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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.
