The first in a four-part series on Making the Most of a Restaurant’s Data Management Platform.
“CDP! CDP! CDP!” – OK What Is It? (And do I need one?)
It’s no secret that data is powerful, but it has also become a commodity. Your guests are generating data everywhere; at the table, on your app, scrolling your social media, and simply existing in the digital world. So as a restaurateur – how do you use data? There is a lot of chatter about integrations, personalization, and the single view of the customer. At the core of all these incredible insights and actions is a Customer Data Platform (CDP) connecting all the data together. Simply put, a CDP is just one big, consolidated database where everything is connected.
Imagining A Guest’s Profile
First, let’s think about one of your guests. It is important to understand who they are, what they like, and what motivates them to make the move from being hungry to visiting your restaurant. Now imagine only using one of these guest attributes at a time. A CDP connects all the data together so you can make decisions with a full picture of your guest.
Here’s an example:
In this example, Lana is generating data from eight separate databases or vendors.
All these data points have one singular thing in common: Lana. The core of a CDP is the guest, and the purpose of building a customer-centric platform is to join all of these systems together using the guest as the connector.