Value Prediction April 13, 2021 Estimate future value of customer using model based on CDP data. . Process: Execute model based on CDP data; store result on profile for use in CDP or other systems
Agent Access to Individual Profiles April 13, 2021 Present complete customer history to call center or sales agent during interactions. Process: Receive customer ID or attributes from channel system; find customer’s profile in CDP and display selected data on agent screen.
Life Stage Assignment April 13, 2021 Tag customers who belong to previously defined life stages. Process: Define life stage criteria; tag customers who meet the criteria; track movement in or out of life stages over time.
Find High Value Customers April 13, 2021 Identify individual customers who have returned high value. Process: Define criteria for high value customers; assemble list of customers meeting criteria
Best Customer Profiles April 13, 2021 Identify attributes common to best customers. Process: Define criteria for best customer; assemble list of customers meeting criteria; identify attributes that distinguish them from others.
Combine Browsing and Instore Purchase Data April 13, 2021 Link online and offline data relating to same customer. Process: Ingest data; use rules and reference data to link online and offline IDs; combined related data into unified profile.
Privacy Compliance April 13, 2021 Use CDP to show personal data to customers, to store consent records, and as connection to source systems. . Process: Expose customer profile to system that responds to customer data requests. Store consent details in CDP and check for valid authority for data usage requests. Store origins of customer data and send change requests to source systems if required.
Lead to Account Match April 13, 2021 Associate individuals with businesses in B2B data. Process: Ingest data; apply rules and reference data to associate each individual with a business or department master ID.
Onboarding (Append External IDs) April 13, 2021 Append external identifiers to existing customer records. Process: Send customer records including IDs to external vendor who will match against additional identifiers and return these to append to the customer’s profile.
Tag Management April 13, 2021 Use CDP pixel on Web site to capture user behavior. Process: Place CDP pixel on Web site, configure as needed to select data to ingest and destination(s)
DMP Interactions April 13, 2021 Need to synchronize DMP and CDP data. Process: Send anonymized profiles to DMP, which will use them to create audiences or bids; return results to CDP for analysis.
Golden Record April 13, 2021 Need to identify most accurate available information for each customer attribute and share with other systems. Process: Link customer data inputs from different sources that relate to the same person; apply rules and reference data to select the attribute most likely to be correct; publish these attributes as ‘golden record’ for other systems to use