Turn fragmented customer data into personalized experiences

Hi, I’m Davila. Today, I’ll walk you through how the Squiz Customer Data Platform (CDP) helps you build a 360-degree view of your customers and deliver high-converting, personalized journeys.

With Squiz CDP, it’s easy to collect, unify, segment, and activate customer data from multiple sources and systems.

In this example, I’ll show you how to personalize experiences for an anonymous user. However, the CDP can also support use cases for authenticated users, portals, and intranets.

Collecting and unifying customer data

First, you can collect and unify data from a wide range of sources. This might include website behavior, device data, relationship data, or customer data from your CRM and other third-party systems.

Squiz Integrations provides no-code connectors to make it easy to collect data from both internal and external sources.

For this demo, I’ll activate website behavior tracking.

You can also ingest data using a data importer or event feeds. Event feeds capture customer interactions in real time, such as clicks, form submissions, or video views. They can also integrate with systems like your CRM to track updates to customer records.

Creating events

Creating events is straightforward.

For example, if you work in a university and want to track prospective students interested in business courses, you can create an event that captures when someone views a page tagged with “business.”

You can also track where users are coming from, such as social media campaigns, newsletters, or other channels. In this case, we’ll track users arriving via a specific campaign parameter in the URL.

You can continue refining events by adding conditions. For example, only triggering the event when the user arrives from a specific source like Linktree.

Building audience segments

Once you’ve defined your events, you can group users into segments.

Segments act as rule-based groups that combine events and attributes, such as demographics or behavior.

For example, you might create a segment for users who:

• Are located internationally
• Have clicked on a campaign
• Or have viewed business-related pages within the last 30 days

This allows you to build highly targeted audience segments.

Activating personalization

Next, let’s see how this data powers personalization.

Within the content management interface, we can see how personalized experiences appear on the website.

A user might arrive on your site through search or navigation and visit pages related to business programs. Once they meet the criteria, they are automatically added to the relevant segment.

Because the CDP is integrated with the CMS, when the user returns to the homepage, they’ll see content tailored to their interests. For example, a personalized “Enroll Now” call to action for international business programs.

This personalization happens in real time, based on the user’s behavior.

Measuring success

You can also define success metrics for each segment.

For example, you might consider personalization successful when a user clicks a specific call to action. The CDP tracks these interactions and measures performance against your defined goals.

With these metrics in place, you can analyze results to understand what’s working and identify opportunities to optimize content and user journeys.

Creating a single customer view

As users interact with your site and other systems, all of this data is unified within the CDP.

This creates a single, 360-degree customer view—a central source of truth that includes user attributes, behaviors, and segment membership.

You can track events across your platform, see how many users you’re reaching, and understand how customers are distributed across segments.

Summary

With Squiz CDP, you can deliver more relevant content, create targeted marketing campaigns, and use customer insights to improve engagement and overall experience.

This is just a snapshot of what’s possible with the Squiz Customer Data Platform. To learn more about its capabilities and how it integrates with your existing tools, book a demo with our team.