Download as PDF, PPTX
Uploaded byRising Media Ltd.
Behind the Buzzword: Understanding Customer Data Platforms in the Light of Predictive Analytics - David Raab
The document provides an in-depth overview of Customer Data Platforms (CDPs), discussing their growth and significance in the marketing technology landscape with over 100 vendors and an annual growth rate of 50%. It highlights the functionality of CDPs as unified databases that integrate customer data from various sources, enabling improved analytics and customer engagement strategies. Additionally, it outlines various use cases, benefits, and recommendations for selecting a CDP tailored to specific organizational needs.
More Related Content
Similar to Behind the Buzzword: Understanding Customer Data Platforms in the Light of Predictive Analytics - David Raab
![[Webinar] The Best Kept Marketing Secret to Achieving Complete Customer Views](https://cdn.slidesharecdn.com/ss_thumbnails/115definitiveguidetocdpswebinar1-210312170259-thumbnail.jpg?width=640&height=640&fit=bounds)
![[Redis Released]- FalkorDB - Redis + Graph Agentic Memory’s Secret Sauce](https://cdn.slidesharecdn.com/ss_thumbnails/redisreleased-falkordbslidedeck-1125-251115194922-e1c0046b-thumbnail.jpg?width=640&height=640&fit=bounds)
Behind the Buzzword: Understanding Customer Data Platforms in the Light of Predictive Analytics - David Raab
- 1. Behind the Buzzword: CustomerData Platforms David M. Raab, CDP Institute Understanding in the light of Predictive Analytics
- 2.
- 3.
- 4. 2010 2013 20162019 Interest in CDP (Google Trends)
- 5. 2010 2013 20162019 Interest in CDP (Google Trends)
- 6. 2010 2013 20162019 Interest in CDP (Google Trends) 2010 2013 2016 2019 Interest in CDP (Google Trends) DMP CDP
- 7. CDP Industry Today •100+vendors •€1 billion revenue •€3 billion investment •50% annual growth rate
- 8. Europe Trails inCDP 81% 75% 71% 58% 58% 38% 36% 67% 65% 59% 32% 41% 43% 39% email social media insight analytics using a CDP social media mgt personalization tracking analytics North America/ROW Europe/ROW
- 9. Europe Trails inMarketing Technology 81% 75% 71% 58% 58% 38% 36% 67% 65% 59% 32% 41% 43% 39% email social media insight analytics using a CDP social media mgt personalization tracking analytics North America/ROW Europe/ROW
- 10. What’s in itfor me?
- 11. What’s in itfor predictive analytics?
- 12.
- 13. Packaged software thatbuilds a = not custom project = faster, lower cost, less risk, more mature Persistent, unified customer database that is = any source, retain full detail, separate data store, organized by customer Accessible to other systems. = easy to share, change systems without disruption
- 14. Packaged software thatbuilds a = not custom project = faster, lower cost, less risk, more mature Persistent, unified customer database that is = any source, full detail, separate data store, organized by customer Accessible to other systems. = easy to share, change systems without disruption
- 15. ü All sources üFull detail ü Persistent storage ü Unified profiles ü Open access www.realcdp.com
- 16. ü All sources üFull detail ü Persistent storage ü Unified profiles ü Open access www.realcdp.com û Real time û Identity resolution
- 17.
- 18.
- 19.
- 20. Why It Works Prebuiltcomponents ‘Big data’ technology Designed to do one thing well Vendors are specialists
- 21. CDP- Data- -Lake- -Data- -WH Hub- -/Tag- -Mgr- -MAP- -CRM- Cloud- -DMP- Packaged üü ü ü Persistent ü ü ü ü Unified ü ü ü ü Customer View ü ü Accessible ü ü ü ü ü How It Differs
- 22. Every system isoptimized Only CDP is optimized for for its purpose. unified, complete, sharable customer data.
- 23.
- 24.
- 25. Orders Billing Service CRM Website CDP Load Unify Share Email Web Mobile Phone Offline Target Channel Content Operations Data AnalyticsCampaign Delivery Report Predict Measure
- 26. Orders Billing Service CRM Website CDP Load Unify Share Email Web Mobile Phone Offline Target Channel Content Operations Data AnalyticsCampaign Delivery Report Predict Measure Data CDP ß Analytics CDP à ß Campaign CDP à
- 27. Orders Billing Service CRM Website CDP Load Unify Share Email Web Mobile Phone Offline Target Channel Content Operations Data AnalyticsCampaign Delivery Report Predict Measure Data CDP ß Analytics CDP à ß Campaign CDP à ß Delivery CDP à ß Operational CDP à
- 28. Orders Billing Service CRM Website CDP Load Unify Share Email Web Mobile Phone Offline Target Channel Content Operations Data AnalyticsCampaign Delivery Report Predict Measure Data CDP ß Analytics CDP à ß Campaign CDP à CDP Inside ß Delivery CDP à CDP Inside ß Operational CDP à
- 29. What’s in itfor me?
- 30.
- 31. What’s the best solution? Whatdo you want to do? What’s a Use Case? What’s stopping you from doing it?
- 32. What’s the best solution? Whatdo you want to do? Programs Use Cases Strategy Resources What’s a Use Case? What’s stopping you from doing it?
- 33. What’s the best solution? Whatdo you want to do? What’s stopping you from doing it? Gaps Programs Use Cases Needs Strategy Resources What’s a Use Case?
- 34. What’s the best solution? Whatdo you want to do? Features Best choice Gaps Programs Use Cases Needs Strategy Resources What’s a Use Case? What’s stopping you from doing it?
- 35. What’s a UseCase? • Use Cases fill gaps • Gaps depend on context • Context varies so no ‘best’ solution for all • CDP Use Case = CDP best fills the gaps
- 36. Gaps Filled: CDPvs Other Systems Capabilities CDP- Data- Lake- Data- WH- Hub- -/Tag- -Mgr- MAP- CRM- Cloud- -DMP- BoB Analytic Packaged- ü ü ü ü ü All sources ü ü ü Full detail ü ü ü Retain indefinitely ü ü ü ü Unified profiles ü ü Customer identity ü ü Open Access ü ü ü ü ü Predictive models ü ü ü ü Real time interactions ü ü ü ü Orchestration ü ü Delivery ü ü ü
- 37. = All sources =Open access = Full detail = Retain indefinitely = Customer identity = Unified profiles What’s a CDP Use Case?
- 38. What Applications areCDP Use Cases? Customer Profile Customer Journey Lifetime Value Predict Response Select Products Infer Intent All sources ü ü Revenue only ü Product related ü Full detail ü ü ü ü ü Selected content Retain indefinitely Current values ü ü Recent behavior ü Recent behavior Unified profiles ü ü ü ü ü ü Customer identity ü ü ü ü ü ü Open access ü Analytics only Analytics only ü ü ü
- 39. 25% 27% 29% 39% 40% 40% 49% 49% 59% 86% Faster response tochanging data management needs Improved message delivery Less time spent on data management Improved data analysis and segmentation Access to otherwise-unavailable data Less reliance on IT resources Improved orchestration of customer treatments across channels Improved message selection and personalization Improved predictive modeling and recommendations Create unified customer view Source: CDP Institute, 2019 Member Survey What Benefits Do You Expect from a 3 of Top 4 CDP Uses are Analytics Benefit Type Data Decisions Delivery
- 40. More CDP UseCases- Database Analyze Predict Outbound Real Time Orchestrate • data quality • golden record • lead to account match • onboarding (append external IDs) • enrichment (append external data) • less tag mgt mapping • GDPR/ compliance • combine online & CRM data • combine browsing and in-store purchase data • combine data • journey analytics • behavior analysis • best customer profiles • segment discovery • segment assignment • life stage assignment • KPI reporting • measure campaign effectiveness • channel preference • identify under- served segments • run stream tests • find high value customers • locate field events based on mapping of intent and scores • churn prediction • unsubscribe prediction • value prediction • best offer selection • lookalike models • repurchase prediction • append intent data • prospect selection • engage time optimization • location-based personalization • loyalty incentive selection • topic interest prediction • email list creation (best customers per campaign) • personalized message selection /targeting • DMP interactions • social media audiences • abandoned cart campaigns • reactivation campaigns • feature notifications • trigger messages • exclude previous buyers • real time behavioral profiling • real time offer selection (prepurchase) • real time content recommendation • cross sell/upsell (during purchase) • CSR access to individual profiles • retention campaigns • pre-emptive support (identify customers who need help) • cross-channel campaigns
- 41. What’s NOT aCDP Use Case?
- 42. DMP, CRM, CMS What’s NOT aCDP Use Case? (They synch)
- 43. Data Lake What’s NOT aCDP Use Case? (Lakes feed CDPs)
- 44. Data Science Toolkit What’s NOT aCDP Use Case? (Some CDPs do)
- 45. IT Toolkit What’s NOT aCDP Use Case? (Replaces custom dev)
- 46. Master Data Mgmt What’s NOT aCDP Use Case? (Customer data only)
- 47. Work outside IT What’s NOT aCDP Use Case? (Reduces IT workload)
- 48. Marketing suite What’s NOT aCDP Use Case? (May be ‘CDP Inside’)
- 49. Marketers only What’s NOT aCDP Use Case? (Uses across company)
- 50.
- 51. What’s the best system? Whatdo you want to do? Features Best choice Gaps Programs Use Cases Needs Strategy Resources System Selection Process What’s stopping you from doing it?
- 52. Vendor Screening Features • Use cases •Needs • Scenarios Type- • Data • Analytics • Campaign Clients- • Region • Size • Industry
- 53. CDPs by Type(partial lists) Data • ARM Treasure Data, Celebrus, CommandersAct, Ensighten, Hull.io, Integral-Core, Meiro, mParticle, Reltio, Segment, Tealium, Teavaro, Ysance… Analytics • ActionIQ, Allsight, Amperity, Audiens, BlueShift, Eulerian, IntentHQ, Knowesis, Leadspace, Lexer, NGDATA, Radius, Rekener, Simon Data, Zylotech… Campaign • Advalo, Agilone, BlueConic , BlueVenn, Boxever, CleverTap, CrossEngage, Custobar, Datatrics, Evergage, Exponea, FirstHive, Flytxt, IgnitionOne, Jahia/Unomi, Lattice Engines, Lemnisk/Vizury, Lytics, Manthan, Mediarithmics, NextUser, OpenJaw, Optimove, Piwik Pro, RedPoint Global, Scal-e, WhiteRabbitSuite…
- 54. CDP by ClientRegions (partial lists)- Global • ARM Treasure Data, Boxever, Evergage, Manthan, mParticle, NG Data, Optimove, RedPoint, Segment, SessionM, Tealium Americas • BlueConic, BlueVenn, Bridg, Exponea, IgnitionOne, LeadSpace, Lattice Engines, Lytics, Lexer, Pearl … Europe/Africa • BlueConic, BlueVenn, CrossEngage, Exponea, IgnitionOne, Lytics, Lemnisk, Mediarithmics, Nominow Asia/Pacific • Integral-Core, Knowesis, Lemnisk, Lexer, Merio, n3
- 55. CDP by ClientSpend (partial lists)- Small business (<$5,000/month CDP spend) • Exponea, Pearl, Nominow, White Rabbit Mid-size: ($5,000-$25,000/month CDP spend) • Arm Treasure Data, BlueConic, BlueVenn, CrossEngage, Exponea, Integral-Core, Knowesis, LeadSpace, Lemnisk, Manthan, , n3, NGData, Optimove, Segment, Tealium Enterprise: (>$25,000/month CDP spend) • BlueVenn, Boxever, Bridg, Evergage, IgnitionOne, LeadSpace, Lemnisk, Manthan, mParticle, n3, NGData, Segment, SessionM, Tealium
- 56. CDP by ClientIndustries (partial lists)- B2B/Tech: CrossEngage, Evergage, LeadSpace, Manthan, Radius, Segment, Tealium Retail: AgilOne, BlueConic, BlueVenn, CrossEngage, Evergage, Exponea, IgnitionOne, Manthan, mParticle, Nominow, Optimove, Pearl, Segment, SessionM, Tealium, White Rabbit Media/Publishing: BlueConic, BlueVenn, Integral-Core, mParticle, Segment, Tealium, White Rabbit Financial: Clevertap, Lemnisk, Netcore, NGData, Tealium, n3 Travel: Boxever, Bridg, CrossEngage, mParticle, OpenJaw, Optimove, SessionM Telecom: Flytxt, IntentHQ, Myntelligence, Knowesis Healthcare: HealthGrades, SymphonyRM
- 57.
- 58. Feature Screening forPredictive Analytics Ingestion: no-code setup, high volume, streaming, API connectors, find changes, source tracking, consent tracking Storage: auto-add attributes, dynamic scaling, industry data model, read external sources, separate stores for structured, semi-structured, unstructured, real time update Identity: manage PII, stitching, offline match, cross-device match, persistent ID, external ID & device graphs, real time ID resolution Enrichment: clean, standardize, geo-code, auto-code features, process language, infer intent
- 59. Feature Screening forPredictive Analytics Derived variables: complexity, nesting, secure, change history, change impact Access: extracts, queries, API connectors, standard analytical formats, real time access Administration: governance, security, permissions, on-premise, anonymize/pseudonymize Analytics: explore, segment, model methods, self-service, explain Applications: predicts, recommend, test, attribute, arbitrate best offer, simulate, optimize
- 60. • CDP Institute •Peers • Analysts • Reviews • Phone calls • Demonstrations • Scenarios • Request for Proposal • Proof of Concept • References Selection Tools Screening Assessment Validation
- 61. • CDP Institute •Peers • Analysts • Reviews • Phone calls • Demonstrations • Scenarios • Request for Proposal • Proof of Concept • References Selection Tools Screening Assessment Validation Scenarios: • Base on YOUR use case detail • Specify tasks to demonstrate • Formal score sheet and review
- 62. • CDP isthe only packaged software designed to build and share a unified customer view • CDP saves effort by automatically creating data sets for analytics and campaigns • CDP lets everyone work from the same information • CDP is not a magic bullet: it’s work to create and maintain • In most organizations, CDP adds unique advantages Remember This
- 63.