The private customer data platform explained
“How does the CDP match customer records across data sources?”
“Can the CDP create segments to be used in social media campaigns?”
“Are machine learning and predictive models part of the platform or done outside of the CDP?”
Here you will find answers to common questions about Velocidi and how the private CDP works.
If you’d like to dive deeper into the technical workings of the platform, check out our product documentation.
And if you’d like to discuss further how Velocidi can help your business, contact us!
1 – What is a customer data platform (CDP)?
A customer data platform, or CDP, is a type of software that collects data from all your customer interactions into one place, and creates omnichannel customer profiles and audience segments from the combined data that can be shared back to external systems. Thus, facilitating a closed loop of omnichannel customer intelligence and experience orchestration.
You might think of it as a central, unifying data management and marketing orchestration hub at the center of your tech stack.
2 – What is a ‘private’ customer data platform?
Most CDPs are offered as a SaaS (software as a service) product. Velocidi is offered as a licensed software that is installed in your own cloud infrastructure. It’s still managed and supported by Velocidi, but it behaves as if you had built it in-house, instead of like a third-party application. This way, you remain the sole owner controller of your data.
The advantages of removing a data management “middleman” in this way are numerous. It helps keep your data safer. It helps you protect data privacy and customer trust. It also makes you less affected by browsers’ cookie blockers and ad blockers since your 1st party tracking tags are served natively under your domain instead of a third party domain.
3 – What kind of company uses the private CDP
Velocidi is used by DTC and e-commerce brands large and small. A private CDP is an ideal solution for DTC brands looking to scale up their customer data management while keeping absolute ownership of their customer relationships. And it is a solution for brands looking to take greater ownership of their customer data relationships.
1 – How can I bring real-time event-level data into the CDP platform?
2 – Can the CDP integrate both my mobile app and website?
The Private CDP directly collects first-party data and recognizes unique users across device. That includes both web browsers and mobile apps, as well as tablets, and even in-store purchases. If your customers are using multiple devices and channels to make purchases, they will be recognized as the same individual by the CDP. This ensures you maintain a clean, unified view of omnichannel customer activity.
3 – What types of behavior data can the CDP collect?
The Private CDP captures granular customer behavior from any channel, such as browser, mobile, email, in-store point of sales or any other network-enabled device. There are a multitude of default behavior attributes built in to include purchase and browsing behavior, interactions with emails and ad campaigns, etc. If there is a specific behavior attribute you need that is not already built in, it can be easily configured.
4 – How does the CDP match customer records across data sources?
Your private CDP will generate its own unique ID for each user based on a first-party browser cookie. This first identifier will be used as a starting point, and additional identifiers will be added to each customer’s “ID graph” through specific interactions. For example, when a customer logs into a loyalty account or provides contact info during a purchase, that information is anonymized within the CDP and used from then on to link customer activity across devices and channels. The same thing can be done if you upload a static file of customer records from an offline system.
All known identifiers for each customer are collected into one customer profile, so their activity across channels and devices can be gathered in one place.
5 – What other applications can I integrate with my private CDP?
Almost anything you could possibly imagine.
Your private CDP can import offline data from POS systems as well as receive real-time event data from your online store and digital campaigns. And it will also integrate with advertising delivery systems so the data generated within the CDP can be used in campaigns and personalization.
There are no limits to the number of applications you can integrate or the volume of data passed through each integration.
1 – How do I create segments from the data collected in the CDP?
Velocidi’s segmentation user interface can leverage any combination of user attributes and custom rules to generate segments. The user attributes available for segmentation can be onboarded from offline sources or generated from live data collected in the CDP.
Included in the attributes available to you are the predictive attributes automatically generated within the CDP based on real-time behavioral data. You can easily create segments based on predictive CLV, likelihood to purchase, and more.
2 – What skill set is required to create audiences?
Only your existing marketing smarts! No technical or programming skills are necessary. The segmentation tool has an intuitive UI using rules and logic that enables anyone to build detailed and multidimensional segments.
In case you have any doubts, your onboarding process does include training sessions to ensure your success.
Getting Your CDP from Launch to Live
3 – Can the CDP create segments to be used in social media campaigns?
Yes. User segments can be activated to external platforms on multiple channels, including social media, email, and display. Activating segments to marketing platforms enables the creation of campaigns that target these segments.
4 – Is there a cost attached to the number of campaigns executed or audiences selected?
Your private CDP license is priced based on the volume of customers and events processed by the system. The price is not influenced by the number of campaigns executed in external marketing platforms.
1 – Are machine learning and predictive models part of the platform or done outside of the CDP?
Velocidi provides multiple prediction models, tailored for the e-commerce market. The models are trained automatically right from the moment the CDP starts receiving its first events and, as time passes and more data is captured, the predictions will gradually become more accurate. No configuration is required on the client’s side.
2 – Which models are available in the CDP?
Velocidi currently provides predictions for customer lifetime value, likelihood to buy and product recommendations.
Predicted CLV tells us the expected dollar value from a customer in the upcoming months. Likelihood to buy tells us the probability of a customer making a purchase in the near future. Product recommendation models give us a list of products most likely to be purchased by a user.
All models provide results on an individual customer basis, so each customer will have attributes in their profile that come from the predictive models.
3 – How are the models made actionable?
The machine learning process generates new user attributes to be used in the segment creation process, or directly activated to campaign platforms. For example, you can create an audience segment of customers who are predicted to have a high likelihood of buying within the next seven days. Then you would activate it to your campaign platform to start delivering ads to that segment.
1 – How is the platform hosted?
The Private CDP uses a managed license model, which means that Velocidi manages the software, but the CDP is deployed on the client’s own AWS account.
2 – What hardware or software is required to use the CDP?
The only thing you’ll need before installing the CDP is your own AWS account. Velocidi is responsible for managing the whole cloud infrastructure required to run the CDP.
3 – How long does the Private CDP installation process take?
The first two steps, which are setting up a AWS account and enabling data collection, can be done in two days, depending on the availability of the client. Once the setup is done, data ingestion starts, and after two weeks the first machine learning models come to life. After 4 weeks you can start using the predictions generated by your data.
Getting Your CDP from Launch to Live
4 – How frequent are platform upgrades or changes?
Velocidi’s Private CDP is updated every two weeks. Each new release includes bug fixes and new features. There is no additional cost for keeping the system up to date. Urgent updates or fixes are pushed live as soon as they are ready.
5 – How do users access the CDP?
Users can access the CDP using their web browser. Each user will have its own username and password to access the system.
6 – What kind of ongoing support does Velocidi provide?
When you license the Velocidi CDP, the installation and onboarding process will include hands-on training sessions with our team to make sure you are getting the most out of your CDP as possible. You will also be guaranteed a set number of hours each month for support, depending on your license tier.
1 – Where is my data stored and how is it protected?
All of your data is automatically stored in your AWS server. All permanent data storages are encrypted using AWS state of the art encryption, supported by the AWS Key Management Service for secure key management of all encryption keys.
2 – Who owns the data?
The client is the owner of the infrastructure and all data in it. Velocidi’s access to the system is limited to operational purposes like updates or client support. No data will be moved out of the client’s infrastructure.
3 – How is the data protected once it is sent outside the platform?
All Web traffic is protected by SSL encrypted connections, preventing any potential for data leakages along the way. And all data stores are encrypted with state of the art techniques, ensuring that your data will never be publicly exposed.
4 – Can the CDP ingest anonymous data? What does the solution do with anonymous data?
By design, Velocidi does not work with PII (personally identifiable information) data, meaning that onboarded and event data is anonymized using ID hashes before reaching the system. This increases the level of privacy of the system and facilitates compliance with the most rigorous privacy laws, such as Europe’s GDPR.
5 – How can I manage user access to the platform?
The CDP is installed with a dedicated Identity Provider (IDP), which handles all authentication and authorization for that individual system. All user accesses in any component must be validated through it, using the SAML standard.
Velocidi also provides a security manual with recommendations and best practices for protecting the security of your CDP.
6 – What happens with customer data when a contract ends or is terminated?
When a contract is terminated, the client will have the opportunity to export all their data beforehand. Upon termination the whole infrastructure and its data are destroyed.