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Sebastian Amtage - Beyond Marketing Automation: DMP, CDP, CMP. Who Can Still Navigate Through the Platform Jungle?

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Sebastian Amtage, CEO of b.telligent, presents "Beyond Marketing Automation: DMP, CDP, CMP. Who Can Still Navigate Through the Platform Jungle?"
The current CRM and marketing tech landscape, with over seven thousand vendors, is confusing to say the least. Sebastian Amtage sets out to clear the smoke with this presentation.

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Sebastian Amtage - Beyond Marketing Automation: DMP, CDP, CMP. Who Can Still Navigate Through the Platform Jungle?

  1. 1. BEYOND MARKETING AUTOMATION: DMP, CDP, CMP Who Can Still Navigate Through the Platform Jungle? Sebastian Amtage CEO b.telligent HEROES OF CRM CONFERENCE 2019
  2. 2. Exiting times in Marketing … www.chiefmartec.com/2018
  3. 3. Sebastian Amtage Industries Founder and CEO Diploma in Physics Projects • Telefónica Germany, Munich • Vodafone Kabel Deutschland, Munich • Pro7Sat.1, Munich • Car2Go, Stuttgart • Commerzbank, Frankfurt • Adidas, Herzogenaurach • E.ON, Munich • Hugendubel, Munich • … Expertise • 20 years of consulting experience in Customer Intelligence, Data Warehousing Advanced Analytics and MarTech • Enterprise Architect with focus on data driven processes and customer data • Serial Entrepreneur in ePayment, TV-to- web Analytics, Product Information Syndication and Data Governance
  4. 4. b.telligent in a nutshell Industries & Customers in DACH Telecommunication Trade & E-Commerce Suppliers Banks Entertainment & Media Automotive Insurance Industry Travel +200 other clients Competencies Services Partners Big Data Data Science Data Warehousing Planning Reporting Visual Analytics Customer Intelligence BI Strategy Data Governance Munich + Zurich + Dusseldorf+ Hamburg + Stuttgart + Frankfurt + Berlin 2004 2009 2010 2011 2013 2016 2017 2019 Development 0 150 100 50 49 118 189 permanent employees + 40 other Optimize Run Build Design Check
  5. 5. b.telligent clients in 2018/2019
  6. 6. Areas of business CRM Sales- & Marketing (Customer Data) • Holistic Customer Management • Campaign Management • Up- and Cross-Selling • Next Best Activity and Optimization of Customer Service • Analytical CRM Scoring • Web Analytics • Social Media Analysis • Multichannel and Call Center Management Controlling (Financial Data) • Corporate Management and Planning • Marketing and Sales Planning • Solutions for Risik Minimization, Controlling, Data Governance, BI Strategy and for the fulfillment of internal, external and legal requirements • Optimization of: • BI, DWH and Big Data Environments • Metadata Management • Data Quality • Processes • Data Protection and Data Security • Individual Software to supplement BI Solutions IT Infrastructures & IoT (Machine Data)
  7. 7. b.telligent Partner ecosystem Big Data & Data Science Cloud Planning & Reporting Databases & Data Integration Marketing Automation
  8. 8. b.telligent Partner ecosystem Big Data & Data Science Cloud Planning & Reporting Databases & Data Integration Marketing Automation
  9. 9. The challenges in todays Marketing
  10. 10. 1. Provide a consistent omnichannel experience Call Center PoS Mobile, Social Print & ABL Act Online & E-Mail Attract Inform Cross-channel interaction with the customer is still a huge challenge. Digital channels such as online and mobile reinforce this effect. • Omnichannel capabilities with central intelligence • Realtime Interaction Decide
  11. 11. 2. Address all types of customers • No recognition possible • Only session details available • GDPR is generally not applicable • Recognition possible • Session details and some interaction history available from earlier sessions • GDPR applies in some cases • Recognition possible • Authenticated user • Session details, interaction history and personal master data and contact addresses are known • 1:1 Engagement possible • Data Protection law fully applies • Permissions required AddressableKnownUnknown
  12. 12. Increase Customer Experience contact volume response rate The efficiency and effectiveness of marketing interactions is continuously decreasing. • Understand customer needs • Predict customers behaviour and preferences time
  13. 13. CDP Hype or help?
  14. 14. Customer Data Platform (CDP) – on the top of the Gartner Hype Cycle CDP
  15. 15. But is there a hype? Announced last week
  16. 16. Prebuilt components save development time ‘Big data’ technology makes data management easier than before It’s designed to do one thing well Vendors are customer data specialists Why It Works
  17. 17. vvv vv Data Decisions Delivery Processing Persistence Analytics Campaign Standardisation and Transfer Bulk E-Mail Custom Audience Online Shop Webseite Mobile DMP Cleansing and Transforming Rules Target groups Personalisierung Orchestration Channel- Interaction Extraction Mapping of entities Aggregation and Indexing Segments v CRM ERP Web Mobile DWH Shop How it works Access Staging
  18. 18. v Data Delivery Data Access and Data Store Decisions Segmentation, Targeting, Decisioning Channel, Interfaces and Orchestration Data Sources v Customer Data v Audiences Campaigns Personalised Customer Engagement Analytics CDPAnalytics CDPData CDP Campaign CDP Data Mart Marketing Automation, Marketing Cloud Platforms CDP ≠ CDP
  19. 19. Classification of CDP vendors CDP Vendors Access/Data CampaignAnalytics
  20. 20. CDP Institute AgilOne Alterian Amperity Ascent360 BlueConic Blueshift BlueVenn Celebrus CrossEngageEvergage Fospha LatticeEnginesLemnisk Lexer Lytics mParticle NGData Optimove PearlThinksPRDCT Quaero QuickPivotRedEye RedPoint Segment SessionM SimonDataStride Tealium TreasureDataZylotech Shared CDP Features Retain original detail Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Persistent data Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Individual detail Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Vendor-neutral access Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Manage PII Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Distinguishing Features Data Management Base Features API/query access Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Real-time access Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y N Y Y Y Y Y Y Y Y Y Y Y Y Persistent ID Y N Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Deterministic match Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Probabilistic match Y Y Y Y N N N N N Y N Y Y Y Y N Y N Y N Y N N Y N N N N N N Y On-premises option N Y N N N N Y Y N N Y N Y N N N Y N N N Y N N Y Y Y N N N N Y Un/Semi-Structured JSON load Y Y Y N Y Y Y Y Y Y Y Y Y Y Y Y N N Y Y Y N Y Y Y Y Y Y Y Y Y Schema-free data store Y N Y N Y Y Y Y Y Y N Y Y Y Y N Y N N Y Y N Y Y Y Y Y Y Y Y Y Web Site Javascript tag Y Y N Y Y Y Y N Y Y Y N Y N Y Y Y Y Y Y N Y Y Y Y Y Y Y Y Y Y Cookie management Y Y N N Y Y Y Y Y Y Y N Y N Y Y Y Y Y Y N Y N Y Y Y Y Y Y Y Y Mobile Apps SDK load Y N N N Y Y N Y N Y N N Y Y Y Y N Y N N N N Y Y Y Y N N Y Y Y Digital Ads Audience API Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y N Y Y Y Y Y Y Y Y Y Y Y Y Cookie synch N Y N N Y Y N Y Y Y Y N Y N Y Y Y Y N Y N Y Y Y N N Y N Y Y Y Offline Postal address hygiene Y Y Y Y N N Y N N N N Y N N Y Y N N Y N Y Y Y Y N Y N N N Y Y Name/address match Y Y Y Y N N Y N N N N Y N N Y Y N N Y Y Y Y Y Y N N N N N N Y Business to Business Account-level data Y Y N N N N Y N Y Y Y Y N N Y N Y Y N Y Y Y N Y Y N N N N Y Y Lead-to-account match Y Y N N N N Y N N Y N Y N Y Y N Y Y N Y Y Y N Y N N N N N N Y Analytics Segmentation Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Automated predictive Y Y N N Y Y Y N N Y Y Y Y Y Y N Y Y N N Y Y Y Y N Y N Y N Y Y Engagement Content selection Y Y N N Y Y Y Y Y Y N N Y N Y N Y Y N N Y Y Y Y N Y Y Y Y N Y Multi-step campaigns N Y N N N Y Y N Y N N N Y N Y N N Y N N N Y Y Y N N Y Y N N N Real-time interactions Y Y N N Y Y Y Y Y Y N N Y N Y N Y Y N N N N Y Y N Y N Y Y N Y See following page for definitions. Revised 12.18.18 Get the complete CDP Vendor comparison on the website of the Customer Data Platform Institute or contact b.telligent as an official partner! www.cdpinstitute.org
  21. 21. All problems fixed?
  22. 22. Data Management is still a challenge …
  23. 23. Identifier E-Mail (digital) Card number (store) Cookie Facebook, Google, Verimi … Master Data Name Surname Date of birth Gender Salutation Title Language Geodata … Consent Intercompany usage Contact per channel Data analytics 3rd party usage …. Contact Data E-Mail Mobile Postal address … Transaction Data Purchases Returns Bought articles Searched articles Voucher information … Social Demographics (external data) Income Grade of education Marital status … Derived information Purchase frequency Last purchase CLTV Preferences • Activity • National team • Sports club • Style • … Price sensitivity Scores … Content of a Consumer Data Mart 31 2 5 4 6 7
  24. 24. Marketing Tech Ecosystem CDP CMP Data Lake Consumer Data Mart Consumer Analytics Delivery SystemsDecision SystemsData Systems Consumer Reporting Master data Golden Record LandingZone(Interfaces) Web Platform (SFCC) … Transactions OMS … … Consumer Care Bulk E-Mail Mobile Engagement Display Advertising A/B Testing Personalization Recommendation App Shop DMP Off- Portal Retargeting Tracking SocialCustom Audience CareNBA Advisor
  25. 25. Consent Management Platform
  26. 26. Consent Management Platform – the newcomer CMP NEW in 2018! www.chiefmartec.com/2018
  27. 27. Collect b.telligent Consent Management Platform Manage EncryptedConnection The collection of the consents takes place at the Customer Touchpoints... ...and is sent in real time (encrypted) to the central permission DB via the REST API. From there... Document Apply ...the consents can be queried and updated via all channels. Mass Data Interface RESTInterface RESTInterface EncryptedConnection
  28. 28. Core requirements for a sustainable Consent Management 0403 02 05 0601 Consent Management Real-time & mass data export Does the platform support mass data export? Structured Consents Are there single or interconnected consents? „Audience Level“ Are all audience levels supported? GDPR Compliant Are all conditions still known at the time of the assignment? Automated deletion of consents Documentation Can both the context of the assignment and all legal texts be documented? Omnichannel Are all channels synchronized and offer the customer self- service functionality?
  29. 29. Consent Management Vendors Consent Management Vendors Consent Management Providers outside EU (incl. UK) Consent Management Providers inside EU ‚Universal‘ Consent Management Providers inside EU ‚Universal‘ Consent Management Providers outside EU (incl. UK)
  30. 30. Comprehensive approach in the field of Consent Management Project/ Time & Material Licences Consulting: Clarification of the problem and gap analysis for the legal fulfillment of the GDPR guideline & architecture1) Consent Management b.telligent Portfolio Requirements: Shared development of the permission concept and the subsequent target processes as well as derivation of the requirements Implementation: Integration into existing systems & migration of legacy data 1) No legal consultancy
  31. 31. CDP CMP Marketing Tech Ecosystem Data Lake Consumer Data Mart Consumer Analytics Delivery SystemsDecision SystemsData Systems Consumer Reporting Master data Golden Record LandingZone(Interfaces) Web Platform (SFCC) … Transactions OMS … … Consumer Care Bulk E-Mail Mobile Engagement Display Advertising A/B Testing Personalization Recommendation App Shop DMP Off- Portal Retargeting Tracking SocialCustom Audience CareNBA Advisor
  32. 32. Main Takeaways?
  33. 33. 5 main take-ways from today CDPs are the next level in Marketing Automation and integrate well into the existing ecosystem They integrate known and unknown customers in one database for the first time, enabling new personalization use cases Data Access, cleansing and processing remains difficult and time consuming. We recommend a dedicated Customer Data Mart Consent Management Platforms solve GDPR related issues and are going to be a component in your ecosystem Marketing today is all about the smart orchestration of dedicated services
  34. 34. BEYOND MARKETING AUTOMATION: DMP, CDP, CMP Who Can Still Navigate Through the Platform Jungle? Sebastian Amtage CEO b.telligent HEROES OF CRM CONFERENCE 2019

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