customer data platforms

Customer Data Platforms Solve Enough To Be Interesting

David M. RaabRaab Associates Inc.

April 1, 2015

CDP Definition

• marketer-controlled system that

• uses persistent, cross-channel customer data

• to support external marketing execution

Customer Management ChallengesData 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

Separate SystemsData

• Assemble data• Build profiles• Expose data

Decisions

• Predictive models• Message selection• Multi-step

campaigns

Delivery

• Single channel • Multi channel

Web Data

WebDecisions

Web Interactions

Email Interactions

In-store Interactions

EmailDecisions

In-storeDecisions

OtherInteractions

OtherDecisions

Shared DataShared DataOther Data

OtherInteractions

OtherDecisions

OtherInteractions

OtherDecisions

Email Data In-store Data

Customer Data PlatformData

• Assemble data• Build profiles• Expose data

Decisions

• Predictive models• Message selection• Multi-step

campaigns

Delivery

• Single channel • Multi channel

WebDecisions

Web Interactions

Email Interactions

In-store Interactions

EmailDecisions

In-storeDecisions

OtherInteractions

OtherDecisions

OtherInteractions

OtherDecisions

OtherInteractions

OtherDecisions

Shared Data

CDP Value ProvidedData 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

Conclusion:CDP solves the data problem! Candy for all!

That’s the theory.

Reality is more complex.

Conclusion:CDP solves the data problem! Candy for all!

Pure-play CDP is one of several solutions to the data problem (and not necessarily preferred).

Data CDP MarketingPlatform

IntegratedSuite

• Assemble data• Build profiles• Expose data

Decisions

• Predictive models• Message selection• Multi-step

campaigns

Delivery

• Single channel • Multi channel

In fact, preferences are evenly split.

30% prefer best of breed

30% prefer integrated suite

40% don’t care or don’t knowData: IAB/Winterberry Group, 2015

Function System Group VendorsData Assemble data

connect systems Boomi, Jitterbit, Talend, Informatica, Websphere, Actian…connect databases Tamr, Clearstory, Trifactatags 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, V12B2B 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 AutopilotHQB2C 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.

Function System Group Vendors InvestmentData Assemble data

connect systems Boomi, Jitterbit, Talend, Informatica, Websphere, Actian…connect databases Tamr, Clearstory, Trifactatags 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 AcquisitionB2B 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… Acquisitionbuild database Aginity , NGData

Decisions Predictive models

multi-purpose Wise.io, Blueshift, Context Relevant, SalesPredict… FundingB2B lead score Lattice, Infer, Mintigo, Fliptop, Radius, Kemvi, 6Sense… FundingB2B retention Gainsight, Appuri, Optimove, Woopra, Totango, Preact… FundingB2B pipeline score Velocify, Clari, C9, DxContinuum, Aviso, ResultIQ … Funding

Message selection

predictive CQuotient, Custora, Sailthru, SAP/SeeWhy, BrightInfo… Fundingrule-based Monetate, Lytics, Connexio, Woopra, Wibidata… Funding

Multi-step campaigns

B2B AutopilotHQB2C 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 … AcquisitionB2C multichannel RedPoint, AgilOne, Silverpop, Teradata, Adobe, ExactTarget… Acquisition

New Funding is (Mostly) for Decisions

Let’s all buy Marketing Platforms!

Data CDP MarketingPlatform

IntegratedSuite

• Assemble data• Build profiles• Expose data

Decisions

• Predictive models• Message selection• Multi-step

campaigns

Delivery

• Single channel • Multi channel

…or not.

Data CDP MarketingPlatforms

IntegratedSuite

• Assemble data• Build profiles• Expose data

Decisions

• Predictive models• Message selection• Multi-step

campaigns

Delivery

• Single channel • Multi channel

Conclusion (again):CDP solves the data problem! Candy for all!

What about tomorrow?

Conclusion (again):CDP solves the data problem! Candy for all!

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 recommendations

• AI-based bidding, message selection and content generation

Delivery • Personalized messages in owned media

• Targeted messages in paid media

• Personalized messages across all media

Summary•CDP today•MadTech tomorrow

Thank You.