Klaviyo CDP: A New Customer Data Platform for Enterprise Brands

Watch on YouTube

Starting with the Basics: What is a CDP?

To start, let's peel back the layers of marketing-speak and dive into what a CDP is at its core. While the term can encompass quite a lot, it's crucial to recognize that it holds various meanings across different industries and professionals.

Klaviyo defines a CDP as:
"A system that collects, unifies, and stores data from multiple sources at scale and makes it available for manipulation and distribution to systems of insight (such as CRM and analytics systems) and engagement (like marketing automation and ad platforms)."

Want it simpler? A tool that can gather, clean, and save contact information from multiple sources to use elsewhere.

eBook

Klaviyo Marketing:
What You Need to Know

Why Do CDPs Exist? A Historical Perspective

CDPs have emerged as a powerful solution to the problem that many enterprise brands encountered: delivering personalized experiences at scale. Legacy marketing solutions fell short, lacking the robust customer data foundation required to do so correctly.

The Shortcomings of Legacy CDPs

Previous customer data platform offerings, although innovative at launch, were often limited in scope and functionality. Built to centralize and clean data for marketing and analysis, the data itself was only useful on other platforms. This made them a costly investment, both in terms of technical expertise required and financial resources. According to Klaviyo’s market research, an average implementation could take up to 6 months and cost more than $50,000.

Moreover, these legacy systems fostered a fragmented environment where data, analytics, and marketing were housed in separate tools. This segregation led to inefficiencies and a lack of cohesion in marketing efforts

The Evolution of CDPs: Klaviyo's Vision

Klaviyo has been delivering CDP-like capabilities for many years, continually adapting to the ever-changing landscape of customer data management. Their latest offering exceeds the basic functionalities, providing businesses with a comprehensive toolset that redefines what a CDP can be.

Previous CDP-Like Klaviyo Features:

One of Klaviyo's core strengths lies in its real-time integrations. These integrations enable immediate synchronization of data from various platforms, making sure segmented lists are up to date down to the second that a communication is sent.

On top of that, Klaviyo's advanced audience segmentation allows businesses to craft targeted campaigns that resonate with specific customer groups. When paired with innovative activation tools like multi-channel publishing and outbound audience sharing, pre-CDP Klaviyo offered a more comprehensive feature set than many dedicated CDPs.

You’re here to learn about Klaviyo CDP. The stage is set. Let’s jump in.

Expanding the Power of Klaviyo CDP

Klaviyo's CDP isn't just about managing data. It's about leveraging that data to its fullest potential. Below are a few of the highlighted feature sets that Klaviyo is promoting with the release of their latest product. Don’t worry, we’ll go into further detail later on.

• Analytics:
  Advanced audience (think segments) reporting tools such as new predictive modeling algorithms and graphs.
• Data Management: 
  New tools that ensure data hygiene, cleansing, and standardizing data to maintain accuracy and reliability across platforms.
• Data Syncing: 
  To ensure data consistency everywhere, real-time and standardized data syncing occurs through both webhooks and data warehouse connections.
• Marketing: 
  Due to new advanced data tracking, onsite personalization, and nuanced buyer profile analysis; fresh opportunities for engagement present themselves.
• Implementation:
  A streamlined onboarding process minimizes the barriers to entry, meaning these tools are accessible even for those without extensive technical expertise.

A Unified Solution

By utilizing Klaviyo's CDP, businesses can consolidate tools and save resources on account management, support, contracting, and updates. This unified approach enhances both efficiency and effectiveness in every element of customer engagement.

Klaviyo Email Marketing (+SMS): Everything You Need to Know

Benefits: Elevating Marketing Strategies with Klaviyo CDP

From increasing revenue to enhancing personalization, the benefits of Klaviyo CDP stretch across various facets of business operations.

More Revenue from Marketing

With Klaviyo CDP, businesses can expect a significant boost in revenue from marketing campaigns. Increased Customer Lifetime Value (CLTV), improved retention rates, and reduced Cost Per Acquisition (CPA) translate to a healthier bottom line.

Consistent & Accurate Data Across All Tech Stacks

Data integrity is fundamental in modern business operations. Klaviyo ensures more consistent and accurate data across the entire tech stack, empowering businesses to make informed and precise decisions.

Faster Return on Investment

Time is money, and Klaviyo recognizes the importance of swift returns. With a faster return on investment compared to other CDPs, businesses can rapidly reap the rewards of their efforts.

Lower Cost of Ownership

Klaviyo's commitment to affordability without compromising quality sets it apart. Enjoy the lower cost of ownership and access top-tier functionalities that fit within your budget.

User-Friendly and Efficient

Designed with users in mind, Klaviyo CDP is intuitive and user-friendly. Most of the platform’s features come with free IT, development, and marketing support, ensuring a smooth experience for all stakeholders.

Best Vertical Integrations

The platform's seamless integrations translate to savings on software costs, fewer development hours, and reduced maintenance efforts. Stay ahead with the best vertical integrations that streamline your workflow

Let’s Take A Look At The New Klaviyo CDP

With the introduction of the new Klaviyo CDP, a fresh wave of innovation is set to redefine the way businesses handle and utilize customer data. This comprehensive overview highlights the main components that make Klaviyo's latest offering a game-changer in the industry.

Data - The Backbone of Klaviyo CDP

Data stands at the core of Klaviyo CDP, and the latest enhancements demonstrate a commitment to quality, accessibility, and integration. New tooling supports data transformation and hygiene, ensuring that information remains clean and accurate. 

With the addition of no-code data transformation, Klaviyo opens the doors to a broader range of users, allowing for a more democratized approach to data handling.

Real-time outbound syncing enhances data consistency, providing businesses with timely insights for informed decision-making. The integration capabilities have been further enriched with the addition of Group Membership API and expanded webhook support, allowing seamless connections with various systems. 

Pre-built data warehouse syncing now includes compatibility with leading providers such as Snowflake, Redshift, BigQuery, Azure, and Amazon S3. This feature also supports more powerful data ingestion and unification, including Anonymous visitor activity backfill.

Intelligence - The Future of Data Insight

Klaviyo's intelligence capabilities signify the future of data insight. Audience-level reporting and flexible predictive modeling offer a customizable analysis framework, adapting to the unique needs and goals of each business. 

The platform allows for detailed audience performance reporting and comparisons, empowering businesses to identify trends and opportunities.

Customizable funnel analysis reports and Customer Lifetime Value (CLV) calculations provide an in-depth understanding of customer behavior. Recency, Frequency, Monetary (RFM) modeling, is also seamlessly incorporated, enabling more effective customer segmentation and targeted marketing strategies

How Much Does Klaviyo CDP Cost?

Klaviyo CDP offers a transparent and flexible pricing model that aligns with the needs of various businesses.

Simplified Pricing Based on Total Profiles

Klaviyo CDP adopts a straightforward pricing strategy based on the total number of profiles. This approach ensures that businesses only pay for what they need, avoiding unnecessary costs and complexities. The pricing model is tailored to align with the specific requirements and scale of each organization, allowing for a flexible and fair investment.

Exclusive Integration with Existing Klaviyo Applications

It's essential to note that Klaviyo CDP cannot be purchased as a standalone product. It's designed to complement and expand upon existing Klaviyo applications such as email and SMS. This integration ensures a cohesive and seamless experience, maximizing the value of your investment in Klaviyo's ecosystem.

Starting at an Accessible Price Point

With prices starting at just $500 per month for 100,000 total profiles, Klaviyo CDP is positioned to serve a wide range of businesses. Klaviyo's pricing structure accommodates your needs, ensuring that advanced data management capabilities are within reach

How Do I Know If Klaviyo CDP Is Right For My Business? - A Strategic Insight

Navigating the complex world of data management solutions can be a daunting task. With the introduction of Klaviyo CDP, the decision-making process may become even more intricate. Here's a tailored guide to help you determine whether Klaviyo CDP is the right fit for your organization.

Analyzing Your Current Success with Klaviyo

• If Klaviyo Email & SMS Is Working for You: 
  If you find that Klaviyo's existing email and SMS functionalities are serving your needs effectively, the additional investment in Klaviyo CDP could enhance your current results. Alternatively, Klaviyo's core offerings might already exceed your current marketing requirements.

Evaluating Your Business Scale and Needs

• Small Business Consideration:
  For small businesses that may not require enterprise-level features, Klaviyo CDP is likely not the most suitable option. The comprehensive capabilities and investment might be beyond what is needed for a smaller operation.
  
  
• Enterprise Business Alignment:
  Conversely, if you are an enterprise desiring advanced features and have the audience and budget to support them, Klaviyo CDP can be a significant resource saver. The unified platform is designed to provide robust tools that resonate with large-scale operations.

Our Closing Thoughts - A Reflection on Klaviyo CDP by Groove Commerce

At Groove Commerce, we have always prided ourselves on staying ahead of eCommerce industry trends. Klaviyo CDP, as a new product in the realm of customer data platforms, has certainly caught our attention.

Embracing the New and Looking Forward to Growth

Klaviyo CDP represents a fresh approach to data management. From intelligent insights to seamless integration, its features show a promising future for businesses striving to harness the power of first-party data. Its simplified pricing structure and compatibility with existing Klaviyo applications make it an exciting addition to the market.

As with any new product, there's an anticipation of growth, refinement, and evolution. Klaviyo has a history of listening to its customers and innovating based on their needs. We fully expect updates and improvements to Klaviyo CDP in the coming months, ensuring that the platform continues to adapt, thrive, and lead in an ever-changing landscape.

Conclusion

Deciding whether Klaviyo CDP is right for your business depends on your existing success with Klaviyo's core products, the scale of your business, and your specific desires for advanced functionalities. If you're looking for information on how Klaviyo compares to other eCommerce marketing platforms, check out our complete eBook
"Klaviyo Vs Attentive: Which Email and SMS eCommerce Marketing Platform You Should Choose in 2024 & Beyond"

At Groove Commerce, we understand that each business is unique, and we're here to provide personalized guidance tailored to your situation. If you're contemplating the value that Klaviyo CDP can bring to your organization, reach out to us for an in-depth assessment.