Summary: Use cases are more important than identity in constructing a customer data platform. To understand their relative roles, use the device framework and the person framework. The former involves understanding device requests, activity, and collecting identifiers, while the latter deals with complex individual identities across devices. The article stresses the need to consider both…
Summary: The article explains how to use two frameworks — device and person — for refining CDP (customer data platform) use cases. It applies these frameworks to personalization. Under the device framework, personalization involves responsive design, contextual links, and location-based changes. The person framework focuses on individual profiles, devices, identifiers, and personas, emphasizing the need…
Summary: The article delves into deterministic and probabilistic matching in CDPs (customer data platforms). Deterministic matching seeks exact attribute matches like email addresses, while probabilistic uses statistical algorithms for likely matches. It notes deterministic isn’t always accurate and suggests a confidence-based approach tailored to use cases. It underscores the need for caution in merging profiles…