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We have put together some frequently asked questions about UniFida’s customer data platform. If you have a question not answered below, please get in touch and we would be happy to provide more information.


A customer data platform (CDP) consolidates data from multiple (and often diverse) online and offline sources to provide a single customer view. This data can be updated weekly, daily, and sometimes even every few minutes, depending on the nature and content of your data sources. Rather than being just a key sales tool, a CDP is used business-wide, providing insightful and actionable insights in real-time.

Some key benefits of CDPs include:

  • Collecting and integrating all known customer data sources, online and offline
  • Identity resolution across multiple personal identifiers
  • Building single customer views for rich insights and analysis. This means you can capture a customer’s whole journey – from browsing to buying and beyond
  • Dynamic dashboards with charts, tables, reports and campaign planning tools
  • The ability to personalise customer communications
  • Complete set of marketing metrics covering campaign results, customer performance and cross channel order attribution
  • Simple access to managing customer preferences including privacy consents

CRM platforms are primarily for sales management, sales analysis and forecasting, whereas CDPs are used by marketers for deeper insights into customer behaviour.

Because CRMs generally deal with transactional data, they only provide a 2D view of customers and their interactions with a company. CDPs use all available online and offline data sources allowing for greater analysis, segmentation and personalisation to boost campaign effectiveness and operational efficiency.

A DMP, or Data Management Platform, deals with anonymous or third-party online data. It includes things like cookies, devices and IP addresses, and is primarily analysed over short periods of time for audience targeting.

CDPs have historically incorporated this data to show marketers how customers are interacting with different websites, ads, and more. Hence, a DMP was a common input in a CDP. With the demise of 3rd party cookies they are less likely to feature in future.

Because CRMs generally deal with transactional data, they only provide a 2D view of customers and their interactions with a company. CDPs use all available online and offline data sources allowing for greater analysis, segmentation and personalisation to boost campaign effectiveness and operational efficiency.


People usually receive or respond to multiple communications on their way to making a purchase. These can be online, such as a Facebook ad, or offline, such as receiving a catalogue. Customer journey-based marketing attribution looks at all the interactions between a customer and an organisation before a sale in order to analyse the role of each interaction, and hence their contribution to the sale.

We expect to include all ‘direct’ channels, in other words those where there is a one-to-one relationship between the customer and the company, or where there is a direct link through an online user clicking on a digital ad (such as PPC) and visiting the company’s website. An email is direct because it goes to a known recipient, whereas a press ad is not because the recipient is unknown. However indirect channels, such as TV, press, and outdoor, can also be very important. These require a different attribution technique called econometrics.

We start by putting a snippet of code on your website to enable us to download into our attribution platform all of your (first party) website visitors’ browsing activity, including, most importantly, how they arrived at your site. This allows us to distinguish, for instance, between a referral, a branded search or a natural search. We then link the browsing to any offline journey steps by joining them to individuals using identifiers they have provided. To obtain the non-web contact activity we ingest feeds into our Customer Data Platform (CDP) from sources such as your email service provider, direct mail contact history, and your order processing system.

The brutal truth is that for attributing value to marketing activities we ignore them, which is not to say that the unsuccessful journeys are unimportant as they are key when we aredescribing customer journeys overall and understanding the total spend through a particular channel (i.e. we need successful plus unsuccessful spend). But a campaign will only have value attributed to it from the journey steps it created that led to a successful outcome.

We normally look back 90 days before each sale, although some clients ask us to look at shorter periods, e.g. 30 days. To a large extent it depends on the type of purchase and the channels used. For instance, a catalogue will have a much longer shelf life than an opened email, so we need to give it time to have its effect.

It is obvious that all journey steps are not of equal importance, so weighting them correctly is crucial to obtaining a successful attribution outcome. There is a great deal of online discussion about this subject, with different approaches being debated, but we have opted for a method which is mainly based on the time intervals before and after each journey step.
If, for example, an event happens just before a sale, we give it a high closing score. In contrast, if there is a long interval after the first event, then we conclude that it could not have had too much of an impact on initiating the sale. We also give credit to events that help keep the customer interested without actually closing the sale. If you would like a more detailed note on how our weightings work, we would be pleased to share this with you.

Yes. Multiple opens of the same email on the same day is one example, as is a visit to PayPal just before closing a sale. We try to eliminate anything that does not contribute to the customer’s decision to purchase.

We can. For example, new and existing customers behave entirely differently in terms of the kinds of journeys they make and what marketing events they respond to. Another way we divide up customers is between those who mainly search and buy online and to those who order through a call centre. But you may also wish to look at the impacts of marketing on different types of customer segment, and our platform can support that.

We do, and we find very significant seasonal differences. To show this, we have a specific report providing month-by-month summaries so that we can, for instance, compare email or any other channel’s performance in one month with another.

We often look at non-sale outcomes, and, for instance, recently we have been working for a charity that they wanted us to look at how they get their users to take up different tools that they provide on their website. When looking at non-sales outcomes we lose the value element that we have in a sale, but otherwise the process works in an identical way.

They are always available online at any time and the data behind them is processed each night. So on any day you will be looking at results up to midnight the day before.

We are finding that this is an increasingly important area, and to respond to our clients’ requests we are building a whole suite of customer journey reports. These will answer questions about the lengths of journeys, the mix of channels used and the sequence in which they appear in the journeys.

Yes. It uses only your organisation’s first party data and excludes cookie and analysis opt-outs, for example.

Whether you are using Google Ads or the new or old version of Google Analytics, they have well-documented flaws – namely inaccuracy and incompleteness. Google Ads uses the last Google Ads click, but Google Analytics uses the last click across all channels, so over-reports as it does not take into account other channel’s contributions. Google recognises that this is an issue and has developed Google Analytics 4 (GA4) to
replace the previous version called Universal Analytics – but this will not solve the core flaws. GA4 will use black-box algorithms and again will not take into account all marketing activity. Google is sampled and segments cannot be applied retrospectively for analysis.
Google does not use first-party data or individual identifiers, so it cannot be joined to other data sources of marketing activity.


We are a London based marketing services company, combining our own technology and data science, whose sole purpose is to achieve better marketing outcomes for our clients.

UniFida’s team of customer focused, solutions driven, marketing and data science professionals combine technology, data science and business acumen to bring you innovative marketing solutions.

UniFida was launched by Julian Berry and his team in 2014 and has been under continuous development since then.  Julian is a data scientist who previously held a number of senior marketing roles, where he organised data-driven direct marketing, including for two of UK’s major banks. The cloud-based UniFida customer data platform is today used by UK companies as diverse as omni-channel retailers, life insurance companies and a major Premier League football team. 

UniFida technology connects all your customer data from online/offline and unifies this into a single customer view to enable cross-channel activation and personalisation. We provide one platform for a single customer view, analysis & reporting, AI driven attribution and GDPR management.

To achieve these, we need to work closely, and in partnership, with our clients to:

  • Understand what are the key drivers behind your business success, and from that, what marketing needs to deliver to accelerate these
  • Configure our customer data platform technology to deliver to all your key marketing use cases
  • Employ our data scientists to explore every avenue to uplift performance

We ask our clients to:

  • Work openly with us as partners
  • Share your concerns and problems as well as setting our objectives

Our commercial arrangements are very straightforward, and our charges competitive:

  • Technology license costs are based on customer volumes
  • Services costs like data science are based on time
  • We always work to fixed pre-agreed costs (so no surprise invoices)

In particular:

  • Ease of use for non-techy marketers.
  • All data sources can be used, rather than just those that the CDP provider has chosen to accept. This is a common issue that marketers have with generic CDP providers that UniFida solves – using all of your online and offline data to truly understand your customers.
  • Tailored dashboards, with access to experts who understand the location, quality and volume of its data sources.
  • Quick to generate audiences for batch and trigger marketing campaigns.
  • A complete out of the box set of customer and campaign metrics.
  • Tools for attributing all online and offline marketing activities to sales.
  • Built in facilities for managing GDPR consents, and fulfilling requests.
  • Very affordable license subscription options.

UniFida is designed for a non-technical audience. Its intuitive user interface makes it easy for marketers of varying experience to access its capabilities and insights.

Typically, we can complete the set-up in under four weeks. An example client with a website, an e-commerce system, a transactional order management system and email service provider will require between 10 and 15 days of set up. This is mainly dependent on the client providing the data from their transactional and Email Service Provider (e.g. MailChimp, Klaviyo etc) systems.

UniFida integrates seamlessly with virtually any CRM, so that all of your data is available in your CRM. This integration can be through an API, batch outputs or by a manual data export/import.

We are also insight-driven marketers and data scientists, so once you’re up and running with UniFida, we can help you with data strategy, targeting, segmentation, and marketing development.

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