Apteco CDP

Preview: This is a preview feature, and remains a work in progress. The following content may be subject to change before full release. If you have any questions regarding this preview feature, please direct them to our support team.

A CDP (Customer Data Platform) is defined by the CDP Institute as ‘packaged software that creates a persistent, unified customer database that is accessible to other systems.’

The Apteco CDP allows you to consolidate multiple, disparate customer data sources into a single, unified dataset.

It achieves this through matching and deduplication, creating customer records with associated attributes such as email addresses, device IDs, phone numbers, and addresses.

The Apteco CDP journey begins with data ingestion, which consists of data upload, data mapping, and ID resolution. Once complete, your unified data can then be built into an Orbit system for analytical and campaign activities, all within the Apteco Cloud.

Apteco CDP V1 data structure

Apteco CDP V1 uses standard data structures to store information on:

  • Individuals

  • Individual attributes

Data is ingested from your data source configured in Apteco Orbit. You can choose from different identity resolution strategies, and create/update individual records.

In Apteco CDP V1, all other data comes from the standard attribute store already used by Orbit connect.

Apteco CDP V1 is composed of the following functionality:

Data mapping

Data mappings allow you, as a user, to define connections between your source data and the columns within the Apteco Standard Data Model (SDM). Once defined, data can then be ingested and displayed in an Apteco Customer Data Table, as part of the Apteco Customer Data Platform (CDP).

For more information, see Data mappings.

Additional relationship types

Multiple relationship types are available for selection with Orbit connect.

Relationships are defined by selecting common fields in related data tables. Relationship types determine how data in these tables join together.

You can choose from the following relationship types:

  • One to Many

  • One to One

  • Many to One

‘One-to-many’ is the default option. The ‘One to One’ and ‘Many to One’ options allow you to efficiently add to your main data by matching values in a parent table.

These options enable you to use a ‘lookup-style’ data join, bringing additional columns of data into your system by matching to a value in the parent table.

For more information, see Additional relationship types.

ID resolution

ID (Identity) resolution allows you to specify the strategies used when importing your data to the Apteco Customer Data Platform (CDP). This allows you to control the manner in which your records are compared and resolved.

Records in the input source are resolved in two stages:

  • They are compared against the other records in the source data (internal duplicates)

  • They are compared against the records already present within the CDP tables (CDP duplicates)

For more information, see ID resolution rules.

Validation rules

Validation rules allow you to set conditions for each column in your data, determine whether these conditions are met, and specify actions to take when importing data via the Apteco Customer Data Platform (CDP).

Validation rules are only available when importing data into the CDP via Data mappings.

Once you have your CDP data mapping configured, you can proceed to define validation rules for it.

For more information, see Validation rules.