Customer Data
A CDP versus a CRM: where the responsibilities differ
Compare the working responsibilities of a CDP and CRM, then assign ownership for customer records, identity, corrections and audiences.
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Customer Data
Customer Data
Checking how a vendor stores customer data
Check where a marketing vendor stores customer information and copies, who can access them, how recovery works and what happens at exit.
Customer Data
Checking identity resolution during a CDP evaluation
Use known record relationships, shared-identifier cases and a case log to assess CDP identity matching and profile reconciliation.
Customer Data
Defining a source of truth for customer attributes
Assign authority for each customer attribute and decide how corrections, conflicts and stale copies are handled.
Customer Data
Reviewing privacy and consent controls for testing software
Check cookies, identifiers, event flows, refusal and withdrawal behaviour when assessing testing software for an Australian team.