customer data platforms are marketing controlled databases that use persistent, cross-channel data to support external marketing execution. this presentation describes types of CDPs, related vendors, and the long-term future where martech and adtech combine to create madtech
How Customer Data Platforms Solve Enough To Be InterestingMarTech Conference
From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: Customer Data Platforms: This Doesn'T Change Everything (But It Changes Enough Things To Matter). PRESENTATION: How Customer Data Platforms Solve Enough To Be Interesting - Given by David Raab, @Draab - Raab & Associates, Principal
Data Integration Trends Businesses Should Watch for in 2021Safe Software
2020 reminded us that the future is never certain. However, it also showed that the future could be quickly adapted to if we have up-to-date and readily available data to make decisions.
To offer the most business value and stay competitive in 2021, data leaders need to embrace digital transformation in the form of:
- Automation
- Augmented Reality (AR)
- Improving the customer experience (with machine learning)
- Evolution to the cloud
- Spatial data importance to the enterprise
- IoT data streams
- And more!
In this webinar, join co-founders Don Murray and Dale Lutz as they offer insight and predictions on these areas. Plus, they’ll do an extended Q&A session so you can get feedback on your own data strategy or solutions to your data challenges.
The business models across industries around the world are becoming Customer Centric. Recent studies show that “knowing” customers based on internal as well as external data is one of the top priorities of business leaders. On the other hand various surveys also reveal that customers do not mind to share their semi-personal data for the benefit of differentiated service. In that context, the 360 degree view of customer – which was once thought to be a business process, master data management, data integration and data warehouse / business intelligence related problem has now entered into the whole new big world of BIG data including integration with unstructured data sources. Impact of big data on Customer Master Data Management is spread across - from Integration and linkage of unstructured or semi-structured data with structured master data that is maintained within enterprise; to analyze and visualization of the same to generate useful insight about the customers. There are various patterns to handle the challenges across the steps i.e. acquire, link, manage, analyze and distribute the enhanced customer data for differentiated product or services.
Governing and Preparing Data for Analytics and BusinessMark Smith
As business becomes more self-sufficient in accessing and putting data to work for analytics, there are many steps that are circumvented that can jeopardize the quality of business decisions. While it might seem easy to do one-off data preparation cycles that create analytic silos, the importance of placing governance on the data and users is essential to ensure accuracy of information used by business. The solution for these challenges can be addressed by applying effective processes and systems that are shared across business and IT. In this presentation, you'll will learn the latest best practices and steps to increase data governance and preparation processes that will shorten the time to efficiently connect users and data at any time
Bridging the Data Divide: Driving Data and Analytics Projects Forward with Tr...Precisely
There’s no debate that data is the most valuable strategic asset available to your business today. According to ‘Voice of the Enterprise: Data Management and Analytics 2020’ by 451 Research, 63% of enterprises use data to drive nearly all or most of their strategic decisions.
Join Amy O’Connor, Precisely Chief Data and Information Officer, and Paige Bartley, 451 Research Senior Research Analyst for Data, AI, and Analytics as Paige shares the latest research on data and analytics drawn from surveys of business and technology decision-makers and chats with Amy about her experience implementing Precisely products to ensure data integrity and fuel the company’s data-driven business model.
View this on-demand webinar to hear Amy and Paige share their perspectives on key points from the research, including how:
• Only 25% of respondents rate more than 80% of their recent data and analytics initiatives as successful
• 78% of those most successful with data and analytics initiatives are using or considering using technologies to accelerate the analysis of distributed data
• 24% of respondents are investing in programs that increase trust in data by improving accuracy, quality, lineage and/or governance to improve their data culture
Data Governance with Profisee, Microsoft & CCG CCG
Review CCG's methodology and framework for DG that allows organizations to assess DG faster, deriving actionable insights that can be quickly implemented with minimal disruption. Review how Microsoft Azure Solutions can be leveraged to build a strong foundation for governed data insights.
In addition, Profisee introduces a popular component of data governance, MDM. Profisee is a Master Data Management software company making it easy and affordable for companies of all sizes to build a trusted foundation of data across the enterprise. Leveraging an MDM strategy within the context of Data Governance drives organizational alignment, ensures data quality, and accelerates Digital Transformation
Linking Data Governance to Business GoalsPrecisely
The importance of data to businesses has increased exponentially over recent years as companies seek benefits such as gains in efficiency, the ability to respond to growing privacy regulations scale quickly and increased and increase customer loyalty.
Despite being a vital part of any Data Transformation, Data Governance has sometimes been misrepresented as a restrictive and controlling process leaving governance leaders having to continually make the case for business buy-in.
In this on-demand webinar we will explore the concept of business-first Data Governance, an approach that promotes adoption by the organisation, lays the foundation for data integrity and consistently delivers business value in the long term.
How Customer Data Platforms Solve Enough To Be InterestingMarTech Conference
From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: Customer Data Platforms: This Doesn'T Change Everything (But It Changes Enough Things To Matter). PRESENTATION: How Customer Data Platforms Solve Enough To Be Interesting - Given by David Raab, @Draab - Raab & Associates, Principal
Data Integration Trends Businesses Should Watch for in 2021Safe Software
2020 reminded us that the future is never certain. However, it also showed that the future could be quickly adapted to if we have up-to-date and readily available data to make decisions.
To offer the most business value and stay competitive in 2021, data leaders need to embrace digital transformation in the form of:
- Automation
- Augmented Reality (AR)
- Improving the customer experience (with machine learning)
- Evolution to the cloud
- Spatial data importance to the enterprise
- IoT data streams
- And more!
In this webinar, join co-founders Don Murray and Dale Lutz as they offer insight and predictions on these areas. Plus, they’ll do an extended Q&A session so you can get feedback on your own data strategy or solutions to your data challenges.
The business models across industries around the world are becoming Customer Centric. Recent studies show that “knowing” customers based on internal as well as external data is one of the top priorities of business leaders. On the other hand various surveys also reveal that customers do not mind to share their semi-personal data for the benefit of differentiated service. In that context, the 360 degree view of customer – which was once thought to be a business process, master data management, data integration and data warehouse / business intelligence related problem has now entered into the whole new big world of BIG data including integration with unstructured data sources. Impact of big data on Customer Master Data Management is spread across - from Integration and linkage of unstructured or semi-structured data with structured master data that is maintained within enterprise; to analyze and visualization of the same to generate useful insight about the customers. There are various patterns to handle the challenges across the steps i.e. acquire, link, manage, analyze and distribute the enhanced customer data for differentiated product or services.
Governing and Preparing Data for Analytics and BusinessMark Smith
As business becomes more self-sufficient in accessing and putting data to work for analytics, there are many steps that are circumvented that can jeopardize the quality of business decisions. While it might seem easy to do one-off data preparation cycles that create analytic silos, the importance of placing governance on the data and users is essential to ensure accuracy of information used by business. The solution for these challenges can be addressed by applying effective processes and systems that are shared across business and IT. In this presentation, you'll will learn the latest best practices and steps to increase data governance and preparation processes that will shorten the time to efficiently connect users and data at any time
Bridging the Data Divide: Driving Data and Analytics Projects Forward with Tr...Precisely
There’s no debate that data is the most valuable strategic asset available to your business today. According to ‘Voice of the Enterprise: Data Management and Analytics 2020’ by 451 Research, 63% of enterprises use data to drive nearly all or most of their strategic decisions.
Join Amy O’Connor, Precisely Chief Data and Information Officer, and Paige Bartley, 451 Research Senior Research Analyst for Data, AI, and Analytics as Paige shares the latest research on data and analytics drawn from surveys of business and technology decision-makers and chats with Amy about her experience implementing Precisely products to ensure data integrity and fuel the company’s data-driven business model.
View this on-demand webinar to hear Amy and Paige share their perspectives on key points from the research, including how:
• Only 25% of respondents rate more than 80% of their recent data and analytics initiatives as successful
• 78% of those most successful with data and analytics initiatives are using or considering using technologies to accelerate the analysis of distributed data
• 24% of respondents are investing in programs that increase trust in data by improving accuracy, quality, lineage and/or governance to improve their data culture
Data Governance with Profisee, Microsoft & CCG CCG
Review CCG's methodology and framework for DG that allows organizations to assess DG faster, deriving actionable insights that can be quickly implemented with minimal disruption. Review how Microsoft Azure Solutions can be leveraged to build a strong foundation for governed data insights.
In addition, Profisee introduces a popular component of data governance, MDM. Profisee is a Master Data Management software company making it easy and affordable for companies of all sizes to build a trusted foundation of data across the enterprise. Leveraging an MDM strategy within the context of Data Governance drives organizational alignment, ensures data quality, and accelerates Digital Transformation
Linking Data Governance to Business GoalsPrecisely
The importance of data to businesses has increased exponentially over recent years as companies seek benefits such as gains in efficiency, the ability to respond to growing privacy regulations scale quickly and increased and increase customer loyalty.
Despite being a vital part of any Data Transformation, Data Governance has sometimes been misrepresented as a restrictive and controlling process leaving governance leaders having to continually make the case for business buy-in.
In this on-demand webinar we will explore the concept of business-first Data Governance, an approach that promotes adoption by the organisation, lays the foundation for data integrity and consistently delivers business value in the long term.
Subscribing to Your Critical Data Supply Chain - Getting Value from True Data...DATAVERSITY
Operational Data Governance is more than a stewardship process for critical Business Assets. As organizations build structure around KPI’s and other critical data, a workflow develops that revolves around the sources and supply chain for that critical data. There can be many aspects to changes and inconsistencies affecting the final results of the supply chain. Inaccurate usage of data can result in audit penalties as well as erroneous report summaries and conclusions.
Is it coming from the correct authoritative source? Has the data been profiled? Has it met it’s threshold?
Gaps in the supply chain from incorrect pathways may lead dead ends or lost sources.
The value of understanding the entire supply chain cannot be overstated. When changes occur at and point, end users can validate that correct business standards, rules and policies have been applied to the critical data within the supply chain. Your organization can rest easy that you are not at risk for exposure due to improper usage, security, and compliance.
Join this webinar to uncover how companies are using data lineage to accomplish data supply chain transparency. You’ll also see the direct value clear data lineage can give to your business and IT landscape today.
Virtual Governance in a Time of Crisis WorkshopCCG
The CCGDG framework is focused on the following 5 key competencies. These 5 competencies were identified as areas within DG that have the biggest ROI for you, our customer. The pandemic has uncovered many challenges related to governance, therefore the backbone of this model is the emphasis on risk mitigation.
1. Program Management
2. Data Quality
3. Data Architecture
4. Metadata Management
5. Privacy
Revolution In Data Governance - Transforming the customer experiencePaul Dyksterhouse
The foundation of managing data security and big data is implementing data governance. Data Owners, Metadata tagging, Customer feedback and Continuous Improvement are critical facets to provide the transparency and consistency so that customer's can trust the data, and make informed decisions.
DAMA Australia: How to Choose a Data Management ToolPrecisely
The explosion of data types, sources, and use cases makes it difficult to make the right decisions around the best data management tools for your organisation. Why do you need them? Who is going to use them? What is their value?
Watch this webinar on-demand to learn how to demystify the decision making process for the selection of Data Management Tools that support:
· Data governance
· Data quality
· Data modelling
· Master data management
· Database development
· And more
When and How Data Lakes Fit into a Modern Data ArchitectureDATAVERSITY
Whether to take data ingestion cycles off the ETL tool and the data warehouse or to facilitate competitive Data Science and building algorithms in the organization, the data lake – a place for unmodeled and vast data – will be provisioned widely in 2020.
Though it doesn’t have to be complicated, the data lake has a few key design points that are critical, and it does need to follow some principles for success. Avoid building the data swamp, but not the data lake! The tool ecosystem is building up around the data lake and soon many will have a robust lake and data warehouse. We will discuss policy to keep them straight, send data to its best platform, and keep users’ confidence up in their data platforms.
Data lakes will be built in cloud object storage. We’ll discuss the options there as well.
Get this data point for your data lake journey.
Capturing Value from Big Data through Data Driven Business models prensetationMohamed Zaki
This presentation demonstrates a study which provides a series of implications that may be particularly helpful to companies already leveraging ‘big data’ for their businesses or planning to do so. The Data Driven Business Model (DDBM) framework represents a basis for the analysis and clustering of business models. For practitioners the dimensions and various features may provide guidance on possibilities to form a business model for their specific venture. The framework allows identification and assessment of available potential data sources that can be used in a new DDBM. It also provides comprehensive sets of potential key activities as well as revenue models.The identified business model types can serve as both inspiration and blueprint for companies considering creating new data-driven business models. Although the focus of this paper was on business models in the start-up world, the key findings presumably also apply to established organisations to a large extent. The DDBM can potentially be used and tested by established organisations across different sectors in future research.
Foundational Strategies for Trust in Big Data Part 1: Getting Data to the Pla...Precisely
Teams working on new business initiatives, whether for enhancing customer engagement, creating new value, or addressing compliance considerations, know that a successful strategy starts with the synchronization of operational and reporting data from across the organization into a centralized repository for use in advanced analytics and other projects. However, the range and complexity of data sources as well as the lack of specialized skills needed to extract data from critical legacy systems often causes inefficiencies and gaps in the data being used by the business.
The first part of our webcast series on Foundation Strategies for Trust in Big Data provides insight into how Syncsort Connect with its design once, deploy anywhere approach supports a repeatable pattern for data integration by enabling enterprise architects and developers to ensure data from ALL enterprise data sources– from mainframe to cloud – is available in the downstream data lakes for use in these key business initiatives.
Data lineage is key to regulatory compliance and financial institutions’ ability to understand and use their data to business advantage. It is also important from an operational perspective, as a successful implementation can identify systems and data feeds that are no longer necessary and can be switched off, saving money and resource. The webinar will consider the drivers of data lineage, best practice implementation and beneficial outcomes.
Join the webinar to find out about:
-Regulatory requirements for lineage
-Challenges of development
-Best practice implementation
-Technology solutions
-Beneficial outcomes
Improving the customer experience using big data customer-centric measurement...Business Over Broadway
This presentation provides an overview of some of the content of my new book, TCE: Total Customer Experience. In the presentation, I discuss customer experience management, customer loyalty, the optimal customer survey, the value of analytics and using a Big Data customer-centric approach to improve the value of all your business data
Top 3 Hot Data Security And Privacy TechnologiesTyrone Systems
Organizations are transforming with Cloud Modernization, Big
Data, Customer Centricity and Data Governance. The foundation
for these initiatives is critical business data, that allows
organizations to deliver faster, more effective services and
products for their customers.
Tackling data quality problems requires more than a series of tactical, one off improvement projects. By their nature, many data quality problems extend across and often beyond an organization. Addressing these issues requires a holistic architectural approach combining people, process and technology. Join Donna Burbank and Nigel Turner as they provide practical ways to control data quality issues in your organization.
Foundational Strategies for Trust in Big Data Part 2: Understanding Your DataPrecisely
Teams working on new initiatives whether for customer engagement, advanced analytics, or regulatory and compliance requirements need a broad range of data sources for the highest quality and most trusted results. Yet the sheer volume of data delivered coupled with the range of data sources including those from external 3rd parties increasingly precludes trust, confidence, and even understanding of the data and how or whether it can be used to make effective data-driven business decisions.
The second part of our webcast series on Foundation Strategies for Trust in Big Data provides insight into how Trillium Discovery for Big Data with its natively distributed execution for data profiling supports a foundation of data quality by enabling business analysts to gain rapid insight into data delivered to the data lake without technical expertise.
You Need a Data Catalog. Do You Know Why?Precisely
The data catalog has become a popular discussion topic within data management and data governance circles. A data catalog is a central repository that contains metadata for describing data sets, how they are defined, and where to find them. TDWI research indicates that implementing a data catalog is a top priority among organizations we survey. The data catalog can also play an important part in the governance process. It provides features that help ensure data quality, compliance, and that trusted data is used for analysis. Without an in-depth knowledge of data and associated metadata, organizations cannot truly safeguard and govern their data.
Join this on-demand webinar to learn more about the data catalog and its role in data governance efforts.
Topics include:
· Data management challenges and priorities
· The modern data catalog – what it is and why it is important
· The role of the modern data catalog in your data quality and governance programs
· The kinds of information that should be in your data catalog and why
Marketers have more data available than ever but struggle to pull in together in a usable format. Customer Data Platforms promise to solve this problem by offering easy-to-deploy systems specializing in data unification and sharing. But can CDP really deliver on its promise? This workshop will equip you to understand the definition of a CDP, how CDPs differ from other systems, which features are shared by all CDPs and which are found in only some, the most important CDP use cases, how to select the right CDP, how to manage a successful deployment and where to look next for more information.
Using Machine Learning & Spark to Power Data-Driven MarketingCaserta
Joe Caserta provides a statistically-driven model to understanding the customer path to purchase, which combines online, offline and third-party data sources. He shows how customer data is fed to machine learning, which assigns weighted credit to customer interactions in order to give insight to what marketing activities truly matter. This presentation is from Caserta's February 2018 Big Data Warehousing Meetup co-hosted with Databricks.
Subscribing to Your Critical Data Supply Chain - Getting Value from True Data...DATAVERSITY
Operational Data Governance is more than a stewardship process for critical Business Assets. As organizations build structure around KPI’s and other critical data, a workflow develops that revolves around the sources and supply chain for that critical data. There can be many aspects to changes and inconsistencies affecting the final results of the supply chain. Inaccurate usage of data can result in audit penalties as well as erroneous report summaries and conclusions.
Is it coming from the correct authoritative source? Has the data been profiled? Has it met it’s threshold?
Gaps in the supply chain from incorrect pathways may lead dead ends or lost sources.
The value of understanding the entire supply chain cannot be overstated. When changes occur at and point, end users can validate that correct business standards, rules and policies have been applied to the critical data within the supply chain. Your organization can rest easy that you are not at risk for exposure due to improper usage, security, and compliance.
Join this webinar to uncover how companies are using data lineage to accomplish data supply chain transparency. You’ll also see the direct value clear data lineage can give to your business and IT landscape today.
Virtual Governance in a Time of Crisis WorkshopCCG
The CCGDG framework is focused on the following 5 key competencies. These 5 competencies were identified as areas within DG that have the biggest ROI for you, our customer. The pandemic has uncovered many challenges related to governance, therefore the backbone of this model is the emphasis on risk mitigation.
1. Program Management
2. Data Quality
3. Data Architecture
4. Metadata Management
5. Privacy
Revolution In Data Governance - Transforming the customer experiencePaul Dyksterhouse
The foundation of managing data security and big data is implementing data governance. Data Owners, Metadata tagging, Customer feedback and Continuous Improvement are critical facets to provide the transparency and consistency so that customer's can trust the data, and make informed decisions.
DAMA Australia: How to Choose a Data Management ToolPrecisely
The explosion of data types, sources, and use cases makes it difficult to make the right decisions around the best data management tools for your organisation. Why do you need them? Who is going to use them? What is their value?
Watch this webinar on-demand to learn how to demystify the decision making process for the selection of Data Management Tools that support:
· Data governance
· Data quality
· Data modelling
· Master data management
· Database development
· And more
When and How Data Lakes Fit into a Modern Data ArchitectureDATAVERSITY
Whether to take data ingestion cycles off the ETL tool and the data warehouse or to facilitate competitive Data Science and building algorithms in the organization, the data lake – a place for unmodeled and vast data – will be provisioned widely in 2020.
Though it doesn’t have to be complicated, the data lake has a few key design points that are critical, and it does need to follow some principles for success. Avoid building the data swamp, but not the data lake! The tool ecosystem is building up around the data lake and soon many will have a robust lake and data warehouse. We will discuss policy to keep them straight, send data to its best platform, and keep users’ confidence up in their data platforms.
Data lakes will be built in cloud object storage. We’ll discuss the options there as well.
Get this data point for your data lake journey.
Capturing Value from Big Data through Data Driven Business models prensetationMohamed Zaki
This presentation demonstrates a study which provides a series of implications that may be particularly helpful to companies already leveraging ‘big data’ for their businesses or planning to do so. The Data Driven Business Model (DDBM) framework represents a basis for the analysis and clustering of business models. For practitioners the dimensions and various features may provide guidance on possibilities to form a business model for their specific venture. The framework allows identification and assessment of available potential data sources that can be used in a new DDBM. It also provides comprehensive sets of potential key activities as well as revenue models.The identified business model types can serve as both inspiration and blueprint for companies considering creating new data-driven business models. Although the focus of this paper was on business models in the start-up world, the key findings presumably also apply to established organisations to a large extent. The DDBM can potentially be used and tested by established organisations across different sectors in future research.
Foundational Strategies for Trust in Big Data Part 1: Getting Data to the Pla...Precisely
Teams working on new business initiatives, whether for enhancing customer engagement, creating new value, or addressing compliance considerations, know that a successful strategy starts with the synchronization of operational and reporting data from across the organization into a centralized repository for use in advanced analytics and other projects. However, the range and complexity of data sources as well as the lack of specialized skills needed to extract data from critical legacy systems often causes inefficiencies and gaps in the data being used by the business.
The first part of our webcast series on Foundation Strategies for Trust in Big Data provides insight into how Syncsort Connect with its design once, deploy anywhere approach supports a repeatable pattern for data integration by enabling enterprise architects and developers to ensure data from ALL enterprise data sources– from mainframe to cloud – is available in the downstream data lakes for use in these key business initiatives.
Data lineage is key to regulatory compliance and financial institutions’ ability to understand and use their data to business advantage. It is also important from an operational perspective, as a successful implementation can identify systems and data feeds that are no longer necessary and can be switched off, saving money and resource. The webinar will consider the drivers of data lineage, best practice implementation and beneficial outcomes.
Join the webinar to find out about:
-Regulatory requirements for lineage
-Challenges of development
-Best practice implementation
-Technology solutions
-Beneficial outcomes
Improving the customer experience using big data customer-centric measurement...Business Over Broadway
This presentation provides an overview of some of the content of my new book, TCE: Total Customer Experience. In the presentation, I discuss customer experience management, customer loyalty, the optimal customer survey, the value of analytics and using a Big Data customer-centric approach to improve the value of all your business data
Top 3 Hot Data Security And Privacy TechnologiesTyrone Systems
Organizations are transforming with Cloud Modernization, Big
Data, Customer Centricity and Data Governance. The foundation
for these initiatives is critical business data, that allows
organizations to deliver faster, more effective services and
products for their customers.
Tackling data quality problems requires more than a series of tactical, one off improvement projects. By their nature, many data quality problems extend across and often beyond an organization. Addressing these issues requires a holistic architectural approach combining people, process and technology. Join Donna Burbank and Nigel Turner as they provide practical ways to control data quality issues in your organization.
Foundational Strategies for Trust in Big Data Part 2: Understanding Your DataPrecisely
Teams working on new initiatives whether for customer engagement, advanced analytics, or regulatory and compliance requirements need a broad range of data sources for the highest quality and most trusted results. Yet the sheer volume of data delivered coupled with the range of data sources including those from external 3rd parties increasingly precludes trust, confidence, and even understanding of the data and how or whether it can be used to make effective data-driven business decisions.
The second part of our webcast series on Foundation Strategies for Trust in Big Data provides insight into how Trillium Discovery for Big Data with its natively distributed execution for data profiling supports a foundation of data quality by enabling business analysts to gain rapid insight into data delivered to the data lake without technical expertise.
You Need a Data Catalog. Do You Know Why?Precisely
The data catalog has become a popular discussion topic within data management and data governance circles. A data catalog is a central repository that contains metadata for describing data sets, how they are defined, and where to find them. TDWI research indicates that implementing a data catalog is a top priority among organizations we survey. The data catalog can also play an important part in the governance process. It provides features that help ensure data quality, compliance, and that trusted data is used for analysis. Without an in-depth knowledge of data and associated metadata, organizations cannot truly safeguard and govern their data.
Join this on-demand webinar to learn more about the data catalog and its role in data governance efforts.
Topics include:
· Data management challenges and priorities
· The modern data catalog – what it is and why it is important
· The role of the modern data catalog in your data quality and governance programs
· The kinds of information that should be in your data catalog and why
Marketers have more data available than ever but struggle to pull in together in a usable format. Customer Data Platforms promise to solve this problem by offering easy-to-deploy systems specializing in data unification and sharing. But can CDP really deliver on its promise? This workshop will equip you to understand the definition of a CDP, how CDPs differ from other systems, which features are shared by all CDPs and which are found in only some, the most important CDP use cases, how to select the right CDP, how to manage a successful deployment and where to look next for more information.
Using Machine Learning & Spark to Power Data-Driven MarketingCaserta
Joe Caserta provides a statistically-driven model to understanding the customer path to purchase, which combines online, offline and third-party data sources. He shows how customer data is fed to machine learning, which assigns weighted credit to customer interactions in order to give insight to what marketing activities truly matter. This presentation is from Caserta's February 2018 Big Data Warehousing Meetup co-hosted with Databricks.
TechConnectr's Big Data Connection. Digital Marketing KPIs, Targeting, Analy...Bob Samuels
This presentation was given at the Deep Dive Conference in November. 2013.
Big Data Applications... example, digital marketing, and targeting and optimization...
Feedback, and additional perspectives, is appreciated.
Thank you,
Bobby Samuels
TechConnectr.com
There are patterns for things such as domain-driven design, enterprise architectures, continuous delivery, microservices, and many others.
But where are the data science and data engineering patterns?
Sometimes, data engineering reminds me of cowboy coding - many workarounds, immature technologies and lack of market best practices.
How a Logical Data Fabric Enhances the Customer 360 ViewDenodo
Watch full webinar here: https://bit.ly/3GI802M
Organisations have struggled for years in understanding their customers, this has mainly been due to not having the right data available at the right point in time. In this session we will discuss the role of Data Virtualization in providing customer 360 degree view and look at some of the success stories our customers have told us about.
Data Cloud - Yury Lifshits - Yahoo! ResearchYury Lifshits
In this talk we address two questions:
1) How to use structured data in web search?
2) How to gather structured data?
For the first question we identify valuable classes of data, present query classes that can benefit from structured data and describe architecture that combines keyword search with structured search.
For the second question we present Data Cloud: An ecosystem of data publishers, search engine (data cloud) and data consumers. We show connection form Data Cloud Strategy to classic notion in economics: network effect in two-sided markets. At the end of the talk an early demo implementation will be presented.
Accelerate Self-Service Analytics with Data Virtualization and VisualizationDenodo
Watch full webinar here: https://bit.ly/3fpitC3
Enterprise organizations are shifting to self-service analytics as business users need real-time access to holistic and consistent views of data regardless of its location, source or type for arriving at critical decisions.
Data Virtualization and Data Visualization work together through a universal semantic layer. Learn how they enable self-service data discovery and improve performance of your reports and dashboards.
In this session, you will learn:
- Challenges faced by business users
- How data virtualization enables self-service analytics
- Use case and lessons from customer success
- Overview of the highlight features in Tableau
Empowering your Enterprise with a Self-Service Data Marketplace (EMEA)Denodo
Watch full webinar here: https://bit.ly/3aWI8lt
Self-service is a major goal of modern data strategists. A successfully implemented self-service initiative means that business users have access to holistic and consistent views of data regardless of its location, source or type. As data unification and data collaboration become key critical success factors for organisations, data catalogs play a key role as the perfect companion for a virtual layer to fully empower those self-service initiatives and build a self-service data marketplace requiring minimal IT intervention.
Denodo’s Data Catalog is a key piece in Denodo’s portfolio to bridge the gap between the technical data infrastructure and business users. It provides documentation, search, governance and collaboration capabilities, and data exploration wizards. It provides business users with the tool to generate their own insights with proper security, governance, and guardrails.
In this session we will cover:
- The role of a virtual semantic layer in self-service initiatives
- Key ingredients of a successful self-service data marketplace
- Self-service (consumption) vs. inventory catalogs
- Best practices and advanced tips for successful deployment
- A Demonstration: Product Demo
- Examples of customers using Denodo’s Data Catalog to enable self-service initiatives
Data Virtualization: Introduction and Business Value (UK)Denodo
Watch full webinar here: https://bit.ly/30mHuYH
What started to evolve as the most agile and real-time enterprise data fabric, data virtualization is proving to go beyond its initial promise and is becoming one of the most important enterprise big data fabrics. Denodo’s vision is to provide a unified data delivery layer as a logical data fabric, to bridge the gap between the IT and the business, hiding the underlying complexity and creating a semantic layer to expose data in a business friendly manner.
Attend this webinar to learn:
- What data virtualization really is
- How it differs from other enterprise data integration technologies
- Why data virtualization is finding enterprise-wide deployment inside some of the largest organizations
- Business Value of data virtualization and customer use cases
- Highlights of the newly launched Denodo Platform 8.0
How IBM is Creating a Foundation for Cloud InnovationCCG
IBM is making waves in the Cloud Innovation. At our Data Analytics Meetup, Tom Ericsson, explores the transformation that IBM has taken with its recent announcement of moving from Bluemix to Cloud.
Building the Artificially Intelligent EnterpriseDatabricks
This session looks at where we are today with data and analytics and what is needed to transition to the Artificially Intelligent Enterprise.
How do you mobilise developers to exploit what data scientists and business analysts have built? How do you align it all with business strategy to maximise business outcomes? How do you combine BI, predictive and prescriptive analytics, automation and reinforcement learning to get maximum value across the enterprise? What is the blueprint for building the artificially intelligent enterprise?
•Data and analytics – Where are we?
•Why is the journey only half-way done?
•2021 and beyond – The new era of AI usage and not just build
•The requirement – event-driven, on-demand and automated analytics
•Operationalising what you build – DataOps, MLOps and RPA
•Mobilising the masses to integrate AI into processes – what needs to be done?
•Business strategy alignment – the guiding light to AI utilisation for high reward
•Agility step change – the shift to no-code integration of AI by citizen developers
•Recording decisions, and analysing business impact
•Reinforcement-learning – transitioning to continuous reward
Ten Pillars of World Class Data VirtualizationDenodo
This presentation describes how to achieve a successful and mature enterprise data virtualization solution. You will learn the key attributes to look for in an enterprise DV platform, the journey to maturity from an implementation perspective and how a solution can impact your fast data-driven business outcomes.
This presentation is part of the Fast Data Strategy Conference, and you can watch the video here goo.gl/tHWXuO.
Intent data isn't snake oil and it's not a silver bullet. This presentation explains where it comes from, how you can use it, how to test it, and what to do next.
Marketers know they need complete data to deliver a great customer experience, but few actually have built the data they need. Maybe they don't know how, but more likely they just are spending their time on other things that seem more important. This presentation shows the great things they could do if they had better data in place, in the hopes of convincing them to give data a higher priority. It has kittens too.
Research-based best practices for ensuring you select the right marketing automation system for your needs. Delivered by industry expert David Raab of Raab Associates. Includes Unicorns.
Raab Winning The Marketing Measurement Marathondraab
Marketing without measurement like running a marathon in an earthquake -- blindfolded. In this presentation, consultant David Raab offers advice on building an integrated measurement system based on tracking the flow of your customers through the buying process.
Raab Marketing Measurement: Breaking Down Silos for Breakthrough Resultsdraab
Measuring marketing performance isn't easy, but it's the only way to prove the value of marketing to senior managers and to improve marketing results. This session by consultant David M. Raab shows how to build a complete analytical environment including a formal business model, structured testing process, and integrated technology platform.
Raab 5 Things To Consider Before Purchasing Marketing Automationdraab
Prepare to select a marketing automation system by first defining your objectives, deriving requirements, and assessing gaps in technology, processes and skills. Includes specific checklists and maturity model from industry analyst David Raab of Raab Associates.
Raab Does On-Demand Business Intelligence Make Sense?draab
David Raab reviews challenges faced by business intelligence projects and how on-demand systems can overcome them. Also considers advantages and disadvantages of on-demand in general. Provides a framework for understanding different approaches to cloud-based BI and when each is most appropriate.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
3. Customer Management Challenges
Data Challenges
• Assemble data
• Build profiles
• Expose data
• Gather data from multiple
sources
• Unify identities across
systems
Decisions
• Predictive models
• Message selection
• Multi-step
campaigns
• Build many good models
quickly
• Optimize choices for long
term results
• Design and manage
complex campaigns
Delivery
• Single channel
• Multi channel
• Connect with central
system
• Add new channels quickly
4. Separate Systems
Data
• Assemble data
• Build profiles
• Expose data
Decisions
• Predictive models
• Message selection
• Multi-step
campaigns
Delivery
• Single channel
• Multi channel
Web Data
Web
Decisions
Web
Interactions
Email
Interactions
In-store
Interactions
Email
Decisions
In-store
Decisions
Other
Interactions
Other
Decisions
Shared DataShared Data
Other Data
Other
Interactions
Other
Decisions
Other
Interactions
Other
Decisions
Email Data In-store Data
5. Customer Data Platform
Data
• Assemble data
• Build profiles
• Expose data
Decisions
• Predictive models
• Message selection
• Multi-step
campaigns
Delivery
• Single channel
• Multi channel
Web
Decisions
Web
Interactions
Email
Interactions
In-store
Interactions
Email
Decisions
In-store
Decisions
Other
Interactions
Other
Decisions
Other
Interactions
Other
Decisions
Other
Interactions
Other
Decisions
Shared Data
6. CDP Value Provided
Data Challenges Value of CDP
• Assemble data
• Build profiles
• Expose data
• Gather data from multiple
sources
• Unify identities across
systems
• Marketer-controlled system
to build and share central
database
Decisions
• Predictive models
• Message selection
• Multi-step
campaigns
• Build many good models
quickly
• Optimize choices for long
term results
• Design and manage
complex campaigns
• Easier access to necessary
data
• Easier integration of
decision systems
Delivery
• Single channel
• Multi channel
• Connect with central
system
• Add new channels quickly
• Easier connections to
existing and new delivery
systems
9. Pure-play CDP is one of several
solutions to the data problem
(and not necessarily preferred).
Data CDP Marketing
Platform
Integrated
Suite• Assemble data
• Build profiles
• Expose data
Decisions
• Predictive models
• Message selection
• Multi-step
campaigns
Delivery
• Single channel
• Multi channel
10. In fact, preferences are evenly split.
30% prefer best of breed
30% prefer integrated suite
40% don’t care or don’t know
Data: IAB/Winterberry Group, 2015
11. Function System Group Vendors
Data
Assemble
data
connect systems Boomi, Jitterbit, Talend, Informatica, Websphere, Actian…
connect databases Tamr, Clearstory, Trifacta
tags Tealium, Ensighten, Signal, Doubleclick, Google, Segment
Build Profiles fuzzy match RedPoint, Pitney Bowes, Talend, Experian, SAS, ReachForce…
B2C external data Acxiom/LiveRamp, Neustar/Targus, Oracle/Datalogix, V12
B2B external data - Web data: Mblast, Orb Intelligence, Leadspace, InsideView…
- no Web data: NetProspex, DiscoverOrg, RainKing
- IP based: DemandBase, Profound.net
Expose Data DMP Oracle/BlueKai, IgnitionOne, RocketFuel/[X+1], Adobe…
build database Aginity , NGData
Decisions
Predictive
models
multi-purpose Wise.io, Blueshift, Context Relevant, SalesPredict…
B2B lead score Lattice, Infer, Mintigo, Fliptop, Radius, Kemvi, 6Sense…
B2B retention Gainsight, Appuri, Optimove, Woopra, Totango, Preact…
B2B pipeline score Velocify, Clari, C9, DxContinuum, Aviso, ResultIQ …
Message
selection
predictive CQuotient, Custora, Sailthru, SAP/SeeWhy, BrightInfo…
rule-based Monetate, Lytics, Connexio, Woopra, Wibidata…
Multi-step
campaigns
B2B AutopilotHQ
B2C Brickstreet, QuickPivot/Extraprise
Delivery
Single
channel
Email YesMail, Lyris, SendGrid, Bronto, ConstantContact…
Web CMS Sitecore, Ektron, EpiServer…
Mobile Leanplum, Kahuna, Localytics, Swrve…
display ads Turn, LinkedIn/Bizo…
Multi channel B2B multichannel Marketo, Eloqua, IBM/Silverpop, Pardot, Act-On …
B2C multichannel RedPoint, AgilOne, Silverpop, Teradata, Adobe, ExactTarget…
Multiple vendor types within each layer.
12. Function System Group Vendors Investment
Data
Assemble
data
connect systems Boomi, Jitterbit, Talend, Informatica, Websphere, Actian…
connect databases Tamr, Clearstory, Trifacta
tags Tealium, Ensighten, Signal, Doubleclick, Google, Segment Funding
Build Profiles fuzzy match RedPoint, Pitney Bowes, Talend, Experian, SAS, ReachForce…
B2C external data Acxiom/LiveRamp, Neustar/Targus, Oracle/Datalogix, V12 Acquisition
B2B external data - Web data: Mblast, Orb Intelligence, Leadspace, InsideView…
- no Web data: NetProspex, DiscoverOrg, RainKing
- IP based: DemandBase, Profound.net
Acquisition
Expose Data DMP Oracle/BlueKai, IgnitionOne, RocketFuel/[X+1], Adobe… Acquisition
build database Aginity , NGData
Decisions
Predictive
models
multi-purpose Wise.io, Blueshift, Context Relevant, SalesPredict… Funding
B2B lead score Lattice, Infer, Mintigo, Fliptop, Radius, Kemvi, 6Sense… Funding
B2B retention Gainsight, Appuri, Optimove, Woopra, Totango, Preact… Funding
B2B pipeline score Velocify, Clari, C9, DxContinuum, Aviso, ResultIQ … Funding
Message
selection
predictive CQuotient, Custora, Sailthru, SAP/SeeWhy, BrightInfo… Funding
rule-based Monetate, Lytics, Connexio, Woopra, Wibidata… Funding
Multi-step
campaigns
B2B AutopilotHQ
B2C Brickstreet, QuickPivot/Extraprise
Delivery
Single
channel
Email YesMail, Lyris, SendGrid, Bronto, ConstantContact…
Web CMS Sitecore, Ektron, EpiServer…
Mobile Leanplum, Kahuna, Localytics, Swrve…
display ads Turn, LinkedIn/Bizo…
Multi channel B2B multichannel Marketo, Eloqua, IBM/Silverpop, Pardot, Act-On … Acquisition
B2C multichannel RedPoint, AgilOne, Silverpop, Teradata, Adobe, ExactTarget… Acquisition
New Funding is (Mostly) for Decisions
13. Let’s all buy Marketing Platforms!
Data CDP Marketing
Platform
Integrated
Suite• Assemble data
• Build profiles
• Expose data
Decisions
• Predictive models
• Message selection
• Multi-step
campaigns
Delivery
• Single channel
• Multi channel
14. …or not.
Data CDP Marketing
Platforms
Integrated
Suite• Assemble data
• Build profiles
• Expose data
Decisions
• Predictive models
• Message selection
• Multi-step
campaigns
Delivery
• Single channel
• Multi channel
17. Marketing of the Future:
MarTech + AdTech = MadTech
MarTech AdTech MadTech
Data • Identifiable
individuals
• Advanced
Association
• External data
pools
• Aggregated
sources
• Thing data
• External pools
of aggregated
data tied to
individuals &
things
Decisions • Journey
tracking
• Advanced
attribution
• Real time
bidding
• Behavior-based
recommendatio
ns
• AI-based
bidding,
message
selection and
content
generation
Delivery • Personalized
messages in
owned media
• Targeted
messages in
paid media
• Personalized
messages
across all media
About 2 years ago, started to see new type of system – combined marketing automation with building a database
Was different vs. old situation where marketing databases were built separately or where b2b MA system had very limited data mgt
Looked around and saw several types of systems that met this broad criteria; came up with name CDP and formal definition
All three elements are important; combination is unique
never had marketer control; never combined all data sources; never was built for other systems to use
really exciting because building marketing database has traditionally been the biggest problem in customer mgt and is now more important than ever
Old business problem:
Right message to the right customer at the right time
New barriers to solution:
More channels, more data, more options
Higher customer expectations
Result:
Need new technology, skills, processes
- (data / decisions / delivery; each faces challenges
traditionally separate;
- recent IAB/Winterberry Group study shows just over half (51.5%) of companies have 5-10 mar tech systems, average is 12.4
- study also found that integration isn’t highest priority when selecting tools, so separate systems are likely to stay
CDP unifies
value provided: simpler, unified data, easier integration, easier connections, avoid silos, avoid lock-in
- implies some key things to look for e.g. API integration, identity association, ease of adding new data sources and data types
conclusion: CDPs are great; you should buy one; everything will be wonderful
but reality isn’t so simple…
- bigger context:
- other ways to solve data problem than pure CDP: also Marketing Platform (data + decisions) and Integrated Suite (data + decisions + delivery)
- advantages of Platforms and Suites are greater simplicity / less integration; disadvantages are lock-in and limited choice
- recent Winterberry study found disparate opinions: 30% prefer suite, 30% prefer best of breed; balance have no clear preference
sample of 54
- interesting because traditionally, ‘suites win’
– possibly, the Cloud changes that (jury is out)
- world is still more complicated, because are multiple categories within each layer
- some are partial solutions, some are complete CDP
most new funding happens on decision layer, because includes app that provides immediate value; is also least mature (many new ideas, no established competitors, low entry barriers)
- data been more enterprise acquisition (hard to set up relationships, clear value, scale is critical because more coverage is better, so is entry barrier; defensive since don’t want to get blocked out by competitor acquisitions of data sources)
- very few ‘pure’ CDPs because only big companies will pay separately; remember my original insight was campaigns + database, not database alone
- so might conclude should find an app, buy a CDP, and get started
- problem is, are multiple apps and last thing you want is multiple CDPs;
- must connect each to each touchpoint at both data and decision levels
- technical term for this is ‘hellacious mess’
- vendors know this and are expanding their footprints to support multiple apps e.g. different types of decisions. already support multiple channels.
- selection criteria are a little clearer
- look for immediate application but also look for multiple apps
- means deeper dive into data provided, technical architecture, vendor resources (though easy to raise money)
- may be good idea to look for industry specialization, so vendors don’t get overwhelmed with scope extension
so now have we solved the problem and is all well once more in CDP land.
…well, maybe for now, but
uneasy lies the head that wears the crown of lollipops.
well, maybe for now, but uneasy lies the head that wears the crown of lollipops.
thing is, CDP is solution to today’s problem. and since most of us haven’t solved that, it’s really important.
- but tomorrow’s problems will be different
Madtech – summary for more complicated set of trends
Not just adtech+martech, but also AI, Internet of Things, contextual interactions
Big differences
Data layer
External data from adtech plus identifiable individual from martech
Thing data & place data, as well as people data;
Implies most data will sit outside of firewall, because can’t quickly replicate
‘from data pooling to data polling’
Decision layer
Realtime bidding from ad tech plus journey tracking and advanced attribution from martech
Need attribution to bid properly; need journey tracking for attribution
Need AI for bidding, but also for content creation
‘end of campaign flows as we know it’
Delivery layer
Message opportunities (slots) in all channels, owned as well as paid
Because customer attention is most valuable asset; may be more useful to someone else even in owned media
Made possible because can value and bid, and because everyone has access to lots of information
Implies exchanges for access; so, again, focus shifts from private to public
‘everything is biddable’
Bottom line
Data and delivery layers will be largely open/public/shared;
huge network/scale economies will favor enterprises
Decision layer will remain private
is where companies will distinguish / differentiate themselves
and where are lower entry barriers to new tech will flourish
So, ultimately I want to leave you with two messages
CDPs are real. they’re here today and they do solve a huge problem.
So if you don’t have the integrated customer database that you need to do all the cool martech things we’re talking about at this conference, take a close look at CDPs as an option.
but, nothing’s forever.
Tomorrow’s madtech will look totally different from todays’ martech, and we really need to expand our imaginations to begin to envision that.
Don’t let that stop you from taking advantage of solutions like CDPs, but don’t let your focus on today’s solutions blind you to what comes next.