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The Orbit blog

Field notes on AI-era growth, deliverability, voice, and messaging for developers and teams building on Orbit by Devotel.

  • Orbit Editorial Team

    Identity Resolution and Propensity Segments: The CDP Mechanics Behind Every Campaign You Send

    Why identity resolution decides whether your segment is a person or a duplicate, what Devotel Orbit's Audience hub actually ships — identity rules, computed traits, propensity segments, churn risk, merge, consent — and how a 'high-propensity, low-churn' segment lands in a WhatsApp journey without a standalone CDP.

    • CDP
    • identity resolution
    • propensity segments
    • churn risk
    • audience activation
    • consent
    • 2026
  • Orbit Editorial Team

    CDP Merge Rate and Survivorship Rules — an Operator's Guide

    How identity-resolution merge rate is counted, what a healthy one looks like, and how to author the field-level survivorship rules that decide what the golden record keeps on every merge.

    • CDP
    • identity resolution
    • merge rate
    • survivorship rules
    • golden record
    • operator guide
  • Orbit Editorial Team

    What is a Customer Data Platform (CDP)? Profile vs workflow, defined

    A customer data platform (CDP) builds one resolved customer profile from every channel and every event, then activates that profile into segments, scores, and journeys. This guide defines the term, walks the identity-resolution pipeline, contrasts a native CDP with an installed one, and shows where Devotel Orbit's tenant-owned CDP controls sit.

    • CDP
    • customer data platform
    • definition
    • identity resolution
    • segments
    • scoring
    • golden record
    • activation
    • 2026
  • Orbit Editorial Team

    Orbit vs Segment: Pipeline-First CDP or the Data Layer That Closes the Loop

    A source-based head-to-head of Segment's pipeline-first customer data platform against Devotel Orbit's CDP-plus-execution-stack, with the evaluation axes a CDP buyer compares, honest cells from /compare/segment, tenant-owned controls, and a migration path.

    • comparison
    • customer data platform
    • Segment
    • identity resolution
    • audiences
    • omnichannel
  • Orbit Editorial Team

    CDP vs CRM — What Each One Holds, and Where Orbit's Native CDP Fits

    A CDP holds the customer profile; a CRM holds the sales workflow. Here is what Devotel Orbit's native CDP actually does, why a CRM alone cannot resolve channel-side interactions, and how reverse-ETL keeps the two in step.

    • CDP
    • CRM
    • customer data platform
    • identity resolution
    • reverse-ETL
    • 2026

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Blog — Orbit by Devotel