Vendor: CoolDP
Overview: CoolDP is a CDP specializing in Web site personalization. We have prebuilt connectors for dozens of Web CMS and ecommerce platforms. Our machine learning generates automated recommendations that adjust to trends in user behavior in minutes. Our clients are primarily in retail and publishing.
Shared CDP Features
Every CDP can do all of these. Non-CDPs may or may not.
Retain original detail The system stores data with all the detail provided when it was loaded. This means all details associated with purchase transactions, promotion history, Web browsing logs, changes to personal data, etc. Inputs might be physically reformatted when they're loaded into the CDP but can be reconstructed if needed. Yes, CoolDP profiles allow marketers to store any kind of attribute or behavioral data associated with an individual across an unlimited number of profile properties. Every data point stored in the platform is done so in that unique profile and therefore always associated with an individual, whether known or anonymous.
Persistent data The system retains the input data as long as the customer chooses. (This is implied by the previous item but is listed separately to simplify comparison with non-CDP systems.) Yes, CoolDP persistently stores both anonymous and known profiles in an Apache Cassandra database, so the lifetime of a profile isn't dictated by cookie expiration dates or any other temporary storage limitations.
Individual detail The system can access all detailed data associated with each person. (This is also implied by the first item but is a critical difference from systems that only store and access segment tags on customer records.) Yes, all of the data in CoolDP is always captured in a profile, which serves as the repository for the data. Once it is captured in a profile, any attribute or combination of attributes can then be used to create segments for the purposes of gaining new customer insights and/or activating it in other marketing and advertising execution platforms.
Vendor-neutral access All stored data can be exposed to any external system, not only components of the vendor's own suite. Exposing particular items might require some set-up and access is not necessarily a real time query. Yes, CoolDP offers many different types of connections to integrate data into the platform, as well as export data out of CoolDP into other platforms. These connection types include the leading solutions in a typical marketing tech stack such as ESPs, DMPs, campaign management, and 3rd party data vendors. In addition to CoolDP's pre-built connections with dozens of other platforms, marketers also have the flexibility to import and export data in the format of their choosing via API or SFTP, as well as via webhooks and data layers. CoolDP is completely agnostic about where and why the marketer wants to export their data.
Manage Personally Identifiable Information (PII) The system manages Personally Identifiable Information such as name, address, email, and phone number. PII is subject to privacy and security regulations that vary based on data type, location, permissions, and other factors. Yes, CoolDP captures PII that the marketer explicitly configures the platform to capture. If necessary, CoolDP can hash PII data, or otherwise anonymize customer data. Because CoolDP has both US- and European-based customers, the platform is compliant with the full range of privacy guidelines & regulations dictated in each region.
Differentiating CDP Features
A CDP doesn't have to do any of these. Many do some and some do many. These are divided into three subclasses: data management, analytics, and customer engagement.
Data Management
These are features that gather, assemble, and expose the CDP data.
Base Features. These apply to all types of data.
API/query access External systems can access CDP data via an API or standard query language such as SQL. It's just barely acceptable for a CDP to not offer this function and instead provide access through data extracts. But API or query access is much preferred and usually available. API or query access often requires some intermediate configuration, reformatting, or indexing to expose items within the CDP's primarily data store. Those are important details that buyers must explore separately. Yes, CoolDP's API-based connections enable external systems to have both read & write access the customer data for a given marketer. The platform is access via an intuitive, marketer-oriented UI and therefore all data queries are done through that interface. You have the option also to export data via Firehose or API to query in a specific language but by design, this is not something most marketers need to do.
Persistent ID The system assigns each person an internal identifier and maintains it over time despite changes or multiple versions of other identifiers, such as email address or phone number. This allows the CDP to maintain individual history over time, even when source systems might discard old identifiers. CDPs that use a persistent ID applied outside of the system do not meet this requirement. Yes, the platform automatically assigns a proprietary CoolDP ID to each profile, and marketers assign any attribute they want to label as a unique identifiers to be able to use to establish a single view of the customer. The marketer has the flexibility to choose which attribute or combination of attributes qualify as a unique identifiers to maximize matches across different systems and data sets. The CoolDP ID and the unique identifiers are both persistently stored in the corresponding profile.
Deterministic match ("identity stitching") The system can store multiple identifiers known to belong to the same person and link them to a shared ID (usually the persistent ID). This enables the system to connect identifiers indirectly: for example, if an email linked to an account is opened on a particular device, subsequent activity on that device can also be linked to the account. Yes, the platform can store multiple identifiers known to belong to the same person in a single profile (see response to Persistent ID above).
Additionally, CoolDP has the ability to merge profiles in real time whenever a new identifier is added to a particular profile that also exists in another profile.
Probabilistic match ("cross device match") The system can apply statistical methods and rules to identify multiple devices used by the same person, such as computers, tablets, smart phones, and home appliances. While many CDPs rely on third party services for this sort of matching, this item refers only to matching done by the CDP itself. No. In order to maintain the integrity of profiles and the data they house, CoolDP encourages marketers to use deterministic methods that are based on known customer information, such as log-in data or email addresses, to match and recognize individuals on whatever device they may be using. Because the data is authenticated, the match is made with 100% certainty.
On the other hand, because probabilistic matching uses anonymized data signals, like IP address, device type, browser type, location and operating system, to create likely connections between devices, it lacks in accuracy what it achieves in scale.
Nevertheless, combinations of both profile property types can be used as matching criteria in the platform.
Unstructured and Semi-Structured Data
This refers to loading data from unstructured or semi-structured sources such as Web logs, social media comments, voice, video, or mages. These are typically managed with "big data" technologies such as Hadoop. Nearly all CDPs use some version of this technology but it's only essential if clients have unstructured or semi-structured sources and/or very high data volumes. Some CDPs handle very high data volumes in structured databases such as Amazon Redshift.
JSON load The system can accept and store data through JSON feeds without the user specifying in advance the specific attributes that will be included. Additional configuration may later be required to access this data. There are some alternatives to JSON that offer similar capabilities. Yes, JSON is one of several types of data feeds CoolDP can accept.
Schema-free data store The system uses a data store that does not require advance specification of the elements to be stored. Examples include Hadoop, Cassanda, MongoDB, and Neo4J. Yes, CoolDP is built on top of an Apache Cassandra database which readily affords horizontal and vertical scalability and flexible addition of new attributes or data in the platform.
Web Site
This refers to interactions with the company's own Web site, whether on a desktop computer or mobile device.
Javascript tag The system provides a Javascript tag that can be loaded into the client's Web site and used to capture data about customer behaviors. Some CDP vendors provide full tag management systems but this is not a requirement for this item. This item does require that data captured by the Javascript tag can be associated with a customer record in the CDP database. This is usually done with a Web tracking cookie but sometimes through other methods. Yes, The CoolDP script is a single line of script that works across domains sites. Though cookies are used as the gateway to creating a profile or recognizing a previous visitor, the data associated with that record is stored in the platform, not the cookie.
Cookie management The system can deploy and maintain Web browser cookies associated with the client's own Web site. The cookies can be linked to customer records in the CDP database. Yes, As a SaaS platform, CoolDP cannot serve cookies from our own domain onto another, separate domain. That said, CoolDP can easily read cookies from another website and also collect data surfaced via those cookies and store it in the profile.
Mobile Apps
This refers to interactions with mobile apps created by the company.
SDK load The system offers a Software Development Kit (SDK) that can load data from a mobile app into the CDP database. It must be able to associate the data with individual customers in the CDP database. This is usually done through an app ID. Other SDK features such as message delivery are not a requirement for this item. Yes, CoolDP offers full support for native apps (Android and iOS). Full details are available in our knowledge base:
Display Ads
This refers to interactions through display advertising networks, including social media networks.
Audience API The system has an API that can send customer lists from the CDP to systems that will use them as advertising audiences. The receiving systems might be Data Management Platforms, Demand Side Platforms, advertising exchanges, social media publishers, or others. Ability to receive information back from the advertising systems is not a requirement for this item. Yes, CoolDP offers a number of API-based connections to support advertising activation, as well as multiple pre-built integrations with leading adtech platforms. See the full list of partner integrations here:
Cookie synch The CDP can match its own cookie IDs with third party cookie IDs to allow the marketer to enrich profiles with external data or reach users through advertising networks. Yes, Because of the orientation toward first party data and PII, CoolDP does not match on the basis of anonymous cookies, though anonymized or hashed data can be exchanged via cookie (or other) in order to send audiences to other partners.
This refers to interactions managed through offline sources such as direct mail and retail stores, where the customer's primary identifier is name and postal address.
Postal address hygiene The system can clean, standardize, verify, and otherwise work with postal addresses. This processing is reduces inconsistencies and makes matching more effective. Systems meet this requirement so long as the address processing is built into system process flows, even if they rely on third party software. Systems that send records to external systems in a batch process do not meet this requirement. No. CoolDP offers this capability through partnerships (e.g. Acxiom).
Name/address match The system can find matches between different postal name/address records despite variations in spelling, missing data elements, and similar differences. As with postal processing, systems can meet this requirement with third party matching software so long as the software is embedded in their processing flows. No. CoolDP offers this capability through partnerships (e.g. Acxiom).
Business to Business
This refers to companies that sell to other businesses rather than to consumers.
Account-level data The system can maintain separate customer records for accounts (i.e., businesses) and for individuals within those accounts. This means account information is stored and updated separately from individual information. It also means that selections, campaigns, reports, analyses, and other system activities can combine data from both levels. No. CoolDP uses segmentation to create groupings such as accounts but does not store data at an account level.
Lead-to-account match The system can determine which individuals should be associated with which account records, using information such as company name, address, email domain, and telephone number. This excludes processing done by sending batch files to external vendors. No. CoolDP delivers this capability through partnerships (e.g. Kickfire)
These are applications that use the CDP data but don't extend to selecting messages, which is the province of customer engagement.
Segmentation The system lets non-technical users define customer segments and automatically send segment member information to external systems on a user-defined schedule. Ideally, all data would be available to use in the segment definitions and to include in the extract files. In practice, some configuration may be needed to expose particular elements. Systems meet this requirement regardless of whether segments are defined manually or discovered by automated processes such as cluster analysis. Yes. Any CoolDP user can define segments through a point-and-click interface and in a few additional clicks, export them to external systems using pre-built connections. Segments can be defined using any attribute or combination of attributes captured in CoolDP profiles. As a result, segments don't need to be defined in advance. And all segments are updated in real-time so marketers can immediately export them to activation platforms using connections.
Incremental attribution The system has algorithms to estimate the incremental impact of different marketing activities on specified outcomes such as a purchase or conversion. Attribution is a specialized analytical process that relies on the unified customer data assembled by the CDP. Algorithms vary greatly. To qualify for this item, the algorithm must estimate the contribution of different marketing contacts on the final result. That is, fixed approaches such as "first touch" or "U-shaped distribution" are not included. No. Although CoolDP is not a marketing mix modeling or multi-touch attribution platform that quantifies the incremental value of advertising and marketing channels over baseline conversion activity, often regardless of the mix of audiences exposed, CoolDP can complement attribution in two ways:
If an agency is building a custom model for a marketer, data can be exported from CoolDP to the agency so they can use customer data as inputs for the model.
Because CoolDP has a much more granular view of individual customers and an unlimited number of segments than a marketing mix model or a multi-touch attribution platform can provide, CoolDP offers deeper insight into the customer journey once the customer engages with the marketer's brand.
A CDP attributes marketing programs to the resulting behaviors and characteristics driven by or related to those activities and does so at the individual or segment level so the marketer has visibility into the people rather than just the clicks or swipes.
Automated predictive The system can generate, deploy, and refresh predictive models without involvement of a technical user such as a data scientist or statistician. This usually employs some form of machine learning. There are many different types of automated predictive; systems meet this requirement if they have any of them. Yes, CoolDP's Recommendations engine uses machine learning to optimize the customer experience based on their individual attributes and behaviors. This enables marketers to influence the purchase path with tailored experiences, product recommendations for that specific individual, and contextually relevant messages to motivate conversion.
This refers to applications that select messages for individual customers. It does not include content delivery, which is typically handled outside of the CDP.
Content selection The system can select appropriate marketing or editorial content for individual customers in the current situation, based on the data it stores about them, other information, and user instructions. The instructions may employ fixed rules, predictive models, or a combination. Selections may be made as part of a batch process. Yes, the marketer can either define the conditions under which a customer receives a particular piece of content or product recommendation, depending on the customer's profile properties, or the marketer can use CoolDP's Recommendations engine.
Multi-step campaigns The system can select a series of marketing messages for individual customers over time, based on data and user instructions. The message sequence is defined in advance but may change or be terminated depending on customer behaviors as the sequence is executed. No. CoolDP customers can setup multiple Dialogues that each correspond to a specific sequence of behaviors that the customer performs and attributes he possesses.
This enables a consumer-driven approach to personalized, sequential messaging, as opposed to a static rotation that is blindly delivered regardless of previous customer behavior and attributes.
Real-time interactions The system can select appropriate marketing or editorial content for individual customers during a real-time interaction. This requires accepting input about the customer from a customer-facing system, finding that customer's data within the CDP, selecting appropriate content, and sending the results back to the customer-facing system for delivery. The results might include the actual message or instructions that enable the customer-facing system to generate the message. Yes, not only does CoolDP's Recommendations engine select the optimal marketing message in real time based on the customer's profile properties, but because CoolDP profiles and segments are also updated in real time, there is no lag between a customer's actual attributes and the message that is selected for them based on those attributes captured in his profile.