The Customer Data Platform: Behind the scenes

The blue paper, produced by InternetRetailing and Tealium, examines the Customer Data Platform and looks behind the scenes of Tealium’s AudienceStream to show how it operates.

Flow charts and screen shots illustrate the implementation and use journey for Marketing, CX, Developers, Business Intelligence and Privacy and Data as well as showing the advantages of combining machine learning predictions with Customer Profiles.

The blue paper includes a case study from Roman Originals highlighting how the clothing retailer uses AudienceStream. Since implementation, it has improved the integrity of Roman Originals’ data by 35%. The main metric proving the success of the implementation is conversion. Within the first six months Roman Originals was achieving “6x what we were spending on Tealium,” says Ian Johnson, head of ecommerce, Roman Originals.

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Readers will discover:

• What is a Customer Data Platform (CDP)?
• How is it different to a Data Management Platform, Customer Relationship Management and a Data Warehouse?
• What questions should you ask a CDP provider?
• The opportunity that a CDP offers in terms of being a single repository for data, enabling identity resolution, managing consent and activating real-time marketing across channels.
• The practicalities of implementing and using a CDP within marketing.
• How the implementation of AudienceStream benefits Developers.
• The practicalities of implementing and using a CDP within Business Intelligence.
• How Privacy & Data Security responsibilities can be aided by a CDP enabling all consumer and customer data to be held in one location.
• How a CDP leads to a better Customer Experience through increased data quality giving a consistent and relevant experience across all channels.
• The impact that machine learning can add to customer marketing, providing insight and propensity scores predicting how individual customers and prospects will behave.