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The following definitions relate to the each of the elements in the CDP (Customer Data Platform) Periodic Table. Each of
the elements in the CDP Periodic Table correspond to a typical use for a CDP. In fact, the CDP elements are actual Use
Case briefs citing functionality.

The elements in the table are color coded by generalized requirements and each element is numbered, relating to the
definition and benefits described below. In each of the section headers, there is a button with a link back to the CDP
Periodic Table.

EXTRACT, UNIFY, EXPOSE DATA

ID Periodic Symbol and Name Description Benefits
Most accurate data used for all
Identify more accurate available
purposes; customer information is
information for each customer
1 G Golden Record presented consistently across all
attribute and share with other
interactions; changes are quickly
systems.
disseminated.
More accurate customer profiles
Manage and improve quality of improve all downstream applications;
2 D Data Quality
ingested customer data. helps to improve quality in source
systems.
Profiles are more complete; can
Online Instore Link online and offline data relating
3 Oi measure impact of cross channel
Combination to same customer.
promotions.
Use CDP to show personal data to Faster, cheaper response to customer
Privacy - GDPR / customers, to store consent requests; central repository for consent;
4 P
Compliance records, and as connection to easily identify source systems when
source systems. update is needed.
New identifiers allow more accurate
Onboarding External Append external identifiers to
5 Ob matching; gain ability to reach
IDs existing customer records.
consumers in multiple channels.
More accurate connection of individuals
Lead to Account Associate individuals with
6 Le to business; more complete view of
Match businesses in B2B data.
aggregated business level data.
Profiles are more accurate, contain new
Append external attribute and
Enrichment Data data types, and have fewer missing
7 Ed behavioral data to existing
Append values. This allows more robust analysis
customer records.
and segmentation.
Replace one or more Web site tag
Less Tag Mgmt. Use CDP pixel on Web site to
8 Tg solutions; get consistent data from
Mapping capture user behavior.
multiple Web sites
Profiles are more complete; can
Online CRM Link online and offline data relating
9 Oc measure impact of cross channel
combination to same customer.
promotions.
Link customer profiles from
Merger Before After Identify shared customers and create
10 Mg separate systems as before or after
Compare more complete profiles more quickly.
merger.

REAL TIME INTERACTIONS

ID Periodic Symbol and Name Description Benefits
Estimate likelihood of customer
More accurate models based on more
11 Ch Churn Prediction churn using model based on CDP
complete, current data.
data.
Estimate future value of customer More accurate models based on more
12 V Customer Value
using model based on CDP data. complete, current data.
Select loyalty incentive using model More accurate models based on more
13 Li Loyalty Incentive
based on CDP data. complete, current data.
 Select best prospects (among
More accurate models based on more
14 Ps Prospect Selection existing leads) using model based
complete, current data.
on CDP data.
Select best offer using model based More accurate models based on more
15 Bo Best Offer Selection
on CDP data. complete, current data.
Send emails or other outbound
Engage Time More accurate models based on more
16 Et messages at optimal time for each
Optimization complete, current data.
customer.
Select best prospects (on external More accurate models based on more
17 Lm Lookalike Models lists) using model based on CDP complete, current data, including
data. profitability of existing customers.
Estimate customer interest in
Topic Interest More accurate models based on more
18 Tp different topics using model based
Prediction complete, current data.
on CDP data.
More accurate targeting and alerts by
Add intent data from external
adding intent data to customer profiles
19 Id Intent Data sources to customer profiles in
in CDP; easily share intent data with all
CDP.
other systems.
Estimate likelihood of
Unsubscribe More accurate models based on more
20 Un unsubscription using model based
Prediction complete, current data.
on CDP data.
Repurchase Estimate likelihood of repurchase More accurate models based on more
21 Rp
Prediction using model based on CDP data. complete, current data.

OUTBOUND CAMPAIGNS
ID Periodic Symbol and Name Description Benefits
More effective profiling based on ability
Behavior Real Time Classify anonymous visitors in real to build predictions derived from
22 B
Profiling time based on their behaviors. history of previous visitors, as stored in
CDP profiles.
Select content for known More effective content selection based
23 C Content In Real Time customers in real time based on on access to customer history stored in
their past data. CDP.
More effective offer selection based on
Real Time Offer Select offer for known customers in
24 Os access to customer history stored in
Selection real time based on their past data.
CDP.
Select best product for known More effective product selection based
Dynamic Cross Sell
25 Dc customers in real time based on on access to customer history stored in
Upsell
their past data. CDP.
Present complete customer history
Complete customer history immediately
26 Ip Individual Profiles to call center or sales agent during
available to agent.
interactions.
Select best message in real time More effective product selection based
Location Based
27 Lb based on current customer location on access to customer history stored in
Personalization
and past data. CDP.

REAL TIME INTERACTIONS

ID Periodic Symbol and Name Description Benefits
Improve response, avoid wasted
Determine which channels work
28 Cp Channel Preference messages, avoid making customers
best for each customer.
annoyed.
Lower support costs, higher customer
Preemptive CS Help customers who need
29 Cs satisfaction and greater loyalty from
Support assistance before they request it.
superior customer experience.
Optimal profitability based on having
Send optimal treatments to retain complete data on individual customers
30 Rt Retention Campaigns
existing customers. and complete history on past customers
for training the system.
Optimal profitability based on having
Cross Channel Send optimal messages to complete data on individual customers
31 Cc
Campaigns customers across all channels. and complete history on past customers
for training the system.

PREDICTIVE / AI
ID Periodic Symbol and Name Description Benefits
More effective advertising based on
Social Media Send audiences to social media ad audiences built with richer data; better
32 Sm
Audiences vendors. analysis of campaign results to allow
future optimization.
More effective campaigns based on
Send messages to customers who acting more quickly, excluding
abandon shopping carts and stop inappropriate customers, sending more
33 A Abandon Cart
sending messages when no longer appropriate offers, and removing
relevant. customers more quickly when
appropriate.
Easy list creation because all data is in
Dynamic Email List Select customers for email
34 Dy preassembled profile; more accurate
Creation campaign
selection based on more accurate data.
Less waste and customer annoyance by
Notify customers of new features
35 Fe Feature Notifications sending more relevant messages based
that are relevant to them.
on more complete data.
Select best message for each customer
Personalized Provide customer level data to
36 Pm and include personal information within
Messages personalization system.
each message.
More effective campaigns based on
richer data; can identify more
Send messages to customers who customers to contact, select best
Reactivation
37 Re have stopped doing business or are message, and exclude customers who
Campaigns
at risk. should not be contacted (because will
never renew, will renew anyway, are
unprofitable, etc.)
More effective messages and higher
Send messages to customers based
38 Tr Trigger Messages customer satisfaction by sending more
on specified actions or events.
relevant messages.
More effective advertising based on
39 Dm DMP Interactions Synchronize DMP and CDP data.
audiences built with richer data; better
 analysis of campaign results to allow
future optimization.
Less waste and customer annoyance by
Previous Buyer Remove previous buyers from
40 Pb sending more relevant messages based
Exclusions campaigns for specific products.
on more complete data.

ID Periodic Symbol and Name Description Benefits

Understand customer behavior; find
41 Ba Behavior Analysis Track customer actions over time. problems or opportunities; better
predict behaviors.
Identify sequence of interactions Assess impact of current interactions,
42 J Journey Analytics
associated with different tasks. find problems or opportunities.
Create special programs for high value
Identify individual customers who
43 Hv High Value Customers customers, e.g. special offers, rewards,
have returned high value
recognition, referrals, advocacy, etc.
Determine value of marketing programs
Estimate the change in behavior
44 Ca Campaign Attribution to help guide marketing spend and
caused by a marketing program.
understand customer behaviors.
Best Customer Identify attributes common to best Identify high potential prospects (to
45 Bc
Profiles customers. acquire) and leads (on internal lists)
Find customer segments that could
Underserved Gain additional value from existing
46 Us be contacted more often with good
Segments customers.
results.
Easier to create reports from unified
Generate reports based on Key
47 Kp KPI Reporting database; can build on standard
Performance Indicators.
variables, etc. maintained in CDP.
Gain better value from events by basing
Events Based Use customer data to select
48 Eb location on potential customer value
Geomapping location of field events.
rather than simple customer counts.
Easily apply life stage-based treatments
Tag customers who belong to
49 Ls Life Stage Assignment to individual customers; run programs
previously defined life stages
triggered by life stage change.
Find opportunities to improve results
Identify sets of customers that can
50 Sd Segment Discovery through better targeted customer
be usefully treated as segments.
treatments.
Easily apply segment-based treatments
Tag customers who belong to
51 Sa Segment Assignment to individual customers; run programs
previously defined segments.
triggered by segment change.
Compare behaviors of customers in
Determine impact of test programs to
52 Rs Run Stream Tests different long running marketing
find best customer treatments.
programs
Use Cases courtesy of the CDP Institute, www.CDPInstitute.org . The CDP Institute offers a FREE CDP vendor
match and RFP generator tool accessible at www.Bitly.com/CDPInstitute