Post on 21-Jan-2018
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!