Name: Introducing the SAP Customer Data Platform
Uploaded: 2024-6-13
Duration: 293 s
Description: In this video, we will introduce the SAP Customer Data Platform. 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.

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<div><div><div><div><div><div>In this video, we will introduce the SAP Customer Data Platform. 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. </div></div></div></div></div></div>

Introducing the SAP Customer Data Platform

Welcome to this quick guide video,  where we will introduce the SAP Customer Data Platform,  or CDP. 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 3 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 3 pillars.  The first pillar is Unify.  The SAP Customer Data Platform unifies  fragmented customer data from all sources to build  purpose-driven profiles. With this customer data unification,  our CPD 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.  Respect your customers’ privacy and build trust  across all touch points 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-brand 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 touch point.  Our CPD 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 customer 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-personalize 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 touch point.