When setting up profile views in SAP Customer Data Platform, why might an organization choose...

Unified Customer Profile:

Provides a complete and aggregated view of a customer based on strong identifiers like email, phone numbers, or account IDs.

Contextual Profile:

Focuses on specific contexts, using weaker identifiers such as session cookies or anonymous IDs.

Step 1: Importance of Unified and Contextual Profiles

Weaker vs. Stronger Identifiers:

Unified Profiles rely on strong, validated identifiers for precise customer insights.

Contextual Profiles are better suited for scenarios where identifiers are incomplete or unverified.

High-Confidence vs. Low-Confidence Use Cases:

Unified Profiles are essential for high-confidence use cases like personalized marketing campaigns.

Contextual Profiles allow organizations to address low-confidence situations, such as anonymous browsing or early-stage lead capture.

Step 2: Reasons for Maintaining Both Profiles

SAP Help Portal: Find details under "SAP Customer Data Platform" documentation.

Implementation Best Practices: Available through SAP partner resources and SAP Learning Hub.

References