Customer Data Platforms are built specifically for marketing and provide far-reaching benefits that the Data Warehouse does not.  In this session, Daniel Williams, President of BlueVenn US will describe how organizations are leveraging their CDPs for personalization, integration of infinite data sources and execution channels, and machine-based scoring, segmentation and modeling to optimize their marketing performance.

1. November 2018
Adestra Summit

2. About Us
BlueVenn helps businesses across the world to
understand their customer data.
We provide CDP, CRM, marketing analytics, campaign
management and customer insight solutions for our
clients.
CDP, CRM, Single Customer View,
customer analytics, campaign
automation and segmentation.
Over 400 clients across the
world.

3. A Selection of Our Clients
Retail Travel/Leisure Finance Publishing Gaming
Other

4. 3 Key Components
•Improved Personalisation and campaign
•Cleaner & governed data at all times
•Less time preparing data & more time
CDP
•Better understanding of your customers
•Puts marketing in control to react to decisions
•Better visibility, reporting & accountability
Analytics
•One central platform for all campaigns and
•Make campaigns more effective through
•Ensures consistency, control and relevance
Campaig

5. Analyse &
Report
Segment
& Target
Journey
Automation
Communicate
& Engage
Interact
Collect
Cleanse &
Consolidate
Enhance
& Present
CDP
SCV
Real-time
behavioural
triggers
Members/Prospects
Marketing
Enhance

6. Siloed
Architectural Concepts
CDP/SCV x1x
Execution layer
Decision layer
Data layer
Data Hub

7. Architectural Concepts
x1x
Execution layer
Decision layer
Data layer
Siloed Data Hub CDP/SCV

8. The Golden Record
Rebecca Ann Johns
Ms R A Johns
Becky Johns
Rebecca Moor
Rebecca Johns

9. Single Customer ViewCustomer Data Platform
Customer Data Platform

10. Single Customer ViewCustomer Data Platform
Customer Data Platform

11. Single Customer ViewCustomer Data Platform Prospects
Products
Customer Data Platform
Business
Specific
Project
Specific
Platform
Specific
Target
Groups

12. Creating the Single Source of Truth
• All processing steps customized for each data source
• Sources will arrive at different frequencies
• Assumes that all data may change
• Risk-mitigated, governance-based, persistent record

13. Single Customer ViewDataCustomer Data PlatformData
Ownership is Key
• Your Customer Data Platform underpins performance,
measurement, iterative improvement and is your asset
• Critically we ensure it belongs to you

14. The Data-Driven
Internal Marketing
Challenge
CDP | SCV enables
improved capability &
capacity
….that directly
impacts performance
..which, coupled with
better insight drives
very attractive ROI’s
Poor quality data, difficult
and time consuming to
extract, in the hands of the
few
Constrained segmentation
capabilities
Difficulty coordinating
cross-channel customer
experiences / campaigns
Hard to test, measure and
iterate campaign outcomes
Fewer, generally static
campaigns, with
generalized relevance,
delivered inconsistently
across channels, failing to
address all opportunities
Reduced Time to Data
• 3 Days to 30 mins [Findlay Media]
• 75% reduction [M&M Direct]
Underpinning……
More efficient Campaign
Development | reduced time to
build
• 90% Reduction [Space NK]
• 1wk to 1 Hr (Asos)
• 50% Reduction [Bounty]
• 5 days – 1Hr [Bourne Leisure]
Enabling…….
Greater Campaign Volume
• 10 x Increase in campaigns
[Eurocamp]
• 250% increase in campaigns
[TheGuardian]
• 300 Campaigns / Week {Rank]
And…
Deeper Segmentation
• 1k to 150k segments {TheGuardian]
• 80 New segments [Boden]
• 16 New RFV segments [QVC)
More customers…..
Increase in New Customer
Acquisition
• 320% [IM Group]
• 15% [LV=]
Reduced Customer Churn
• 50% reduction in member churn
[AAA]
• +44% Retention rate [Asos]
Buying more……
Improved Average Order Values
• +300% [Hotel Chocolat]
• +240% [M&S]
• +20% [Allianz]
To drive….
Sales Growth
• 160% [IM Group]
• 40% [TheGuardian]
• 11%sales growth, 30% profit growth
[Rapid Racking]
Lower Costs
• 90% reduction in cost to acquire &
200% reduction in cost to sell
[Allianz]
Improved Campaign ROI
• +27% Improvement [Systemax]
• £37 for every £1 spent [M&S]
• £3 for every £1 spent [De Vere]
And…..
Attractive Investment ROI &
Payback
• 400% ROI in 6 weeks [Yell]
• 300% ROI [LV=]
• 100% ROI with 1st campaign
[Estee lauder]
• 100% ROI in 2 months [Carphone
Warehouse]
Performance Benchmarking – CDP | SCV

15. Thank You
Daniel Williams, President
BlueVenn US
e: daniel.williams@bluevenn.com
m: 860.710.5942