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DMPs Are Dead. Welcome To The CDP Era.

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Gartner named customer data platforms (CDPs) one of the key technologies that will demand marketers’ attention in 2018. Michael Katz, Cofounder and CEO of mParticle, explains why CDPs are not just another acronym and how consumer brands ranging from Airbnb to NBCUniversal to Zappos are using them to optimize omnichannel customer experiences and marketing outcomes, in all the moments that matter.

Originally presented at AdExchanger Industry Preview 2018 by Michael Katz, Cofounder and CEO, mParticle.

Published in: Technology
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DMPs Are Dead. Welcome To The CDP Era.

  1. 1. WELCOME TO THE CDP ERA MICHAEL KATZ / CEO, CO-FOUNDER
  2. 2. 2018: THE DEATH OF THE DMP
  3. 3. MARKETERS HAVE BEEN CHASING THE SINGLE CUSTOMER VIEW FOR 30+ YEARS
  4. 4. DATA PLATFORM 3.0 COMPLEXITY OF DATA MODEL QUANTITYOFDATAAVAILABLE OFFLINE ERA WEB ERA CONNECTED ERA MARKETING DATABASES Purchase data mapped to identity Low volume Rows & colums Direct Mail Activation DATA MANAGEMENT PLATFORMS ALL ANONYMOUS Client-side architecture High scale Privacy & Governance Poor Multi-tenant DB (Shared IDs) Paid Ads Activation CUSTOMER DATA PLATFORMS Designed around Identity Privacy by Design Real-time event streaming Single-tenant (no Shared IDs) High scale Real-time APIs Server-to-Server Architecture Full Lifecycle Activation & Integrations 20132008
  5. 5. 1900’s – MID 1980’S 1970’S – EARLY 1990’S 1990’S – 2020’s? INNOVATION IS USUALLY VIEWED AS EXPENSIVE & UNNECESSARY AT FIRST 1980’s - PRESENT
  6. 6. “ THINGS DONE CHANGED ” - NOTORIOUS B.I.G.
  7. 7. 01. THE DIGITAL EXPERIENCE HAS CHANGED
  8. 8. 1990’s - 2013 www. 2013 - PRESENT THE CUSTOMER JOURNEY IS NO LONGER SINGLE-THREADED
  9. 9. AS THE CUSTOMER EXPERIENCE BECOMES MORE DECENTRALIZED… THE GREATER THE NEED TO CENTRALIZE DATA BECOMES
  10. 10. 02. IDENTITY CHANGES EVERYTHING
  11. 11. IDENTITY ANONYMITY DIGITAL ANALOG
  12. 12. ANONYMOUS (NO PERSISTENT ID) PERISHABLE ID (COOKIE, AD ID) PROBABILISTIC MATCH (XDEVICE ID) DETERMINIST MATCH (HASHED ID) KNOWN USER (EMAIL, MOBILE) VERIFIED USER (2FA, VERIFICATION) PSEUDOANONYMOUS ID IDENTITY CONTINUUM IN THE CONNECTED ERA Opt-Out Vertical Regulation Opt-Out Opt-In First Party TOS PRIVACY IMPLICATION
  13. 13. IDENTITY IS WHAT ENABLES EVERYTHING UNIFIED CUSTOMER EXPERIENCE 360 DEGREE CUSTOMER VIEW GDPR GOVERNANCE & ENFORCEMENT MARKETING ORCHESTRATION
  14. 14. 03. EXPLOSION OF SAAS TOOLS CONTINUES
  15. 15. IT SPEND CLOUD SPEND 2017 2027 $1 Trillion $1.35 Trillion $100 Billion $800 Billion2-4% CAGR 20-25% CAGR CLOUD SPEND WILL DOMINATE INFRASTRUCTURE INVESTMENT *DATA PROVIDED BY GARTNER
  16. 16. SPECIALIZATION CONTINUES IN THE SUPPLY CHAIN
  17. 17. 04. THE API ECONOMY IS ACCELERATING
  18. 18. GROWTH IN WEB APIS SINCE 2005
  19. 19. 05. NEW TECHNOLOGY UNDERPINNINGS
  20. 20. GETTING <DATA AT REST> TO BECOME <DATA IN MOTION> DATA WAREHOUSING 1990’s HADOOP & MAP REDUCE 2008 STREAMING DATA 2015 DROP RELATIONAL ASSUMPTION PROGRAMMABILITY OPEN SOURCE BATCH  REAL-TIME DAILY  CONTINUOUS
  21. 21. MOST DATA ARCHITECTURE IS SLOWEXTERNALINTERNAL API LAYER RAW STORAGE DATA WAREHOUSE HADOOPCRM BI ETL JOB ETL JOB
  22. 22. ANALYTICS ATTRIBUTION USER FEEDBACK PAID ADS EMAIL & PUSH CONTENT EVENTS AUDIENCE CREATE A REAL-TIME SOURCE OF TRUTH
  23. 23. WHY DOES IT ALL MATTER? THE RIGHT , TO , .AD THE RIGHT USER AT THE RIGHT TIME THE RIGHT , TO ,DATA THE RIGHT SYSTEM IN REAL TIME THE RIGHT , TO ,IDENTITY ANY SYSTEM EVERY TIME
  24. 24. 06. BONUS: GDPR!
  25. 25. THANK YOU! MPARTICLE.COM / @MPARTICLES

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