This document discusses three use cases for how a Customer Data Platform (CDP) can be used to handle multiple data sources for smart customer activation. The first use case describes how a travel agency can use a CDP for conversion rate optimization. The second use case discusses how an insurer can use a CDP for user experience personalization. The third use case outlines how a retailer can leverage a CDP for cross-channel retargeting. In each case, the CDP is used to unify customer data from different sources, enrich customer profiles, segment customers, and activate campaigns across various marketing channels.

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CDP in action:
handling multiple
data sources
for smart activation

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SPEAKER
JONATHAN
KOSKAS
Manager
Digital & Data

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"A Customer Data Platform is a packaged software that
creates a persistent, unified customer database that
is accessible to other systems"
Customer Data Platform
A short definition

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v
AGENDA
- USE CASE #1
CRO for a travel agency
- USE CASE #2
UX personalization for an insurer
- USE CASE #3
X-channel retargeting for a retailer

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USE CASE #1
Profile is added to matching CDP segments:
[potential buyer for summer 2019]
[interest for Costa Rica]
enrichissement
1st party data
• Prospect calls Customer Support in order to find out about a
Costa Rica travel offer for Summer 2019
• Prospect discloses his personal details (name, surname, email)
but doesn’t go through (no booking over the phone)
• Agent inputs prospect’s information into the CRM
CONVERSION RATE OPTIMIZATION
DATA COLLECTION
Asks for information
about Costa Rica
travel Synchronization CRM/CDP

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USE CASE #1
DATA ENRICHMENT
ENHANCED SEGMENT
Existing profile in CDP (email address already known)
with complementary information :
 [sensitive to display promotion]
 [consent to ad targeting : YES]
[potential buyer for summer 2019]
+
[interest for Costa Rica]
+
[sensitive to display promotion]
+
[consent to ad targeting : YES]
CONVERSION RATE OPTIMIZATION

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USE CASE #1
ACTIVATION
IMPAC TED
KPIs
Sales (€)
Customer
satisfaction
Conversion rate
R EQU IR ED
ECOSYSTEMFacebook advertising Programmatic display
>> Advertising in the prospect’s Facebook newsfeed
(through Custom Audience)
>> Programmatic display with personnalized ad (through
customer’s adserver)
AdserverCRMCDP
CONVERSION RATE OPTIMIZATION

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USE CASE #2
Profile is added to the matching CDP segment:
[affinity “retirement plan”]
enrichissement
1st party data
• Client visits insurance website, specifically “RETIREMENT
PLAN" pages
• Client clicks on “WEB CALL BACK" but does not go through
(webform left unfinished)
• Client is qualified within the CDP segments
UX PERSONALIZATION
DATA COLLECTION
+
Client
Agent

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USE CASE #2
UX PERSONALIZATION
DATA ENRICHMENT
ENHANCED SEGMENT
Existing profile in CDP (digital ID already known) with
complementary information :
 [Mobile App user : YES]
 [Car owner]
 [Consent mobile personalization : OUI]
[affinity “retirement plan”]
+
[mobile App user]
+
[car owner]
+
[consent mobile personalization : YES]

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USE CASE #2
UX PERSONALIZATION
ACTIVATION
IMPAC TED
KPIs
Customer
satisfaction
x/up sell
Personalized
screen on App
1
2
>> Personalized screen on mobile App with proper CAT
>> Personalized offer pushed by agent over the phone
R EQU IR ED
ECOSYSTEM
Personalization
platofrm
Mobile AppCDP
Bundle offer
« retirement plan +
auto insurance »
Agent

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USE CASE #3
Profile is added to the matching CDP segment:
[Cart abandonment - Desktop PC Gamer]
enrichissement
1st party data
• Visitor browses retailer’s website, checks out “Desktop PC Gamer”
• Add product to cart, input details but doesn’t complete order
• Visitor is qualified within the CDP segments
RETARGETING
DATA COLLECTION
PARTY
+

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USE CASE #3
RETARGETING
DATA ENRICHMENT
ENHANCED SEGMENT
Existing profile in CDP (email address already known)
with complementary information :
 [Client Store “Paris Wagram”]
 [Repeat purchases > 300 Eur (90 days)]
 [Email open rate > 80% (last 3 campaigns]
[Cart abandonment – desktop pc gamer]
+
[Client Store “Paris Wagram”]
+
[Repeat purchases > 300 Eur (90 days)]
+
[Email open rate > 80% (last 3 campaigns]
PARTY

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USE CASE #3
RETARGETING
ACTIVATION
IMPAC TED
KPIs
Digital contributionx/up sell
>> Coupon pushed through Email campaign
(important rebate to redeem in store)
R EQU IR ED
ECOSYSTEM
CRMESPCDP
PARTY

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OVERVIEW
Customer Data Platform
Type
Quality
DATA
Volume
Time-to-market
TCO
PROJECT
Scalability
Segmentation
Sécurité / Compliance
FUNCTIONS
Omnichannel
management
> Multiple IDs management / Individual + Digital datapoints
> Good balance between volume and accuracy
> Depends on vendors ability to add data source, new partners…
> Multi-channel optin + cookie consent
> Native integration with many channels (email, dsp…)
> Recommendation algorithm, predictive modeling…
> Define all data sources, connect with legacy systems…
> Depends on use cases’ complexity
> 1st party oriented, garbage in/out

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Thank you !

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CONTACT
JONATHAN
KOSKAS
Manager
koskas@colombus-consulting.com