Composable CDP Self-Assessment
What Is This?  A checklist of functions required to build the customer profiles created by a standard Customer Data Platform.  The same requirements exist whether you are purchasing a standard CDP or components to build your own CDP.  
  • A standard CDP provides a single, integrated set of tools to copy data from other systems into a separate CDP database, build customer profiles, and share the profiles.  
  • A component-based or "composable" approach builds the profiles in an existing data warehouse.  It relies on the data warehouse developers to assemble the tools needed to achieve this.  
Who Is It For? Anyone considering acquisition, development, or enhancement of a Customer Data Platform. The goal is to provide a comprehensive list of items you may need to consider in your CDP project.

What Do I Need to Know?  You'll need to understand the technical features that are listed in the questions, whether those features are present in your existing systems, and whether those features are needed for your CDP project.  This requires a mix of technical and marketing knowledge.  It may be most useful for a team of marrketing and technology staff to work together to fill in the answers.

What Will I Get Back?  We'll email you a Word document that lists your answers to all questions and makes recommendations based on the information you provided.  The recommendations may include doing more research, investing in a few components to supplement your existing systems, or buying a standard CDP to provide a complete CDP solution.  These recommendations are just a starting point, since they don't take into account factors such as available resources and special business needs.  The real value of the report is the list of questions and your answers, which provide a foundation for further research into your needs and potential solutions.
                                                                         __________________________

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Email *
CDP Database: Please select the answer that best describes the primary data store for your customer profiles.  In other questions in this assessment, this is referred to as your "CDP database".
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Data Capture Functions: for each item, select the answer that best describes your current systems.
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Not Needed
Needed and Available
Needed and Unavailable (Gap)
Don't Know
Web Site Tag: Our system provides a Web site tag that can be loaded into the client’s Web site and used to capture data about customer behaviors.  The data must be associated with an individual identifier, although this may be anonymous (e.g. browser cookie, device ID).
Cookie Management: Our system can deploy and maintain Web browser cookies on the client’s own Web site and link the cookies to customer records in the CDP database.
Ingestion API: Our system provides an API that enables clients to create custom connectors to capture data from other systems.
Ingestion SDK: Our system provides a Software Development Kit (SDK) to load data from other systems into the CDP data store.
Real Time Listening: Our system can ingest and act on new data in real time, defined as under 1 seconds from start to finish. This can be accomplished by scanning incoming data streams and reacting before the data is added to the customer profile. Please describe.
Change Data Capture: Our system can identify changes in source data and use these to update the CDP database without reloading all existing data. Changes can be rolled back to show the state of the data at any time in the past.
Data Sources: for each item, select the answer that best describes your current systems.
 *
Not Needed
Needed and Available
Needed and Unavailable (Gap)
Don't Know
Web CMS
Email / Marketing Automation
Mobile Apps/IoT Devices
Display Advertising/DMP
Social Media Advertising
CRM: Sales, Customer Service, Call Center, Telemarketing
Ecommerce
Retail/Point of Sale
Data Warehouse/Data Lake
ERP Systems
Second Party Data (e.g. agency, business partner)
Third Party Data: demographics, location, intent, prospect lists, etc.
Third Party ID Graphs (LiveRamp, Tapad, TransUnion, etc.)
Ingestion Functions: for each item, select the answer that best describes your current systems.
 *
Not Needed
Needed and Available
Needed and Unavailable (Gap)
Don't Know
Prebuilt Connectors: Our system provides prebuilt connectors for loading data from other systems and or middleware in the CDP Data Store. This includes third-party data sources such as demographics, intent data, and location. Rea;l-time access is not required to meet this requirement.
Client-Built Connectors: Our system lets client technical staff build connectors to add new data sources without assistance from the Vendor.
End-User Built Connectors: Our system interface lets non-technical users build connectors to add new data sources without technical assistance or writing code.
Schema-Free Data Load: Our system can load and store any input data without data elements being specified in advance.  Users may need to classify the elements after they are stored in order to access them.
Real Time Customer Profile Updates: Our system can ingest and add new data to a single customer profile in real time, defined as under 1 second from start to finish. This includes recalculating aggregates, segment assignments, and model scores, and making the updated profile available to other systems. It does not include changes to the ID graph to determine which personal identifiers are connected to which customer identities. Please describe.
Monitoring: Our system can monitor data loads, issue alerts, and execute roll-backs when a load process fails to complete or there are problems with the input data.
Scheduling: Our system can run data loading processes on a user-defined schedule.
Data Preparation Functions: for each item, select the answer that best describes your current systems. *
Not Needed
Needed and Available
Needed and Unavailable (Gap)
Don't Know
Rule-based Data Quality Checks: Our system supports rule-based data quality checks with rules & alerts as part of the preparation process.
Rule-Based Data Preparation: Our system supports rule-based data cleaning, standardization, and transformations as part of the preparation process.
Reference-Based Data Preparation: Our system has reference-table based data cleaning, standardization and transformations as part of the preparation process.
Postal Address Hygiene: Our system can clean, standardize, verify, and store corrected postal addresses as part of the preparation process.
Text Analysis & Feature Extraction: Our system can analyze unstructured input data to extract features such as named entities and sentiment as part of the preparation process.
Event Identification: Our system lets users create rules to define an event and then identify and tag all data associated with each event. These events may include multiple transactions, such as all interactions associated with a new product , (research, purchase, installation, etc.), and may be attached to different personal identifiers that are linked to the same persistent (master) customer ID.
Data Store Functions: for each item, select the answer that best describes your current systems. *
Not Needed
Needed and Available
Needed and Unavailable (Gap)
Don't Know
Structured Data: Our system can load and store structured data (e.g. transactions).
Semi-Structured Data: Our system can load and store semi-structured data (e.g., web logs).
Unstructured Data: Our system can load and store unstructured data (e.g. text, images, video).
Retain Full Detail: Our system can store all details associated with any input data. Users select which details are actually retained. Inputs might be physically reformatted when they are loaded into the CDP but can be reconstructed if needed.
Client-Defined Data Retention: Our system lets users specify data retention rules by time period, source, data type, consent, and other parameters. Data can be retained for as long as the client choosesetc.). Users can specify
Account Level Data: Our system can be installed with a standard data model that supports seperate profiles for accounts (i.e., businesses) and for individuals within those accounts. Data for each account is stored only once, not copied onto the individual-level profiles. Selections, analytics, campaigns, and other system functions can combine data from both.
Third Party Data: Our system has prebuilt connectors to append third-party data to customer profiles such as demographics, intent, and location.
Non-Customer Data: Our system can supports client-defined data models that include data not related to a specific customer, such as products, contents, or retail locations. This data is available for use in customer profiles, segmentations, selections, and data exports.
Client-Defined Data Model: Our system supports client-defined data models, including client-defined data elements, objects, and tables.
Multi-Level Data Model: Our system can be installed with a standard data model that supports multiple data levels or tables (B2B, foreign keys, etc.).
Industry Data Models Available: Our system can be installed with industry-specific data models.
Encrypt At Rest, In Motion: Our system supports encryption at rest and in motion.
Manage Personal Identifiers: Our system manages personal identifiers such as name, address, email, and phone number in ways that comply with privacy and security regulations in the regions where it is deployed. This does not necessarily include consent management or certification against industry standards.
Dynamic Scaling: Our system supports dynamic scaling and based on demand fluctuations can enable variable IT resources as needed.
Consent Management & Usage Tracking: Our system supports consent storage and data usage tracking. Describe if access is by data item, date, purpose, etc.
Consent Interface: Our system provides an interface for customers to record and modify consent for use of their personal data and to store this data. Integration with a third-party consent management system does not meet this requirement.
Enterprise Privacy Management: Our system provides functions to meet regulatory requirements related to the use of personal data throughout the enterprise. These may include discovery and inventory of personal data in all enterprise systems; consent management for data capture and use; enforcement of restrictions on use of data; documentation of processing activity; and privacy-preserving technology such as anonymization. Please describe the features provided.
Identity Linking Functions: for each item, select the answer that best describes your current systems. *
Not Needed
Needed and Available
Needed and Unavailable (Gap)
Don't Know
Persistent ID: Our system links personal identifiers such as email address or phone number to a permanent master ID that remains unchanged over time regardless of changes in other identifiers. Customer profiles can be accessed by any identifier linked to the master ID. CDPs that use a master ID applied outside the system do not meet this requirement.
Exact Match (Same ID): Our system supports exact match capabilities such as email matches.
Deterministic Match (Stitching): Our system can link personal identifiers to an individual’s master ID using 'deterministic' matches, such as email and phone number on same account, or same device used to read email and visit a Web site.
Cross-device Match (Probabilistic): Our system can link personal identifiers to an individual’s master ID using ‘probabilistic’ matches based on behaviors, such as two devices being used in the same time and place.
Name/Address Match (Postal/Similarity): Our system can find matches between different name/address records despite variations in spelling, missing data elements, etc. All matching records are linked to the same master ID.
Reference-Based Match: Our system can draw on external resources to link personal identifiers to an individual's master ID. This is typically achieved by sending identity data to an external service provider who returns it with additional links appended.
Anonymous to Known Conversion: Our system retains the history associated with an anonymous customer ID (e.g., a web browser cookie) when that ID is linked to known customer ID (e.g. email address).
Real Time ID Graph or ID Resolution Processing: Our system can ingest and use new data to update the customer ID graph in real time, defined a under 1 second from start to finish. This includes reviewing existing matches between personal identifiers to determine which customer identities they are connected to; rebuilding customer profiles with the data associated with personal identifiers; recalculating aggregates, segment assignments, and model scores; and making the updated profiles available to other systems. Please describe.
Customer Profile Functions: for each item, select the answer that best describes your current systems. *
Not Needed
Needed and Available
Needed and Unavailable (Gap)
Don't Know
Unified Customer Profile: Our system can create unified customer profiles that combine all ingested detail related to the same individual (subject to regulatory constraints).
Create and maintain a "Golden Record": Our system can assess data in the unified profile to create a ‘golden record’ with the most accurate version of name, address, loyalty state, etc. This is constantly updated as new data arrives and can be shared with other systems.
Derived Variables: Our system develops and maintains derived variables based on unified customere profiles. It tracks variable definitions, changes in definitions over time, and where derived variables are used.
Real Time Access to External Data: Our system supports the ability to access data stored outside the CDP in real-time when needed. This data can be appended to customer profiles.
Data Sharing Functions: for each item, select the answer that best describes your current systems. *
Not Needed
Needed and Available
Needed and Unavailable (Gap)
Don't Know
External Access: Our system gives other systems access to any data in the unified customer profiles via API connections, Webhooks or queries. Technical work or vendor assistance may be required to set up connections or to expose specific items. Results may not be available in real time.
External Access without Setup: Our system gives Users direct access to all data in the unified customer profiles without technical work to expose specific items in advance. Data is available for selections, analytics, campaigns, and other system functions.
External Access with Setup: Our system requires setup to expose data, such as specifying which elements are available and/or copying data into a specialized data store. Please describe with some detail.
Query Access: Our system supports SQL query access to customer profiles.
API Access: Our system supports API access to customer profiles.
Real Time Data Sharing (CORE RealCDP Requirement): Our system can accept and fulfill a request from an external system for data in a single customer profile , defined as under 1 second from start to finish. This refers to reading data already stored in the profile, not to updating the profile with new data. Requests may be made via an API call, Webhook, or query. Vendor assistance may be required to set up connections or to expose specific items. Access may require advance preparation such as reformatting data or copying it to a different data platform. Please describe.
Cache Data In Memory: Our system loads data into memory during real time interactions, updates the in-memory data, and stores it in the permanent data store after the transaction is complete.
User Access by Element, Group: Our system allows for customized user access. Differentiators include access is defined by the data element, data type, user, user group, organization hierarchy, location, security clearance, etc.
Privacy Enforcement: Our system can enforce privacy policies that govern use of its data by other systems. This requires documenting the consent(s) attached to each element, providing a set of rules that define types of use and the legal justifications for each use, classifying extract requests by use type, and excluding any data from an extract that cannot be legally included.
Integration Functions: for each item, select the answer that best describes your current systems. *
Not Needed
Needed and Available
Needed and Unavailable (Gap)
Don't Know
Process Flows: Our system can define multi-step processes to move data from the CDP database into other systems
Mapping: Our system can automatically map data available for processing.
Transformations: Our system can define data transformation steps to occur when data is moved from the CDP database into other systems
Scheduling: Our system can move data from the CDP database into other systems on a user-defined schedule.
Prebuilt Connectors: Our system has prebuilt connectors to move data from the CDP database into other systems.
Custom Connectors: Our sytem provides tools for users to build custom connectors to external systems. Connectors can write to the external system APIs.
API Builder: Our system provides tools to build API connectors to move data from the CDP database into other systems.
Automated Testing: Our system provides automted tools to test new connectors as they are built.
Error Trapping: Our system can detect and identify errors in running processes or APIs.
Share Processes: Our system enables different processes to share componets of other processes.
Share Code: Our system enables different APIs to share code snippets.
Monitor Performance: Our system provides tools to monitor performance of running processes.
Sensitive Data Detection: Our system can detect and issue alerts when a process exports sensitive data such as personal identifiers.
Segment Creation Functions: for each item, select the answer that best describes your current systems. *
Not Needed
Needed and Available
Needed and Unavailable (Gap)
Don't Know
Access All Data: All data in the CDP database is available for building segments, without technical assistance to expose specific data elements.
Data Selects: Our system lets technical staff select customer segments and send extracts with specified data elements to other systems.
End User Data Selects: Our system interface lets non-technical Users define segment extracts and automatically send these to other systems on a user-defined schedule. Selection rules and extracts can include any data in the unified customer profiles. Technical assistance may be required to expose specific items and extracts may not be available in real time.
API Access: Our system provides an API for external systems to access customer data. The API supports identity definition (i.e., custom rules to determine which records are defined as belonging to the same customer), complex queries, complex result sets, calculations, etc.
SDK Access: Our system provides an SDK for external systems to access customer data
SQL Queries: Our system allows SQL queries to access customer data
Segmentation Interface: Our system provides a user interface to enable segmentation capabilities such as no-code, complex queries, dynamic lists, nested queries, entry/exit tracking.
Multi-Cell Segmentation: Our system allows a single segmentation rule to assign different customers to different groups. For example: one segmentation rule could divide customers into a high value, average value, and low value groups, placing each customer in only one group
Event-Triggered and Scheduled Outputs: Our system supports event-triggered data outputs such as Web push alerts or ping post responses. Our systems also supports scheduled data extracts e.g. data refresh or updates every 10 seconds, 10 minutes, nightly, etc.
Output Constraints: Our system supports output constraints such as number of records, number of tables, date range, etc.
Data Exploration Tools: Our system provides tools to explore available data, such as viewing data, frequency distributions, and filters.
Segment Output Connections: for each item, select the answer that best describes your current systems. *
Not Needed
Needed and Available
Needed and Unavailable (Gap)
Don't Know
Web CMS
Email / Marketing Automation
Mobile Apps/IoT Devices
Display Advertising/DMP
Social Media Advertising
CRM: Sales, Customer Service, Call Center, Telemarketing
Ecommerce
Retail/Point of Sale
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