智能体客户数据平台招标建议书指南

GUIDE

TheAgenticCDP

+TEMPLATE

RFPGuide

IsyourCDPreadyfortheageofagenticbuyers?

AGENTICCDPRFPGUIDE2

Contents

Introduction

3

WhytheCDPDecisionHasChanged 5

FourCDPBuyingScenarios 7

DefininganAgenticCDP 9

TheAgenticCDPLitmusTest 11

EvaluationFrameworkonaPage 12

Requirement1:TrustedContextandIdentity 13

Requirement2:Continuous1:1Learning 14

Requirement3:Trust,GovernanceandHumanControl 15

Requirement4:OpenArchitectureandInteroperability 16

Requirement5:OperatingModel,ModelChoiceandEconomics 17

OrganizationalReadiness 18

ArchitectureandCommercialDecision 20

WeightedScorecard 22

DecisionPaths 24

TheDatabricksPerspective 26

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Introduction

Buyinghasenteredtheagenticera.HasyourCDP?

YourcustomersnowhaveAIagentsworkingforthem.Agentscansearch,compareandbuyacrossmore

channelsinsecondsthananyhumancouldnavigateinhours.Already,74%ofconsumershaveusedAItoolstoshop,fundamentallychangingthespeedandcomplexityofthebuyingjourney.

Brandsareracingtorespond.Gartnerpredictsthat60%ofbrandswilluseagenticAItostreamline1:1

interactionsby2028.YetmostCDPstrategieswerebuiltforatraditional,campaign-basedmodelfocusedonmovingaudiencesthroughpreplannedjourneys.

Thatoperatingmodelcannotkeeppacewithsignalsanddecisionsmovingatmachinespeed.Static

segmentsandwaterfallcampaignsmissintent,producegenericexperiencesandleaveagentswithoutthecustomer,businessanddecisioncontextrequiredtoactresponsiblyandinrealtime.

Theunderlyingarchitectureisshifting,too.By2030,Gartnerpredictsthat80%ofnet-newenterpriseCDPdeploymentswillbeembeddedinorcomposablewithdataplatformsratherthanstand-alone.LeadersevaluatingaCDPtodayaremakingafoundationaldecisionaboutwherecustomercontextlives,howagentsaccessitandhoweverydecisionremainsgovernedandaccountable.

60%

OfbrandswilluseagenticAItostreamline1:1interactionsby2028

Source:

Gartner

80%

Ofnet-newenterprise

CDPdeploymentsare

expectedtobeembeddedinorcomposablewithdataplatformsby2030

Source:

Gartner

74%

OfconsumershaveusedAItoolstodiscover,compareorbuyproducts

Source:

CI&T

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Thedecision

ChooseaCDPthatcanturncustomerdataandcontextintocontinuousdecisionsandactions,withoutcreatinganotherdatasilo,lockingthebusinessintooneecosystemorweakeninghumanaccountability.

Howtousethisguide

Thisguideisapracticalframeworktohelpyoualignmarketing,dataandITonCDPrequirements,exposeagentwashing,testvendorclaimsandscoreplatformsbasedonverifiedcapabilitiesratherthanfeaturelistsor

roadmappromises.

UsethisguidetoextendyourexistingCDPrequirementswithagenticevaluationcriteria.Preserveyour

currentrequirementsfordataintegration,identityresolution,segmentation,activation,measurementandgovernance,alongwithindustryandbusinessneeds.Thenapplythequalificationquestions,evaluation

frameworkandscorecardtoassessagenticcapabilities.UsetheresultsalongsideyourbroaderCDPevaluationwhenmakingapurchasedecision.

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WhytheCDPDecisionHasChanged

BuyingmovesatAIspeed.Campaignsstillmoveinwaterfalls.

Buyingisshiftingfromhuman-pacedjourneystoagent-mediateddecisions.Tokeepup,marketingmustmovefromstaticbatchcampaignstocontinuousengagementloopsthatrespondtoreal-timesignals.

Yesterday’sCDPwasbuiltforaslowerbuyer.TraditionalCDPsweredesignedforsequentialwaterfall

campaignswhereteamscreateaplan,waitfordata,buildaudiencesandcontent,launchacrosschannelsandanalyzeperformanceafterthefact.Everyhandoffaddsdelay.Bythetimethecampaignreachesthecustomer,theirintent,circumstancesorneedsmayhavealreadychanged.

waterfallcampaignModel

slides,docs,projecttools

Buildtheplan

operations

strategy

Ingestion,ETLandIDresolution

customerdataplatform(CDP)

contentmanagementsystems

customerengagementtools

Analyticstools

Getdataintocustomer36o

Buildaudiences

Buildcontent

一Activateandpersonalize

一Analyzeperformance

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Agenticbuyingraisesthestakes.AIcompressesthecycleofdiscovery,comparisonandaction,meaningthatbrandsneedtheabilitytosense,decideandrespondwhilethemomentstillmatters.

Tokeepupintheagenticage,aCDPmustbeabletopowercontinuousengagementloopsthatpersonalizeeveryinteraction,foreverycustomer,inrealtime.Agentshelpmarketersrespondinthemomentandlearnfromoutcomes.Marketersbringthecreativetaste,brandjudgmentandunderstandingoftheircustomersthatdefinewhatagreatexperienceshouldfeellike.Theysetgoals,shapeexperiencesanddeterminetheguardrailsandapprovalsthatguideagentaction.

customerevents

convertedtosignals

Individual

customersand

theiragents

customer

receivesmessages

continuousagenticloop

Evaluatebestactionsandcontent

updatecontextwithlatestdata

customerinteractsand/ortransacts

1:1personalizedactivation

Continuousengagementloopsthatpersonalizeeveryinteraction

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FourCDPBuyingScenarios

Fourstartingpoints.Onehigherstandard.

OrganizationsarriveatanAgenticCDPevaluationwithdifferentassets,constraintsandmigrationrisks.Yourstartingpointshoulddeterminewhatyoupreserve,replaceandprovefirst.Itshouldnotchangethestandardforreal-timecontext,continuousdecisioning,governanceandinteroperability.

Startingpoint

Whattriggerstheevaluation

Whatmattersmost

Commontrap

ReplaceapackagedCDPormarketing

suite

Renewalpressure,highTCO,slowaudiencedelivery,

Migrationcontinuity,identityquality,

Runningafeature-for-feature

duplicateddata,suitelock-inorweakagent

decommissioningcost,channelcoverage,

replacementthatrecreatesthe

readiness

dataportabilityandfastertimetovalue

samesiloonanewerinterface

Evolvea

ComposableCDP

Customerdataalreadylivesinthedataplatform,

whileteamsseektosimplifyvendorcomplexity,aligngovernancemoreclosely,managelicensingcostsorgovernagenticcapabilities

Whichcapabilitiestoretain,extendor

consolidate,howtheapproachsupports

sharedgovernance,thetotalcostacross

platformsandoperations,andhownew

agentsworkwiththeexistingactivationlayer

Assumingwarehouse-native

architectureautomatically

deliversunifiedgovernance,

lowerTCOoragenticreadiness

AdoptafirstCDP

Marketingneedsself-serviceactivationandagentic

Ameasurablefirstusecase,clearownership,

Buyingplatformbreadthbefore

capabilities,whiledataandITwanttoavoidcreating

governedmarketeraccess,timetovalueand

agreeingonthefirstbusiness

anotherdisconnectedcustomerdataestate

anarchitecturethatcangrow

outcome

ScaleaDIYCDP

Internalteamshavebuiltprofiles,modelsand

activationpipelines,butmaintenancedemands

areincreasingormarketingstilldependsheavilyontechnicalteams

WhichcapabilitiesandIPtoretain,marketerexperience,build-versus-buyeconomics,

supportrequirementsandportability

Ignoringinternallaborand

maintenancecostsorbuying

softwarethatduplicatesmatureinternalcapabilities

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Startwithonedecisionloop

BeforeissuinganRFP,definethefirstlooptheplatformmustimprove:thecustomersignalthatstartsit,

thecontextrequired,thedecisiontomake,theactionpermitted,theoutcometoobserveandthebusinessmetricthatprovesvalue.

Theprinciple:Useyourstartingpointtodeterminethemigrationpath,thenevaluateeveryoptionagainstthesameAgenticCDPstandard.

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Definingan

AgenticCDP

AnAgenticCDPturnsgovernedcontextintocontinuousaction

ThecategorycombinesacompleteCDPfoundationwithanewoperatingmodelinwhichagentsanalyze,decide,actandlearnalongsidehumans.

AnAgenticCDPisacustomerdataplatformpurpose-builtforAIagentstooperatealongsidemarketers.Itgivesagentsgovernedcustomer,businessanddecisioncontextsotheycanpursuegoals,makebounded

decisions,takeactionacrosschannels,learnfromoutcomesandimprovecontinuously.Humansdefinethestrategy,permissions,guardrailsandapprovalthresholds.

TheCDPfoundation

UsetheagenticreadinesscriteriainthisguidealongsideyourfoundationalCDPrequirements.Thefollowingcapabilitiesremainessential:

.Connecttocustomerdataacrossrelevantsources

.Resolveidentitiesandmaintainaccurateprofiles

.Buildsegmentsandaudiences

.Activatethroughexistingengagementchannels

.Measureoutcomesandreturnsignals

.Governaccess,consent,qualityandlineage

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TheagenticoperatingmodelAnAgenticCDPmustbe:

.Contextaware:Understandscustomersignals,businessgoals,currentconstraints,priordecisionsandpreviouscampaignperformance

.Goaldirected:Pursuesadefinedoutcomewithinhuman-setobjectivesandboundaries

.Autonomous:Plansandcompletesmultistepworkacrosssystems,includingmakingdecisionsandexecutingengagementactions

.Continuous:Incorporatesnewsignalsandoutcomesintoeachcustomer’scontextsolearninginformssubsequentdecisionsacrosscampaigns

.Accountable:Makeseverydecisionandactionobservable,explainable,auditableandsubjecttohumanapprovaloroverride

AI-enabledfeaturesdon’tmakeaCDPagentic

Addingachatbot,natural-languageaudiencebuilderorAIrecommendationstoatraditionalCDPleavesthe

samehuman-operated,campaign-basedworkflowinplace.ThesetechnologiescanmakeaCDPeasiertouse,buttheydon’tmakeaCDPtrulyagentic.

AnAgenticCDPchangestheoperatingmodel.AtraditionalCDPcrossesthethresholdtobeinganagentic

CDPwhenagentscanusetimely,governedcontexttodecide,actandlearncontinuously,withoutamarketermanuallyrestartingeachstage.

Thenextstepisdeterminingwhetheraplatformcanactuallyenableanagenticoperatingmodel.

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TheAgentic

CDPLitmusTest

Fivequestionsthatexposeagentwashing

Usethistestbeforeadvancingavendorintodetailedevaluation.Askvendorstodemonstrateallfive

capabilitiesusingarelevantcustomerusecase.Eachanswershouldbesupportedbyworkingfunctionalityavailabletoday—roadmapcommitmentsdon’tcountasapass.

#

Test

Pass/failquestion

1

Contextaware

Canagentsusegovernedcustomer,businessanddecisioncontext,includingconstraintsandprioroutcomes?

2

Goaldirected

Canagentspursueadefinedbusinessgoalandchooseamongpossiblenextactionsasconditionschange,ratherthanfollowingonlyafixedworkflow?

3

Autonomous

Canagentscompletemultistepengagementworkflows,fromsegmentationandpersonalizationtotriggeringsends,withindefinedpermissionsand

approvalrules?

4

Continuous

Canagentsretainandusecontextandengagementoutcomesforeach

customertoimprovesubsequentdecisionswithoutamarketerrebuildingorrelaunchingthecampaign?

5

Accountable

Canteamssetpermissions,constraints,approvalthresholdsandstop

conditionswhiletracing,evaluating,pausingandoverridingeverydecisionandaction?

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EvaluationFrameworkonaPage

FiverequirementsforanAgenticCDP

TheAgenticCDPlitmustestestablisheswhetheraplatformqualifiesasagentic.Thefollowingweightedframeworkevaluateshowwellitcandeliverinyourenvironment.

Whenusingthisframework,scoredemonstratedcapabilitiesusingyourdata,usecases,constraintsand

existingecosystem.Allfiveareasarerequired.Theweightingreflectstheirrelativeimportance,notwhetherarequirementcanbeignored.

Requirementarea

Suggested

weighting

Whatitestablishes

Trustedcontextandidentity

30%

Agentsoperateonaccurate,currentandgovernedcustomer,businessanddecisioncontextgroundedinresolvedidentitiesandreliabledata.

Continuous1:1learning

25%

Agentsusebusinessgoalsandcustomercontexttoexecuteengagementactions,learnfromoutcomesandcarrythatlearningintosubsequent

interactionsandcampaigns.

Trust,

governanceandhumancontrol

20%

Everyaccess,decisionandactionissecure,explainable,observable,auditableandsubjecttohumanapprovaloroverride.

Open

architectureandinteroperability

15%

Theplatformworksacrosstheexistingdata,AIandmartechecosystemwithoutunnecessarydatacopiesorforceddependenceononevendor.

Operatingmodel,modelchoice

andeconomics

10%

MarketinggainsautonomywhiledataandITretaincontrol,withflexiblemodeloptions,transparentcostsandcontractualflexibility.

Total

100%

ThisstructureprovidesabalancedframeworkforcomparingplatformsthathavepassedtheAgenticCDPlitmustest.

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REQUIREMENT1

TrustedContext

andIdentity

Buildcontextagentscantrust

Aunifiedcustomerprofileisthestartingpoint.Agentsalsoneedcurrentbusinessconditions,consentand

identityconfidence,alongwiththehistoryofdecisionsandoutcomes.Thatcontextmustremaingovernedasitchanges.

REQUIREDCAPABILITIES

.Connectorfederatetransactional,behavioral,product,service,consentandoperationaldatathroughbatchandstreamingmethods

.Resolveidentitiesacrosspeople,accounts,households,devicesandinteractionsusingdeterministic,probabilisticandsupervisedmethods

.Exposesourcelineage,freshness,consentstatusanddata-qualitysignals

.Incorporatebusinesscontextsuchaseligibility,inventory,margin,risk,policiesandchannelconstraints

.Retaincustomerinteractionhistory,priordecisionsandoutcomesasgovernedcontextthatauthorizedagentscanuseacrosscampaigns

.Correct,mergeorsplitidentitiesandpropagatechanges,restrictionsanddeletionrequestsdownstream

QUESTIONSTOASK

.Whichdataremainsinourexistingenvironment,whichisfederated,andwhichiscopiedintotheplatform?

.Howquicklydonewsignals,consentchangesandbusinessconditionsbecomeavailabletoanagent?

.Howdoestheplatformresolveconflictingidentifiersandrepresentuncertainmatches?

.Canamarketerordatastewardinspectwhytworecordswerelinked?

.Howareconsentandpurpose-of-usepoliciescarriedfromprofilecreationthroughdecisioningandactivation?

.Canweretainourexistingidentityrules,datamodels,identitypartnersandmatchinglogic?

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REQUIREMENT2

Turneverysignalintoabetternextdecision

Continuous1:1

Learning

TheCDPmustconnecteachcustomer’ssignals,decisions,actionsandoutcomessothatlearninginformsfutureengagement.Itshouldrespondinrealtimewheretheusecaserequiresit,whileupdatingdecisionsasreliable

outcomeevidencebecomesavailable.Responsespeedandlearningcadenceshouldbeevaluatedseparately.

REQUIREDCAPABILITIES

.Defineanobjective,successmeasure,eligibleactions,constraintsandtimehorizonforeachengagementloop

.Usesharedcustomercontextandapplicablegoals,consent,eligibilityandcontactlimitstoinformengagementdecisions

.Selectanaction,offer,message,channel,timingorsuppressiondecisionattheindividuallevel

.Executeactionsthroughexistingengagementsystemsandconfirmdeliveryorcompletion

.Connectoutcomestopriordecisionsandactions,thenusethatevidencetoimprovesubsequentengagementforeachcustomer

QUESTIONSTOASK

.Whichpartsoftheloopcanruncontinuously,andwhereishumaninterventionstillrequired?

.Howdoagentsaccessanduseacustomer’spriorinteractionsandoutcomeswhenmakingdecisionsinanewcampaign?

.Canyoudemonstratehowanobservedoutcomechangesacustomer’snextaction,offer,channel,timingorsuppressiondecision?

.Cantheplatformoptimizetowardabusinessoutcomeratherthanaproxysuchasclicksoropens?

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REQUIREMENT3

Trust,

Governanceand

HumanControl

Keepeveryagentdecisioninsideacontrolboundary

Agentsincreasethespeedandscaleofbothvalueandrisk.Governancemustapplywhiletheagentis

operatingandacrossthedataitcanaccess,thedecisionsitcanmake,thetoolsitcanuseandtheactionsitcantake.

REQUIREDCAPABILITIES

.Applyrole-basedandleast-privilegeaccessbyuser,agent,datatype,action,channel,marketandbusinessunit

.Enforceconsent,purpose,retentionandcustomer-contactpoliciesatdecisiontime

.Recordthecontext,objective,rationale,policyversion,actionandoutcomeforeachdecision

.Providevisibilityintoagentactivityandawayforauthorizeduserstostoporintervenewhenneeded

.Pause,override,rollbackorsafelyredirectanagentwhenconditionsorriskschange

QUESTIONSTOASK

.Howareconflictingpoliciesresolved,andwhichpolicytakesprecedence?

.Whatrecordsandexplanationsareavailabletoinvestigateadecisionoraction?

.Whichactionsrequireapproval,andwhocanapprovethem?

.Howdoestheplatformdetectunauthorizeddataaccess,tooluse,actionsorunexpectedagentbehavior?

.Howlongaredecisionandactionrecordsretained,andcantheybeexportedforauditorinvestigation?

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REQUIREMENT4

Open

Architectureand

Interoperability

Keepthecustomerstackopenandadaptable

AnAgenticCDPshouldworkacrosstheorganization’sexistingdata,modelandengagementecosystem.Opennessrequiresproduction-ready,bidirectionalinterfacesandapracticalpathtochangecomponentswithoutrebuildingthefoundation.

REQUIREDCAPABILITIES

.Connecttoexistingengagementsystemsthroughdocumentedinterfacesthatsupportactivationandreturnoutcomesignals

.Usecustomercontextfromexistingdataplatformswhileminimizingunnecessarymovementandduplication

.Supportexternalmodels,identityproviders,measurementtools,contentsystemsandcustombusinesslogic

.Keepcustomerdata,profiles,decisionhistoryandbusinesslogicportable,andsupportchannel,modelorothercomponentchangeswithoutrebuildingthecustomerdatafoundation

QUESTIONSTOASK

.Whichintegrationsareproduction-readyandbidirectional,andwhatservicelevelsapply?

.Whatdatamustleaveourgovernedenvironment,whereisitcopied,howlongisitretainedandwhatdoesmovementcost?

.Canweuseourownmodels,identitylogic,businessrulesandagenttools?

.Whatchangesifwereplaceanactivationdestination,identityproviderormodelvendor?

.Whatdata,configurations,policiesanddecisionhistorycanweexportatcontractend?

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REQUIREMENT5

OperatingModel,

ModelChoice

andEconomics

Buildanoperatingmodelthatcanscale

Theplatformmustfithowmarketing,data,IT,risk,procurementandfinanceworktogether.Marketersneedgovernedautonomy,technicalteamsneedmodelandarchitecturechoices,andleadersneedaclearviewofcostandvalue.

REQUIREDCAPABILITIES

.Providerole-basedworkflowsthatletmarketersoperatewithinreusabledata,policyandapprovalcontrols

.Separatestrategy,policydefinition,execution,approvalandoversightresponsibilities

.Supportdevelopment,testing,simulation,versioning,approvalandcontrolledproductionrelease

.Usecommercial,openorcustommodelsandroutetasksbasedonquality,latency,costandrisk

.Attributemodel,compute,data,activationandservicecoststomarkets,teamsandoutcomes

.Supportbudgets,fallbacks,phaseddeploymentandcommerciallypracticalexitterms

QUESTIONSTOASK

.Whatcanmarketerschangedirectly,andwhichchangesrequiredata,ITorriskapproval?

.Whoownseachstageofconfiguring,approving,deploying,monitoringandimprovinganengagementloop?

.Canweuseourownmodelsandevaluationsets,andcanthemodelforataskbechangedwithoutrebuildingtheworkflow?

.Howdoestheplatformcomparemodelsacrossoutputquality,latency,riskandcost?

.Howdoespricingscalewithusers,profiles,datavolume,decisions,modelcalls,connectors,egressandservices?

.Canwereducescope,changeprovidersorexitwhileretainingourdata,logic,modelsanddecisionhistory?

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OrganizationalReadiness

Determineautonomybyusecase

Platformcapabilityandorganizationalreadinessmustadvancetogether.Beforeanagentcanactforthe

brand,teamsmustdefinetheoutcome,providetrustedcontext,setenforceableboundariesandassign

accountability.R