1. Spend Less, Achieve More
An Introduction to the Customer Data Platform, The Future of the ‘Marketing Database’

2. Agenda
The data pain marketers face
What is a Customer Data Platform? And what it is not!
The features, advantages and benefits of the CDP
Spend less, achieve more
2

3. The Data Pain - What do we hear?

4. Brands Still
Struggle to
Utilise the
Power of Data
4
0% 5% 10% 15% 20% 25% 30% 35%
We use our internal marketing data to target prospects
and customers on third-party websites or applications
We use data about our current customers to target
similar audiences on third-party websites or applications
We have an approach to marketing attribution
that goes beyond ‘first touch’ or ‘last touch’
We have created an actionable ‘single customer view’
that combines data sources about each individual
We have technology and processes designed to predict
the needs and behaviours of customers and prospects
Which of the following apply to your organisation?
Source: Econsultancy/Adobe Quarterly Digital Intelligence Briefing Repsondents: 1,452

5. Customer
Recognition is
a Key Issue
5
Econsultancy/Epsilon: Customer Recognition: How Marketing is Failing at its Top Priority, October 2016
0%
20%
40%
60%
80%
100%
74% 75% 76%
84%
14% 12% 13% 10%
Matching customers
across multiple
devices
Understanding
customer behaviour
over-time
Tailoring messaging
by channel
Associating
conversion events
with marketing
“Very important to growth” Strong Capability

6. “How can I do ‘multi-channel’
if I can’t stitch together and
properly recognise an
individual and their actions
across different devices and
channels?”
“IT are the busiest people in
the business and so asking for,
and then getting data to run
tactical, one-off campaigns
can sometimes be almost
impossible. We both get
annoyed but for different
reasons!”
“There is chronic data
latency in our business.
For instance, we only get
email data loaded into
our ESP once a week.”
“What value is being
delivered by my
Marketing Database?”
6
“We’ve only just moved from our
‘SCV’ marketing database being
refreshed every fortnight to every week
but it’s still no where near as fast as it
needs to be. How can we hope to talk
to people in ‘real-time’ when our view
is a minimum of a week old.”
“We can’t even identify our
VIPs when they come back
to the website which means
everyone gets the same
offer.”
“Our data is nowhere near
accurate enough to do
personalisation and is all over
the place. It’s like Swiss Cheese,
holes and inconsistencies
everywhere.”

7. 7
Lack an
actionable
SCV
Concerned
about data
accuracy
Believe
targeting can
be improved
Desire
‘access’ to
data
Suffering
data latency
issues
Need for
business
wide data
application
Fear results
are sub par
due to data
issues

8. 8
What is a Customer
Data Platform?
“A Customer Data Platform provides marketers with an
integrated customer database that can support
coordinated programs across multiple channels”.
Raab Associates
“A Customer Data Platform (CDP) is an integrated
customer database managed by marketers that unifies
a company’s customer data from marketing, sales and
service channels to enable customer modelling and
drive customer experience”
Gartner

9. Central tenets of
a Customer Data
Platform Creates a ‘persistent,
cross-channel
customer data record’
Drives campaign
management
Marketer controlled
9

10. 10
A CDP is not a….
Data Management
Platform
Universal Data Hub
Work with only “first
party data”
Collect all customer
interactions
Hold data governed by
first party permission…But a CDP does

11. 11

12. 12
• Single Customer View
• Customer Identification including Cross Device Identification
• Segmentation for Multi-Channel Deployment
• Reporting and Analytics
• Predictive Modelling
• Deployment
CDP Key Components

13. SCV

14. 14
Under-performing Moderate performing
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
4%
21%
High performing
60%
High performing vs.
Under performing Teams
13.7xmore likely to strongly agree
they’ve integrated business
systems to create a Single
Customer View
Top Marketing Teams Create
a Single View of the Customer
Percentagewhoexcelatintegratingbusinesssystems

15. Components
of an SCV
15
What are the components of your organisation
(or your clients’) Single Customer View?
Merged database records from marketing,
CRM, billing and/or other systems
Interactions with external touchpoints such as
marketing campaign data
Interactions with internal touchpoints
such as website behaviour
Historical purchases and behaviours
Integrated enhancement data, such as geography
Real-time behaviours on our/their properties
such as pages viewed on site
Offline data from stores, POS, loyalty, etc.
0% 10% 20% 30% 40% 50% 60% 70% 80%
None of the above
68%
67%
64%
66%
60%
66%
60%
64%
51%
64%
44%
45%
30%
46%
3%
2%
Source: Econsultancy Company Repsondents Agency Repsondents

16. Customer Identification and Cross
Device Identification

17. Search
Marketing
Web
Customer
Services
Stores
Social
Affiliates
Mobile
Email
Direct
Mail
Microsites
Amazon/Google Cookie - Mobile
Cookie - Tablet
Telesales / Marketing
Digital Banners & Signage
Loyalty Card
POS Displays
Facebook Group
Instagram
LinkedIn Group
Pinterest Account
Twitter Account
YouTube Channel
Pay-per-clickReferral
iBeacons
In-store wi-fi access
Mobile App
SMS
Tablet App
Wearable Technology
Website via tablet / mobile
Behavioural Emails
Marketing Email
Transactional Email
Catalogue
Postal address
Customer ID
Previously solutions
were built on 6-8
identifiers… such as
first name
& house number
Number of customer
touchpoints increase by
20% annually
Source: Mckinsey & Company
The CDP connects
up to
24 identifiers
17
Household address

18. 18
?
.
The Mechanism to Cross Device Identification
18

19. Segmentation

20. A single segmentation tool to access a single marketing dataset
Targeting campaigns more accurately with greater relevance
Segmentation at a more granular level
Benefits of CDP Integrated
Segmentation
Delivering multi-channel customer marketing automation
20

21. Reporting and Analytics

22. Reporting
How does online
engagement
influence in-store
activity?
How is mobile
influencing the
likelihood of
conversions?
What is the value
of my catalogue to
my business?
How does VIP’s
compare to multi
purchases
overtime?
What attributes
are impacting
customer
retention?
What is the
potential LTV of in-
store customers?
22

23. Predictive and Machine Learning

24. + =
Predict your
customer’s next move
“Predictive Marketers are 1.8 times more likely to constantly
exceed organisational goals and 2.9 times more likely to report
revenue growth at rates higher than industry average.”
(Forbes, 2016)
24

25. What's
happening
currently
Predict LearnAct Customer
response
25

26. Predictive engagement
modelling
40%
Fewer
emails sent
Revenue
increased by
25%
Retaining new and
disengaged customers to
secure their LTV
While increasing
top-line revenue
26

27. Maximise the
Potential of
Marketing
Automation
27

28. Deployment

29. …so digital marketers
biggest headache is
moving data between
systems – which highlights
the importance of
RedEye’s API
29
1 2 3 4 5
Moving data between systems
Gaining a Single Customer View
Turning data into insights
Marketing attribution (understanding
contribution of different activities)
Contextualisation
Turning insights into actionable
segments
Marketing Automation
Ensuring data privacy
/ compliance with opt-outs
Segmentation
Personalisation
On a scale of 1 -5 where 1 is a minor headache and 5 is a serious migraine,
how much of a pain are the following data related activities.
33%41%21%
40%29%23%
28%
33%
28%
26%
28%
30%
20%
15%
37%
30%
33%
34%
30%
23%
30%
32%40%
37%
16%
30%
31%
33%
23%
26%
12%
21%
13%
11%
9%
11%
Source: Econsultancy

30. 30
So what has changed?
In the 80’s and 90’s catalogue and direct mail marketers looked for
competitive advantage in data and databases. Now the multi-channel
marketer is increasingly focusing on data to give them the competitive
advantage of the new millennium.

31. Database
Approach
Comparisons
Traditional Marketing Database Customer Data Platform
Direct mail and tactical email Multi-channel marketing automation
7 or 8 identifiers 24 customer identifiers
Siloed, costly and redundant Single platform with reduced costs
High levels of duplication Highly accurate data
No address – no record Any interaction, creates a customer
or prospect record
Weekly refresh Always on
Access via IT/MySQL In the hands of the marketer
Manual Automated and integrated
Historic view of data and reactive Predictive and future focused
31

32. 32
The Marketing Database is Dead…
Long live the Customer Data Platform

33. 33
SCV – high performing marketing
teams 13.7 times more likely to
have an integrated SCV
Customer Identification & Cross Device
Identification – 25-55% increase
in revenue
Predictive Modelling –
25% increase in income
SCV drives better targeting
which improves Customer
Experience and Conversion
A single segmentation tool helps drive
greater granularity and again
better customer experience
A single orchestration platform
helps achieve a more
omni-channel experience
A single orchestration platform
helps achieve a more
omni-channel experience
Summary

34. 34
Want to know more about the RedEye
Customer Data Platform?
Get in contact:
www.redeye.com
0207 730 9958