What is the purpose of SAP CDP vs Segmentation Modelling within SAP Marketing Cloud

[Matt_V]

Hi All,

I am a marketing automation expert and have been working within Martec for some time. I am in the process of learning SAP Customer Data Platform although I keep asking myself the question, what benefit does it provide over other segmentation tools offered by MA platforms such as SAP Marketing Cloud. From a Marketers perspective, I can think of a worse business process where I would have to leave my MA tool, go to another tool perform segmentation then return to the MA tool when I could do it all in the MA tool. I would really appreciate if someone could help me understand the KSP for CDP.

Cheers Matt

[Matt_V]

Hi Kunal,

Thanks for taking the time to respond. I'm not sure I understand your response completely. You say SAP Marketing Cloud (SMC) builds a golden record isn't that the same as a 360' view? Additionally, SMC provides scoring and ML, although looking through the SAP CDP documentation I can't see any mention of this? Although my question is broader and not specific to SAP.

To restate the question. "Why would a company implement a CDP when they could just use a powerful MA platform, that can ingest data from any source, segment and execute onmi-channel campaigns"?

Cheers

Matt

[KunalBansal]

Hello Matthew,

The CDPis a platform for customer insights to deliver hyper-personalised experiences in real time, while maintaining the data’s purpose. It creates a 360' profile of a customer. For example, in SMC CONTACT profile is a golden record for one contact. It includes customer consent/permission, master data, etc.

The CDP shares the common data across different CX products to have a unified experience. If you're asking for KSP, a simple word is the Unified CX and EUDP handling.

While segmentation is a tool to filter the contacts based on filter criteria.

Best Regards,

Kunal

[vervinckt_joyca]

Hi Matt,

As I understood it, the Customer Data Platform is especially meant to go towards a hub-and-spoke data model.

Currently, lots of SAP solutions have point-to-point integrations with eachother.

e.g. Marketing might connect with c4c. c4c might connect with S/4. S/4 might connect with Commerce. Commerce might connect with gigya/cdc. etc.

With CDP, everything would only* connect only with CDP.

And CDP would be the central truth for all the Customer Data.

CDP would contain more data than a marketing automation system typically would. Marketing would only get data from CDP which is relevant for marketing.

*only: at least for anything related to customer data. Interactions etc is a point where I'm also still not completely certain of how those would integrate with a CDP within the landscape, if those would still be point-to-point, or if those would also go through CDP.

Also the difference between CDP and MDI is not completely clear to me either.

If someone from SAP could shed some additional light on that, I'm also interested 🙂