Identifying unique persons across all of your channels, platforms, and systems is the very foundation of a Customer Data Platform (CDP). This article will introduce you to how profile unification works at Raptor when data is ingested into the CDP and when you manage and activate your audiences.
When engaging with Raptor, you will come across the acronym RUP. RUP is short for Raptor Unified Profile and it is the engine that matches person identifiers across channels and consolidates them into the same unique profile as data streams into the CDP. Now, based on these profiles, you can form audiences in the Audience Builder, look up profile metrics in the Single Customer View, create CLV models, activate audiences, etc.
Profile Unification succeeds out of a deterministic approach, which means that person identifiers must be identical across systems to be consolidated into the same profile. Here is an example:
- Person X visits your website from a laptop. This will create a cookie ID A that is picked up by Raptor's tracking script and forms an anonymous profile in your CDP.
- Person X visits your site again some days later, but this time from a smartphone. This visit creates a new anonymous profile since the cookie ID created by the smartphone is different from the one set by the laptop browser. We'll call it cookie ID B.
- This time, user X makes a purchase from your site and leaves an e-mail address at check-out. Now, the e-mail address and Cookie ID B are stitched together into the same profile, and the user is no longer anonymous since an e-mail address is a unique identifier.
- After a couple of months and several visits on your website, person X also makes a purchase from the laptop by logging in using the e-mail address from before. The full visit history on the no longer anonymous person is now attached to the profile in the CDP by adding interactions with cookie ID A picked up by the tracking script.
- Person X has along the way also created a profile on your site and signed up for your newsletter.