Customer Data Platform (CDP) Services

Customer Data Platforms (CDPs) are very similar in nature to their younger sibling, Data Management Platforms (DMPs) where they capture data from multiple sources, build audiences and activate across multiple channels and devices. The main difference is that CDPs are customer oriented, where they concentrate on PII information vs Cookie or Device identifiers. They aim at providing a single view of the customer and provide one-to-one messaging capability across all marketing and advertising channels (online, offline, email, display, mobile, social and others). CDPs offer centralized data to be used by the entire organization to promote single and consistent messaging to the customers.

There are 4 main building blocks of a CDP. For a true successful CDP implementation, all blocks need to work well together.

Unified Profile

CDPs are unique in the sense that they combine PII and anonymous data in a single environment without breaching any privacy policies. This allows marketers to build a true unified profile of their customers. This profile is updated in real-time and maintained throughout the lifetime of the customer.

Known + Unknown

CDPs promote custom schemas that combine different mini-schemas into one. This includes known 1^st party data with Website and Mobile device level data. With proper logic in place, Marketers control the merge of authenticated and device level data.

Orchestrated and Automated

Different CDPs offer different levels of orchestration. Some are logic and rule driven while others are machine driven. Orchestration is a key feature of a CDP as it dictates the next best action based on customer interactions. Doing so, it controls the customer journey down the conversion funnel.

Multi-channel and device Activation

The CDP’s ultimate power is in activating across as many channels as possible. This is not limited to digital but extends to call centers, POS systems, OOH and print shops. Many CDPs support real time activation while others are based on batch processes. This allows marketers to reach customers wherever they are.

CDP vs DMP Table

Marketers are often mistaken for the differences between a DMP and CDP, here is a cheat sheet to help.

	CDP	DMP
PII	Supports PII and Anonymous	Anonymous Only, no PII
Omni-channel	1-to-1 Personalized Communication	Mainly Owned Site and Media
Activation	Multi-channel Destinations	Multi-channel Destinations
Identity Management	Based on your Data or other Vendors	Limited to Authenticated vs Device
Privacy	Compliance with GDPR and CCPA	Compliance with GDPR and CCPA
3rd Party Data	Accessible but excluded from PII	Access to Marketplace
1st Party Data	The main ingredient including PII	Non-PII onboarded into platform
Orchestration	Multi-channel execution	Very Limited
Social Integration	Use PII for Matching	Limited and mostly via Pixel
Modeling and Data Science	Limited within Platform	Mainly LAL modeling

How can we help?

We understand that the journey through a CDP is complex. It goes beyond data ingestion but all the way to operation and scaling past the 60/90 day standup phase. Softcrylic can help along the way.

Data Aggregation
Schema Building
Orchestration & Activation
Measurement
Data Science & Modeling
Technology Evaluation

Data Aggregation

Identify the right data sources and integrate them with the CDP. Data can be collected via collection servers, FTP uploads, API or data lake integrations. Building the right data pipeline promotes clean and reliable data. Proper Data Quality and Access controls are key ingredients to the success of a CDP.

Schema Building

Data Schema needs to evolve from the common Visitor/Visit/Session structure to comply with the various data sources routed into the CDP. This includes product SKUs, call center data, Email communication, surveys and others. Building the right schema is a complicated but equally important phase of standing up a CDP.

Orchestration & Activation

Different CDPs have different levels of orchestration. Some are logic based while others are driven by an automated decision layer. In both cases, the orchestration layer along with activation channels empower brands to reach their prospects and customers in the right channel with the right message. Our team can help in creating the right protocols to support it.

Measurement

A measurement plan should be at the heart of every campaign. With no measurement, we fail at providing the value of the campaign, creative and technology. The CDP should be the connecting tissue that completes the loop from ideation, execution and measurement. We will help you turn these insights into narrative stories to tell across your org.

Data Science & Modeling

CDPs offer data science and modeling in various sizes and shapes. Some are limited to look-a-like modeling while others support bringing your own model. Our team can help you in discovering new audiences, building new clusters and propensity models.

Technology Evaluation

Whether you are considering the migration from a DMP to CDP, evaluating CDPs or test driving a CDP, our team of experts can help you along the way. We will provide an unbiased evaluation of the tool and how this scores against your objectives and company goals. We will make sure you never walk unprepared into another vendor sales pitch.