What is the Klaviyo data platform?
Klaviyo Data Platform (KDP) unifies customer data and enables real-time activation. Plus, because it's housed within the Klaviyo B2C CRM, you can use KDP to power your client's marketing, customer service, and reporting strategy. Before we go any further, it is worth differentiating the following 2 terms:
- Klaviyo Data Platform (KDP):
KDP encompasses the many layers of data available in every Klaviyo account. Features within KDP include: unified profiles, predictive analytics (e.g., CLV), and segmentation. KDP is your single source of truth when it comes to customer data, and because it is embedded directly into Klaviyo B2C CRM, you can use this data to power smarter marketing, analytics, and customer service interactions. Learn more about KDP. - Advanced Klaviyo Data Platform (AKDP or Advanced KDP):
Advanced KDP is an added product that your client can invest in, which layers on top of the standard KDP. Clients will unlock new Intelligence and Data Management features (like data warehouse syncing or hosted code functions). Put simply, this toolset is best suited for brands with additional data and analytics needs. Learn more about Advanced KDP.
Demonstrate the power of Advanced KDP
Is your client feeling like their marketing tools aren’t delivering? They're not alone. A recent study found that companies waste up to 35% of their marketing spend on underutilized SaaS tools. This means that your client likely has valuable, untapped data waiting to be actioned upon!
That is where Klaviyo’s Advanced KDP can make all the difference. With a set of features built to unify, activate, and make meaning of data, it allows you to:
- Ensure clean, reliable data.
- Seamlessly integrate data across their tech stack.
- Give you actionable marketing insights.
- Monitor key metrics to improve performance.
In the video below, we’ll walk through this toolset.
How do real customers use KDP and Advanced KDP?
We often hear the misconception that KDP is only for large enterprises. Not true! Klaviyo's data platform, and Advanced data platform, can empower businesses of all sizes to achieve success and better manage their data.
Review these customer case studies that showcase the value of unifying disparate data and using Klaviyo insights for precise interventions:
Drive hyper personalized campaigns with KDP
Citizen Watches, the renowned timepiece brand, tackled a challenge: unifying customer data to deliver personalized marketing across channels.
KDP provided the solution. With a single customer view, Citizen Watches can now craft highly targeted campaigns, resulting in increased customer lifetime value and revenue.
Beyond marketing benefits, KDP streamlined data management and reduced manual tasks, boosting Citizen Watches' operational efficiency.
Power segmentation and analytics with KDP
BUBS Naturals, a company known for its collagen protein and MCT powders, needed a fast and efficient way to gather and utilize customer data.
TJ Ferrara, co-founder of BUBS Naturals, selected KDP to prioritize ease of use. This decision provided them with a user-friendly customer data platform that empowers their employees to easily analyze and segment their data.
Use Advanced KDP to enhance your strategy
Nextbase, a company that builds dash cam technology for drivers worldwide, wanted to extend its use of customer data in Klaviyo to create a more sophisticated web strategy.
They chose Advanced KDP to seamlessly activate their customer data across channels. Nextbase launched personalized onsight experiences, designed with Shogun’s Targeted Experiences, for their website visitors based on their past purchase behavior. After implementing, they saw:
- 122% increase in onsite conversion rates
- 23% increase in click-through rates
- 12 hours in estimated time saved weekly
Read more about Nextbase's strategy.
Answer common questions and objections
As a Klaviyo partner, you might face questions from customers unsure about using Klaviyo’s Advanced KDP.
You do not need to have these conversations alone. Our Klaviyo partnerships team wants to help you! By submitting your lead into the partner portal, you can either ask to:
- Connect with a partner rep directly to answer key questions or discuss the opportunity.
- Have someone from the Klaviyo Sales team attend the next call with you.*
- Request that the Sales team reach out to the lead directly for a demo.
If you would like to have these conversations on your own, we've gathered common concerns and provided simple scripts empowering you to ask the right questions, confidently respond to their objections, and highlight your expertise.
*Note: In order to qualify for a Klaviyo team member to attend a call with you, your clients must have at least a list of 1,000 subscribers.
How does Advanced KDP differ from Klaviyo’s Marketing Analytics?
Ask:
- How are you using Klaviyo today?
- What other tools are in your tech stack, and how do you use them?
- Who owns those tools?
- How are you taking customer insights and acting on them to improve your strategies?
Explain:
Klaviyo’s Advanced KDP extends the power of Klaviyo, helping you better personalize, segment, analyze, and do more with data from across your tech stack.
With regard to Marketing Analytics in particular, that product SKU includes the following Intelligence features: Customer insights, Catalog insights, and Predictive models. Meanwhile, Advanced KDP incorporates all of those tools as well as a set of Data management features that allow users to manipulate and transform data to make it more actionable.
As a result, Advanced KDP is best suited for brands with additional data needs, including data management, hygiene, and mobility.
Advanced KDP can also be used to enhance your client’s onsite personalization since you will unlock great capabilities with Klaviyo’s group membership API upon enabling this toolset. Read how this worked for a real brand in Nextbase's case study, or learn how to personalize onsite content with Klaviyo’s group membership API.
What differentiates Klaviyo Advanced KDP from the rest of the CDP market?
Ask:
- Are you currently using a CDP?
- If so, does your team own the CDP?
- Are you achieving your business goals with your current CDP solution?
- What do you find most valuable and least valuable about your current CDP?
- If you are not currently using a CDP, did you use one at a previous company?
Explain:
Klaviyo's Advanced KDP has several competitive advantages that I would love to walk you through. Here are just a few:
- Ensure clean, reliable data
Easily transform, normalize, and customize your data schema to support your unique business needs. - Seamlessly integrate data across your stack
Sync data to your data warehouse or other third-party tools for deeper insights and personalization. - Give marketers actionable insights
Use Advance KDP's customer and purchasing insights to optimize growth and support cross-sell initiatives. - Monitor key metrics to improve performance
Track essential business metrics and get alerts on deviations to quickly fix any errors and optimize impact.
Aren’t CDPs for big companies? We are too small for a CDP.
Ask:
- How big is your customer list today?
- How are you segmenting your customers today?
- What insights are you looking for?
Explain:
Most brands already gather customer data directly through online stores and other experiences. The right CDP can help your business use all that data to drive more conversions and revenue the same way bigger brands do.
If you haven’t heard much about smaller businesses using CDPs, that’s likely because they haven’t always been an accessible option. Many legacy platforms weren’t built with smaller businesses in mind. But making the most of your brand’s data shouldn’t require an extensive technical background or additional hiring.
That is what makes the Klaviyo Data Platform (KDP) unique. Klaviyo's customers, large and small, get results from a unified data view every day, as each Klaviyo account includes the default KDP.
If you and your client find that you want even more out of our data platform, then it is time to look into Advanced KDP. Brands of all sizes can find value in Advanced KDP as long as they are seeking tools to improve data hygiene, syncing, management, or transformation.
I do not have the time right now to implement Advanced KDP.
Ask:
- How do you ensure your data is accurate, consistent, and useful for personalization?
- Do your data science and BI teams need access to Klaviyo data?
- How do you take customer insights and act on them to enhance your marketing and segmentation strategies?
- How long does it take you to extract data from external reports and take action on them in your marketing channels?
Explain:
Klaviyo’s Advanced KDP requires zero additional setup or implementation. Our clients can get started with this tool within minutes. Together, we can achieve immediate value that aligns with your goals with Advanced KDP.