also provide existing customers with material to reference when recommending you to others.

<Note>
Important! Use video content on social media to show customers what goes on behind the scenes of your brand.
</Note>

<Img
img="/uploads/adidas_page_on_social_networks_ccbe18c06e.png"
alt="Adidas on social networks"
src="Adidas company page on social networks"
/>

## Services for implementing repeat sales

Collecting customer data is a key element in increasing repeat sales. Understanding the target audience helps filter out ineffective leads.

Let's consider several main services for developing repeat sales and building strong customer relationships.

### CRM systems

[**CRM systems**](https://altcraft.com/glossary/what-is-a-crm-system) provide functionality for organizing data, planning strategies, and servicing customers. Information gathered in CRM helps segment contacts and send personalized messages.

CRM personalizes all communication with customers and sends targeted offers at the right time, thereby increasing sales and encouraging repeat purchases.

### Email marketing services

[**Email marketing services**](https://altcraft.com/) optimize communication with customers and send targeted information to specific audiences. These platforms offer various features that contribute to building relationships with customers, strengthening trust, increasing sales, website traffic, and much more.

Additionally, these services provide customizable templates, A/B testing, ready-made landing pages, campaign management, and automation features, lead generation options, advanced reporting and analytics tools for planning future campaigns.

**Moreover, email marketing services help:**

- personalize messages;
- increase customer loyalty and engagement;
- strengthen brand awareness;
- retain customers;
- automate tasks.

<Note>
Important! According to [**Litmus**](https://www.litmus.com/resources/email-marketing-roi/), every dollar invested in email marketing can generate up to $36, creating an excellent ROI indicator.
</Note>

<Img
img="/uploads/campaign_setup_eadd0dfa17.png"
alt="Campaign setup"
src="Campaign setup on Altcraft Platform"
/>

### SMS marketing services

[**SMS marketing**](https://altcraft.com/blog/sms-marketing) is an effective way to communicate with your customers and a tool to increase sales. SMS marketing services send messages on schedule without unpleasant surprises, while complying with laws. Thanks to them, personalized messages are easily automated, and quick communication with the target audience occurs.

SMS marketing cuts through the information noise effectively and brings fast results. Engage with customers by sending timely updates, personalized product recommendations, and more.

## Encourage customers to return to you again and again

According to the book "Leading on the Edge of Chaos" by Emmett C. Murphy and Mark A. Murphy, increasing customer retention by 2% affects a company's profit and reduces expenses by 10%. By retaining just two percent of your customer base, you reduce significant business costs.

Moreover, the more often a customer returns and has a positive purchasing experience with you, the more likely they are to recommend the brand to their friends.

To ensure repeat sales, it's important to understand that you're taking the right steps to engage customers and meet their needs. Planned strategies are an excellent starting point.

Source: [**Business**](https://www.business.com/articles/5-ways-to-earn-repeat-business/#what-is-repeat-business-and-why-is-it-important)

Learn how to keep customers coming back with these seven effective strategies for fostering loyalty and encouraging repeat purchases.

medium_repeat-purchases.png

small_repeat-purchases.png

thumbnail_repeat-purchases.png

repeat-purchases.png

About what repeat purchases are and why they are important. Let's share seven strategies to strengthen customer loyalty.

Repeat Purchases: 7 Ways to Retain Customers

<Img
img="/uploads/nsm_c2db2f9d25.png"
alt="North Star Metric: Definition, How to Find It, and Examples"
/>

Moving forward without a clear and measurable goal is a risky strategy for any business. Therefore, goals are set and translated into numerical indicators by which the success or failure of a company is evaluated. However, the primary metric is not always the revenue generated by the business.

Top digital companies choose North Star Metric as their guiding light, which translates to the "north star metric." This indicator determines whether the business has chosen the right development strategy.

Let's explore further what NSM is all about, why you need a "north star," and how to find it not in the starry sky, but among your goals and objectives.

## What is North Star Metric and why is it needed

**The North Star Metric** is the primary indicator that characterizes the value of a company's product to its users. And this metric is not always measured in terms of money. The essence of the North Star is to control the increase in value for customers, which enhances the business's sustainability. And a large flow of money that people pay does not always guarantee that the company is stable and will continue to grow further.

**The NSM metric is tracked to:**

- Maintain the right direction in the company's work and understand common goals for all departments. 

- Prioritize employees' tasks to efficiently achieve goals. 

- Identify weaknesses and new development options. 

- Maintain openness in team work and transparency of results.

<Note>
Do not confuse North Star with OMTM — one metric that matters. These metrics are similar but differ in scale and tracking time.
</Note>

NSM is important for the entire company over a long period of time, while OMTM is a local indicator for individual business units. Such a metric is calculated over several months (from three to six).

## NSM Variants 

The uniqueness of the North Star lies in the absence of a single benchmark for everyone. A metric that best reflects the tasks and type of business is chosen as the "pole star." [**An online marketplace**](https://altcraft.com/glossary/e-commerce-types-examples) and a media platform should not determine success or failure in the same way.

For a marketplace, revenue or the number of orders would be more suitable as an NSM metric. For an online magazine, it's better to choose as the "pole star," for example, completion rate of articles published through various marketing channels.

<Table>
| **Metrics** | **Description** |
| ------ | ------ |
| LTV | The customer lifetime value indicator refers to how much money the customer has paid for the company's product over the entire time of use. |
| CAC | Сustomer acquisition cost |
| ARR | Annual recurring revenue |
| MRR | Monthly recurring revenue |
| GMV | Gross merchandise value |
| MAU | Monthly active users |
| WAU | Weekly active users |
| DAU | Daily active users |
| NPS | Net promoter score |
| Retention Rate | Customer retention. For NSM, retention is counted for different periods depending on the specifics of the business. |
| New users | New user registrations or application installations |
| Viewing time | Reading articles, watching video content to the end. |
</Table>

## Is it possible to change the North Star over time?

Yes, the "north star" should correspond to the company's level of development. The benchmark for a small startup may not always be suitable for a larger, more mature company. Therefore, as goals change and the company grows, the NSM also changes.

For example, the social network Facebook* used the metric MAU. After the appearance of competitors and changes in the digital market, it made the number of users who log in and show activity every day the main indicator.
 
### Can you choose more than one North Star

In the sky, there is only one north star, but in the earthly business, several NSMs are allowed. However, this option is suitable only for developed large companies with a complex structure and product. In this case, even individual departments set their own benchmarks.

It is important that the existing metrics do not contradict each other. Do not choose more than three North Stars. Otherwise, it will be difficult to maintain the correct focus.

## How to Find the "North Star" 

**Step 1.** Identify the action taken while using the product, where the customer solves their problem/task or satisfies a need.

*For example, in an English language learning app, the moment of satisfaction would be successfully completing a lesson.*

**Step 2.** Determine how the value of the product can be measured. *In the example of the app, this could be returning to lessons. If the user finds it interesting and useful, they repeat the experience.*

**Step 3.** Translate the value into a specific metric and limit the time over which it will be measured (per day, month, or year).

*Using lesson quality ratings in the app is not always correct for measuring the success of the product because the user may give a high rating but not return. It is better to measure NSM as the number of returns to lessons, for example, through the Retention Rate metric.*

**Step 4.** Relate the assumed North Star (for example, Retention Rate) to other business metrics. All these metrics should ultimately influence the increase in NSM.

At this stage, we check the chosen "north star" for realism. The ideal metric reflects business growth and is influenced by specific employee actions with their KPIs. If there is no such connection, the North Star is likely incorrect.

*Example: Suppose the NSM in the English language learning app were the number of new users. Suppose this figure were to increase, but at the same time, there were fewer subscription renewals and returns to the app, which would ultimately be harmful to the business. Therefore, the North Star in the form of the Retention Rate is a more reliable indicator because returning to the app encourages subscription renewals. And regular lesson continuation means that users like their content (team engagement actions work).*

## Examples of NSM in large companies

NSM is often used in startup operations, but even top multimillion-dollar companies with their IT products and services continue to track the north star metric. Let's look at some examples from well-known brands.

### Spotify

The music service considers listening time as its NSM. Such a metric is unique for similar platforms where only audio content is available.

<Img
img="/uploads/spotify_nsm_de2a6bcdee.png"
alt="Spotify"
/>

### WhatsApp*

The world's most popular messaging app measures its success by the number of messages sent by users. The metric reflects utility through the frequency of application usage for communication.

<Img
img="/uploads/whatsapp_nsm_9a61c99b35.png"
alt="WhatsApp"
/>

### Zoom

The North Star metric for the service is the number of daily online meetings. This assesses how often people actually use the service. This method of evaluating the platform's importance to users is much more effective than measuring, for example, the number of registrations at a given time.
 
### Duolingo

The language learning app has identified its NSM as the DAU (daily active users), indicating the level of engagement. Duolingo studied user behavior and found that the frequency of app usage correlates with continuing education. The more often a user logs in, the higher their motivation to continue lessons. As a result, the number of users with paid subscriptions continues to grow. 

<Img
img="/uploads/duolingo_nsm_d1384f68e7.png"
alt="Duolingo"
/>

### Pinterest 

The company has chosen WAU (weekly active users) as its "north star." This is rational compared to, for example, DAU, which counts the daily flow of users. Pictures for ideas and inspiration (the purpose for which users often visit Pinterest) are not a product needed every day.

<Img
img="/uploads/pinterest_nsm_c1ef546028.png"
alt="Pinterest"
/>

### Miro

The creators of the service assess the usefulness of their product through the number of boards available for simultaneous collaboration by multiple users (usually a feature for team work). This metric reflects how convenient it is to use the tool within a company and also indicates how to improve the product and what strategy to choose next.

<Img
img="/uploads/miro_nsm_c564c95252.png"
alt="Miro"
/>

### Yandex.Taxi

The North Star Metric for the taxi booking service is LTV (Lifetime Value), which denotes the amount earned by the company from a customer over the entire period of their activity. Yandex also considers this metric in the context of other brand services: Yandex.Food delivery and Yandex.Store. Within the ecosystem, all services are interdependent. 

### Edadeal

The NSM (North Star Metric) for the service is the number of active users per day or DAU (Daily Active Users), but with the addition of being "composite." This means that even short sessions and returning users are counted. The second key metric for the service is LTV.

### LinkedIn

The professional networking platform evaluates its effectiveness based on MAU (Monthly Active Users) — users who demonstrate activity within a month. Through this metric, the needs and problems of users are studied: what prevents them from using the platform more often, and what motivates them to return.

<Img
img="/uploads/linkedin_nsm_545f67327b.png"
alt="LinkedIn"
/>

## Summary

The North Star Metric is a key indicator that reflects the effectiveness of a company's operations and forecasts growth prospects. It serves as the primary guide for team efforts.

However, different metrics can serve as NSMs, and there is no universally applicable standard. 

These metrics include financial indicators (LTV, CAC, ARR, MRR, GMV, etc.), engagement metrics (DAU, WAU, MAU), as well as NPS, the number of new users, content completion rates, and others. Finding the "North Star" requires defining the product's value and determining how to track it in a numerical indicator. Additionally, it's important for the North Star to align with the goals and objectives of all company departments.

*
*Products of Meta, a company recognized as an extremist organization in Russia.*

The North Star Metric is a pivotal measure of a company's efficiency and growth potential, guiding the team's efforts.

medium_nsm.png

small_nsm.png

thumbnail_nsm.png

nsm.png

About what NSM is, what is the essence, why you need a "polar star", how to find it not in the starry sky, but among your goals and objectives.

North Star Metric: Definition, How to Find It, and Examples

North Star Metric: What It Is, How to Find It, and Examples From Major Companies

<Img
img="/uploads/mvp_what_it_is_084731d36c.png"
alt="MVP: What’s It, Why Needed, Its Types, Stages & Examples"
/>

Developing a new product entails resource costs: money and time. However, it's impossible to predict with 100% certainty whether an idea will be successful. Going all-in and implementing all planned features at once carries the risk of significant losses. If the product doesn't become popular or isn't needed by anyone, the business will have wasted money.

To test hypotheses relatively economically, the MVP (Minimum Viable Product) method was devised. In this approach, the idea is implemented but not fully. The client receives basic functionality and evaluates it, while the creator makes decisions about further product development based on feedback.

In this article, we'll delve into what an MVP version is, why it's needed, and how it's created.

## What is MVP and why it’s needed

**MVP (Minimum Viable Product)** is a minimal viable product or version that already has features to meet needs and demonstrate software capabilities to the client.

It is created to test an idea without unnecessary investments, which is why startups often use this approach. However, an MVP product is a universal solution, suitable for large companies launching new projects and aiming to avoid financial losses.

*For example, let's say you decide to start producing small cakes with original inscriptions. The MVP of such a product would be a classic white cake with letters made of special cream. The cake is already tasty and produces the desired effect; the customer can cut a piece, taste it, and evaluate it.*

*Then, the full version would include multiple colors, a more complex shape (e.g., round), 3D letters, and illumination.*

### Why is the MVP model needed

**Checking the viability of the idea.** A real product provides much more information than preliminary market research. [**User feedback**](https://altcraft.com/blog/how-to-use-customer-feedback-to-increase-sales) will show which features are important and what prospects the project has.

**Resource saving.** The MVP, as a minimal product, is a test version that does not require huge investments. Therefore, in case of failure, the losses will not be fatal. Additionally, the MVP prototype will indicate which functionality is not interesting to users, allowing you to avoid investing in the development of these directions.

**Increasing competitiveness and attracting customers.** The longer the development takes, the more likely it is that someone else will launch a similar product. Creating an MVP solidifies the position of the developing company in a certain niche, making it harder for competitors to surpass you.

**Attracting investments.** It is easier to raise funds for a product that already exists than for an idea. Developing an MVP will be a plus for investors and a visual demonstration of the project.

## How MVP differs from PoC

The concepts of MVP (Minimum Viable Product) and Proof of Concept (PoC) are related but distinct.

<Table>
| Type | Description |
| ------ | ------ |
| PoC | Concept development and verification through market analysis, customer interest (for example, by the number of pre-orders) even without the product itself. That is, only a certain promise is demonstrated, a description of the functionality. Experience of other companies and other data is also analyzed. Sometimes MVP version of a product can become one of the stages of Proof of Concept. The method has no clear boundaries, so this variant is possible. |
| Prototype | A software simulation that demonstrates basic features and interface, but it is not full functionality. |
| MVP | Hypothesis testing on a real-world product with the necessary functionality for user evaluation. |
</Table>

## Types of MVP

It is more accurate to distinguish stages of MVP rather than types because the classification depends on the degree of readiness of the test product. It is not always fully functional software.

### Here are the types of MVP

- **Landing page**, where detailed information about the future product and planned features is gathered. Email addresses or other contacts with interested users are collected here. This helps build a customer base, to whom demos and other product testing options can be offered through available communication channels. 

- **Concierge**. While the product does not yet exist, all functions are performed by people. Communication with users occurs not through an interface, but directly (messengers, email, etc.). For example, instead of a hotel booking service, users need to contact a manager. 

- **Product simulation**. In this version, there is a user interface, but the functionality is implemented by the developers themselves, who manually process requests. This means that automation is not yet in place, but users may not be aware of this.

## Stages of Creating an MVP 

- **Goals and objectives.** Determine the problem the user should solve with the future product and the features that will address it. Also, describe the product's value proposition to customers. 

- **Market analysis and** [**target audience.**](https://altcraft.com/glossary/target-audience-why-to-define-it-how-to-classify-and-segment-it) To create a useful MVP application, service, or other software, it's important to know existing alternatives: their advantages and disadvantages that your product will address. Also, identify who the consumers are and what they want. 

- **Functionality planning.** Describe how the MVP product will work, the steps the user will take during usage, and how to make the journey as straightforward as possible. 

- **Development.** Proceed with one of the familiar methodologies in IT. Typically, this is Agile with Scrum and other tools. By this stage, the programming language for the MVP version of the product has been chosen, and the team has been formed. 

- **Product launch and testing error resolution.** This process takes place within the team to present users with a properly functioning product. 

- **Feedback and analytics.** The MVP product is released to users, who use it to solve their tasks and provide feedback. Based on the results, creators analyze the data and draw conclusions about the success of the idea and its prospects. If testing is successful, deficiencies are addressed, and the product is refined to the full version.

## Examples of MVP

### Amazon

The story of one of the world's top online retailers began with an MVP in the 1990s. Amazon's founder, Jeff Bezos, didn't create a full-fledged online store but focused on selling just five products—the best-selling books. This resulted in a simple website that grew into a full-fledged digital platform for commerce. And Bezos became one of the wealthiest people in the world.

<Img
img="/uploads/amazon_first_version_70e3c7a9c4.png"
alt="First version of Amazon"
src="Amazon's first version"
/>

### Uber

In the first version, the service was called Ubercab. The Minimum Viable Product included only the feature of connecting passengers with nearby drivers in real-time. Even then, there was a driver rating system and GPS.

Later, additional features beyond the MVP were introduced. For example, shared rides, messaging, and even food delivery.

<Img
img="/uploads/first_version_of_uber_3fab1e0750.png"
alt="First version of Uber"
src="MVP version of Uber (Ubercab)"
/>

### Duolingo

The MVP version of the app featured a passive-aggressive owl and was free for users. The financial model relied on crowdsourcing: users translated texts, and the best translations were sold.

Later, Duolingo became interactive, offering more lessons, and subscription terms were changed.

<Img
img="/uploads/one_of_the_first_versions_of_the_duolingo_d071085e92.png"
alt="One of the first versions of the Duolingo application"
src="The interface of one of the first versions of the Duolingo application"
/>

### Instagram*

In the first version, the app looked like a simple photo album where users could apply filters. This format turned out to be very popular.

Today, Instagram is a platform with photos, videos, stories, chats, and many other features that have been added since the MVP version.

<Img
img="/uploads/first_version_00328d1670.png"
alt="Instagram*: first version"
src="Instagram*: start"
/>

### Pinterest

The MVP of the service was very simple: users saved ideas (images) by topic and pinned them to boards, sharing them with others. Today, this aspect of Pinterest remains, but features such as search, recommendations feed, and shared boards have been added, and users can also upload videos.

<Img
img="/uploads/pinterest_first_interfaces_bfcd899307.png"
alt="Pinterest first version"
src="Pinterest's first interfaces"
/>

### Zoom

Before its popularity surge during the pandemic, the platform offered limited basic features: video conferencing, recording, and screen sharing. This MVP proved convenient for users, and as revenue grew, the company added new features and improved data security. 
### iPhone

In the first MVP version of the iPhone's software, many familiar features were absent: copy and paste, Bluetooth, image sending, and more. However, the smartphone was revolutionary and changed the market.

Today, there are so many features in the iPhone that people don't always use even half of them.

<Img
img="/uploads/first_ios_397c43d886.png"
alt="That's what the first IOS was"
src="That's what the first IOS was"
/>

## Summary 

A Minimum Viable Product (MVP) is the implementation of an idea (often an IT service or application) with basic features that address the needs of customers. This approach is important for saving money on development, understanding users, and attracting investments. MVP visually demonstrates whether the product is needed by the audience, what its shortcomings are, and whether further investment in its development is worthwhile.

MVP differs from Proof of Concept (typically hypothesis testing without product development) and a prototype (a simulator without full functionality).

To develop an MVP, goals are set, the market and audience are studied, a development team and methodology are selected. After testing and launching the product, feedback is obtained from users themselves, who provide feedback.

*
*Product of Meta, recognized as an extremist organization in Russia.*

MVP stands for Minimum Viable Product. It refers to the initial version of a product that includes only core features essential for addressing customer needs.

medium_mvp-what-it-is.png

small_mvp-what-it-is.png

thumbnail_mvp-what-it-is.png

mvp-what-it-is.png

About what the MVP version is, why it is needed, the stages of creation and examples.

MVP: What’s It, Why Needed, Its Types, Stages & Examples

MVP: What It Is, Types and Stages of Creation

<Img
img="/uploads/hyperpersonalization_cc1f678418.png"
alt="Hyperpersonalization, Definition & Marketing Implementation"
/>

[**According to Forbes**](https://www.forbes.com/sites/kellyphillipserb/2024/01/02/why-tiktok-advice-to-report-your-ex-to-the-irs-doesnt-always-add-up/?sh=28ce103a49bb), 62% of customers expect brands to personalize their experiences, and loyalty decreases if those expectations aren't met. Moreover, customer demands are growing, with users seeking to feel valued and receive individualized offers. Therefore, hyperpersonalization has emerged as a key direction in marketing strategies, expected to persist for years to come.

Artificial intelligence, combined with data, can identify solutions that meet customer needs. This approach enhances loyalty, boosts business revenue, and keeps the brand competitive in a rapidly changing environment.

We'll delve further into what hyperpersonalization is, how it works, the benefits it brings, and the challenges it faces.

## What is hyperpersonalization

Hyperpersonalization is the marketing process of creating content, product offers, and services based on customer requests, identified by artificial intelligence in real-time mode using data.

With this approach, the company's marketing strategy undergoes a transformation, becoming almost personal and giving customers the feeling of being individually attended to, even though personalization is an automated process. Hyperpersonalization relies on AI and machine learning, with data collected from various sources such as CRM systems, websites, and applications. To ensure quick and efficient operation, information is integrated into a CDP platform. [**Altcraft Platform**](https://altcraft.com/en) consolidates customer data to facilitate and expedite personalization. Email, push notifications, SMS, and messenger broadcasts are sent directly from the service.

## How hyperpersonalization is used in marketing

**Advertising.** With hyperpersonalization, advertisements are precisely tailored to the customer's preferences. Users see [**ad offers**](https://altcraft.com/glossary/offer-what-it-is-what-for-it-is-used-and-how-to-come-up-with-it) and creatives that capture their attention. Marketing campaigns also include information about the user's behavior on the company's website: views, saved items, and more.

**Recommendations.** Algorithms analyze customer data and suggest products or content that they will likely enjoy. This method is used in online streaming services.

**Real-time notifications.** After making a purchase, customers receive messages with personalized offers and discounts based on their previous actions. Notifications from loyalty programs are also sent.

[**Chatbots.**](https://altcraft.com/blog/the-benefits-of-chatbots-for-businesses) Through AI analysis of user behavior and their previous interactions with the brand, chatbots provide accurate responses and promptly address customer issues.

## Examples of hyperpersonalization

Netflix was one of the first to implement hyperpersonalization. Movie and series recommendations are generated after processing large amounts of customer data using artificial intelligence algorithms. This content is not just a selection of similar plotlines and genres but rather tailored to the individual's values and mindset.

<Img
img="/uploads/example_of_hyperpersonalization_netflix_768eed87ea.png"
alt="Example of hyperpersonalization from Netflix"
/>

Another example of hyperpersonalization is the unique homepage for each user on Amazon. The accuracy of product recommendations is very high because it takes into account not only past purchases but also the customer's actions and preferences.

<Img
img="/uploads/hyperpersonalizat_on_from_amazon_fda4d1d666.png"
alt="Hyperpersonalization from Amazon, example"
/>

Reebok utilizes hyperpersonalization even for non-registered users. Algorithms track all user actions on the website. With permission to send messages, an individual product list is generated, which is more likely to appeal to the customer.

<Img
img="/uploads/hyperpersonalizat_on_from_reebok_c78710ce00.png"
alt="Example of hyperpersonalization from Reebok"
/>

## Difference between personalization vs. hyperpersonalization

**Hyperpersonalization in marketing** is a new level of [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) where the principle remains the same, but the tools change. It involves a deeper understanding of the customer. 

Personalization operates based on accumulated data from past customer purchases. It also takes into account the experiences of individuals with similar characteristics and preferences. For example, online stores often display product recommendations like "people also bought" when selecting an item. A common personalization tactic is addressing customers by name in email campaigns.

Hyperpersonalization, on the other hand, involves a detailed and thorough analysis of customer actions and preferences. It goes beyond just previous purchases to consider specific product characteristics such as color, style, and shape. Recommendations are tailored accordingly. Hyperpersonalization doesn't rely solely on generalized data from similar profiles; instead, marketing communications with the customer are built on individual traits.

For instance, a fitness app won't just offer workout programs based on a user's weight and height but will also gather information from fitness trackers about activity levels. It may also consider body constitution, injuries, and past sports experience.

## Elements of hyperpersonalization

To make hyperpersonalization work, you need:

- **Data** — information about orders, user activity on online sources, personal details to create an individual customer journey. 

- **Data storage platform** to create comprehensive profiles for each customer and not lose important details. With Altcraft Platform, your database includes personal, demographic, and behavioral information. It takes into account all loyalty programs in which the customer participates, as well as their connections with other users. 

- **AI tools** — Hyperpersonalization is not possible manually due to the large volumes of information. AI and machine learning analyze the customer's journey, anticipate their needs, and predict behavior. 

- **Content** tailored individually to identified customer needs and their readiness to make a purchase. 

- **Communication tools** to maintain [**omnichannel**](https://altcraft.com/glossary/omnichannel-its-benefits-for-businesses-and-implementation) presence and deliver information to the customer at the right time. It's important that these are well-thought-out systems that optimize content for different devices. In Altcraft Platform, mailings are done in a single-window mode, taking into account all customer data.

<Img
img="/uploads/elements_of_hyperpersonalization_7b3caf9c74.png"
alt="Elements of hyperpersonalization"
/>

## Advantages of hyperpersonalization

- **Acceleration of the customer journey.** Hyperpersonalization eliminates unnecessary searches for the desired product, and precise offers guide the customer through [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel). 

- **Increase in loyalty.** Highly accurate personalization builds greater trust in the brand. Customers understand that they are valued and their needs are considered, leading to increased loyalty towards the company. 

- **Enhancement of engagement.** Content and email campaigns are tailored to the user's interests, motivating them to interact more actively with the brand. 

- **Improvement of market position.** Hyperpersonalization enhances a brand's competitiveness through high-level service. Additionally, the company becomes more technologically advanced, strengthening its position in the market. 

- **Attraction of new audiences.** A personalized approach is always a pleasant bonus for customers who expect high-quality service. If a brand utilizes hyperpersonalization, it becomes another marketing advantage. 

- **Revenue growth.** All the points described above directly or indirectly impact sales. With the right and personalized offers, customers make purchases faster and return for more, as the brand knows exactly what they want. This leads to the formation of stable relationships with customers, which generate revenue for the company. 

- **Simplification of marketing work.** A hyperpersonalized approach is only possible with the use of IT technologies, which take on routine and time-consuming tasks, as well as eliminate human errors. This leaves marketers with more time for creative tasks and strategies.

## Problems of hyperpersonalization

Although hyperpersonalization may seem like a "magic pill," this approach has its drawbacks.

**Cost and time investment.** Implementing tools for hyperpersonalization can be expensive, but it pays off in the long run. Additionally, time needs to be spent gathering customer data, changing processes, and training employees to work differently.

**Uncertainty about where to apply hyperpersonalization.** Brands may act differently in this regard. Some use anonymous data (e.g., from the website) to make offers to users even before they log in. Or they start working with the customer once they have provided their data.

In the first case, individuals may be startled by personalized messages because they feel they are being monitored. Such anticipation is not always perceived positively.

In the second case, the brand needs to wait until the customer logs in. Before this moment, hyperpersonalization simply cannot be achieved. It is also important to ensure the security of user data, which is only possible with reliable IT solutions.

## Summary

Hyperpersonalization is an approach in marketing where individual offers and content are tailored to the customer's interests through artificial intelligence and processing of large amounts of data. Unlike regular personalization, this process differs in the depth of analysis of customer needs: it takes into account not only previous choices but also values and preferences.

To implement a hyperpersonalized approach, large volumes of data, special software, content, and communication tools are required. Then the company will increase loyalty, engagement, strengthen its position in the competitive market, and also generate more revenue because sales will increase. Despite all the advantages, it is important to consider the specifics of hyperpersonalization: the high cost of implementation, responsibility for data storage, time spent on working with information and restructuring processes, as well as the absence of a single correct solution for when to start personalization.

Hyperpersonalization tailors offers and content to individual customer interests using AI and extensive data analysis, considering values and preferences.

medium_hyperpersonalization.png

small_hyperpersonalization.png

thumbnail_hyperpersonalization.png

hyperpersonalization.png

About what hyperpersonalization is and how it works, what benefits it brings and what problems it faces.

Hyperpersonalization, Definition & Marketing Implementation

Hyperpersonalization: What It Is and How It's Used in Marketing

<Img
img="/uploads/developing_a_customer_journey_map_b8fe85c84e.png"
alt="Developing a Customer Journey Map with Unspecified Needs"
/>

Marketers create customer journey maps (CJMs) to understand how consumers behave from the moment they first realize the need for a product to the point of purchase. But what if the product can solve problems that potential customers haven't even thought about yet?

## Why customer needs are essential for creating a CJM

Chances are, everyone has encountered a situation where a company offered exactly what they were thinking: "This is just what I need!" even if they didn't realize it before. Those distant from marketing may dismiss it as mere coincidence. Experienced marketers, however, recognize it as a powerful [**sales funnel**](https://altcraft.com/glossary/sales-funnel-what-it-is-its-types): identifying customer pain points at the right time and place based on their goals, motivations, emotions, and past experiences.

A customer journey map (CJM) helps marketers identify the problems customers face and develop corresponding offers and solutions.

Here's an example of a CJM for a fitness club client without an explicit need at the beginning of the customer journey:

<Img
img="/uploads/example_of_a_cjm_e0716dc898.png"
alt="Example of a CJM for a fitness club client"
/>

The most important thing here is for the customer journey map to always remain customer-centric. It's necessary to gather essential data about customers to understand their needs, preferences, disappointments, and reasons for problems.

To ensure that you truly need all the information you receive, pay attention to how you formulate questions. For example, if you provide email marketing services, you can ask questions like:

- "How did you realize you needed email campaigns?" 

- "What goals did you want to achieve with them?" 

- "Were you able to achieve these goals?" 

- "What difficulties hindered you in solving the problems?"

## What to do if customer needs are undefined

If you're unsure about what customers want, analyze other data and focus on overcoming small challenges they may potentially encounter on the path to purchase and, consequently, on the path to becoming loyal brand customers.

Let's consider which parts of the CJM need special attention when working with such customers and how to organize this process.

### Creating customer personas

A customer persona is how you envision the ideal customer: their characteristics, preferences, and so on. The number of such personas depends on the brand's specifics. To understand who your ideal buyer is, use qualitative and quantitative research, surveys, and other audience analysis methods.

Start by dividing your audience into [**primary segments**](https://altcraft.com/blog/how-and-why-to-segment-target-audience) and formulate hypotheses about the characteristic features of your customers. Then, confirm these hypotheses by thoroughly surveying representatives of various segments. This way, you'll have up-to-date information about customers' goals and motivations, understanding what your customers think and feel at each stage of the journey.

Save this information in the customer persona profile and attach a photo (you can generate them based on typical customer characteristics using artificial intelligence). It's best if you create separate customer journey maps for each persona.

For example, it might look like this:

<Img
img="/uploads/example_of_customer_profile_e5c18fbc4b.png"
alt="Example of customer persona profile"
/>

This approach requires a lot of effort, but it will be much more effective than just creating customer journey maps based on your assumptions.

## Describe communication channels

When you know who your customers are, you can easily select the appropriate communication channels to start sending them information about products or services right from the start through the right channel. For example, Generation Z representatives respond better to product promotion on social media and listen to the opinions of bloggers and celebrities they follow. Conversely, older generations gather information about products and services from all over the internet: they watch reviews, read [**customer feedback**](https://altcraft.com/blog/how-to-use-customer-feedback-to-increase-sales), etc.
Once you've chosen the primary communication channels, consider how you'll convey information to the user: through videos, email newsletters, contextual marketing, blog articles, and more.

Here's an example of communication channels for CJM:

<Img
img="/uploads/examples_of_communication_channels_83eefcf79d.png"
alt="CJM: examples of communication channels"
/>

### Describe the stages of the customer journey

The number of stages may vary, but typically six steps are identified in the customer journey towards becoming a brand advocate:

1. Need;
2. Interest;
3. Research;
4. First purchase;
5. Loyal customer;
6. Brand advocate.

Record the goals and expectations of customers at each stage of the journey - this will help address minor challenges at any of the steps.

For example, here are the goals and expectations of a fitness club's customers at different stages of the customer journey:

<Img
img="/uploads/examples_of_goals_0622aa8d56.png"
alt="Examples of goals at CJM stages"
/>

### Identify barriers along the customer journey and find ways to overcome them

Barriers hinder people from making a purchase: high prices, poor customer service, negative reviews, etc. These difficulties may not always be obvious: for example, inconvenient parking or an unpleasant customer service representative. Such details are often extremely difficult to predict, so it's important to learn about them directly from your actual customers.

For each stage of the journey, find several ways for customers to overcome obstacles and become loyal patrons.

In the example below are potential barriers along the fitness club's customer journey:

<Img
img="/uploads/barriers_71489b5bb4.png"
alt="Barriers within a customer journey map: examples"
/>

### Create marketing driving forces

Driving forces help people move to the next stage of the customer journey map: discounts, customer reviews, bonuses, and so on. They can vary depending on the customers' goals at each stage: for example, if someone wants to save money, the main driving force will be cost. And if someone wants to join a community, then exclusive club events for members will work in the right direction. To understand what's important to customers, send email surveys, SMS, [**push notifications**](https://altcraft.com/blog/mobile-marketing-101-push-notifications), use social media, and other tools to gather customer feedback.

Here are possible driving forces for a fitness club customer:

<Img
img="/uploads/driving_forces_within_a_cjm_3d50d5e88b.png"
alt="Marketing driving forces within a CJM"
/>

## Conclusion

If a potential customer hasn't yet realized whether they need the product, start creating a customer journey map by identifying the customer persona.

Analyze your audience, determine who your customers are, and which communication channels are best to use to attract them. Use these channels to send information that will help future customers solve their problems.

For each stage of the customer journey map, think about:

- the obstacles customers may encounter; 

- ways to overcome these problems; 

- possible driving forces that will move customers to the next level of the customer journey map.

When all communication components with potential customers are added to the map, you'll see the weak points in the customer's journey. CJM will show you what you're doing right and what can be improved to help customers realize their needs, make informed decisions, and take action.

Source: [**Only Influencers**](https://onlyinfluencers.com/email-marketing-blog-posts/best-practice-email-strategy/entry/how-to-build-a-customer-journey-map-if-customer-needs-are-not-identified)

Create a customer journey map to guide uncertain customers, addressing obstacles and employing driving forces to advance them through each stage.

medium_developing-a-customer-journey-map.png

small_developing-a-customer-journey-map.png

thumbnail_developing-a-customer-journey-map.png

developing-a-customer-journey-map.png

In this article we will talk about the customer journey map and how to build it if the needs are unknown.

CJM with Undefined Needs: How to Build It & Examples

Developing a Customer Journey Map with Unspecified Needs

<Img
img="/uploads/survey_creation_services_1bf838da26.png"
alt="Survey & Form Creation Services: Which One to Choose"
/>

Business operates for customers, so it must listen to audience opinions about the product and company service. Online surveys are a way to gather feedback from users quickly, easily, and without taking much of their time.

Companies conduct customer surveys in various ways: through voting, comments, filling out questionnaires, via email marketing, or website forms. The method and platform depend on the goals and capabilities of the company.

To make an online survey useful and data easy to collect and classify, brands opt for specialized services. Online tools provide simple forms where the company's marketer enters necessary fields and questions.

In this article, we will talk about popular survey creation services, their features, advantages, and differences.

## Examples of Online Services for Form Creation and Surveys

### Google Forms

The most well-known and straightforward tool used as a survey service. The form includes options for multiple-choice answers, dropdown lists, or text input fields. The survey's appearance can be customized to fit corporate style, and data can be easily shared with colleagues.

Additionally, Google Forms offer statistical tools in the form of diagrams to monitor real-time results.

It also features response verification, such as email input and other parameters. Creating a survey takes just a few minutes, and the form link can be added to social media posts, emails, or websites.

<Img
img="/uploads/survey_in_google_forms_f6c3de605d.png"
alt="Creating a survey in Google Forms"
/>

### Yandex Forms

Yandex offers its own form constructor to create surveys for working with clients and employees. 

Yandex Forms is convenient for [**customer satisfaction surveys**](https://altcraft.com/blog/customer-satisfaction-survey-mistakes), collecting employee opinions, technical support inquiries, event registration, and managing personal tasks, easily shareable with colleagues.

The online survey adapts to your requirements, offering answer fields in test format (multiple options), open text input, rating scales, and more. Questions can be customized based on user actions. For instance, if someone indicates they have no children, subsequent questions about their ages are hidden. This demonstrates effective customer survey [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters), enhancing overall efficiency.

### Survio

An online survey service equipped for collecting feedback, customer satisfaction data, and other information for marketing and various purposes.

It positions itself as straightforward software. To create an online survey, simply choose from over a hundred templates and add the desired design. Multimedia files can be added, and customization for your brand is available. 

Survio offers 19 question types, providing diversity in your internet survey. Clients can respond using star ratings, numerical values, sliders with scales, and more.

<Gallery>
<GalleryItem
original="/uploads/survio_forms_eacb6cb68d.png"
thumbnail="/uploads/survio_forms_eacb6cb68d.png"
/>
<GalleryItem
original="/uploads/forms_by_survio_c79ee6f3a9.png"
thumbnail="/uploads/forms_by_survio_c79ee6f3a9.png"
/>
</Gallery>

All data is displayed in BI dashboards, tables, and graphs. Here, it is possible to segment responses based on relevant criteria.

### Web Ask

This tool is needed to create your own test with your own questions, conduct surveys, voting, quizzes, or receive feedback. Surveys can be created in five minutes from a ready-made template or developed with a custom design.

There are also ready-made forms, already customized for various business directions. For example, surveys among customers about taxi service, travel agencies, cafes, and more. The form is flexible and follows the logic of responses: unnecessary questions are removed, which means personalization is in effect. There is also insurance against forgetfulness: if a respondent forgets to complete the survey, the data will still be sent to the common database.

<Img
img="/uploads/webask_8ed6b1070e.png"
alt="Creating a survey in Web Ask"
/>

The service integrates with Google tools, messengers, CRM, and guarantees security. There are free and paid tariffs with different degrees of limitation on the number of surveys and other parameters.

### Testograf

Survey software with an intuitive interface and automatic result processing. Suitable for marketing and HR research within the company.

The service combines functionality for studying [**customer loyalty**](https://altcraft.com/blog/customer-loyalty), brand recognition, and also sends email and SMS distributions.

For surveys in Testograf timers, progress indicators, the ability to add hints, and other features are available. You can choose a form from ready-made templates or create one yourself. The service promises high stability and data protection for users.

### Typeform

The service supports themed survey templates in various areas: marketing, HR, product creation, customer satisfaction, product feedback, or creative endeavors.

Typeform offers a survey builder, quizzes, and even registration forms for [**lead generation**](https://altcraft.com/glossary/what-is-lead-generation). The service stands out with stylish template designs, offering over three thousand even in the free plan.

<Img
img="/uploads/survey_templates_within_typeform_81211b0c5a.png"
alt="Survey templates within Typeform"
/>

If you lack survey ideas, the service suggests leveraging artificial intelligence. A robot will offer solutions after analyzing your brand's website, which you can integrate into the registration form.

<Img
img="/uploads/ai_powered_survey_creation_b510f7dbb3.png"
alt="AI powered survey creation in Typeform"
/>

### Anketolog

This service offers 22 question variations and ready-made templates for creating surveys. While lacking diverse designs, it provides sufficient ready-to-use forms for exploring customer opinions on advertising effectiveness, banners, product consumption specifics, website design assessment, packaging, and more.

<Img
img="/uploads/anketolog_b675844d4f.png"
alt="Questionnaire template in Anketolog"
/>

Surveys operate through links or ready-made widgets and can be constructed online in the cloud or on your own server (in which case, a package purchase is required).

The platform's distinctive feature is its proprietary audience of respondents in Russia and the CIS, willing to participate in studies for a specific fee. This is suitable for companies lacking a sufficient sample size for their own surveys.

### Simpoll

A tool where standard customer survey forms are available, along with examples for creating bug trackers, interview registrations, and more. Research is customizable and can be flexibly configured to meet the company's needs.

Simpoll has a very simple interface for the builder, where restrictions (survey duration) are set immediately, a template or an option to create from scratch is chosen. Styles, colors, and other elements are configured in the forms.

The survey is embedded on the website or shared through a link via email, messengers, and other communication channels.

## Forms and surveys in Altcraft Platform

[**Altcraft Platform's forms**](https://altcraft.com/en/features/forms-and-surveys) offer a simple and flexible way to create surveys, questionnaires, and feedback forms. In the intuitive editor, you'll find various question formats tailored to your needs, including single or multiple-choice options, character limits for responses, and rating scales.

### Key advantages of using Altcraft Platform for survey creation:

- Mandatory fields for obtaining comprehensive customer information. 

- Customization of surveys, questionnaires, and forms to match your brand style. Background and text colors can be adjusted, and images and even YouTube videos can be added. 

- Smart logic that adds or removes relevant questions based on user responses. 

- Automatic import of responses into the database and the ability to export results to CSV or MS Excel. 

- Analytical tools for a visual assessment of data, including charts and line graphs.

### How to create a form or survey in Altcraft Platform

Navigate to the "Forms" section and click "Create" to access the page for entering survey or form parameters. Provide details such as title, description, duration, and post-submission message.

<Img
img="/uploads/general_settings_of_forms_in_altcraft_cf2b9843ea.png"
alt="General settings of forms in Altcraft Platform"
/>

In the "Constructor" tab, add field options for responses and questions, including single or multiple-choice, drop-down lists, text, file uploads, range indicators, and other types.

<Img
img="/uploads/constructor_of_forms_in_altcraft_platform_b91eea0239.png"
alt="Constructor of forms in Altcraft Platform"
/>

Proceed to the "Appearance" tab to customize the survey style. Adjust color, text size, and font for text and buttons.

<Img
img="/uploads/appearance_of_forms_in_altcraft_platform_bac7e311fc.png"
alt="Appearance of forms in Altcraft Platform"
/>

Configure post-submission actions, such as importing into the database or sending notifications to a specific email. The database is extended from surveys using email, Message ID, or additional fields. That is, the data will not be lost and will go to the right customer profile.

<Img
img="/uploads/profiles_import_via_forms_in_altcraft_05fc622fd4.png"
alt="Profiles import via forms in Altcraft Platforms"
/>

In the "Logic" tab, visually set the sequence of pages with questions and fields by dragging icons into the desired order. Set conditions for transitioning to the next question.

<Img
img="/uploads/setting_logic_of_forms_in_altcraft_0a04653121.png"
alt="Setting logic of forms in Altcraft Platform"
/>

Once the form is ready, activate it by clicking "Enable." Obtain the link and HTML code for sharing in the "Share" tab.

<Img
img="/uploads/share_tab_for_forms_in_altcraft_6e3579db3e.png"
alt="Share tab for forms in Altcraft Platform"
/>

View survey results in the "Insights" section or the "Collected Data" tab.

## Summary

Forms for conducting surveys are essential to simplify receiving feedback from customers, handling inquiries, and conducting research. Online services offer various options for collecting data through the creation of forms, including multiple-choice questions, rating scales, and free-text fields. Customization of surveys to match your brand, setting response logic, and visual analytics are also possible.

Popular services include Google Forms, Yandex Forms, Survio, Web Ask, Testograf, Typeform, Анкетолог, Simpoll. These platforms offer both free and paid plans, survey templates, and flexible settings.

In Altcraft Platform, surveys and forms are created using an intuitive builder. The platform's advantage lies in data integration into customer profiles, providing a comprehensive user overview.

Forms for conducting surveys are essential to simplify receiving feedback from customers, handling inquiries, and conducting research.

medium_survey-creation-services.png

small_survey-creation-services.png

thumbnail_survey-creation-services.png

survey-creation-services.png

About what survey creation services are: features, advantages and differences.

Survey Creation Services: How to Create One in Altcraft CDP

Survey & Form Creation Services: Which One to Choose

<Img
img="/uploads/cgi_c0fe75f0a0.png"
alt="CGI: What It Is and How to Apply It in Advertising"
/>

Marketing has long embraced technology. The IT industry has streamlined marketers' work with information gathering and analysis, while neural networks automate and expedite content creation. The advertising world has also adopted CGI from the film industry, where this technology brings non-existent worlds and fantastical characters to life, defying the laws of physics.

Thanks to computer-generated imagery (CGI), brand videos feature vibrant characters and gigantic objects on the streets of real cities.

This article will explain what CGI is, why it's used in marketing, and showcase examples that have left a lasting impression.

## What is CGI Graphics

CGI (Computer-Generated Imagery) is the creation of realistic or animated models of locations, objects, and people. Typically, these are 3D and 2D objects used in renders, videos, AR, and VR technologies. For a long time, CGI has been a part of the film industry, creating new worlds on screen, fantastical characters, or simply enhancing captured frames. Some films are nearly entirely made using CGI, such as "Life of Pi," which received Oscar nominations for its effects. CGI has opened up possibilities for writing any script, even the most implausible in reality.

The first film with computer effects was Alfred Hitchcock's "Vertigo" (1958), where animation appeared in the titles. The integration of graphics and shooting was first achieved in the 1973 film "Westworld." Since then, the technology has evolved, bringing increasingly realistic worlds to the screen. Films like "Star Wars," "The Matrix," "Jurassic Park," "The Lord of the Rings," "Avatar," and Marvel movies wouldn't have been possible without CGI graphics.

By the way, to seamlessly blend real objects with digitally created frames, filmmakers often use a single-color background, typically green or blue, a technique known as "chroma keying."

<Img
img="/uploads/endgame_movie_was_filmed_on_a_chroma_key_cd15253db6.png"
alt="Avengers: Endgame movie was filmed on a chroma key"
src="The massive battle of Avengers: Endgame movie was filmed on a chroma key"
/>

Gradually, other industries embraced the technology as well: interior design, development for modeling future homes and spaces, computer games. Of course, mass media channels adopted CGI too.

## CGI Graphics in Advertising

The nearly limitless visualization possibilities make CGI appealing for marketing. CGI advertising is widely used today, showcasing products and telling brand character stories in both 3D and 2D videos. For instance, the first CGI M&M's video debuted in 1995, and since then, [**clips featuring the red and yellow candies**](https://www.youtube.com/watch?app=desktop&v=utAw2j0khNk) and others have appeared for many years, with catchphrases even entering popular culture. This happened with the [**Christmas ad**](https://altcraft.com/blog/new-years-marketing) "He does exist! They do exist!"

<Img
img="/uploads/mms_christmas_advertising_video_d89bd30f7d.jpg"
alt="M&M's Christmas advertising video"
/>

## Why marketers use CGI design

**WOW factor and brand recognition.** CGI graphics allow the realization of any creative idea, increasing the chances of capturing audience attention and evoking emotions. Marketing campaigns with CGI videos garner millions of views, make headlines, and stimulate discussions, expanding brand audiences and enhancing recognition.

**Realistic product demonstration.** Particularly useful for products that don't exist yet. CGI can bring to life a future residential complex, strengthening [**marketing promotion channels**](https://altcraft.com/en/features/omni-channel-marketing). The visual representation of a product is the first thing users notice in the digital environment.

**Budget savings.** While CGI creation can be costly, in some cases, it's more economical than live shooting. It eliminates the need to assemble a large team for on-location shoots, providing the flexibility to create backgrounds digitally and film people in a studio.

**Ethical considerations.** High-quality CGI design is realistic enough to replace people and animals in a frame, sparing them from the potential discomfort of real filming. Representing animals like dogs, cats, tigers, bears digitally can be indistinguishable from real footage, avoiding stress for the animals and preventing brand audience backlash.

## How CGI advertising is created

Typically, a whole team collaborates on a CGI project, including animators, artists, 3D modelers, visualization experts, motion designers, CGI illustrators, and other specialists.

### Stages of CGI creation

To produce a CGI video, several stages need to be completed.

<Table>
| Stages | Description |
| ------ | ------ |
| Script writing | The first stage is coming up with an idea, which is turned into a frame-by-frame script. |
| Modeling | A model of an object is created that looks like a geometric figure with many faces. |
| Texture refinement | Textures are drawn on the object that they would have if they were real. |
| Working out the details (rigging) | Work out the light and shadows in the image to bring their appearance closer to more realistic ones. |
| Final assembly (compositing) | All created layers are merged and the final clip appears. |
</Table>

## CGI clips in advertising: examples

The most impactful and WOW-worthy advertising created with CGI often involves the appearance of impossible or challenging-to-implement objects in the real world. Such advertisements often leave viewers questioning whether [**video graphics**](https://altcraft.com/blog/video-marketing-for-brand-promotion) were used or if the brand actually crafted a gigantic installation.

### Jacquemus

In the spring of 2023, the Jacquemus brand had [**Bambino design handbags**](https://youtu.be/mnDNAv9HBSM?si=qAojI5fMm-VLnLt-) roam the streets of Paris instead of trams. The video turned out highly realistic and went viral. Global publications covered this advertisement, adding popularity to the company and the bag itself.

<Img
img="/uploads/viral_video_with_bambino_bag_by_jacquemus_89bbd72d46.png"
alt="Viral video with Bambino bag by Jacquemus"
/>

But the brand didn't stop there; in December, they released [**a series of CGI videos**](https://t.me/smmrus/10261) promoting the opening of stores in the mountain resort of Courchevel. The Jacquemus logo appears on ski lift cabins, on a snowboard carried by a diver, and even a Christmas tree with human legs skiing down the mountain.

<Gallery>
<GalleryItem
original="/uploads/courchevel_jacquemus_0c53329bb2.png"
thumbnail="/uploads/courchevel_jacquemus_0c53329bb2.png"
/>
<GalleryItem
original="/uploads/snowboard_carried_by_a_diver_ee400c6d13.png"
thumbnail="/uploads/snowboard_carried_by_a_diver_ee400c6d13.png"
/>
<GalleryItem
original="/uploads/ski_lift_cabins_jacquemus_6524b70175.png"
thumbnail="/uploads/ski_lift_cabins_jacquemus_6524b70175.png"
/>
<GalleryItem
original="/uploads/mountain_resort_of_courchevel_b6354e246d.png"
thumbnail="/uploads/mountain_resort_of_courchevel_b6354e246d.png"
/>
<GalleryItem
original="/uploads/christmas_tree_with_human_legs_77bb0466f2.png"
thumbnail="/uploads/christmas_tree_with_human_legs_77bb0466f2.png"
/>
</Gallery>

### Maybelline

Maybelline launched a CGI advertisement for mascara. A famous double-decker red bus with eyelashes [**drove through the streets of London**](https://youtu.be/zyaKUXOkeng?si=1ZYl6gG9SoJvia4r), and a giant brush attached to a building combed the lashes. Lashes also appeared on the subway train.

<Gallery>
<GalleryItem
original="/uploads/cgi_advertisement_for_mascara_eececbb809.png"
thumbnail="/uploads/cgi_advertisement_for_mascara_eececbb809.png"
/>
<GalleryItem
original="/uploads/maybelline_mascara_08eab67150.png"
thumbnail="/uploads/maybelline_mascara_08eab67150.png"
/>
</Gallery>


### Barbie

The advertising campaign for the movie "Barbie" was complemented by [**a giant doll coming out of its box**](https://www.youtube.com/watch?v=HNjqq8FJiVw) in Dubai near the Burj Khalifa skyscraper. Although the film featured many real locations, this appearance of Barbie only intensified interest in the project.

<Img
img="/uploads/advertising_campaign_for_the_movie_barbie_2132e2c4f5.png"
alt="Giant Barbie doll coming out of its box in Dubai"
/>

### L'Oreal

Another well-known cosmetic brand [**created road markings**](https://youtube.com/shorts/d5qAC300swc?si=bsSu-bSZ-n5XHwX1) in Paris using a retro car carrying red lipstick on its roof.

<Gallery>
<GalleryItem
original="/uploads/retro_car_carrying_red_lipstick_96c1fa280a.png"
thumbnail="/uploads/retro_car_carrying_red_lipstick_96c1fa280a.png"
/>
<GalleryItem
original="/uploads/retro_car_loreal_ffaa111acb.png"
thumbnail="/uploads/retro_car_loreal_ffaa111acb.png"
/>
</Gallery>

[**The advertisement for the brand's cream**](https://youtube.com/shorts/P0n-Ky029hA?si=GgJ2S0BJKnZFOgIX) became even more impactful as it showed a statue of Liberty holding and applying the cream to her face. Interestingly, before using L'Oreal's product, the main symbol of the USA has pimples, and they instantly disappear afterward.

<Gallery>
<GalleryItem
original="/uploads/the_advertisement_for_the_brands_cream_4b78dfe2d8.png"
thumbnail="/uploads/the_advertisement_for_the_brands_cream_4b78dfe2d8.png"
/>
<GalleryItem
original="/uploads/statue_of_liberty_with_cream_5f95769610.png"
thumbnail="/uploads/statue_of_liberty_with_cream_5f95769610.png"
/>
</Gallery>

### Rebranding of M.Video


The branding agency Linii vividly and effectively showcased the new logo for the "M.Video" company. The new three-dimensional brand symbol [**flies over the river**](https://www.instagram.com/reel/C0gxEDSCtdl/?igshid=MzRlODBiNWFlZA==) in Moscow with a helicopter. People passing by appear to be capturing it as if taking a photo.

<Gallery>
<GalleryItem
original="/uploads/new_logo_for_the_mvideo_company_7ae5be0509.png"
thumbnail="/uploads/new_logo_for_the_mvideo_company_7ae5be0509.png"
/>
<GalleryItem
original="/uploads/new_three_dimensional_brand_symbol_03c950ca42.png"
thumbnail="/uploads/new_three_dimensional_brand_symbol_03c950ca42.png"
/>
</Gallery>

### DOM.RU

A giant robot [**flies**](https://vk.com/wall-42949290_10438581?w=wall-42949290_10438581) around Samara and other cities, installing routers on buildings in an advertisement for the internet provider. The storyline of the video is presented as a live broadcast, adding realism to the CGI-created content.

<Gallery>
<GalleryItem
original="/uploads/giant_robot_7704d35728.png"
thumbnail="/uploads/giant_robot_7704d35728.png"
/>
<GalleryItem
original="/uploads/robot_in_domru_c62a15e1ac.png"
thumbnail="/uploads/robot_in_domru_c62a15e1ac.png"
/>
</Gallery>

### Sberbank

In 2021, [**a video featuring Gena and Cheburashka**](https://youtu.be/KX-3xPPyzzc?si=MarlTFDgc0lVh-Zl) waving to passersby from a screen in "Moscow City" was released. They then exceed the boundaries of the screen. The video goes on to highlight the products of the Sberbank ecosystem.

<Img
img="/uploads/sberbank_ecosystem_234e64f560.png"
alt="CGI ad by Sberbank"
/>

### Coca Cola

In the Coca Cola commercial, [**artworks come to life**](https://youtu.be/VGa1imApfdg?si=e9we83qeSOb1AEhp) in a museum, and visitors walk around. Of course, this happens to pass the iconic bottle of soda to each other. The actions of the exhibits remain unnoticed by people in the hall.

<Gallery>
<GalleryItem
original="/uploads/coca_cola_commercial_391bb97b81.png"
thumbnail="/uploads/coca_cola_commercial_391bb97b81.png"
/>
<GalleryItem
original="/uploads/coca_cola_artwork_9e8bf161ce.png"
thumbnail="/uploads/coca_cola_artwork_9e8bf161ce.png"
/>
<GalleryItem
original="/uploads/museum_advertising_coca_cola_ef0a168e56.png"
thumbnail="/uploads/museum_advertising_coca_cola_ef0a168e56.png"
/>
</Gallery>

### Balenciaga

The brand Balenciaga, in collaboration with Fortnite, has created a digital clothing collection. Characters from the online game serve as models [**on 3D billboards**](https://www.youtube.com/watch?time_continue=14&v=2lXwSJVlcwc&embeds_widget_referrer=https%3A%2F%2Foohmag.ru%2F2021%2F09%2F22%2Fbrend-sozdal-svoj-sobstvennyj-czifrovoj-mir-mody%2F&embeds_referring_euri=https%3A%2F%2Foohmag.ru%2F&embeds_referring_origin=https%3A%2F%2Foohmag.ru&feature=emb_yt_watermark). For instance, the Doggo skin is dressed in the brand's clothing.

<Img
img="/uploads/balenciaga_fortnite_collaboration_330e36a8ba.png"
alt="CGI powered Balenciaga & Fortnite collaboration"
/>

### Pokemon Go

[**The Pokémon Go advertisement**](https://youtu.be/appsZyaDLn0?si=W6MgjBtAjhaobBBx) also appeared on a curved screen measuring 154 square meters in Tokyo. Popular game characters appear one by one, engaging in a short storyline. Objects seem to scatter beyond the screen borders.

<Img
img="/uploads/pokemon_go_cgi_b457811556.png"
alt="Pokemon Go CGI powered advertisement"
/>

### Alexander Wang Underwear

[**The video featuring a giant bra**](https://www.youtube.com/watch?v=-_Q93WbF1_k) hanging from a bridge in New York seems incredibly realistic. However, it's once again CGI, part of the advertising campaign for the Alexander Wang Underwear brand. Passing cars interact with the installation, creating doubt about its unrealness.

<Img
img="/uploads/giant_bra_4c94b9a605.png"
alt="A giant Alexander Wang Underwear bra above the bridge in New York"
/>

### Poison Drop

[**The jewelry brand Poison Drop**](https://www.instagram.com/reel/C00-oWFN6aH/?igshid=MzRlODBiNWFlZA==) announced the opening of a new store near Patriarch Ponds in Moscow with a CGI video on their Instagram* account. Initially, giant silver droplets appear on the street, dissolve, and then the Poison Drop sign descends on the building. The video includes moving cars and street noise for added realism.

<Gallery>
<GalleryItem
original="/uploads/poison_drop_66a9bc7e9d.png"
thumbnail="/uploads/poison_drop_66a9bc7e9d.png"
/>
<GalleryItem
original="/uploads/cgi_video_poison_drop_cf52bceedc.png"
thumbnail="/uploads/cgi_video_poison_drop_cf52bceedc.png"
/>
</Gallery>

## Summary

CGI (Computer-Generated Imagery) is a computer graphics technology for creating realistic objects and characters in video format. It can depict either an entirely digitally created world or individual non-existent elements in the real world. CGI has been utilized in the film industry for many years, and marketers have adopted this technology for advertising purposes.

These videos often evoke a WOW effect, realistically showcase products, and save costs compared to traditional filming, especially in challenging conditions with large production teams. Marketing strategies incorporating CGI provide an ethical means of content creation without using animals.

Specialized teams of CGI experts handle the creation of CGI advertisements, going through stages such as scriptwriting, modeling, texturing, lighting, detailing, and compositing.

* *Meta is a product of the company recognized as an extremist organization in Russia.*

CGI is a graphics technology for creating realistic objects and characters in videos in a fully digital world or as non-existent elements in the real world.

medium_cgi.png

small_cgi.png

thumbnail_cgi.png

cgi.png

About what CGI is, why to use this technology in marketing and show examples that have produced a WOW effect.

CGI, Definition, Examples & How to Apply It in Advertising

CGI: What It Is and How to Apply It in Advertising

<Img
img="/uploads/the_differences_between_cdp_and_others_systems_bfb5e0b8b8.png"
alt="The differences between cdp and others systems"
/>

Data is the fuel for marketing and sales. Every day, [**328 million terabytes of information**](https://explodingtopics.com/blog/data-generated-per-day#:~:text=According%20to%20the%20latest%20estimates,or%200.33%20zettabytes%20every%20day.) are generated. To navigate this vast stream of data and leverage it effectively, businesses require a Customer Data Platform (CDP).

Depending on a company's objectives, scale, and processes, various platforms are implemented: DMP, ESP, CRM, ERP, and CDP. Each of these platforms collects, stores, and organizes data.

In this article, we'll delve into what these abbreviations mean, identifying which among them is an automation system for marketing, where mass mailing services are provided, and why and when these platforms are beneficial for businesses.


## What is DMP

**DMP, or Data Management Platform,** is a system designed for collecting, structuring, and storing user data used in product and service promotion. It's a critical software for marketing.

**The DMP system stores** [**three types of data**](https://altcraft.com/blog/first-second-and-third-party-data):

- First-party data: information gathered directly from users and a company's own resources, such as email, orders, website visits, and more. 

- Second-party data: data on user behavior on partner sources like websites, apps, social media, among others. 

- Third-party data, considered external, is presented by aggregators. These third-party insights contain general audience information encompassing behavior, purchases, preferences, and more.


### When and why to use a DMP


- **Personalization.** Having ample customer data allows tailored presentations of product benefits that matter to each customer. Personalized offers increase advertising effectiveness and the chances of conversion. DMP [**personalization**](https://altcraft.com/glossary/personalization-what-it-is-and-why-personalized-marketing-matters) occurs for segments formed based on gathered information. 

- **Customer data management.** Having a surplus of information doesn't equate to successful marketing. A DMP effectively collects and organizes data to better understand the audience. 

- **Marketing budget optimization.** Proper data management enhances advertising campaigns and helps avoid working with low-yield channels. Essentially, the budget isn't spent blindly. Moreover, the volume of information in a DMP and its analytics capabilities provide insights for omnichannel promotion via marketing tools.


## What is ESP 

**ESP (Email Service Provider)** is a service designed for email marketing and other customer communications. This platform [**automates marketing**](https://altcraft.com/blog/what-is-marketing-automation-and-how-it-affects-business-development) by managing the customer database and sending emails.

**The email service supports:**

- templates for emails; 

- sending emails to segments, including testing successful variations; 

- collecting addresses and information about open rates, clicks, [**spam reports**](https://altcraft.com/blog/how-to-send-millions-of-emails-and-avoid-spam-filters), and more.


### When and why to use a ESP


**ESP platforms are user-friendly and serve the following purposes:**

- **Simplify a marketer’s work by automating email campaigns.** Thanks to templates, sending emails becomes quick and doesn’t require specialized skills. Set it up once, then monitor and adjust email campaigns. 

- **Conduct effective marketing communications with customers.** Email service platforms regularly remind customers about the brand, offering new products, promoting deals, and re-engaging inactive users. ESPs also include analytics tools to evaluate the effectiveness of email sequences. 

- **Gather and organize an email database.** ESPs [**integrate with other platforms**](https://altcraft.com/en/features/integration) (e.g., social media) for direct acquisition of addresses from advertising campaigns. The client base is segmented internally. Additionally, email lists can be easily imported from other sources.


## What is CRM


**CRM (Customer Relationship Management)** is a system for managing relationships with users, gathering information at every stage of the customer journey. Based on this data, a customer profile or unified record is created. Essentially, it's [**an omnichannel platform**](https://altcraft.com/en/features/omni-channel-marketing) that stores the history of deals, customer calls, support inquiries, and more. It unifies and closely aligns marketing and sales efforts.

CRM systems in business vary based on the areas they serve: some are marketing-oriented, others handle sales department operations, there are industry-specific ones tailored for particular business sectors. Additionally, there are platforms that combine different functionalities.


### When and why to use a CRM


**CRM is used for:**

- **Tracking customer actions at each stage of** [**the sales funnel**](https://altcraft.com/blog/what-is-sales-funnel). All interactions are recorded and analyzed, allowing you to identify reasons for successful or unsuccessful paths to conversion. 

- **Automated collection of customer data.** CRM eliminates manual actions and spreadsheets; information typically enters the system through integrations and established automation processes. This speeds up work and reduces the risk of errors and duplicates. Data collection results in personalization. 

- **Efficient customer engagement.** CRM implements marketing and sales automation through reminders based on gathered data. The platform suggests when to call or send an email to engage with customers. This supports continuous communication and prompt issue resolution, crucial for fostering loyalty and increasing sales.


## What is ERP


**ERP (Enterprise Resource Planning)** is a platform that automates internal business processes and consolidates them in one place. It encompasses manufacturing, financial modules, integrates reporting, personnel management data, procurement, supply chains, among others.

An advanced ERP system can even synchronize with external partner networks. Enterprise resource planning is applied across various industries with specialized solutions.


### When and why to use ERP


- **Increase the speed and productivity of operations.** Processes are automated, freeing employees from routine tasks, providing time for strategic issues, reducing overload. 

- **Access real-time information at any given moment.** ERP serves as a system for managing customer data, employees, and departments, allowing quick and easy access to generate the required report rather than gathering information from scattered sources. 

- **Enhance business transparency.** When business processes are displayed in a single system, identifying operational failures and analyzing difficulties becomes easier. It serves as another control tool and enables swift responses to changes.


## What is CDP and what are its advantages over DMP, ESP, CRM, ERP


**CDP (Customer Data Platform)** is a system that gathers data from various channels for organization and unification. The software also creates a unified customer profile that contains contact information and details about their actions and orders.

**CXDP (Customer Experience Data Platform)** is an advanced version of CDP that retrieves information regarding user interactions from external sources. In CXDP, this functionality is implemented in a separate block, planning customer communications based on data.


### When and why to use CDP

[**CDP platform**](https://altcraft.com/en/features/cdp) is a tool to: 

- **Gather all customer data.** Personal information and behavior details across social media, websites, messenger apps, all linked to the CDP, accumulate within the customer profile, creating a comprehensive customer portrait.

<Img
img="/uploads/customer_digital_profile_724970456c.png"
alt="Customer digital profile"
src="Customer digital profile within Altcraft Platform"
/>

- **Manage communication channels in a single real-time window.** Through CDP, automation in internet marketing is achieved, enabling [**omni-channel communication**](https://altcraft.com/en/features/omni-channel-marketing). Email delivery systems, push notifications, SMS, and messaging apps are connected to a single platform, streamlined for marketers.

<Img
img="/uploads/automation_scenario_513dfbfddc.png"
alt="Automation scenario"
src="Automation scenario within Altcraft Platform"
/>

- **Personalize offerings.** Data volume and structuring serve as the foundation for detailed audience segmentation. Automated marketing becomes [**a data-driven approach**](https://altcraft.com/blog/data-driven-marketing): companies know what and when to offer a customer based on their order history, actions, and inquiries.

<Img
img="/uploads/audience_segmentation_91e79d55f0.png"
alt="Audience segmentation"
src="Audience segmentation in Altcraft Platform"
/>

- **Analyze outcomes and build effective marketing strategies.** CDP platforms offer extensive analytical functionalities to understand campaign responses, traffic sources, goal achievements, hindrances, and more, aiding marketers in refining their strategies.

<Img
img="/uploads/channel_report_on_campaigns_2766be3adf.jpg"
alt="Report in Altcraft Platform"
src="Report on Email in Altcraft Platform"
/>

- **Protect customer data.** With increasing system breaches and [**customer data leaks**](https://altcraft.com/blog/how-to-respond-to-data-breaches), ensuring the security of stored data is critical. [**On-Premises CDP platforms**](https://altcraft.com/en) are embedded within the business framework, making it nearly impossible to access confidential information, thus enhancing data security.

 
### Advantages of CDP over other systems


<Gallery>
<GalleryItem
original="/uploads/advantages_of_cdp_over_dmp_96f23d2109.png"
thumbnail="/uploads/advantages_of_cdp_over_dmp_96f23d2109.png"
/>
<GalleryItem
original="/uploads/advantages_of_cdp_over_crm_eb4d83d7de.png"
thumbnail="/uploads/advantages_of_cdp_over_crm_eb4d83d7de.png"
/>
<GalleryItem
original="/uploads/advantages_of_cdp_over_esp_29c9b86200.png"
thumbnail="/uploads/advantages_of_cdp_over_esp_29c9b86200.png"
/>
<GalleryItem
original="/uploads/advantages_of_cdp_over_erp_cf28ad9535.png"
thumbnail="/uploads/advantages_of_cdp_over_erp_cf28ad9535.png"
/>
</Gallery>


## Using CDP with the Altcraft Platform


The functionality of the CDP platform within the Altcraft Platform performs marketing and other tasks for companies: accelerating ad campaign launches, increasing sales, transitioning to omnichannel operations, and more. Let's explore some examples of positive impacts after implementing the system.


### Increasing an insurance company's profit

The AlfaStrakhovanie Group [**increased its profit**](https://altcraft.com/blog/alfastrakhovanie-increased-crm-marketing-profit) by 714% over four years thanks to the Altcraft Platform. The marketing automation platform integrated 15 communication channels for the company's CRM marketing initiatives. In the first year, the company's revenue grew by 42%, and by 2022, three years later, it increased by 98%.

CDP enhanced AlfaStrakhovanie Group’s customer communications, addressing challenges in audience retention, boosting engagement and repeat sales, and attracting new users.


### Cuva travel voucher service increased sales by 7%

Cuva, a company selling vouchers for stays in Russian hotels (date undisclosed), chose the Altcraft Platform to address their marketing needs. Through [**automated communication scenarios**](https://altcraft.com/blog/how-cuva-implemented-personalized-marketing-and-achieved-better-sales-results) (welcome emails, upsells, activation, and omnichannel campaigns), integrating Telegram, they managed to personalize offers. In 2022, their sales increased from 8% to 15%. The marketing automation system showed its best results in email campaigns, contributing to 54% of "Black Friday" sales.


### Online cinema accelerated campaign deployment 

The PREMIER service [**integrated the Altcraft Platform's CDP**](https://altcraft.com/blog/case-study-online-cinema-premier) to consolidate communication channels and ensure secure customer data storage. Configuring automated scenarios, broadcasts, trigger campaigns, and personalization increased Open Rates by 1.5 times and Click Rates by 2 times.

Managing all channels became easy and quick: marketers launched campaigns within one hour instead of the previous three-hour timeframe.


## Summary

DMP, ESP, CRM, ERP, and CDP systems play vital roles in managing data and enhancing a company's operations, each with its unique specifics.

DMP gathers first, second, and third-party data to shape marketing propositions. ESP is responsible for compiling databases and conducting email outreach. CRM encompasses the entire customer journey from sales contact to conversion. ERP serves as a tool for managing a company's internal resources.

CDP consolidates, structures, and unifies customer data into a unified profile, managing communication tools with the audience. This platform enhances marketing efficiency, automates processes, and personalizes offerings.

DMP, ESP, CRM, ERP, and CDP systems play vital roles in managing data and enhancing a company's operations, each with its unique specifics.

medium_the-differences-between-cdp-and-others-systems.png

small_the-differences-between-cdp-and-others-systems.png

thumbnail_the-differences-between-cdp-and-others-systems.png

the-differences-between-cdp-and-others-systems.png

About what CDP, DMP, ESP, CRM, ERP mean and why businesses need these platforms.

Vital Differences Between CDP and DMP, ESP, CRM, ERP

Understanding the Differences Between CDP, DMP, ESP, CRM, ERP

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

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

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