"Collect Once, Use Many" has been a Celebrus mantra for many, many years. The announcements regarding our Identity Graph and Profile Builder features encapsulate that to the fullest. Let's unpack the Profile Builder capability a bit in this post and ideally help outline why this is so powerful for organizations.
Let's start with one of the key limiters to digital transformation: organizational silos. We aren't just talking about having different business units with different goals and requirements, but more so that technology decisions are made in those silos and ultimately are made with only that particular group's requirements in mind. As a result, organizations find themselves with several datasets that have only a portion of data and no single source of truth that the entire organization can lean on to do their jobs and build the experiences that their consumers holistically demand.
Taking that a step further, this is where the "assembly CDPs" and Marketing Clouds start to fall apart. When you are dealing with digital data specifically and have several technologies attempting to capture and collate it, then you end up with no common data model or data dictionary that can be used to improve the efficiency of that process. Generally speaking, this results in what Harvard Business Review refers to as the 80/20 conundrum: spending 80% of the time trying to get data and thus only 20% doing something with it. What that equates to in the field is millions of dollars of wasteful effort within that 80% of your time.
The individual must be the top node of the data model in today's world, and that individual will have several identifiers across channel and device. This is where the 1st party Identity Graph of the Celebrus CDP enters the picture. That Identity Graph will also contain any 2nd and 3rd party identifiers for that individual, but the entire Graph will ultimately be owned and controlled by your organization. So, with the Identity Graph at the top and every single session, journey, interaction, and signal logically structured within the extensible data model that Celebrus provides out of the box beneath that, you have the exact elements you need to have some fun across the business.
The marketing team will ultimately have different IDs and attributes that they care about. Same for the Advertising team, the CX team, the data science team, and any other traditional "siloed" team in your business. With conventional marketing technologies, there isn't really a way to build separate profiles for each business unit off of the same data model without impacting the underlying data. Generally speaking, this is why organizations create different Report Suites or Properties/Apps in traditional web analytics solutions. What that creates is a mess for maintenance, governance, and compliance.
This is the core premise of our Profile Builder: capture data once, leverage the same data model across channel and device, power your organization with the industry's gold standard for Identity, and ultimately allow your individual business and technology teams to create their own profiles and segments on top of the underlying data without changing or altering it.
We are thrilled to bring this feature to our customers and prospects and will leave you with these final points of consideration about why being able to build multiple profiles off of the same individual is so valuable to both governance and activation use cases:
- Protect your PII/PHI data by ensuring that systems that don't require it don't receive it
- Different systems need different data: For example, a machine learning model which is calculating propensity to churn needs quite different data to a decisioning system which is deciding on next best offer
- Different profiles evolve independently and have their own life cycles
- There may be profiles which focus on different segments of the audience or that are designed for specific business groups within your organization
Our platform allows teams to work independently on the implementation of their own profiles without negatively impacting the underlying data model or work within other business groups.
