By stitching, cleansing, and deduping data across all digital and offline channels into a single customer view and applying AI-driven insights to the profile, Customer Data Platform (CDP) creates a complete system of record. This system of records feeds information to Personalization. Leveraging CDP’s data, Personalization can display personalized content, thereby increasing customer delight and maximizing lifetime value.
Benefits of integration with Personalization:
- Deeper personalization based on a comprehensive omni-channel profile
- Personalization that is orchestrated across Web and non-Web experiences. For example, personalized messaging that is consistent across web, email, social, advertising, in-store experiences, and call center.
- Personalization based on machine learning. For example, targeting based on customers who are likely to buy, who are likely to be high value customers, and who are likely to churn.
Note
To use Customer Data Platform with Personalization, you must have the licensed version of both the products.
Using Personalization with CDP has two primary phases:
- Configuration
- Ongoing usage
- Create a segment in Personalization after getting all the user information from CDP
- Publish a campaign in Personalization
Creating campaigns in CDP
After creating the Personalization connector in CDP, you can create specific user segments based on certain rules and send that information to Personalization by creating campaigns. If such information does not exist in the CDP database, you can also collect additional information from users who access your personalized website.
For example, if the CDP database has users with invalid phone numbers, you cannot run campaigns on such users through SMS. Also, if such users do not access their emails today, you need valid phone numbers to engage with them through SMS. You can collect this information when they visit your personalized website.
To create campaigns:
- Select Actions > Campaigns+ and start creating a campaign.
- On the Audience tab, set the following rules:
Likelihood to Engage on Email - Todayequal toSleepyPrimary Phone Validitynot equal toV
On the Content tab, specify the attributes that you want to send to Personalization. For example, email address and closest store name.
Specify the additional information that Personalization requires. For example,
eventname,eventsource. You can also send any custom field to Personalization.On the Destination tab, select the destination as Personalization S3 buckets. CDP sends users information to this location.
You can map CDP schemas to their corresponding Personalization schemas.
- Select Send Now to send the campaign.
For detailed procedure on how to create campaigns in CDP, see Creating campaigns.