CDP Institute

Append external attribute and behavioral data to existing customer records. Process: Send customer records including IDs to external vendor who will match against their files, append new attributes, and return these to append to the customer’s profile.

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)

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.

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.

Need to add intent data from external sources to customer profiles in CDP. Process: Send data on target customers to external system, which will match against its data, append intent data (or set up alerts for future data) and return data to load into CDP or other systems

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

Need to select best customers for email campaign. Process: Define rules or model scores to identify best customers for a specific campaign; select those customers subject to additional constraints e.g. frequency caps, email permissions; send list to email systems for delivery.

Getting the right CDP is crucial to your company’s goals. Microsoft details the key functionalities to consider.

Companies purchasing a CDP often run through a formal selection process. The CDP Institute provides a standard template for a RFP companies can use in this process.

CDPs vary greatly in scope, experience, and other factors. The CDP Institute provides a screening template so buyers can quickly identify the most relevant systems for their needs.

Marketers wishing to buy a CDP often struggle to define their system requirements. The CDP Institute provides a template to help buyers identify the gaps the CDP needs to fill.

Handy list of the must-have items a CDP needs to unify data from disparate silos in a way that is relevant, timely, and actionable.