Transform data for cleaner targeting
Generated by Klaviyo AI
The article explains how inconsistent customer data undermines segmentation and personalization, and how Klaviyo CDP’s data transformations address this. It outlines four ways to standardize and format text, dates, and properties so marketers can trust and immediately use their data.
- Data quality challenge: Marketers have ample customer data, but inconsistent formats and typos make it hard to use confidently for targeting and personalization.
- Profile transformations: Klaviyo CDP lets users transform profile properties with pre-built or custom rules, without needing developers or data specialists.
- Standardize and format text: Automatic text standardization and capitalization ensure segments and personalized messages capture all relevant profiles and look professional.
- Consistent dates: Date formatting transformations keep dates consistent and machine-readable so they can reliably power segments, flows, and templates.
- Merge key properties: Merging multiple related properties into a single trusted field simplifies workflows and centralizes information like customer interests.
The problem
Customer data has never been easier to acquire, but data quality and relevance are key challenges for marketers in 2024. 71% of marketing executives say their teams have enough data, but that data often isn’t usable because it isn’t clean.
More data often results in more complexity, with information flowing from integrations, forms, and uploads. A customer might share their location, but format it in a way that isn’t usable at scale – a nickname like “Sunshine State” or an acronym like “CA,” when you were expecting “California.” If they submit their name without proper capitalization, you might not feel comfortable using it in an email.
When data isn’t consistent, it’s impossible to capture every iteration in a string of filters, and it’s hard to be confident that your personalization will land.
Today, you might spend hours in spreadsheets trying to manually clean and reformat data, so that you can use data that you trust to target and personalize.
The solution
With Klaviyo CDP, you can transform profile properties to ensure clean, reliable data that you can use for better targeting and personalization. You can turn on pre-built transformations covering the most common use cases with a single click, or easily set up custom transformations – no developers, IT, or data scientists needed!
The best part? This is all done in the same platform as your marketing, so you can use clean data immediately.
Standardize text
Make sure your segments and flows capture everyone who truly qualifies – and keep it simple by automatically transforming iterations and typos into a standardized spelling.
Format text
Personalize your emails confidently, even if customers don’t enter their information perfectly. You can automatically capitalize and clean up those user-inputted text values.
NEW! Format dates
Make sure that dates are consistently formatted and always recognized as dates so you can easily use them in segments, flows, and templates.
NEW! Merge properties
Keep workflows simple by making sure there’s a single trustworthy property for information you could collect in multiple ways, like interests.
Get started to save time and personalize better
Data transformation is exclusively available for customers of Klaviyo Customer Data Platform (CDP).
If you’re using CDP, log in to check it out in your Klaviyo account.
Not a CDP customer? Get started with a 30-day free trial today.
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