4 ways to transform data for better targeting and personalization

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.