Two frameworks for CDP use cases

You should examine your use cases from two very different perspectives: first, from the data you can collect from devices, and second, from the perspective of your customers as human beings.

For example, “promote my iPad app to visitors” can stop at the device level, while “promote my e-newsletter to people who don’t have it” requires more information.

On the other side, you have to remember that devices are not people, that people have many devices, and often many personas. If you merge these personas into a “single customer record,” you can annoy your customers and damage your use cases.

The Device Framework	The Person Framework
A device (not a person) makes a request to a server. That device shows some activity. Identifiers allow better segments. Some identifiers resolve to a person with varying degrees of confidence.	A person is more complicated than your data structure. Each person has multiple devices. Each person has multiple identifiers. People organize their online life into personas.

I discussed this in more depth at the MarTech conference. You can view the presentation here. You can also give me a call and I’ll talk you through it.