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Explore SAP Customer Data Platform Essentials

Exploring SAP Customer Data Platform Essentials

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cleanFiles/bookmap_SAP_Customer_Data_Platform_Essentials_en-US_learning-sap-com_lsc-prod.zip (MMCP-DROPZONE) - 2023-12-04T09:45:28.000Z

Discovering the 3 Core Pillars of SAP Customer Data Platform

<div id="content"><p tabindex="0">Watch this short video to learn about the SAP Customer Data Platform and its 3 core pillars.</p><div class="kalturaVideoLessonWrapper"><div id="1_6gtue07e" data-testid="video" class="kalturaVideoLessonContainer"></div></div></div>

Introducing SAP Customer Data Platform

eL_Introducing CDP - VIDEO.mp4

Let's introduce the SAP Customer Data Platform and its three core pillars. This next generation CDP is the newest product of our customer data management solutions that allows you to deliver hyper-personalized experiences with a dynamic customer data foundation. With the SAP Customer Data Platform, you will be able to use the power of personalization and meet customers in the moment, no matter what channels they choose to enable experiences that strengthen customer loyalty. In order to channel the benefits of hyper-personalization, the platform adheres to three core pillars – Unify, Respect and Activate. Simply put, the platform unifies high-volume customer data from all sources, respects customers' privacy honoring the purpose of their data, and activates rich customer insights, orchestrating them to the right engagement systems to deliver hyper-personalized experiences. Let's take a closer look at these three pillars. The first pillar is Unifi. The SAP Customer Data Platform unifies fragmented customer data from all sources to build purpose-driven profiles. With this customer data unification, our CDP collects and connects all customer data around a fundamental identity, creating a comprehensive view of customers containing all the interactions, events, transactions, products purchased and data about them, from anonymous to known loyal customers. With high data availability, the platform was built to ingest huge volumes of data including first-party, second-party and third-party data, structured and unstructured data, and known and anonymous attributes. This includes operational data such as in-store purchases to experience data such as online survey results, which can be connected to a profile in real-time, allowing you to gain customer insights and opportunities with continuous rule-based calculations of customer actions and attributes. These activity indicators then classify customers into dynamic segments which are used to deliver personalized engagements. The second pillar is respect. your customers' privacy and build trust across all touchpoints while reducing compliance risk by honoring the purpose of their data. The SAP Customer Data Platform uses a framework to combine your customers' identity and purpose data to truly understand how customers want to engage, knowing the purpose of customer data is critical to its orchestration and governance. Our solution merges inbound data to the profile only if the required consent and processing purpose exist. Then, the customer data moves to the right engagement systems based on permission data to enforce consent, preference and purpose. With respect, as a basis for the platform, honoring the purpose of the data, whether multi-band or multi-region, you can create workflows, manage data privacy and governance, and orchestrate that data to the appropriate systems. And now, we come to the third pillar, Activate. Activate hyper-personalization with rich customer insights at every interaction on every touchpoint. Our CDP goes above and beyond the traditional marketing use case to add rich context to commerce, sales and service experiences with relevant marketing at the right time, impacting every engagement from early stages to advocacy. The platform offers two unique views of customers. The first will be a contextual profile view that extends the core customer master data intended for service center engagements or direct consumer engagements. And the second will be a unified customer profile view which is more probabilistic based on your precision level and intended for marketing and advertising use cases. Define real-time actionable segments and attributes and determine cross-channel next best actions and hyper-personalized based on rich customer insights. After receiving customer inputs it will push customer data based on purpose to the right engagement systems in near real-time to hyper-personalize the customer experience. This way, the platform allows you to evolve from the concept of predefined journey stages to a more dynamic state where you can predict where, when and how customers prefer to engage. In today's business landscape, customers demand connected, trusted and personalized experiences. Through the SAP Customer Data Platform, enterprises can deliver this relevance and personalization at every in-person and digital touchpoint.

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