Marketers have it easy, right? Flush with piles of customer data, it should be simple to know exactly who your prospects and customers are, target them with the perfect message, and grow your revenue from the data you own. But it's not. There is more data than ever before, but marketers struggle to know the most basic details of their customers: -96% of marketers are challenged in building a comprehensive, single view of the customers -40% of marketers are unable to personalize because of the inability to link data across disparate technologies It doesn’t have to be this hard. On March 11th, join Acquia’s AgilOne webinar to learn how you can use machine learning to unlock siloed data and gain a single view of your customers. Marketers will: -Know what is a CDP and how is it different than DMP, CRM, or MDM -Learn about AgilOne’s unique approach to machine learning and AI, and how these capabilities directly benefit marketers -Hear how brands like lululemon, Tumi, and Moosjaw use AgilOne to drive business results -Watch a live demo to learn how to create personalized campaigns across on and offline channels

1. A SINGLE CUSTOMER VIEW
STARTS WITH A CDP:
MEET AGILONE
Omer Artun Karen Wood Zack Wenthe

4. ACQUIA OPEN DIGITAL EXPERIENCE PLATFORM
Build, design and run sites
and applications
Understand, personalize and engage
With customers on any channel

5. ACQUIA OPEN DIGITAL EXPERIENCE PLATFORM
Build, design and run sites
and applications
Understand, personalize and engage
With customers on any channel

6. ACQUIA OPEN DIGITAL
EXPERIENCE PLATFORM DRUPAL
CLOUD
MARKETING
CLOUD
WEB E-MAIL E-COMMERCE SOCIAL CRM
DATA
CONTENT
DELIVERY
EXPERIENCE

7. Know what is a CDP and how is it different than DMP, CRM, or MDM
Learn about AgilOne’s unique approach to machine learning and AI,
and how these capabilities directly benefit marketers.
Understand how identity resolution creates a single customer view
Hear how brands like lululemon, Tumi, and Moosejaw use AgilOne
to drive business results.
Agenda

8. A CDP is a marketing system that unifies
a company's customer data from marketing
and other channels to enable customer
modeling and optimize the timing and
targeting of messages and offers.
— Lizzy Foo Kune, James Meyers, Gartner Research March 2018
What is a CDP?

9. ENTERPRISE
DATABASE
WAREHOUSE
(EDW)
Where all enterprise
data is placed in a
database for analysis
IDENTITY
AND ACCESS
MANAGEMENT
Provide login and
authentication
between apps and
customers
OPERATIONAL
CRM
Create and manage
customer profiles
and interactions
MASTER DATA
MANAGEMENT
(MDM)
Ability to cleanse
and match customer
profiles and serve as
the master data hub
for other applications
DATA
MANAGEMENT
PLATFORM
(DMP)
Manage anonymized
online audiences to
target on digital
advertising platforms
for segmented
targeting
TAG
MANAGEMENT
Manage digital tags
on websites and
mobile apps to
shuffle data to other
apps and databases
Ecosystem Partners and Adjacent Categories

10. Transaction data
Engagement data
Event data
Geography
Channel preference
Lifetime value
Purchase history
Collection preference
Demographics
Most recent browsing behavior
Most recent email behavior
Device preference Communication preference
Customer service history
Warranty and repair
Direct mail data
Social graph data
It Starts with Understanding the Customer

11. It starts with a
foundational question:
Who is the customer
in the lifecycle?
Customer
Content
Engagement
Informs this
Enables this
Understanding the Customer Changes Everything

12. AgilOne uses AI and ML to help marketing leaders,
practitioners, and data teams to…
Who uses Acquia AgilOne?
GAIN A SINGLE
VIEW OF THE
CUSTOMER
AUTOMATICALLY
REVEAL
CUSTOMER
INSIGHTS
THROUGH
MACHINE
LEARNING
ACTIVATE DATA
ACROSS
ENGAGEMENT
CHANNELS

13. Today’s Connected World Presents Enterprise Challenges
Disconnected systems
Too many uncoordinated
channels
Limited ability to drive
effective customer
engagement
No unified understanding
of the customer
Uncorrelated data
Inconsistent customer
experience
No authoritative insights
Endless guessing about what is
and isn’t effective
No conclusive insight into how to
engage and grow relationships
Inability to coordinate
execution

14. Consumers Expect Relationships
That Marketers Struggle to Deliver
“I know you’ve got plenty of data
on me – why can’t you do a better
job of servicing my needs?”
“I opted into your email list and website
cookies, but continue to get messages
and offers that aren’t relevant to me.”
“Your call center rep has no clue
that I’m a loyal customer”
“You’re always showing me ads
for things I don’t care about.”

15. Customer service, call center, and other
systems of customer interaction are isolated;
information isn’t shared with other tools.
Data is collected and stored, but
identities are not resolved into a
cleansed, de-duped system of record.
POS &
Inventory
Systems Marketers make ad-hoc
BI requests, subject to
analyst bandwidth.
Segments are pulled for outbound
marketing on request; not real-time.
Digital campaigns are limited to
anonymous third party data;
isolated for this use case.Website activity is
isolated to the web.
Disconnected Systems Make It Difficult
CRM
E-commerc
e
Systems
BI Systems
Call Center
Direct Mail
& Email
Website
Web
Personalization
Identity
Data
Digital Ad
Campaigns

16. A Unified Solution for Disconnected Data and
Systems
Gain a single view
of the customer
Reveal customer
insights
Activate data
across channels
Real-Time Platform

17. CUSTOMER DATA PLATFORM
A CDP Transforms Your Business...
Data Sharing
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM

18. Introducing The Acquia AgilOne Customer Data Platform
SINGLE CUSTOMER VIEW
– Data hygiene
– Profile unification
– Deduping
– Data append
– Cookie stitching
ANALYTICS AND
MACHINE LEARNING
– Behavioral analytics
– 300+ dimensions + measures
– Predictive algorithms
– Custom ML model support
– SQL query access to data
– Data visualization and exploration
CUSTOMER DATA
ACTIVATION
& ORCHESTRATION
– Behavioral segmentation
– 1-1 content for dynamic
personalization
– One-time use offer management
– Triggered orchestration
– API connectivity to ads,
marketing, and customer-facing
systems
– Modern real-time APIs
– SOC Type II compliant
– GDPR & CCPA compliant
– Scalable multi-tenant
– Encryption at-rest & in-transit
– Double byte, multi-currency
– Americas and Europe
– Meta-data configurable
– 100+ API integrations
REAL-TIME PLATFORM

19. ACQUIRE HIGH VALUE CUSTOMERS
AT A LOWER COST
Digital Advertising
Create acquisition focused audience based targeting using 1st
party customer data for DMPs, retargeting, ad networks
• Display retargeting optimization by suppressing offline
buyers
• Google, FB targeting on Instagram, AdWords, YouTube
• DMP display targeting segments
• Acquire customers like select best customers
• Ad Networks, Retargeting, DMP, Social
ACQUIRE
INCREASE CUSTOMER ENGAGEMENT
TREATING CUSTOMERS PERSONALLY
Customer Experience
Personalize customer interactions and offers on the website,
CRM, and all customer facing systems in real-time
• In-store events
• Call center tickets
• NPS scores
• Web personalization & A/B testing
• Call Center, Store Associates, Web Personalization
ENGAGE
TARGET RIGHT OFFERS AND CUSTOMERS
TO MAXIMIZE MARGIN AND RETENTION
Outbound marketing
Predictive segmentation on value, behavior, and attributes
while delivering 1:1 content on every marketing message
GROWTH
CustomerLifecycleUseCasesAnalyticsUseCases
Acquia AgilOne Supports Multiple Use Cases
REPORTING
Management Reporting/
Dashboards ad hoc analysis
• 300+ metrics including
machine learning clusters and
predictions
• Ad hoc analysis with
visualization and delivery
ADVANCED ANALYTICS
Data science and query
access for advanced analytics
• Super fast scalable query engine
• All transaction and event level data
• Less than a few hours latency to query
• Data sharing to mash up with client data
• Supporting custom model development
through data science workbench
ML/AI
Trained machine learning models
• Clustering, propensity and
recommendation models
out of the box
DATA EXPORT
Data Export for partners and
data warehouse enhancements
• Export data with any
frequency to other systems
including company data
warehouses
• Deliver any customer related
data to partner systems
API
APIs for broadcasting
customer data
• Collection of scalable
RESTful APIs
• Elastic search API
• Customer 360 API
• Privacy API

20. Understand customers across every channel & touchpoint
Gain a Single View of the Customer
Unified view

21. Gain Insights into Customer Segments and Business Impacts
Customer and business insights
Directly access customer intelligence

22. Use Machine Learning to Build Impactful Campaigns
Activate across channels
Send granular segments to execution channels

23. Building a Single Customer View with Identity Resolution

24. Analytical Calculations
• Over 300+ calculations built in optimized for B2C marketer
• Configurable calculation engine
• Ad-hoc analysis, visualization as well as available for data activation
Machine learning Models
• Supervised, unsupervised, collaborative filtering engines to predict likelihood to buy, clusters and next best offer among
other built-in predictive models
• XML configuration and pipeline configuration for custom model support
• Models available for analysis and data activation
Real-time customer data hub
• Real-time identity resolution and event pipeline
• RESTful APIs
• SQL query availability
AgilOne Cortex is the analytics and machine
learning layer that has both built-in calculation
and models as well as configurability to add
customer specific use-cases.
Analytics and Machine Learning
Analytics and Machine Learning is built to
service entire organization, from IT, Data
Science, Analysts, Marketers to all other
customer facing professionals

25. TASK BEFORE AGILONE WITH AGILONE
Pull a customer list for direct mail 2 weeks 10 minutes
Execute a Facebook campaign 3 weeks 30 minutes
Execute an email campaign 2-3 weeks 30 minutes
Execute an SMS campaign 1.5 weeks 30 minutes
Selecting data for campaign 2 weeks 30 minutes
Customer service can see details Not possible Refreshes daily
Internal CRM team can access customer profile Not possible Direct access
Run basic counts and audience segment size No direct access Direct access
Send data to multiple 3rd
party suppliers (Print house, Facebook, etc.) within 30 minutes Not possible 10 minutes
Build detailed campaign selections in Actions 1 week Direct access
Surface customer barcode number in call center Not possible Daily
Typical Operational Efficiency Improvements with Acquia AgilOne

26. ✗ Limited view into omni-channel customers
✗ Extra work cycles for external teams
✗ Shuffle data from one system to another; no single source of truth
✗ Personalize and act off of limited understanding of the customer
Without a CDP:
Challenges of Driving Business Success

27. ✓ Deliver 1:1 personalization across channels
✓ Gain a complete view into omni-channel customers
✓ Unify data across silos
✓ Gain more ROI from your marketing & advertising camapigns
✓ ...and more
With Acquia AgilOne CDP
Benefits of Driving Business Success

28. Sample AgilOne Clients
1.1 billion customer profiles, 5 billion transactions, 25 billion events processed per day

29. Restored Reputation as Premium Brand
Aligned departmental silos around CDP initiative; stopped
over-emailing and over-discounting
30%Ecommerce sales
growth
29%Increase in full price
sales
7%Overall sales
growth

30. Eliminated Online/Offline Data Silos
Unified online and store data to drive orchestrated 1:1
personalization in stores and across digital channels
15%Increase to baseline
revenue
50%Boost in website visits
25
%
Increase in event
participation

31. Reduced Operating Costs & Increased Efficiency
Eliminated agency redundancies and gained efficiencies
across marketing, customer service, and IT teams
98%Increase in call center
efficiency
99%Increased list pull speed
from two weeks to 10
minutes
100%Increased Facebook
campaign execution
from 3 weeks to 30
minutes

32. Stopped Blanket Discounting & Increased Profit Margin
Delivered personalized discounts based on machine learning
driven customer personas and discount sensitivity
30%Overall sales margin
125%Conversion rate
10%Cost per acquisition

33. Thank you for joining!
Questions?