Name: Understanding Progressive Profiling in SAP Customer Data Cloud
Uploaded: 2018-6-28
Duration: 238 s
Description: In this video, we will look at how Customer Data Cloud helps build the identity progressively. Starting with Anonymous user, then, Lite Registration, Full Registration, Progressive Profiling and finally enriching customer profiles with Identity Sync.

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<div><div><div><div><div><div>In this video, we will look at how Customer Data Cloud helps build the identity progressively. Starting with Anonymous user, then, Lite Registration, Full Registration, Progressive Profiling and finally enriching customer profiles with Identity Sync.<div><br></div></div></div></div></div></div></div>

Understanding Progressive Profiling in SAP Customer Data Cloud

In this video, we'll touch on the concept of how SAP Customer Data Cloud, or CDC, progressively interacts with its end users. As you can see shown here, CDC touches our customer's end users at every step of their journey in engaging with a given brand. Starting with social plugins that help to build awareness about the brand, users are writing to our customer sites to subscribe, register and authenticate through SAP Customer Identity. They progressively build their profiles over time, and their identity data is synchronized with downstream sales, marketing, and service applications to ensure that they have a seamless experience at every touchpoint and in every communication. Ultimately fostering the relationships that lead to a loyal user base. If we really think about the customer journey as a consumer moves along that journey, it's an opportunity to get to know that consumer better. And it's also an opportunity to go from an anonymous consumer to actually building up information about the consumer and really a two way sharing approach, until that consumer really becomes known at that retention and advocacy stage. So what we recommend is thinking about identity, not from a binary concept, like from anonymous or known or unregistered de-registered, but really thinking about this in a progressive way. You think about awareness, and that's when a consumer first visits your site. They're still anonymous, but there are things that we can learn about the consumer, whether it's through a mobile ad ID or a cookie and so forth. Then they move into the consideration phase. Maybe there's an opportunity to not ask for full registration from the user, but to ask for what we often call a late registration. Maybe that consumer just wants to sign up for a newsletter on your website, or she's in a store and uses an email address to sign up for a rewards program. Whatever the use case might be, it's not getting a complete registration with a password and having to ask for the full authentication method. But maybe you just ask for an email address and start building the relationship with that consumer. Then you go one step further and you go into the conversion stage. Maybe at this stage you get a complete registration. You might get the full authentication, and you might ask for things like the user's address or various interests and so forth. Retention is then about building up that profile, and there are ways to do this. You may have heard of technologies like progressive profiling where over time, at the right time, you ask for additional information about that consumer. When you're able to give that consumer a specific value relating to it. So maybe it's about personalizing the website experience or personalizing the type of clothes or retail you're showing that consumer. Lastly, advocacy is when you can do this dynamically in an ongoing basis. This is not a one time thing. It's an ongoing process. So many important attributes are stored about your customers. Many clients ask if there's a single centralized place to store key elements that enrich that single view or customer profile. Not only can we saw that information, but we can also feed those into centralized identities and profiles to downstream applications. So not only can customer attributes be stored based on interactions, but also through preferences and profile management, users themselves can update their personal information, likes and preferences, including consent preferences. Consent should be managed at that touchpoint through a cookie as the user signs up for a newsletter, while respecting a user's choice to unsubscribe all the way through the lifecycle of a customer. Another consideration is managing the security and the authentication and authorization along that customer journey. This ends the progressive profiling video.