Data Talks CDP focuses on three main Data Points: Profiles, Events and Inventory.
Profiles are referring to people that interact with your business and perform some kind of action in its context. A Profile can refer to a customer that does a purchase from your website or physical store, visiting a stadium, booking a hotel room or subscribing to your newsletter. In addition a Profile can be an anonymous user browsing your website looking your product inventory.
Once your customer is registered on your website, becomes a member, or gives personal details to perform an event at your business, they are usually assigned a unique identifier. This can be their personal email, another identification number or a surrogate/artificial ID. This comes from your CRM tool, database, or any other system that you use in order to store those customers. That is usually called a Hard-ID.
Once you define this Hard-ID in Data Talks CDP, to uniquely identify a customer, then Data Talks CDP is going to merge all data gathered for this customer into one. This will allow you to build an enhanced, unified view of a Profile.
You are free to bring any kind of attribute to describe your customers (Profiles). At Data Talks CDP we aim for flexibility and not fixed schemas on the data collection part. We respect your will, to store any attributes you like to describe your customers and we give you the opportunity to be the master on this process.
As long as you meet basic requirements for the Profile entity, so that the data import does not fail, you are free to bring any other descriptive attributes you like.
Profile Types #
Sometimes the Profiles you want to import and use in Data Talks CDP are not necessarily customers, but they might be referring to internal employees from other departments in your business or even in case your business is in the B2B market, the Profiles you have might refer to other businesses. In this case you would like to send different attributes to describe your Profile Types. For example, there are different attributes to describe a customer from a salesman, a vendor or a business. At Data Talks CDP you are free to decide about those attributes as long as you make sure to use different Profile Types in your payloads.
Actions that your customers are performing in the context of your business are called Events. Events can refer to purchases, bookings, browsing your website, visiting a store or a stadium, registering to receive a newsletter or even unsubscribing from it
Similar to Profiles, Events are also quite flexible in their data schema. Your events need to fulfill some requirements to be considered as valid ones, but other than that you are free to decide about the Event Type (Purchase, Booking, Cancellation, Visit etc) or any other attribute to describe your Events.
Your customers are usually purchasing your products, attending sports events, visit stores, or use promotions. All those different items have their own attributes to describe them. For example a t-shirt might have size, color, brand, price range, material and others as the descriptive attributes, while a sport event might have the teams or individuals to be competing, the name of the competition, the sport, the event date and event popularity as attributes.
You would like to make use of those characteristics in your Analytics to elevate your insights, Segmentation to create audiences of Profiles that share same preferences, or on your communication with your customers to offer them Personalized Experience.
You are free to decide what are the Inventory types and how each inventory is described.