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Hi, this is Nina Caruso from the Realtime CDP Product Marketing team. In this video, I’ll give a high-level overview of Realtime CDP, ÃÛ¶¹ÊÓƵ’s customer data platform, with the goal of giving practitioners of Realtime CDP collaboration a basic understanding of what data and audiences are available to work with within the context of Realtime CDP collaboration. ÃÛ¶¹ÊÓƵ’s Realtime CDP harmonizes data, technology, and teams to power real-time, full-funnel customer experiences. We’re able to harmonize first, second, and third-party data for activation that empowers teams across the enterprise to revolutionize customer experiences at every step of the journey. Now let’s break this down a bit to provide a deeper understanding of the technology, its capabilities, and the underlying data and audiences. First, let’s cover what sources of data Realtime CDP can work with. We can utilize and ingest first-party known or synonymous data, and also third-party data in Realtime CDP, and utilize data from brand partners in Realtime CDP collaboration. Not only can Realtime CDP ingest data, but we can also utilize data federation workflows to enable customers to work with their enterprise data warehouses while minimizing data movement. There are a variety of different pathways to work with data, from streaming to batch to federation, that are ultimately utilized within a customer profile that is actionable. The actionable profile makes use of an experience data model to ensure data standardization and is built on our profile data store to ensure it’s built for speed and utilizes embedded predictive insights to understand customer propensities and behaviors. Beyond the customer profile, Realtime CDP also supports a prospect-level profile for reaching and acquiring net new customers without tying this to known customer data. To take a quick pause here and recap before we explain the rest of our CDP offering, in summary, customers have a variety of options when it comes to ingesting different sources of data and forming that into profiles. This could range from online analysis of data to service sales data to CRM to loyalty data and more. Now, let’s move to audiences. Audiences are the currency that can be utilized within Realtime CDP collaboration to use for insights planning and activation. So let’s go deep into how audiences can be built and formulated so you know what you have to work with within collaboration. We have a variety of different pathways, batch, streaming, ad hoc edge, and even the ability to federate in audiences based on these different sources of data on the left-hand side of the screen. This can help our customers balance speed, scale, and freshness of data as needed. But what’s more important are the tools available to build these audiences. We have embedded AI as well as our proprietary profile query language and our patented audience composition canvas for segmentation. This enables customers to bring together these different sources of data using logic, ranking, splitting, and more to define and shape their ideal audiences in a canvas. Some examples of audiences that customers build, recent or frequent product purchasers, users who have opened a mobile app in the last two weeks, cart abandoners in the last month, users who have shopped online and in store in the past year, and more. This means customers are frequently bringing together online and offline data. As mentioned above, we also have embedded AI. We have customer AI, which provides propensity scoring, propensity to buy or propensity to churn, and lookalike audiences, where customers can take an existing high value audience and use a marketer friendly interface to generate a similar looking audience.

Now for the rest, to give a broad picture of how the CDP works, users can then directly activate to channels across advertising, marketing, or back to enterprise systems. But also if customers choose to, they can do a real time web personalization or action on second party data to work directly with publishers or brand partners. Finally, to pay off this full funnel marketing capability, we help our customers move their customers from awareness to conversion through loyalty with the help of native connectivity to other ÃÛ¶¹ÊÓƵ applications. With this, we can power every aspect of this customer experience from journey to activation to analytics. All of this is underpinned by the experience platform and its shared services, including governance, as well as our wide array of experience platform agents.

Now on the people side of things, this means we are touching multiple teams and roles within an enterprise from service and ops to marketing and advertising, providing a wide range of use cases and self-service capabilities to ultimately harmonize and empower teams across the enterprise.