In our latest Reltio Community Show, Sriraj Rajaram, Director of Product Management, walked us through how Reltio’s Intelligent 360™ can dramatically enhance Customer Data Platforms (CDPs), powering a truly unified and actionable Customer 360.
The Challenge with Standalone CDPs
While CDPs serve marketers well for campaigns and interactions, they struggle with core data management:
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Limited support for non-customer entities
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Weak identity resolution
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Minimal householding and relationship linking
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Inability to unify low-quality or anonymous data
The result? Fragmented profiles, missed insights, and personalization gaps.
Enter Reltio Intelligent 360™
Reltio Intelligent 360 augments CDPs by offering:
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Golden Records: Trusted, unified profiles with MDM-level accuracy
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Multimodal Profiles: Combine identity with behavioral data and relationships
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AI/ML Matching: Resolve identities from fuzzy or anonymous data sources
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Householding: Understand customer groups, not just individuals
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Zero-Copy Data Sharing: Leverage data from sources like Snowflake without physically moving it
Real-World Example: Insurance Use Case
Sriraj shared a powerful use case:
Lisa Robertson requests an auto insurance quote. A traditional CDP tracks her interaction—but misses key context like her spouse John already having a homeowners policy. With Reltio’s householding and AI-powered matching, Lisa's full profile is recognized, enabling a bundled offer and a better customer experience.
Velocity Packs & Vertical Readiness
Reltio Intelligent 360 comes pre-equipped with industry-specific velocity packs—covering life sciences, retail, insurance, and more. These starter models include common interaction types, making implementation faster and easier across verticals.
Key Takeaways
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Intelligent 360 isn’t here to replace CDPs—it amplifies them
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You gain richer insights, better segmentation, and stronger personalization
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Built-in governance, privacy, and extensibility scale with your enterprise needs
Whether you're just starting your Customer 360 journey or aiming to elevate your existing tech stack, Reltio’s Intelligent 360 can take your CDP investments further—faster.
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