The document discusses how a customer data platform (CDP) can be used to increase customer loyalty and retention through unified customer profiles and data-driven use cases. It recommends starting with basic use cases like cart abandonment campaigns, then progressing to more advanced uses like lookalike audiences and honoring consumer consent preferences. The ultimate goal is achieving a true single customer view through a CDP to personalize experiences across channels in real-time. An example is provided of how the Utah Jazz increased revenue and performance through their CDP implementation.

1. Acquisition, Loyalty and Retention:
How a CDP Creates Customers for Life
© 2020 Tealium Inc. All rights reserved.
Inspiring CDP Use Cases for Increasing Loyalty & Retention

2. Jake Spencer
Product Marketing, Tealium
NICE TO MEET YOU!

3. © 2020 Tealium Inc. All rights reserved. | 3
AGENDA
● Changes in your customer data strategy
● What’s a CDP?
● Crawl, Walk, Run: How to plan your CDP
use cases
○ Crawl: Cart Abandonment
○ Walk: Lookalike Audiences and Building in Consent
Preferences
○ Run: Achieving a True Single View of the Customer

4. © 2020 Tealium Inc. All rights reserved. | 4
© 2020 Tealium Inc. All rights reserved. | 4
CHANGES IN YOUR CUSTOMER DATA STRATEGY
Marketers Doing More with Less
Marketers and customer experience professionals are consistently tasked with getting more out of a
stagnant or even declining budget (Gartner).
The Customer Journey Is Fragmented
The growth of mobile, social, IoT and more have created more opportunities for businesses to tap into
customer data, but more difficulty in creating personalized experiences across all of them.
Personalization, Prediction and Privacy
Consumers expect the brands they do business with to know them and provide services and
recommendations just for them but respect their privacy at the same time.
Digital Transformation Acceleration
The world has shifted to a mandate of digital-first customer experiences. As more consumers have
made digital their go-to means of purchase and engagement, digital transformation has accelerated.

5. The race to
digital-first is
accelerating…
Source:
https://www.mckinsey.com/business-functions/strategy-and-corporate-
finance/our-insights/five-fifty-the-quickening
© 2020 Tealium Inc. All rights reserved. | 5

6. And there’s
brand loyalty
up for grabs…
Source:
https://www.mckinsey.com/business-functions/strategy-and-corporate-fi
nance/our-insights/five-fifty-the-quickening
© 2020 Tealium Inc. All rights reserved. | 6

7. HUMAN CONNECTION POWERS CUSTOMER RELATIONSHIPS
Customers who have human communication experiences with brands are
© 2020 Tealium Inc. All rights reserved. | 7

8. WHAT’S THE
WAY FORWARD?

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TO INNOVATE TODAY,
YOU NEED TO
UNDERSTAND YOUR CUSTOMER
THROUGH DATA
© 2020 Tealium Inc. All rights reserved. | 9

10. © 2020 Tealium Inc. All rights reserved. | 10
Marketing Clouds
DMPs
Personalization
Website
CRM
Mobile Apps
Social
Display
Call Center
Brick & Mortar
AN UNIFIED APPROACH TO CUSTOMER DATA

11. DATA
ACCURACY
AND QUALITY
REAL-TIME
DATA COLLECTION
MAKE DATA
AVAILABLE
EVERYWHERE
WHAT’S A CUSTOMER DATA PLATFORM?
A Customer Data Platform (CDP) is a software system that helps present a unified,
persistent and updated view of an individual customer, based on data from interactions
across multiple channels, platforms, and devices.
Purpose-built to collect data from a wide range of sources, CDPs unify customer data to
form a comprehensive view of the customer across devices and channels, and then make
that data available to other systems.
CDPs improve your organization, better your customer relationships, and complement
your current software and marketing efforts.

12. WHERE DO
I GET STARTED?

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14. CRAWL

15. Cross-Channel Cart Abandonment
Abandoned cart campaigns are a great way to put your newly acquired customers with
unified customer profiles to work by providing relevant offers to your prospective
customers and ultimately generating revenue.
Why?
● Highly relevant and personalized engagement signals for higher conversion rates
● Suppressing “window shoppers” who are likely to convert somewhere else

16. Unify data from three
different sources to
create profile
Create audiences with
unique tags and deploy
to channels
Create unique profiles
for better audience
segmentation

17. WALK

18. Lookalike Audiences
With third-party cookies are crumbling, lookalike audiences are going to be critical to
finding new customers
Why?
● Allow you to expand scale of acquisition program without having to rebuild each
audience in every channel
● Able to define attributes of best customers and use that data in an advertising
channel to find new consumers with similar attributes

19. Unify data from three
different sources to
create profile
Create audiences and
deploy to channels
Create unique profiles
for better audience
segmentation

20. Honoring Consumer Consent in Every Channel
Privacy regulations like GDPR and CCPA make it easy for your consumers to opt-in and
out of data collection. A CDP can help you manage consent data.
How?
● Tie consent data into customer profile to update preferences in real time
● Remove customers from audiences and channels they’ve opted out of and capitalize
on where they are opted in

21. Unify data from different
devices sources to create
profile
Make real-time
adjustments to uphold
privacy preferences
Able to see consent
status and category in
customer profile

22. RUN

23. Single-View of the Customer
As the upstream source of the single view of the customer for your downstream
activation technologies, you’re removing much of the manual labor that would be
required to update each one individually—and doing so in real time.
Why?
● With your Customer Data Supply Chain set up to collect all of your touchpoints, a
real-time picture of the customer can be used to log order
● Once unified, can be sent to BI tools for analysis and activation points can be
updated to suppress channels that are wasting spend

24. Unify data from different
devices sources to create
profile
Target the right customer
with the right message at
the right time.
Build unified profiles
and audiences that are
ready for action

25. HOW THE UTAH
JAZZ SCORED
WITH A CDP

26. Personalized, Audience-Based
Experiences
The Solution
Combine a Tag Management System with a CDP
Unified Data Available Across
Tech Stack
● 30-year season ticket holders vs
first-time fans
● Historic behavioral data
● A/B testing around ticket
recommendations
● First-party data strategy to bring fan
experience data in-house
● Stitch together visitor data with
third-party platforms like
Ticketmaster
● Adjust ad spend in real time

27. THE RESULTS
50% 140% 62% 34% 100K
Cost
Reduction
per CDP
Campaign
Increase in
Click-Through
Rates
Increase in
Return on Ad
Spend
Increase in
Revenue per
Visitor
Revenue for
Abandoned
Cart
Campaigns
With a robust data foundation in place, CX enhancements like upgrading
the app experience during games or revealing cross-sell opportunities
across parent company’s multiple venues are quickly achievable

28. LEARN MORE IN THE ATTACHMENTS
GET THE GUIDE
The Definitive Guide to Customer Data Platforms
PREPARE FOR THE HOLIDAYS
Retail Readiness Holiday eBook
SEE THE UTAH JAZZ’S FULL DIGITAL TRANSFORMATION
Hear from VP of Analytics and Digital Development, Jared Geurts!

29. Thank You!
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