Integrate consumer journeys to gather additional customer data for progressive profiling or retargeting

Most companies are collecting a large amount of data, but many likely don’t know why they are doing it or how they plan to use it. Consumer data can provide companies with incredibly valuable information, but this is only helpful if they know what to look for.

Coming from customer experience perspective, we recommend that data collecting shall always be relevant and mapped into your end customer and user’s journey.

For example, as to most of the retail/consumer businesses, there appears to be two user journeys that dominate:

  • “I want a personalized experience”: This user discovers that their profile is a hub to receive tailored content and are engaged. They will be open to giving additional data, beyond registration, but have higher expectations for personalized content.
  • “I share my profile details to exchange for convenience”: This user shares more or further updated information – personal and preference data sets with an expectation of gaining convenience in their shopping experience including shipping, tracking and smart recommendations.

Personalization is the key driver of user generated revenue.

Customer intelligence is the key driver of B2B sales

Best practices:

#1: Connect User Data Collecting to Consumer Journeys and Business Objectives

While collecting user’s data and/or building the user profile, we need to think about the following:

  • What are the essential data sets required at registration? The more you ask, the greater the risk of drop-off. Consider:
  • Do different brands require different data sets at registration? i.e., if there are multiple sites, multiple brands…
  • Do you have multiple registration scenarios? i.e., a ‘lite’ registration form for users favoriting/saving versus a more detailed registration for users purchasing
  • What data do you want to collect overtime (progressive profiling)?
  • Consent regulations: terms and conditions, privacy policies, newsletters

#2: Integration between SAP Commerce and Customer Data Cloud


  • Use Customer Data Cloud platform to store and consolidate all the personal identity data (PII data) and user’s preference information
  • Use Customer Data Cloud as the middle layer to communicate customer and user’s data between/among various systems

#3: Create an immersive shopping experience with Customer Data Cloud’s extension for SAP Commerce Cloud.

Customer Data Cloud’s social technology combines the core elements that power e-commerce – product awareness and discovery coupled with customer acquisition and loyalty – into a comprehensive set of features and services that are designed to keep customers engaged as well as increase shopping cart conversions while on SAP Commerce Cloud websites.

The Gigya extension provides two main Customer Identity Management packages:

  • Registration-as-a-Service (RaaS):An end-to-end user management system package. This platform offers a comprehensive cloud-based user registration service that supports login by social networks while allowing sites to maintain a single user database that combines social and traditional site authentication.
  • Social Login:The Gigya extension can be used as an external authentication system, allowing users to sign up to your site using their social networks. Users can register and login to your site with their social network identities, which the site will manage as conventional Hybris user accounts.

Hope you find this sharing insightful and enjoy the reading.

CX Intelligent Adoption & Consumption Team (IA&C CX)