The Celebrus real-time Customer Data Platform builds real-time first party customer profiles at scale using the Extraordinary Data captured, transformed and then delivered by Celebrus, enabling organisations to power advanced customer analytics and deliver seamless personalised omnichannel experiences.
What is a Real-Time Customer Data Platform?
The Customer Data Platform (CDP) is a new component of the modern martech stack. A CDP builds comprehensive customer profiles and makes them available in real-time for activation by other technologies in order to create deep insight and orchestrate omnichannel engagement.
The Celebrus Real-Time CDP
Celebrus’ multi-patented technology has been capturing, transforming and delivering customer data for clients globally since 1999. Our ethos has always been understanding customers as individuals by capturing complete customer-level, not aggregated, data from across channels, devices and sessions. This first party data, which includes both behaviours exhibited e.g. products searched for and experiences e.g. star ratings visible, is captured whether a customer is a known individual or not. Celebrus transforms and enriches that data to create comprehensive customer profiles at scale, then delivers those profiles in real-time for activation. Tight integrations with leading customer insight technologies and engagement systems accelerate time to value and enable clients to maximise ROI on both Celebrus and their incumbent technologies.
data about behaviours and experiences captured; searches, clicks, mouse-overs, product views, order of flights shown, stock levels visible, ratings & reviews shown etc.
2. Data sources:
data is collected from across channels including Web, mobile, ATM, card payment, connected car, apps, streaming media etc.
3. Data layers:
as websites have become more complex, e.g. including JSON objects in the page, Celebrus has extended its unique data capture methodology to ensure no data is left behind
data has business context applied to turn raw clickstream data into meaningful, immediately useable data e.g. that click is a basket add, text typed into that box is a product search, this is the device being used, this is the individual etc.
bespoke compound scenarios can be created which link together pre-defined customer behaviours to create new events which can trigger other systems such as outbound call centres
6. Profile enrichment:
enrichment with other data types enhances customer profiles to provide deeper insight for optimal personalisation e.g. local weather conditions or credit rating
7. Actionable customer attributes:
ingestion of additional data to append to the customer profile e.g. attributes derived from offline modelling, to further enhance real-time personalisation
data about the messages, adverts, emails, calls etc. that have been presented to the customer and their subsequent reaction or non-reaction e.g. the absence of a website visit over a defined period following an email can be set to trigger another system
1. Data warehouses:
delivery into data warehouses for data centralisation, operationalisation and creation of a single customer view
2. Real-time streams:
real-time delivery of data into leading technologies to power streaming analytics and in-house decisioning efforts
3. Real-time rules:
Celebrus’ proprietary rules-based on personalisation technology to help organisations early in their personalisation journey get started quickly and easily
4. Discovery/BI platforms:
delivery into multiple BI, visualisation and dashboarding technologies made simple and fast with a pre-built semantic layer called the Celebrus Data Visualisation Layer
5. Decisioning systems:
real-time data delivery into world-class decisioning engines to orchestrate and deliver omnichannel personalisation and customer engagement across campaigns
6. Marketing clouds:
working closely with leading marketing clouds to enhance their offerings with real-time, individual-level data
7. Real-time bidding:
supporting advertising with real-time data streams to power highly targeted advertising with brand-known individuals in a secure and compliant fashion
using our ability to dynamically build an individual user profile, then anonymise that profile for external communication to chosen AdTech platforms such as DSP’s, SSP’s etc. for ad targeting and tracking