What Is the Difference Between Profiles and Events in the Customer Data Platform (CDP)?

Introduction

It's important to understand the distinction between profiles and events in the Customer Data Platform (CDP) to effectively manage and leverage customer data. This article will clarify these concepts, helping you enhance your data strategies and improve customer interactions.

Events

Events are individual data points that help build a profile. Each event signifies a specific action or occurrence sent from one of the data sources.

You can access events by clicking on a profile or by going to "Event insights."

Examples of events include pre-registration, webshop orders, emails opened, or emails clicked.

Profiles

A profile consists of one or more events that share a common key property. For example, if the key property is an email address, all events linked to that email will be grouped into a single profile.

Profiles can be accessed in "Profile insights."

For instance, if you first register on the website through pre-registration, a profile will be created containing that event. Later, if you buy a ticket via CM.com Ticketing, the ticket data will automatically be stored in the CDP. This information will enrich the existing profile since the key property, in this case, the email address, remains consistent across both events.

Video

Check out the video below that explains the differences between Profiles and Events in Mobile Marketing Cloud.