This document discusses how data-driven personalized marketing can provide customers with more relevant experiences. It advocates treating customers as individuals rather than targets by leveraging customer data platforms (CDPs) to gain a unified view of each customer. CDPs allow brands to activate customer data across marketing channels by predicting customer needs and delivering personalized messages at the right time. The document outlines the advantages of data-activated marketing and provides examples of how a customer's online purchase history could inform relevant product recommendations in emails and mobile messages later.

1. The heartbeat of modern marketing:
Data activation & Personalization
By Marina Decuseara

2. Agenda
◉ Personalized marketing
◉ Advantages of data activated-marketing
◉ Customer Data Platform (CDP)
◉ Traditional Customer Database vs CDP
◉ Vendors of CDPs
◉ Steps to activate data
◉ CDP vs Other Systems
◉ Data Scientist

3. IN DIGITAL ERA BRANDS HAVE THE CHOICE
Use data to treat
people like targets
or markets
Use data to treat
people like
individuals
OR

4. PERSONALIZED MARKETING
Personalized marketing or one-to-one marketing, individual marketing is a
marketing strategy by which companies leverage data analysis and digital
technology to deliver individualized messages and product offerings to current or
prospective customers.

5. 74% of online consumers get frustrated
with websites when the content has
nothing to do with their interests
Janrain

6. RIGHT PERSON. RIGHT PLACE. RIGHT TIME.
RIGHT MESSAGE
She is Jane. She lives in Sheffield, UK. An affluent,
married mom and homeowner, Corina shops at a
national clothing retailer online, in the store, and
occasionally via the app. When visiting the
retailer’s website in search of yoga pants, she
finds style choices based on previous purchases,
the purchases of customers with profiles similar
to hers, and the styles of yoga pants most
frequently purchased on weekends. She adds
one of the offered yoga pants to her shopping
cart and checks out.

7. JANE’S DATA ACTIVATION
3
daysPurchase
1 week
1month
She received a
confirmation
email of
purchase.

8. JANE’S DATA ACTIVATION
3
daysPurchase
1 week
1month
The retailer sends Jane a
health-themed email.

9. JANE’S DATA ACTIVATION
3
daysPurchase
1 week
1month
She receives an iPhone message
nudging her to use the store’s mobile
app to unlock a 15 percent one-day
discount on workout equipment.

10. JANE’S DATA ACTIVATION
3
daysPurchase
1 week
1month
She bought a new
outdoor outfit.

11. ADVANTAGES OF DATA-ACTIVATED MARKETING
Boost total
sales by
15 - 20% Growth in
digital sales
Improve ROI
across
marketing
channels
Happy
customers

12. What is the right segment for Corina ?

13. CUSTOMER DATA PLATFORM (CDP): Solving the ongoing challenge of
true personalization

14. The features of CDP
Fully accessible by external
systems and are structured to
fully support marketers’
needs for campaign
management, marketing
analyses and business
intelligence
Utilize a consistent
identifier that links all of
a customer’s data
Marketer-managed Unified, persistent, single
database for all customer
behavioral, profile and other
data, from any internal or
external source

16. Which vendors offer a CDP?
◉ BlueVenn - marketing automation platform
◉ AgilOne - a “predictive marketing platform”
◉ Ensighten - characterized by its tag
management
◉ Segment - API hub
◉ Treasure Data offers analytics infrastructure
◉ mParticle - a mobile data platform
◉ Ascent360 - a marketing campaign platform
◉ Signal - “people-based marketing platform”
* Some others on the list more or less describe
themselves as CDPs, including RedPoint Global,
Datorama, Lytics and BlueConic.

17. STEPS TO ACTIVATE THE DATA

18. THE PROCESS IS EASY
What’s happening
currently
Predict Act
Customer
response
Learn
* Predict depends on how much we learnt from the past actions and predict our customer next move

19. CDP vs OTHER SYSTEMS
CDP Warehouse DMP
Data Hub/
Tag Mgr
MAP CRM
Packaged
system
Unified
customer data
Persistent
Open access
Decision
& Delivery

20. Data Discovery

21. Data Scientist

22. THANKS!