Singing the Customer

Data Platform Blues

David Raab

David Raab

Existing systems work better!New systems easier to deploy!

Everything runs faster!

David Raab

Customer Data Platform!

CDP Definition• Marketer-controlled system that • builds a unified, persistent customer

database • accessible to external systems.

David Raab

CDP Definition• Packaged software that • builds a unified, persistent customer

database • accessible to external systems.

David Raab

CDP vs Other SystemsCDP

packaged system Cunifiedcustomerdata Cpersistent Copenaccess C

David Raab

CDP vs Other SystemsCDP Data Lake/

Warehouse

packaged system C Dunifiedcustomerdata C Cpersistent C Copenaccess C C

David Raab

CDP vs Other SystemsCDP Data Lake/

WarehouseDMP

packaged system C D Cunifiedcustomerdata C C Dpersistent C C Copenaccess C C C

David Raab

CDP vs Other SystemsCDP Data Lake/

WarehouseDMP Data Hub,

TagMgr

packaged system C D C Cunifiedcustomerdata C C D Dpersistent C C C Dopenaccess C C C C

David Raab

CDP vs Other SystemsCDP Data Lake/

WarehouseDMP Data Hub,

TagMgrMAP CRM

packaged system C D C C C Cunifiedcustomerdata C C D D D Dpersistent C C C D C Copenaccess C C C C D D

David Raab

CDP vs Other SystemsCDP Data Lake/

WarehouseDMP Data Hub,

TagMgrMAP CRM Marketing

Cloud,JOE

packaged system C D C C C C Cunifiedcustomerdata C C D D D D Cpersistent C C C D C C Copenaccess C C C C D D D

David Raab

CDP vs Other SystemsCDP Data Lake/

WarehouseDMP Data Hub,

TagMgrMAP CRM Marketing

Cloud,JOE

packaged system C D C C C C Cunifiedcustomerdata C C D D D D Cpersistent C C C D C C Copenaccess C C C C D D Ddecisions &delivery ? D D D C C C

David Raab

CDP vs Other Systems

David Raab

CDP RequirementsPackagedSystem

Persistent UnifiedCustomerData

OpenAccess Decisions &Delivery

• prebuiltconnectors

• integratedcomponents

• standardprocessflows

• end-userinterface

• NoSQLdatastore

• keeporiginaldetail

• datachangemanagement

• dataquality• tracktrendsandpatterns

• readexternal

• multi-leveldatamodel

• transactions&behaviors

• cross-channelID resolution

• preassembledcustomerviews

• APIs, queries,extracts

• realtimeresponse

• reformatforspecialneeds

• pushoptions(triggers,etc.)

• segmentation• predictive• machinelearning

• advancedanalytics(e.g.attribution)

• batch andrealtimecampaigns

David Raab

CDP Requirements

David Raab

David Raab

Sowhat?

Marketers Need Unified Data

David Raab

Benefits of Unified Customer Data

David Raab

Benefits of Central Customer Database•Existing systems can access better data•More efficient data management processes•Easier to replace systems (fewer dependencies)•Easier to deploy new systems (fewer processing requirements, standard connectors available)• Stable platform for future change

David Raab

Benefits of CDP System•Marketer control = narrow scope focused on marketer needs•Packaged software = faster deployment, better results, vendor keeps enhancing•Unified, persistent data is more complete, higher quality than other methods•Open access = data used as broadly as possible

David Raab

CDP Is•Quickest path•Best customer data•Lowest cost•Greatest flexibility•Sound foundation for future

David Raab

David Raab

David Raab

It’stoogoodtobetrue!

It’sproven!Newtech,marketerfocus,&prebuiltcomponents

makeitwork.

David Raab

OurITshopcanbuildit!They’reassmartasanyone.

CDPvendorsarespecialistsandpackagedsoftwareislessrisk,faster,cheaper.

David Raab

CDPsimplifiestheprocessandmakesthebenefitsmoreclear.

Therealroadblocksareorganizational!CDPcan’t

speedthatup.

David Raab

Perfectionisn’tneededandCDPdoesthebest

jobpossible.

Perfectidentityresolutionisn’tpossible!

David Raab

Manyusecasesdon’trelyondeliverysystems.

Ourdeliverysystemscan’tuseCDPoutputs!

David Raab

TheycanlearnandCDPvendorswillhelp.

Ourstaffcan’tuseCDPoutputs!

David Raab

Marketingneedsitmost.Startthereandletthem

shareit.

Alldepartmentsneedunifiedcustomerdata!

David Raab

ITcanhelpwithouttakingcontrol.

Marketingcan’tprotectcorporatedata!

David Raab

Davidsaysalotofthings.WeneedCDPtoday.

DavidRaabsaysitwillallchangeanyway!Personal

reality,M2M,etc.

David Raab

Listentothis…

There’snothemesong!

David Raab

Thankyou!