In this lesson, we'll provide an essential understanding of SAP CDP's capabilities in connecting, organizing, and interpreting data across multiple sources to enhance customer understanding and engagement. From ingestion to engagement, discover how SAP CDP leverages sophisticated mechanisms to streamline data processing and foster meaningful interactions with customers.
How Does SAP Customer Data Platform Enhance Customer Engagement?
Objective
After completing this lesson, you will be able to identify the four-step process consisting of Data Ingestion, Identity Resolution, Insights, and Engagement, and also recognize how this process helps to understand the customer.
Introduction
How Does SAP CDP Understand Customers?
Now let's look at the key features of the CDP. The CDP connects customer data from a multitude of sources, and organizes, and presents the data. This makes it easier to understand what the customer is doing, when the customer is doing it and, if applicable, why the customer behaves in a certain way.
In the video below, you'll learn about the four stages in the SAP CDP process.
Demo Use Case - Book Lovers
The best way to quickly and effectively get started with a solution is applying a simple use case that showcases how core functionalities work together to deliver a business scenario. Here, we explain the business case and give a high-level view on how SAP Customer Data Platform capabilities will deliver the problem scenario.
Problem Statement
We need to profile e-commerce customers who recently viewed a certain number of books on a specific channel, to create a marketing campaign that will increase cart conversion for that channel.
- E-Commerce Customer Profile + Viewed Book Activity Data
- We source our sample data from an e-commerce site. The e-commerce site provides Customer Profile information and, for each customer, a list record of viewed books on a variety of categories, from different channels, such as desktop and mobile.
- SAP Customer Data Platform: Ingestion, Identity Resolution, Insights and Engage
- The SAP CDP ingests the e-commerce data, performs identity resolution with matching and merge rules, filters the data using insights such as activity indicators to count the number of customer book views from a specific channel, and uses these indicators as criteria to populate segments such as Female Book Lovers, Male Book Lovers, and so on.
- Book Lovers Customer Data
- Finally, the data from customers that belong to the Female Book Lovers segment are downstreamed to an external system that will handle the marketing campaign aimed at improving mobile book sales.
Through this use case, we will demonstrate the SAP CDP capabilities.
Problem Statement
Send a real time New Customer welcome communication.
The problem statement says we need to communicate with the customer about their new service membership as soon as they register. A pre-configured CX Journey, Milestone and CX Flow is necessary. The CX Journey can be called Customer Onboarding. The Milestone representing the level of engagement of the customer with the brand for this scenario can be named New Customer. The CX Flow will represent a single use case and can be called New Customer Welcome Communication. The requirement for the Milestone is that the customer has a valid e-mail address. The requirement for the CX Flow involves checking whether the new customer accepted the Terms of Service, which is represented here by a Processing Purpose.
After designing the CX Journey Milestone and CX Flow, you will also have to design a new Destination and Action to allow SAP CDP to downstream the customer data into the target system. We'll show that later during the CX Journeys unit, with a companion Demo.
Summary
In this lesson, we explored the four stages of SAP Customer Data Platform: ingestion, identity resolution, insights, and engagement, unfolding how these processes work together to handle customer data effectively. By applying a practical use case focused on mobile book readers, we demonstrated the platform's proficiency in creating detailed customer segments from data on viewed book activities. Through this framework, SAP CDP enables businesses to tailor personalized marketing strategies and enhance communication with target segments.