CDP Institute

See how Hotwire, New Balance, and Bed Bath & Beyond use unified data to power more relevant messaging in real time.

Discover from Tealium the power of a first-party data strategy and how to easily switch before third-party cookies crumble.

See over 15 customer data use case recipes and real world success stories from brands like the GAP and the Utah Jazz.

Send messages to customers who have stopped doing business or are at risk. Process: Define selection criteria drawing on behaviors in customer profile; select customers and appropriate message; send to delivery system.

Send messages to customers who abandon shopping carts and stop sending messages when no longer relevant. Process: Receive abandoned cart lists from ecommerce systems; use profile data to determine best treatment for each customer on list; send appropriate customers and offers to retargeting systems (email, mobile, social, web ads, Web site). Remove customers from list when they buy or take other action.

Locate field events in areas where there are high concentrations of customers with strong purchase intent. Process: Assign customers to location-based clusters; identify clusters with most customers having high intent and value scores; schedule events in those areas.

Compare behaviors of customers in different long-running marketing programs. Process: Select similar sets of customers and assign to test vs control groups; execute test over time; compare behaviors at end of test.

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 classify anonymous visitors in real time based on their behaviors. Process: Receive realtime stream of anonymous visitor behavior from channel system; apply rules or predictive models to classify visitors based on behaviors and attributes; send classification to channel system to use in selecting treatments.

Low quality of ingested customer data limits its use. Process: Ingest data; apply rules and external data (e.g. address validation) to identify and correct errors. Provide feedback to source systems to help them improve the original data quality.

Are you overwhelmed by the number of privacy terms in the marketing world? The CDPI has a glossary that will hopefully clear things up.

Are the terms in the CDP industry confusing you? This CDPI glossary is here to help.