CDP, Customer Data Platform is widely used term to categorize multiple customer data related services together. Gravito started as a CDP with simple ideology; provide real-time single-view to customer profile.
Real-time means that the profile should get updated when there are events that a) can be associated with the customer and b) are relevant to improve the customer experience in following steps, be it then within next seconds or two weeks later.
Single-view aims to have one profile of the customer as an individual and every channel that user is communicated with has the same snapshot and understanding.
Simple, right? It gets slightly more complicated when focusing on the identification of the customer. Many of the digital touchpoints are not forcing the user to log in as the first thing. For example, customer lands to a website the business owns but customer is not identifiable by the website or any other system at the point of landing. What can be done with Gravito? Website calling it sends whatever was stored as identifiers earlier and if there is none found, Gravito generates observed profile with an id. That observed profile is specific to a device (browser or app) or domain, depending on how cookies are accepted by the browser.
Observed profile (soft-login or pre-account as we might call it as well) is the ground for storing profile related data attributes and on which many of the Gravito features are linked to. None of this yet requires user to log in, many of the personalization actions can be done using observed profile only. The challenge comes from crossing the channels, i.e. there is need to personalize content for the customer visiting website also on mobile app or send email to him/her. That is when the Gravito identity management features are stepping in.
Website or application can use either it’s own authentication mechanism already existing or start using Gravito’s ready made login components that authenticate the user with email (passwordless logins) or social media logins (e.g. Google or Facebook login). If there is already authentication in place, Gravito can consume the authentication information and if it receives federated authentication information (email that logged in), the user is logging in to Gravito CDP system as well seamlessly. Or using Gravito’s components, the results is the same, each and every domain and business have same Gravito account ID to recognize the CDP profile and utilize the data.
Privacy is the first cornerstone Gravito was started to be built on. We thought that the customer as an individual should be on the driver’s seat, consenting data collection, analysis and profiling on granular levels and also be able to see how data is being collected about them, enriched and consumed. Hence Gravito data model is based on consents being collected as first thing when profile (observed or fully logged in) is set up and from that point onwards all the data operations on the platform are controlled by consents. That leads to point that whatever the consumption use case is for consumer profile data, the operation itself has built-in consent protection and reflects the current set of customer given consents real-time.