{"id":7822,"date":"2024-06-06T13:39:35","date_gmt":"2024-06-06T13:39:35","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/for-cdps-the-single-customer-record-can-be-a-distraction\/"},"modified":"2024-06-06T13:39:35","modified_gmt":"2024-06-06T13:39:35","slug":"for-cdps-the-single-customer-record-can-be-a-distraction","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/for-cdps-the-single-customer-record-can-be-a-distraction\/","title":{"rendered":"For CDPs, the &#8216;single customer record&#8217; can be a distraction"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>When you organize your data around \u201cthe customer,\u201d you assume \u201cthe customer\u201d has the same meaning for all your use cases. That\u2019s not always a good assumption.\u00a0<\/p>\n<p>The general purpose of a <a rel=\"nofollow\" href=\"https:\/\/martech.org\/topic\/customer-data-platform-cdp\/\">customer data platform<\/a> (CDP) is to gather information from different sources and consolidate that data into a single record. If you\u2019re not careful, that single customer record can obscure larger issues, and it can trip up some of your use cases. This article will give you a larger perspective on how to organize customer information to further your company\u2019s interests and to accommodate your customers\u2019 unique needs.\u00a0<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow\" href=\"https:\/\/martech.org\/10-types-of-cdps\/\">There are 10 types of CDP. Here\u2019s why that matters<\/a><\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-single-customer-record-is-a-bit-of-a-myth-anyway\">The single customer record is a bit of a myth anyway<\/h2>\n<p>The first thing to know about the single customer record is that despite your best efforts, you will have multiple records (or profiles) for the same person. It\u2019s inevitable because people:<\/p>\n<ul>\n<li>Use multiple browsers on multiple devices.<\/li>\n<li>Have multiple email addresses.<\/li>\n<li>Share their login credentials.<\/li>\n<li>Delete their cookies.<\/li>\n<li>Intentionally try to defeat your efforts to track them.<\/li>\n<\/ul>\n<p>While there are ways to deal with some of these problems, sometimes you have to step back and ask if it\u2019s worth it.\u00a0<\/p>\n<p>If you run a site that\u2019s monetized by displaying ads based on content preferences, does it matter if an individual user has three profiles in your system?\u00a0<\/p>\n<p>If you run an ecommerce site, does it matter if a husband and wife share a login?\u00a0<\/p>\n<p>The \u201csingle customer record\u201d concept has to serve your business needs, not the other way around, and your definition of \u201ccustomer\u201d might change across different use cases.<\/p>\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-vertically-aligned-center has-black-color has-white-background-color has-text-color has-background\" style=\"grid-template-columns:44% auto\">\n<figure class=\"wp-block-media-text__media\"><a rel=\"nofollow\" href=\"https:\/\/www.surveymonkey.com\/r\/HN2NQGJ\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"549\" height=\"354\" alt=\"2024 Replacement Survey Logo\" class=\"wp-image-392896 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp 549w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-524x338.png.webp 524w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-175x113.png.webp 175w\" data-lazy-sizes=\"(max-width: 549px) 100vw, 549px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp?resize=549%2C354&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"549\" height=\"354\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp?resize=549%2C354&#038;ssl=1\" alt=\"2024 Replacement Survey Logo\" class=\"wp-image-392896 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp 549w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-524x338.png.webp 524w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-175x113.png.webp 175w\" sizes=\"(max-width: 549px) 100vw, 549px\"\/><\/a><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-one-customer-with-multiple-email-addresses\">One customer with multiple email addresses<\/h2>\n<p>Let\u2019s take a simple illustration. You have a single customer record for Joe Smith. Joe has three email addresses in his profile: his work email, his home email and his junk email. He subscribes to three of your e-newsletters on his work email and to two on his home email. He clicks through from emails sent to his work email in the morning, but he clicks through on his home email in the evening.\u00a0<\/p>\n<p>What will Joe\u2019s \u201csingle customer record\u201d show as the best time of day to email him? Whatever result you get, it won\u2019t reflect the reality of the situation.\u00a0<\/p>\n<p>In this case, you might not want to know the best time of day for the person, but for the email address. There\u2019s a best time of day for his work email and there\u2019s a different best time of day for his home email. You don\u2019t want a segment that includes all the <em>people <\/em>who open emails in the morning. You want a segment of all the email addresses that get opened in the morning.\u00a0<\/p>\n<p>As always, this comes down to your use cases. The \u201csingle customer record\u201d is not nearly as important as having your data in a format that allows you to do what you need to do with it.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-does-this-mean-for-b2b\">What does this mean for B2B?\u00a0<\/h2>\n<p>Joe\u2019s case is a relatively simple wrinkle that can happen when you structure your data around a person. If you\u2019re running a B2B site, you may want to focus on the individual\u2019s business more than the individual employee. Here are some examples.\u00a0<\/p>\n<ul>\n<li>In <a rel=\"nofollow\" href=\"https:\/\/martech.org\/topic\/account-based-marketing-abm\/\">account-based marketing (ABM)<\/a>, efforts are directed toward finding the right leads within a company. It\u2019s also helpful to know the needs and pain points of the entire organization rather than individual contacts.\u00a0<\/li>\n<li>Sales teams often divide their responsibilities by territory. An individual person\u2019s location is not as important as the location of the company he works for.\u00a0<\/li>\n<li>Customer success and support teams need to track all the interactions and touch points within an organization.\u00a0<\/li>\n<li>Enterprise licenses might depend on tracking the usage of all employees.\u00a0<\/li>\n<\/ul>\n<p>These cases all challenge the idea that \u201ccustomer\u201d always points to a person. With businesses, government entities, schools, hospitals, retail chains, etc., sometimes you have to zoom out beyond the individual to get the full picture.\u00a0<\/p>\n<p><em><strong>Dig deeper: <a rel=\"nofollow\" href=\"https:\/\/martech.org\/real-time-customer-data-platforms-the-promise-and-the-reality\/\">Real-time customer data platforms: The promise and the reality<\/a><\/strong><\/em><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-bring-your-whole-person\">\u2018Bring your whole person\u2026\u2019\u00a0<\/h2>\n<p>In the early days of social media we were told it was interesting to know if our favorite sales trainer liked to ski, had a dog or played the mandolin. Social media claimed to expose us to the whole person. This personal information gave depth to an online profile and led to such absurdities as \u201cbring your whole self to work.\u201d\u00a0<\/p>\n<p>Then we learned that some people believe things we don\u2019t like, and the fact that someone was a very good sales trainer was overshadowed by the fact that he thought the Earth was flat \u2014 which we didn\u2019t really need to know.\u00a0<\/p>\n<p>People need the liberty to have multiple personas \u2014 a work persona, a church persona, a political persona \u2014 and it\u2019s not in anybody\u2019s interests to try to merge them into a single record.\u00a0<\/p>\n<p>This isn\u2019t just a matter of accommodating nuts and weirdos. There are several perfectly legit scenarios where people want to maintain different profiles for different aspects of their life.\u00a0<\/p>\n<ul>\n<li>The consultant with five clients in different industries.\u00a0<\/li>\n<li>The office manager who has one account for work and another account for the charity he runs on the weekend.\u00a0<\/li>\n<li>The graphic designer who works on company logos and also paints horse saddles.\u00a0<\/li>\n<li>The writer who wants to keep his fiction and non-fiction audiences separate.\u00a0<\/li>\n<\/ul>\n<p>In such cases, trying to force everything into a single record for each person doesn\u2019t help you or your customer.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-your-data-structure-should-follow-your-use-cases-nbsp\">Your data structure should follow your use cases\u00a0<\/h2>\n<p>Set aside the idea of creating one record for each person. Instead, focus on your business needs and how you can best serve your customers. Be sure to talk to some of them to find out what they really want and need. Life is weird, and both people and situations can be quirky. The real-life situations of your customers might be completely different than what you think.\u00a0\u00a0<\/p>\n<p>Write up your use cases and figure out what you need to know to act on them. Collect that information with actual people and businesses in mind. Structure your data to make it easy to act on your use cases without first presupposing that you want one record for each customer.\u00a0<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow\" href=\"https:\/\/martech.org\/open-source-customer-data-platforms-can-you-unleash-your-data-for-less\/\">Open-source customer data platforms: Can you unleash your data for less?<\/a><\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-conclusion\">Conclusion<\/h2>\n<p>It\u2019s not that there\u2019s anything inherently wrong with a \u201csingle customer record\u201d for each person \u2014 <em>provided <\/em>you\u2019re able to sort, segment, activate and report on other attributes connected with that person, whether that\u2019s his email address, company affiliation, association membership or some other property.\u00a0<\/p>\n<hr\/>\n<hr\/>\n<p>Your goal with a CDP is not to create a single customer record for each individual. Your goal is to use your data in a way that furthers your business requirements. Make sure the \u201csingle customer record\u201d is helping and not hurting those efforts.\u00a0<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><em>Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the <a rel=\"nofollow\" href=\"https:\/\/martech.org\/staff\/\">editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/for-cdps-the-single-customer-record-can-be-a-distraction\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When you organize your data around \u201cthe customer,\u201d you assume \u201cthe customer\u201d has the same meaning for all your use cases. That\u2019s not always a good assumption.\u00a0 The general purpose of a customer data platform (CDP) is to gather information from different sources and consolidate that data into a single record. If you\u2019re not careful, [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":7823,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-7822","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>For CDPs, the &#039;single customer record&#039; can be a distraction - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/for-cdps-the-single-customer-record-can-be-a-distraction\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"For CDPs, the &#039;single customer record&#039; can be a distraction\" \/>\n<meta property=\"og:description\" content=\"When you organize your data around \u201cthe customer,\u201d you assume \u201cthe customer\u201d has the same meaning for all your use cases. 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