Post by rahim on Feb 1, 2024 10:13:47 GMT 1
Clouds we often have a system-specific 360° customer view, with CDP we have a system-wide 360° customer view.Large data volumesMarketing clouds often use relational data models. This means that the Marketing Cloud stores the data in tables (structured data), which is then evaluated for analytics and reports. However, the relational data model reaches its limits relatively quickly in terms of volume and complexity. This is why marketing clouds generally cannot process really large amounts of data and complex data structures.
This means, for example, that the options for segmentation DB to Data are limited. Segmentations likeCustomer, male, >30 yearsare possible in the Marketing Cloud. On the other hand, segmentations in the style of are difficult or impossibleCustomer, last visit to a branch within the last 14 days or newsletter opened in the last 7 daysThe CDP usually works with semi-structured data in JSON format. This data model is significantly more flexible and even large amounts of data can be processed well. Thanks to the 360° customer view stored in the CDP, relatively complex segmentations can already be carried out in the CDP.
The CDP can also pass on the 360° customer views and the associated large amounts of data to external analysis tools. The analysis and segmentation options with a CDP are therefore practically unlimited.Real-time activitiesWhen we talk about real-time activity, we mean immediate reactions to customer interactions with the company. This includes, for example, that a visitor to the online shop is assigned to a customer segment during his visit and then receives information in the shop during the visit that fits his segment and his current surfing behavior.
This means, for example, that the options for segmentation DB to Data are limited. Segmentations likeCustomer, male, >30 yearsare possible in the Marketing Cloud. On the other hand, segmentations in the style of are difficult or impossibleCustomer, last visit to a branch within the last 14 days or newsletter opened in the last 7 daysThe CDP usually works with semi-structured data in JSON format. This data model is significantly more flexible and even large amounts of data can be processed well. Thanks to the 360° customer view stored in the CDP, relatively complex segmentations can already be carried out in the CDP.
The CDP can also pass on the 360° customer views and the associated large amounts of data to external analysis tools. The analysis and segmentation options with a CDP are therefore practically unlimited.Real-time activitiesWhen we talk about real-time activity, we mean immediate reactions to customer interactions with the company. This includes, for example, that a visitor to the online shop is assigned to a customer segment during his visit and then receives information in the shop during the visit that fits his segment and his current surfing behavior.