Discovering SAP Customer Data Platform Terms And Definitions

Objective

After completing this lesson, you will be able to recognize and define key terms in SAP Customer Data Platform and relate these terms when configuring SAP Customer Data Platform.

SAP Customer Data Platform Terminology

Let’s take a look at some key terms that will help you when configuring SAP Customer Data Platform.

CDP Terminology

Action: Actions are used to push (outbound) data from SAP CDP.
Audience: An audience is a focused group of customers you can activate for use in marketing or advertising campaigns.
Application Library: An application library is a repository of all the source and destination applications available for your usage and configuration in the SAP Customer Data Platform.
Event: An event is used to ingest (inbound) data.
Matching Rules: When an event is ingested into the CDP, matching rules decide which profile attributes are used to match the event’s customer data to an existing customer, and whether to create a new customer if no match is found.
Merge Rules: Merge rules are used to handle data coming in from different sources, which may include different or conflicting values for the same attribute.
Processing Purpose: Processing Purpose is a reason for processing and sharing data that may include legal, sales, and/or privacy considerations.
Segmentation: Segmentation is a customer classification based on demographic attributes, behavioral attributes, or customer activities.
Unified Customer Profile: The Unified Customer Profile is a customer view that includes the core customer information, such as customer data, collected by the data processing applications in the client’s system required to conduct business with that customer.
CX Journey: The sum of a customer’s experiences in their interaction with a business. CX journeys consider the complete interaction roadmap from brand discovery to purchasing, and beyond.
CX Flow: CX flows deliver personalized experiences to customers during various points of their CX journey across all devices, also called touchpoints. A CX flow uses "If-this-happens-then-do-that" logic blocks to provide customers with a personalized experience, based on the customers’ behavioral history, channel preferences, location, and real-time interactions on any touchpoint.
CX Journey Milestone: CX journeys consist of one or more journey milestones, representing the different states a customer can be in as they move through the funnel.

Summary

In this lesson, you've become familiar with key terminology essential for configuring the SAP Customer Data Platform. Understanding these terms enables you to effectively navigate and utilize the platform's capabilities. Key terms include 'Action,' which refers to outbound data movement, and 'Event,' which denotes inbound data ingestion. An 'Audience' is a target group for marketing campaigns, while the 'Application Library' serves as a repository of integrable applications. 'Matching Rules' assist in correlating data to existing profiles, and 'Merge Rules' address conflicting data across sources. The 'Processing Purpose' ensures data handling aligned with legal and privacy requirements, while 'Segmentation' classifies customers for more precise targeting.

Additionally, you've learned about the 'Unified Customer Profile,' which provides a holistic view of individual customer data critical for business operations. Concepts like 'CX Journey' and 'CX Flow' illustrate the customer's comprehensive interaction path and personalized experience delivery across touchpoints, respectively. 'CX Journey Milestones' map out the various customer states within these journeys, enabling strategic engagement planning. These terms collectively form the backbone of the platform's functionality, allowing for the creation of personalized and effective customer experiences.

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