Delve into the presentation our Chief Commercial Officer gave at the Festival of Marketing 2017. Looking at what the Customer Data Platform is, what Predictive Analytics is and how they work together.

1. Customer Data Platform and Predictive
Analytics -
A Killer Combination?
Public Version 1.0

2. As customer experience becomes
the strategic differentiator for
both B2C and B2B brands, so will
Customer data platforms (CDPs)
take on a leading role in the
martech stack.

3. “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.”

4. Case Study
What is Customer Data Platform?
What is Predictive Analytics?
Optimising Marketing Automation
Improving Lifetime Value
4

5. Engagement
Model

6. Retain new and
disengaged customers
Increase
top-line revenue
Revenue
increased by
25%
40%
feweremails sent

7. Brands Still
Struggle to
Utilise the
Power of Data
Public
7
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

8. Customer
Recognition is
a Key Issue
Public
8
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

9. Public
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
20% annually
Source: Mckinsey & Company
A CDP allows you to maximise the
value of your
customer data
Connecting up-to
24 identifiers
9
Household address
Data is at the core of success in
Predictive Analytics

10. 10
“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

11. Central tenets of
a Customer Data
Platform
Public
Creates a ‘Persistent,
cross-channel
customer data record’
Drives Campaign
Management’
Marketer Controlled
11

12. 12
“Predictive Analytics is a form of advanced
analytics which examines data or content to
answer the question “What is going to
happen?” or more precisely, “What is likely
to happen?”
Gartner

13. What's
happening
currently
Predict LearnAct
Public
Customer
Response

14. Predicting Unsubscribes
John Greed know that unsubscribes are lost opportunities and LTV. The
minimization of unsubscribe rate holds paramount importance for maximum
customer retention and for growing LTV.

15. Objectives Results
Identify customers likely to
unsubscribe with the aim to retain
them and thereby increase overall
conversions and revenues over time
Overall reduction
31.05%
in unsubscribes of

16. Marketing Automation
operating
at 20% of its
capabilities…
…however by overlaying
predictive analytics
Providing the opportunity
to create more refined
segments
Therefore allowing you
to send more relevant
communications to
your customers
Thus increasing
their lifetime value
with your brand
Optimising Marketing
Automation

18. The Customer Lifecycle

19. Summary
Next Steps: Measuring long term impacts
It’s all about the data, stupid!
Maximising any Analytics needs a CDP
Predictive does not improve conversions, you do.
Predictive DOES give you:
1. Timeliness
2. Knowledge
3. Better Marketing Automation
4. Competitive Edge
19

20. Thank you for your time
REDEYE CONFIDENTIAL