Personalizing the customer experience is a key to success for many companies. Today's consumers expect services to be personalized based on buying behaviors especially with online interactions. Building a successful customer personalization strategy requires unified customer data. Most data originates in separate systems that weren't designed to share it with anything else. Traditional approaches for data management, such as data warehouses and data lakes, are good for collecting data but struggle to provide real-time integration to other systems.
The concept of Customer Data platforms is becoming widely adopted by large-scale companies with online services. A "Customer Data Platform" is defined as software that creates a persistent, unified customer database that is accessible to other systems. In this presentation we will discuss how native functionality in AWS can be used to create a customer data platform with real-time data integration, customer entity resolution, centralized customer profiles and API services for system integration. We will discuss a real case study that delivered a serverless CDP using Kinesis Streams, Lambda Microservices, DynamoDB, S3 and API Gateway.
