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Customer Data PlatformAdobe connector for Azure
Monetize Artificial Intelligenceon Digital Marketing Channels
V1.0 – Feb 2019
Do not put content 2 BitBang S.r.l. © 2019 – All rights reserved
“A CDP centralizes customer data from
multiple sources and makes it available to
systems of insight and engagement.”
Forrester Research
Customer Data Platform
Do not put content 3 BitBang S.r.l. © 2019 – All rights reserved
The CDP relies on our
desire for simplicity, but
complexity hides beneath
the surface
Do not put content BitBang S.r.l. © 2019 – Riservati tutti i diritti – Legge 633/1941 e s.m.i.
Customer Data Platform > Purpose Built
▪ Collection and organization of data to obtain Customer Insight (Data Pipe)
▪ Collection and distribution of data to fill gaps in an existing stack (Data Pipe)
▪ Customizing messages to different audiences on all channels consistently (Orchestration)
▪ Accelerate the use of Machine Learning models and techniques in Marketing Automation
processes (Automation)
▪ Data set management for System of Insights (Measurement)
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The Power of Unified Profile Data
Do you really know your customers?
In an ecosystem composed of different
products by type (CRM, DMP, Log Web,
etc. ..) and Vendor (Adobe, Microsoft,
Google, etc. ..) still remains a desire
difficult to fulfill.
The partnership between Microsoft,
Adobe and SAP was born with the intent
to create a unified view of the customer
thanks the Open Data Initiative.
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Get ready to leverage and maximize the Open Data Initiative
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Customer Omnichannel Experience
The Customer Data Platform enables a complete
customer view across all the interactions with all
your channels and touchpoints.
The first step is to own your data: all the
information gathered and historicized will form the
user's constantly evolving knowledge base.
This new paradigm will be the only source of truth
that will guide the customer's future experiences
(recommendation, offers, etc.)
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Customer Identity Resolution
= Noto
= Anonimo
Vede prodotto A
Offerto prodotto B Offerto prodotto A
Vede prodotto C
Vede prodotto A
Offerti prodotti A e C
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Customer Identity Resolution
= Noto
= Anonimo
Vede prodotto A
Offerto prodotto B Offerto prodotto A
Vede prodotto C
Vede prodotto A
Offerti prodotti A e C
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Orchestrate all informactions in a Multichannel Marketing Strategy
DYNAMICS 365
CUSTOMER DATA
PLATFORM
MACHINELEARNINGREAL TIME
INTELLIGENCE
ADOBE ANALYTICS ADOBE
CAMPAIGN
ADOBE TARGET
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Content Preferences
Product Interest
Online Behaviour
Campaigns
Device
Sentiment
Microsoft Dynamics for Enriched Customer Relationship Management
CDP > > > > > > > CRM
Better Segmentation
The criteria that determine a
customer's membership in a specific
segment or target become richer
Accurate Scoring
Online behavior and preferences
become available for customer
scoring
Additional Contact
Opportunities
Online behavior helps create
additional contact opportunities and
more sophisticated triggering criteria
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Online Behaviour
Target Segment
Conversion History
Score
Offer History
Contact Strategy
Adobe Campaign for Intelligent Marketing Automation
CDP ADOBE CAMPAIGN
> > > > > > >> > > > > > >
Machine Learning Clustering
Advanced clustering thanks Machine
Learning algorithms that consider
the entire customer view
Multichannel Communication
Coherence
The message and the offer can be
managed in a coherent way on all
the channels involved
Real Time Triggering
Actions can be taken in real time with
all the information about the
customers coming from all channels
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Online Behaviour
Target Segment
Conversion History
Score
Offer History
Contact Strategy
Adobe Target for Data-Driven Personalization at scale
CDP ADOBE TARGET
> > > > > > >> > > > > > >
Intelligent Recommendation
Customer behavior both online and
offline, analyzed through machine
learning algorithms, helps to refine
the offer
Extreme Personalization
The proposal of contents and offers
is more inherent to the customer's
online and offline behavior
Better Customer Experience
The approach to sales and marketing
becomes more proactive,
anticipating customer needs thanks
to predictive algorithms
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Customer Data Platform benefits
Data Enrichment & Augmentation
Enhance customer
segmentation by
integrating different
data sources
Advanced & Predictive Analytics
Conduct advanced
analysis and develop
custom predictive
models
Real-Time Marketing
Take advantage of the
click-stream to set up
triggers and Real-time
Marketing actions
First-Party ID Definition
Provide a proprietary
identification of the
Customer
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ADOBE ANALYTICS
DYNAMICS 365 STORAGE
Data Lake
Store
Blob Storage
DATA LAKE
ANALYTICS
Azure
Databricks
SQL
Azure
OPERATIONS
Azure
Functions
Technology Stack
Data Factory
ADOBE CAMPAIGN
ADOBE TARGET
16Do not put content BitBang S.r.l. © 2019 – Riservati tutti i diritti – Legge 633/1941 e s.m.i.
Services overview
AdobeAnalytics + DMP
SocialIOT+WIFI
SMART CAM
DYNAMICS
365
CRM
Back Endtransazioni CC
AdobeCampaign
DYNAMICS
365
CRM
AdobeTarget
Customer Data Platform
Data Lake
Store
Blob
Storage
SQL
Azure
Event Hub Stream
Analytics
Azure
Databricks
17 BitBang S.r.l. © 2019 – Riservati tutti i diritti – Legge 633/1941 e s.m.i.Do not put content
Project Roadmap
1
2
TransformationAction: Cleaning of data based on
its continuous and targeted
exploration
Output: Clean and structured data
with a precise schema
3
ReconciliationAction: Identify a high-level key to identify the
customer in all sources
Output: 360° view on customer behavior
4
OrchestrationAction: Creating pipelines for
analysis and targeted marketing
Output: automated and data driven
actions
5
InsightsAction: evaluate the
impact of the strategies
adopted
Output: constant and
continuous monitoring to
maximize ROI
IngestionAction: Take possession of
your data
Output: Immediate access,
freedom of choice (analysis
and tools)
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INGESTION
+ Establish mapping points: from which sources extract the data
+ Establish priorities to extract data
1
+ Align sources at the customer level
TRANSFORMATION
2
RECONCILIATION
+ Identify a high-levelkey
+ Every customer must be identified by an ID
3
ORCHESTRATION
+ Creation of pipelines that exploit historical data (in a “lookback period”) to map all customer interactions in all past touchpoints
4
INSIGHTS
+ Creation of dynamic insights to promptly respond to changes in business needs
5
+ Processing of structured and unstructured data + Federated
enrichment of all sources
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BitBang CDP ready to unlock NOW the ODI promise
▪ Unlock and harmonize siloed data to create new value
▪ Bi-directionally move transactional, operational, customer or IoT data to and from the common data
lake based on their preference or needs
▪ Create data-powered digital feedback loops for greater business impact, while also helping to enable
their security and privacy compliance initiatives
▪ Build and adopt intelligent applications that natively understand data, relationships and metadata
spanning multiple services from Adobe, SAP, Microsoft and their partners.
