The document discusses the evolution and significance of data platforms in marketing, highlighting their necessity in the current consumer-focused landscape. It outlines the limitations of legacy tools and point solutions, which create data silos and operational complexities, ultimately impacting marketing effectiveness. The document emphasizes that modern data platforms streamline data processes, enhance analytics, and enable better user acquisition and retention strategies.

1. 1
Data Platforms:
Nothing has changed,
except everything.

2. 2
Use data to stay close to the consumer.

3. 3
Marketing
Databases
Marketing
Clouds
Tag
Managers DMP’s
ETL
As A Service
Data Platforms are nothing new

4. 4
The CRM Age
(mid 90s and early 2000s)
The Web Age
(2001-2013)
The Mobile Age
(2014-Present)
Collection Point Point of Sale Website Apps
Asynchronous
PII
Flat file
Static
Real-Time
Anonymous
Relational
Unstructured
All the time
Multiple Persistent IDs
Geo-spatial
Dynamic
Collection:
Identity:
Dimension:
Structure:
Use Cases Direct Mail Ad Targeting
Content Personalization
Analytics
Ad Targeting
Crash Reporting
Marketing Automation
We’ve entered the 3rd wave of marketing data

5. 5
• No SDK or long-tail adoption
• Rigid or web-centric data model
• Incomplete solutions
• Don’t offer the right integrations
Mobile compatibleMobile optimized
• Widely adopted SDK across
large apps
• Flexible data model
• Can stream AND batch data
• Offer breadth & depth of
integrations
Mobile Optimized vs. Mobile Compatible

6. 6
Legacy Tools are Insufficient

7. 7
Crash
Reporting
Analytics
Attribution
Marketing
Automation
CRM
AppApp
Point solutions create overhead

8. 8
Web tracking
...
...
...
...
...
...
...
...
...
...
...
...
Event data
Crash reporting
data
CRM data
Marketing data
Deeplinking
data
...
...
Attribution
data
Point solutions create data silos

9. 9
Engineers
Marketin
g
Help
Desk
Business Users
Data
Science
Analytics
CRM
Growth
Point solutions create operational complexity

10. 10
Data Silos prevent the adoption of
universal metrics
Data Silos limit marketing
effectiveness & agility

11. 11
The consumer pays the
tax of your company’s
poor data decisions

12. 12
EngineersMarketing
Analytics
Data
Science
CRM
Help
Desk
Data Consumers Product
Data Platforms bring order to chaos

13. 13
1. Ask the Engineers
2. Implement Tools
4. Raw Data Dump
5. Data Centralization
6. Abstraction
7. Sophistication
Manual
Automated
Slow
Fast
Alignment
3. Square Pegs/Round Holes
Data Platforms bring speed & automation

14. 14
Descriptive
Diagnostic
Predictive
Prescriptive
Value
Complexity
(What happened?)
(Why it happened?)
(What will happen?)
(How do we influence what happens?)
Data Platforms Augment Analytics

15. 15
$
USER ACQUISITION RETENTION MONETIZATION
Data Platforms Enable Growth

16. 16
The mobile data platform of record for: