CDP Institute

Identify individual customers who have returned high value. Process: Define criteria for high value customers; assemble list of customers meeting criteria

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.

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.

Link customer profiles from separate systems as before or after merger. . Process: Ingest data from different companies; use rules and reference data to link related IDs; create unified profiles.

Track customer actions over time. Process: Assemble timeline of customer actions; find behavior patterns by segment, purpose, outcome, etc.

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.

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.

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.

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)

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.

Need to select content for known customers in real time based on their past data. Process: Receive realtime stream of visitor behaviors and IDs from channel system; use ID to find visitor’s profile in the CDP; apply rules or predictive models to select best content using profile data; send to channel system for delivery; track behavior during session and make adjusted selections.