By stitching, cleansing, and deduping data across all digital and offline channels into a single customer view and applying AI-driven insights to the profile, Customer Data Platform (CDP) creates a complete system of record. This system of records feeds information to Personalization. Leveraging CDP’s data, Personalization can display personalized content, thereby increasing customer delight and maximizing lifetime value.

Benefits of integration with Personalization:

  • Deeper personalization based on a comprehensive omni-channel profile.
  • Personalization that is orchestrated across web and non-web experiences. For example, personalized messaging that is consistent across web, email, social, advertising, in-store experiences, call center.
  • Personalization based on machine learning. For example, targeting based on customers who are likely to buy, likely to be high value customers, or likely to churn.


To use Customer Data Platform with Personalization, you must have the licensed version of both the products.

Using Personalization with CDP has two primary phases:

  1. Configuration
  2. Ongoing usage

Creating an S3 connector in CDP

To create an S3 connector in CDP, you can leverage the self-service credential management feature. For more information, see S3 Output Connector.

Creating campaigns in CDP

After creating the Personalization connector in CDP, you can create specific user segments based on certain rules and send that information to Personalization by creating campaigns. If such information doesn’t exist in the CDP database, you can also collect additional information from users who access your personalized website.

For example, if the CDP database has users with invalid phone numbers, you can’t run campaigns on such users through SMS. Also, if such users won’t access their emails today, you would need valid phone numbers to engage with them through SMS. You can collect this information when they visit your personalized website.

To create campaigns:

  1. Select Actions > Campaigns+ and start creating a campaign.


  2. On the Audience tab, set the following rules:

    • Likelihood to Engage on Email - Today equal to Sleepy
    • Primary Phone Validity not equal to V
  3. On the Content tab, specify the attributes that you want to send to Personalization. For example, email address and closest store name.


    Specify the additional information that Personalization requires. For example, eventname, eventsource. You can also send any custom field to Personalization.


  4. On the Destination tab, select the destination as Personalization S3 buckets. CDP sends users information to this location.


    You can map CDP schemas to their corresponding Personalization schemas.


  5. Select Send Now to send the campaign.

Receiving CDP custom fields in Personalization

As you have defined certain custom fields in the CDP campaign, you must ensure that information of all such fields are collected in Personalization. For more information, see Receiving CDP custom fields in Personalization.

Creating a segment in Personalization

After getting all the user information from CDP, you must create a segment. For more information, see Creating a segment in Personalization.

Publishing a campaign in Personalization

After creating a segment, you can create a Personalization campaign using that segment. For more information, see Publishing a campaign in Personalization.