How Customer Data Platforms Solve Enough To Be Interesting
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From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: Customer Data Platforms: This Doesn'T Change Everything (But It Changes Enough Things To Matter). PRESENTATION: How Customer Data Platforms Solve Enough To Be Interesting - Given by David Raab, @Draab - Raab & Associates, Principal
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How Customer Data Platforms Solve Enough To Be Interesting
- 1. How Customer Data Platforms Solve Enough To Be Interesting David M. Raab Raab Associates Inc. April 1, 2015
- 2. CDP Definition • marketer-controlled system that • uses persistent, cross-channel customer data • to support external marketing execution
- 3. Customer Management Challenges Data Challenges • Assemble data • Build profiles • Expose data • Gather data from multiple sources • Unify identities across systems Decisions • Predictive models • Message selection • Multi-step campaigns • Build many good models quickly • Optimize choices for long term results • Design and manage complex campaigns Delivery • Single channel • Multi channel • Connect with central system • Add new channels quickly
- 4. Separate Systems Data • Assemble data • Build profiles • Expose data Decisions • Predictive models • Message selection • Multi-step campaigns Delivery • Single channel • Multi channel Web Data Web Decisions Web Interactions Email Interactions In-store Interactions Email Decisions In-store Decisions Other Interactions Other Decisions Shared DataShared Data Other Data Other Interactions Other Decisions Other Interactions Other Decisions Email Data In-store Data
- 5. Customer Data Platform Data • Assemble data • Build profiles • Expose data Decisions • Predictive models • Message selection • Multi-step campaigns Delivery • Single channel • Multi channel Web Decisions Web Interactions Email Interactions In-store Interactions Email Decisions In-store Decisions Other Interactions Other Decisions Other Interactions Other Decisions Other Interactions Other Decisions Shared Data
- 6. CDP Value Provided Data Challenges Value of CDP • Assemble data • Build profiles • Expose data • Gather data from multiple sources • Unify identities across systems • Marketer-controlled system to build and share central database Decisions • Predictive models • Message selection • Multi-step campaigns • Build many good models quickly • Optimize choices for long term results • Design and manage complex campaigns • Easier access to necessary data • Easier integration of decision systems Delivery • Single channel • Multi channel • Connect with central system • Add new channels quickly • Easier connections to existing and new delivery systems
- 7. Conclusion: CDP solves the data problem! Candy for all!
- 8. Conclusion: CDP solves the data problem! Candy for all!
- 9. Pure-play CDP is one of several solutions to the data problem (and not necessarily preferred). Data CDP Marketing Platform Integrated Suite• Assemble data • Build profiles • Expose data Decisions • Predictive models • Message selection • Multi-step campaigns Delivery • Single channel • Multi channel
- 10. In fact, preferences are evenly split. 30% prefer best of breed 30% prefer integrated suite 40% don’t care or don’t know Data: IAB/Winterberry Group, 2015
- 11. Function System Group Vendors Data Assemble data connect systems Boomi, Jitterbit, Talend, Informatica, Websphere, Actian… connect databases Tamr, Clearstory, Trifacta tags Tealium, Ensighten, Signal, Doubleclick, Google, Segment Build Profiles fuzzy match RedPoint, Pitney Bowes, Talend, Experian, SAS, ReachForce… B2C external data Acxiom/LiveRamp, Neustar/Targus, Oracle/Datalogix, V12 B2B external data - Web data: Mblast, Orb Intelligence, Leadspace, InsideView… - no Web data: NetProspex, DiscoverOrg, RainKing - IP based: DemandBase, Profound.net Expose Data DMP Oracle/BlueKai, IgnitionOne, RocketFuel/[X+1], Adobe… build database Aginity , NGData Decisions Predictive models multi-purpose Wise.io, Blueshift, Context Relevant, SalesPredict… B2B lead score Lattice, Infer, Mintigo, Fliptop, Radius, Kemvi, 6Sense… B2B retention Gainsight, Appuri, Optimove, Woopra, Totango, Preact… B2B pipeline score Velocify, Clari, C9, DxContinuum, Aviso, ResultIQ … Message selection predictive CQuotient, Custora, Sailthru, SAP/SeeWhy, BrightInfo… rule-based Monetate, Lytics, Connexio, Woopra, Wibidata… Multi-step campaigns B2B AutopilotHQ B2C Brickstreet, QuickPivot/Extraprise Delivery Single channel Email YesMail, Lyris, SendGrid, Bronto, ConstantContact… Web CMS Sitecore, Ektron, EpiServer… Mobile Leanplum, Kahuna, Localytics, Swrve… display ads Turn, LinkedIn/Bizo… Multi channel B2B multichannel Marketo, Eloqua, IBM/Silverpop, Pardot, Act-On … B2C multichannel RedPoint, AgilOne, Silverpop, Teradata, Adobe, ExactTarget… Multiple vendor types within each layer.
- 12. Function System Group Vendors Investment Data Assemble data connect systems Boomi, Jitterbit, Talend, Informatica, Websphere, Actian… connect databases Tamr, Clearstory, Trifacta tags Tealium, Ensighten, Signal, Doubleclick, Google, Segment Funding Build Profiles fuzzy match RedPoint, Pitney Bowes, Talend, Experian, SAS, ReachForce… B2C external data Acxiom/LiveRamp, Neustar/Targus, Oracle/Datalogix, V12 Acquisition B2B external data - Web data: Mblast, Orb Intelligence, Leadspace, InsideView… - no Web data: NetProspex, DiscoverOrg, RainKing - IP based: DemandBase, Profound.net Acquisition Expose Data DMP Oracle/BlueKai, IgnitionOne, RocketFuel/[X+1], Adobe… Acquisition build database Aginity , NGData Decisions Predictive models multi-purpose Wise.io, Blueshift, Context Relevant, SalesPredict… Funding B2B lead score Lattice, Infer, Mintigo, Fliptop, Radius, Kemvi, 6Sense… Funding B2B retention Gainsight, Appuri, Optimove, Woopra, Totango, Preact… Funding B2B pipeline score Velocify, Clari, C9, DxContinuum, Aviso, ResultIQ … Funding Message selection predictive CQuotient, Custora, Sailthru, SAP/SeeWhy, BrightInfo… Funding rule-based Monetate, Lytics, Connexio, Woopra, Wibidata… Funding Multi-step campaigns B2B AutopilotHQ B2C Brickstreet, QuickPivot/Extraprise Delivery Single channel Email YesMail, Lyris, SendGrid, Bronto, ConstantContact… Web CMS Sitecore, Ektron, EpiServer… Mobile Leanplum, Kahuna, Localytics, Swrve… display ads Turn, LinkedIn/Bizo… Multi channel B2B multichannel Marketo, Eloqua, IBM/Silverpop, Pardot, Act-On … Acquisition B2C multichannel RedPoint, AgilOne, Silverpop, Teradata, Adobe, ExactTarget… Acquisition New Funding is (Mostly) for Decisions
- 13. Let’s all buy Marketing Platforms! Data CDP Marketing Platform Integrated Suite• Assemble data • Build profiles • Expose data Decisions • Predictive models • Message selection • Multi-step campaigns Delivery • Single channel • Multi channel
- 14. …or not. Data CDP Marketing Platforms Integrated Suite• Assemble data • Build profiles • Expose data Decisions • Predictive models • Message selection • Multi-step campaigns Delivery • Single channel • Multi channel
- 15. Conclusion (again): CDP solves the data problem! Candy for all!
- 16. Conclusion (again): CDP solves the data problem! Candy for all!
- 17. Marketing of the Future: MarTech + AdTech = MadTech MarTech AdTech MadTech Data • Identifiable individuals • Advanced Association • External data pools • Aggregated sources • Thing data • External pools of aggregated data tied to individuals & things Decisions • Journey tracking • Advanced attribution • Real time bidding • Behavior-based recommendatio ns • AI-based bidding, message selection and content generation Delivery • Personalized messages in owned media • Targeted messages in paid media • Personalized messages across all media