Overview
The digitally hyper-engaged consumer base today is leaving heaps of digital footprint everywhere. It has become a treasure trove for the retail industry if they can leverage that geographical, transactional, and behavioral data. This data can be found everywhere, from purchase history to product usage, ad impressions, and social browsing.
The CRM data, also known as the customer relationship management data, is then directed to organizational silos and worked on with custom integrations. This works wonders as the marketing and business team cannot test and look across every customer journey to collect singular data. As per a survey conducted by Forbes Insights and Treasure Data on marketing leaders, analyzing the success of a marketing campaign, creating insights, and tweaking CX are time-consuming and tedious for eCommerce digital marketing services.
And with CX taking up the center stage in the commerce industry, we can agree with Gartner that customer experience is indeed the new marketing battleground. Salesforce states that 75% of the customers expect consistent experiences across all brand engagements. According to Accenture, 48% of customers expect positive experiences to stay loyal to the brands.
The question is, how to quantify improvements in CX? How to quantify marketing campaign performances? How to quantify anything?
The answer is just one, CUSTOMER DATA!
Businesses have to leverage customer data to get an elusive 360-degree view of customers’ preferences and expectations and render superior CX. Hence, eCommerce businesses must have a platform that can store and pull customer data from one place and normalize it, allowing them to use it across various touchpoints.
This necessity generated a need for a Customer Data Platform, CDP.
What is CDP?
The CDP, Customer Data Platform, is responsible for bringing data from all separate sources into a single intelligent environment. CDP also creates a synchronized, well-integrated view of individual customers to enable the marketers to perform customer data analytics.
In a gist, CDP is software that creates a consistent, unified customer database that can be accessed via other systems. It also provides micro-segmentation at the customer level. Businesses can add AI and ML to make the data actionable.
Now, all big and mid-level enterprises can significantly benefit from AI-driven CDP.
Here is where Krish and SALESmanago come into the picture.
Krish Partners with SALESmanago
Krish, a global digital enabler, has announced its technological partnership with SALEmanago’s AI-driven CDP and marketing automation platform. The partnership aims to facilitate Krish’s international clientele to leverage the actionable customer data and render better customer experiences.
For Krish, this partnership holds special importance. We will be able to provide our clients with a chance to harness the full potential of first and zero-party data leveraging advanced analytics coupled with AI automation to deliver highly customizable personalized experiences. Also, businesses can enhance CX across various marketing channels.
About Krish
Krish is a leading global digital commerce enabler and has been helping brands innovate, evolve, and thrive in their digital commerce for over two decades. It goes for a holistic eCommerce approach from strategic consulting to experience design, development & integrations to providing support to delivering digital growth for our clients. With footsteps in UAE, USA, UK, India & ANZ, it has delivered tailored commerce solutions to more than 3000+ B2B, B2C, D2C, and Marketplace brands & merchants. Krish is committed to providing sustainable solutions and helping clients achieve growth while creating value for their customers while bringing an antidote to boring commerce.
About SALESmanago
SALESmanago, founded in 2012, is the only no-code, AI-driven customer data and marketing automation platform used by over 3,000 customers, like BMW, Victoria’s Secret, New Balance, and Starbucks. Visit www.salesmanago.com to learn more.
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As Director - Marketing, Zenul leads the marketing and branding at Krish. He brings with him an in-depth understanding of the evolving digital ecosystem and has a proven expertise and experience in strategic planning, market and competition analysis, creating and implementing client-centered, lead-gen and brand marketing campaigns. He has a heart for technology innovation and has been a keynote speaker on various platforms.
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20 April, 2026 Brands are sitting on petabytes of customer data, yet 76% of consumers still experience deep frustration when interactions feel entirely generic, as revealed by McKinsey. Marketing teams know the gaps exist. They see the abandoned carts, the unread emails, and the fragmented experiences across channels. The problem is rarely a lack of intent. It is a lack of architectural capability.
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