Data Talks CDP structures your profile, event, and inventory data flexibly — without rigid templates. Effortlessly unify interactions across all channels to build supporter profiles, unlock actionable insights, and deliver personalized experiences.
Data Talks CDP is designed to handle your organization's data in a flexible, powerful, and non-restrictive way — perfectly suited for the dynamic needs of sports and live entertainment.
At its core, Data Talks CDP organizes data around three key pillars: Profiles, Events, and Inventory data point types.
Thanks to its flexible data model, Data Talks CDP allows you to work with your data without being locked into rigid, pre-defined data templates. You are free to bring the attributes and structures that best match your sources, supporter engagement strategies, and business goals.
Profiles: Understanding Your Supporters
A Profile represents a person who interacts with your organization — whether they buy a match ticket, attend a concert, subscribe to a newsletter, visit your merchandise store, or simply browse your website anonymously.
Already at an anonymous level, Profiles are created and enriched as supporters engage across various touchpoints. Once a supporter registers, becomes a member, or submits their personal details (for example, during a ticket purchase or newsletter signup), they become identified, appear in the CDP and are assigned a unique identifier, the "CDP ID".
The Data Talks CDP merges all relevant data collected across systems into a single, unified supporter profile. This means you always have the most complete, accurate, deduplicated and actionable view of each supporter.
Profile flexibility:
You are completely free to define the attributes that define your supporter (different IDs, such as membership ID, email address, or SSO ID), describe your supporters — from favorite team and seat preference to communication language and merchandise interests. As long as basic requirements for the profile structure are met, you can decide what information is important, allowing you to tailor the platform to your own reality, not the other way around.
Profile Types:
Not all Profiles must represent end customers. In some cases, Profiles can refer to internal staff, sponsors, volunteers, players or even corporate partners. You can easily set different Profile Types and choose attributes that best describe each one, giving you the flexibility to support both B2C and B2B relationships within the same platform.
Events: Capturing Every Action
An Event records an action taken by a supporter within the context of your business.
Events can include activities like:
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Buying a match ticket
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Visiting your stadium
- Purchasing food & beverage at the arena
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Browsing merchandise online
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Signing up for a loyalty program
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Redeeming a promotion
- Visiting your website
- Opening your mobile application
- Opening or clicking on your newsletter
Just like with Profiles, Data Talks CDP offers maximum flexibility in describing Events. You define the Event Types (e.g., Ticket Purchase, Stadium Visit, Merchandise View) and any related attributes (e.g., match name, seating section, device used).
While a few basic technical standards are required to validate event data, you are free to enrich Events with any additional details that make sense for your use cases.
Inventory: Describing What You Offer
Your supporters engage with your offerings — whether that's a ticket to a game, a team jersey, a membership, or a limited-time promotion. In Data Talks CDP, these items are organized as Inventory.
Each Inventory item can carry any attributes you need:
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A t-shirt might have size, color, team branding, and price.
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A sporting event might include competing teams, venue, date, competition type, and popularity.
Having detailed Inventory data enhances your ability to:
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Perform smarter segmentation (e.g., targeting fans who buy merchandise from a specific team)
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Personalize supporter communications
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Create more insightful analytics
And again, you are free to define Inventory Types and attributes based on your operational and commercial needs.
Flexible, Automated Identity Resolution: Golden Record
Supporters interact with your organization in many ways — often across different platforms, devices, and times. Data Talks CDP includes a flexible, automated identity resolution process that helps you connect all these touchpoints into a single profile.
The platform intelligently merges Profiles and Events by flexibly linking identifiers such as emails, phone numbers, loyalty IDs, and anonymous device cookies.
At the same time, simple but powerful business rules can be applied to clean and standardize data automatically — such as:
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Properly formatting names (e.g., ensuring "john doe" becomes "John Doe")
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Adding missing country codes to phone numbers
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Unifying different ID formats from various systems
This means you always work with clean, structured, and up-to-date data — giving you reliable insights and helping you drive personalized supporter experiences at scale.
With Data Talks CDP, you control your data structure — no compromises, no rigid templates. Just the freedom and flexibility you need to truly know your supporters and grow your organization.