Name: Demonstrating a Use Case for the SAP Customer Data Platform
Uploaded: 2024-6-13
Duration: 302 s
Description: In this demo, we show you a practical use case to demonstrate the features and functionalities of SAP Customer Data Platform, as well as take you inside the platform.Check the documentation for details.

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<div><div><div><div><div><div><div><div><div><div><div><div><div><p>In this demo, we show you a practical use case to demonstrate the features and functionalities of SAP Customer Data Platform, as well as take you inside the platform.</p><p>Check the <a target="_blank" rel="nofollow noopener noreferrer" href="https://help.sap.com/viewer/product/SAP_CUSTOMER_DATA_CLOUD/GIGYA/en-US">documentation</a> for details.</p></div></div></div></div></div></div></div></div></div></div></div></div></div>

Demonstrating a  Use Case for the SAP Customer Data Platform

Welcome to this Quick Demo video of the SAP Customer Data Platform, or CDP. In this demo, we'll show you a practical use case to demonstrate the features and functionalities of our CDP, as well as take you inside the platform. Let’s jump in first on the customer side.  Let’s say, I am a new customer and I want to buy coffee on the mobile app. I’ll be making the purchase without registering, only using an email address; a completely anonymous transaction as you can see from the app’s logged-out state.  So I’ll add my coffee pods into the basket and as a part of the checkout process, I’ll enter my email to get the digital receipt. Later, I go back to the site to get more coffee pods. As it may become routine to buy additional pods, I decide to register on the site, creating an account. I put in my information as well as choose my preferences and consents, then submit.  Now I’ll select some more-expensive coffee pods and check out.  In this case, my second purchase was combined with my original purchase, triggering a spending threshold configured in the CPD, classifying me as a VIP member where I will now receive special member benefits, including access to exclusive inventory that is now visible to me.  Now let’s take a look at what is visible from inside the backend of the CDP.  The SAP Customer Data Platform ingests data from various source applications to build a coherent view of your customer. The first thing would be to define the customer schema in order to create a common data model. The Customer Schema consists of the Profile Entity and Activities.  Next the Activity Indicators need to be defined. This is where calculations like total spend, number of orders, and any other additional indicators are calculated.  Segments are then created to enable you to classify customers based on defined criteria. In our example, customers are classified as VIP, based on the total spend activity indicator.  Next there’s Processing Purpose, which is a built-in mechanism for understanding the different purposes for handling the customer data.  Now we are where the initial functionality takes place, in “Source Applications”. In order to make CDP functional, you need to identify where all the sources for data enrichment are coming from and going to.  An application may act both as a source application and as a destination application. The pre-integrated application is the one available in the Application Library, and does not require coding.  We can create custom application integrations via the connector studio, direct API and Batch.  Let’s navigate to the commerce source application.  Incoming data is defined as events and outgoing data is defined as actions. Events are configured in Source Applications. These events are then triggered to capture those sources of data that come into the platform.  Each event will go through a data model where attributes generated by the event will be mapped to the universal customer profile defined in the Customer Schema. With a low-code no code environment, this data is available in near real-time. Data orchestration and distribution consider data privacy before sharing data to the decision-making engines, making sure the purpose for using those data attributes is in line with the consent given from the customer.  Here we have our CDP customer dashboard, where we can view and search each individual customer’s unified profile. To see what purchases and activities a customer has made within the system in more detail, we can click on a customer to view them from the individual customer dashboard.  The CDP unifies many different types of data from multiple sources. There are two views for a single customer, based on the confidence in the accuracy of the data received. The Contextual Profile view is for showing deterministic customer data and the Unified Customer Profile view is for probabilistic customer data.  This is a customizable dashboard where data that is collected from multiple sources is presented in a graphical format. Here you can see everything from the customer’s last order to total spending and orders collected by the applications. There are graphs showing the breakdown of how much the customer ordered and spent over a period of time, as well as the distribution of the customer’s total spending and orders. This has been a quick demo of SAP’s Customer Data Platform Thank you for watching!