1PD Ops with CustomerLabs

First-party Data Operations (1PD Ops) is the practice of collecting, unifying, and activating first-party data to drive business outcomes. CustomerLabs helps businesses unlock the full potential of their first-party data by providing a comprehensive platform for 1PD Ops.

Website

Offline Store

CRM/OMS

CustomerLabs 1PD Ops Processing & Unification of data

Ad Platforms

Data Warehouse

Other Platforms

Data is ingested from various sources such as websites, mobile apps, CRMs, offline files, and more. It is then processed, enriched, and unified to create a comprehensive view of each customer. This unified data is then sent across to all the destinations such as ad platforms, analytics tools, and marketing automation platforms to power personalized marketing campaigns across channels.

Data Collection & Processing

Data Collection

Data Collection in CustomerLabs is done through 2 methods,

• Javascript API
• Sources (Direct Integrations with Platforms and Webhooks)

This data collection occurs in realtime. When the user directly interacts with the business entities such as website, app, etc. or when the business entities push data to CustomerLabs such as changing the user information in CRM, order fulfillment status is updated, etc.

Data Processing

Before data is stored in CustomerLabs, it goes through a series of processing steps to ensure data quality and consistency.

• Enriches the data with additional context such as IP address, user agent, etc.
• Validates the data against the schema
• Normalizes the data to a common format

Note

Any Personal Identifiable Information (PII) such as email, phone number, etc. is masked for viewing in CustomerLabs to ensure privacy.

Data Unification

Unification is the most important step in 1PD Ops. It is the process of combining data from various sources to create a comprehensive view of each customer.

How CustomerLabs Unifies Data

Once the data is processed and normalized, our system identifies the same user across different data sources using common identifiers such as email, phone number, user id, etc. This unified data is then stored in CustomerLabs as a comprehensive view of each customer.

Note

Without unification, the same user can be identified as different users across different data sources. This can lead to inaccurate analytics and personalized marketing campaigns.

Once the profiles are unified, they are stored in CustomerLabs as a comprehensive view of each customer 360-degree Profile.

Data Activation

After processing and unification of data, data is activated by sending to destinations such as ad platforms, analytics tools, and marketing automation platforms to power personalized marketing campaigns across channels.

Data Hashing

Before sending the data to destinations, CustomerLabs hashes using SHA256 the data to ensure compliance, privacy and security.

Handling Sensitive Information

Healthcare and Wellness Industry

If the business entity is in the healthcare sector, they might be collecting Protected Health Information (PHI) data. This PHI data is not shared with any ad platforms.

However, CustomerLabs can be used to collect and process the data for business intelligence and analytics purposes. But, when data is shared to ad platforms, the PHI data is scrubbed to ensure compliance with HIPAA regulations.

Other Restricted Industries

Other Restricted industries includes, Pharmaceutical, Financial Services (Banking and lending), Insurance, Cryptocurrencies, etc.

These industries can still use CustomerLabs for internal analytics and business intelligence purposes. However, while sending data to ad platforms, the sensitive data is scrubbed to ensure compliance with industry regulations.