The document discusses customer data platforms (CDPs) and provides examples of their use cases and benefits. Some key points: 1) A CDP builds a persistent, unified customer database from any data source to provide a holistic view of each customer. It is accessible to other systems. 2) Common CDP use cases include unifying data from various sources, analyzing customer behavior to identify high-value segments, building predictive models, running targeted outbound campaigns, and personalizing interactions across channels. 3) When evaluating CDPs, considerations include what capabilities are needed, vendor fit based on client size/industry, and ensuring the selected CDP can address specific business goals and data needs. Proper management

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#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
Making the Most of Customer Data Platforms
David M. Raab
CEO, Customer Data Platform Institute
Digital Marketing Priorities 2020 brought to you by

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Before we start… house keeping
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• Slides will be available via Smart Insights Slideshare
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• Give your views in the votes
• Do ask questions at any point via the Questions panel

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4. 4
What’s a CDP?

5. 5
Packaged software that builds a
= not custom project
= faster, lower cost, less risk, more mature
Persistent, unified
customer database that is
= any source, retain full detail, separate data store,
organized by customer
Accessible to other systems.
= easy to share, change systems without disruption

6. 6
Packaged software that builds a
= not custom project
= faster, lower cost, less risk, more mature
Persistent, unified
customer database that is
= any source, retain full detail, separate data store,
organized by customer
Accessible to other systems.
= easy to share, change systems without disruption

7. 7
CRM
WEB
MOBILE
EXTERNA
L
CRM
WEB
MOBILE
DMP
CDP DELIVERYSOURCES
CDP

8. 8
CRM
WEB
MOBILE
EXTERNA
L
CRM
WEB
MOBILE
DMP
CDP DELIVERYSOURCES
Load, Clean
Transform
Link Data
Aggregate
Expose
Segment

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CRM
WEB
MOBILE
EXTERNA
L
CRM
WEB
MOBILE
DMP
CDP DECISIONS DELIVERYSOURCES
Predict
Personalize
Orchestrate
Budget
Content
Measure
Load, Clean
Transform
Link Data
Aggregate
Expose
Segment

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CDP-
Data-
Lake/
WH-
Data-
Hub-
/Tag-
-Mgr-
MAP
CRM
.Mktg
Cloud
JOE- DMP-
ESP-
CMS
-App-
Packaged- ✔ ✔ ✔ ✔ ✔ ✔
Persistent- ✔ ✔ ✔ ✔
Unified- ✔ ✔
Open Access- ✔ ✔ ✔ ✔
Decisions- ? ✔ ✔ ✔
Delivery- ✔ ✔ ✔ ✔

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What can I do
with a CDP?

12. 12
Customer Data Maturity Stages
Unify Data Analyze Predict
Outbound
Campaigns
Real Time
Interactions
Orchestrate
Across
Channels
✔ ✔ ✔ ✔ ✔ ✔
✔ ✔ ✔ ✔ ✔
✔ ✔ ✔ ✔
✔ ✔ ✔
✔ ✔
✔

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What’s a CDP use case?
= not custom projecore mature
= Use case made possible by
CDP
= easy to share, change systems without disruption

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CDP Use Case: Unify Data
Problem Online game logs are not accessible to analysts
Solution Load logs into CDP and apply analysis tool
Benefits Improved game play based on insights from analysis
Inputs Session logs from game, user profiles from registrations
Processes
Load logs and profiles into CDP; place in accessible format;
apply analysis tool; report on results
Outputs Analysis-ready files; analysis results
Skills Log access, log analysis
Measures
Game sessions analyzed/hour, revenue impact of
recommendations

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CDP Use Case: Analylze
Problem Specialty sports brand wants to grow email list
Solution Identify high value personas and target via paid social ads
Benefits Focus acquisition spend on high value names
Inputs Existing customer attributes and transaction history
Processes
Identify high-value customers; send to social media for look-
alike targeting; run campaign to capture emails
Outputs List of current high-value customers
Skills Data assembly, customer value analysis, audience creation
Measures
Number of new email names, lifetime value of acquired
customers

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CDP Use Case: Predict
Problem
Online bookseller wants special campaign to target likely
second-purchase buyers
Solution
Build predictive model to identify likely second-purchase
buyers
Benefits Higher second-purchase and future revenue with limited cost
Inputs Customer transactions, behaviors, and engagement data
Processes
Create unified profiles, build predictive model to identify likely
second-purchase buyers; execute targeted campaign
Outputs List of buyers ranked by second purchase likelihood
Skills
Unify customer data, build predictive models, create
campaigns, read campaign results
Measures
Second-purchase rate (test vs control), cost/second
purchase, lifetime value

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CDP Use Case: Outbound Campaigns
Problem
Retailer company wants to stop retargeting emails after
customer makes in-store purchase
Solution
Link in-store purchases to online customer profile and remove
buyers from retargeting audiences
Benefits Fewer annoyed customers, substitute more effective emails
Inputs Online products considered, online and in-store purchases
Processes
Identify products considered but not purchased; create
retargeting email audience; link subsequent online and retail
purchases to customers; remove buyers from retargeting
Outputs Updated lists for retargeting email
Skills Unify online and retail customer ID; manage email system
Measures
Time between purchase and removing buyer from retargeting
list; change in email metrics (open, unsubscribe, purchase)

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CDP Use Case: Real Time Interactions
Problem Insurance company wants higher Web site conversion
Solution Show visitors intent-based messages on Web site
Benefits Higher conversion leads to higher sales
Inputs Web content consumption by visitor, intent related to content
Processes
Identify visitors over time, track content consumption, infer
intent topics, offer related content during future site visits
Outputs
Recommended topics for each visitor, content delivered by
Web system
Skills Data loading, content analysis, Web site personalization
Measures Repeat visitor conversion rate

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CDP Use Case: Orchestrate Across Channels
Problem Global banks wants to deliver next best action in all channels
Solution Central orchestration engine instructs channels in real time
Benefits Better experience for customers, more revenue / action
Inputs Life event signals, account details, current context
Processes
Identify customer during interaction, use predictive models to
identify best action, send to channel for execution
Outputs Recommended action
Skills
Data assembly, predictive modeling, campaign design,
delivery system operations
Measures Change in lifetime value, revenue per interaction

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What’s a CDP use case?
= not custom projecore mature
= Use case made possible by
CDP
=
= Use case requiring unified,
persistent, shared customer data
= easy to share, change systems without disruption

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How do I buy
the right one?

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Do you have customer
data?
How to Sell a
CDP

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YES
Do you have customer
data?
How to Sell a
CDP
Is it perfectly accurate,
complete,
unified, and accessible?

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YOU NEED A CDP!
NO
YES
Do you have customer
data?
How to Sell a
CDP
Is it perfectly accurate,
complete,
unified, and accessible?

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NO
Sign here
YES
Do you have customer
data?
How to Sell a
CDP
Is it perfectly accurate,
complete,
unified, and accessible?
YOU NEED A CDP!

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What do I want to do?
Is CDP the best solution?
What’s stopping me from doing it?
How to Buy a CDP

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What do you
want to do? Programs
Use Cases
Strategy Resources

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Gaps
What do you
want to do?
What’s stopping
you from doing
it?
Needs
Programs
Use Cases
Strategy Resources

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Is CDP the best
solution?
Features
Best choice
What do you
want to do?
What’s stopping
you from doing
it?
Needs
Programs
Use Cases
Strategy
Gaps
Resources

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CDP-
Data-
Lake/
WH-
Data-
Hub-
/Tag-
-Mgr-
MAP
CRM
.Mktg
Cloud
JOE- DMP-
ESP-
CMS
-App-
Packaged- ✔ ✔ ✔ ✔ ✔ ✔
Persistent- ✔ ✔ ✔ ✔
Unified- ✔ ✔
Open Access- ✔ ✔ ✔ ✔
Decisions- ? ✔ ✔ ✔
Delivery- ✔ ✔ ✔ ✔
Gaps
closed

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100+
CDPs!

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Vendor Fit
CDP Clients
•Region
•Size
•Industry

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✔
Vendor Fit
CDP Clients CDP Scope
•Region
•Size
•Industry
•Data
•Analytics
•Campaign
•Delivery

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CRM
WEB
MOBILE
EXTERNA
L
CRM
WEB
MOBILE
DMP
CDP DECISIONS DELIVERYSOURCES
Predict
Personalize
Orchestrate
Budget
Content
Measure
Load, Clean
Transform
Link Data
Aggregate
Expose
Segment

35. 35
CRM
WEB
MOBILE
EXTERNA
L
Predict
Personalize
eOrchestrate
Budget
Content
CRM
WEB
MOBILE
DMP
Measure
Load, Clean
Transform
Link Data
Aggregate
Expose
Segment
DATA ANALYTICS DELIVERYSOURCES CAMPAIGN

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Operations Data Analytics Campaign Delivery
Data CDP
🡨 Analytics CDP 🡨
🡨 Campaign CDP 🡨
🡨 Delivery CDP 🡨
🡨 Operational CDP 🡨

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Operations Data Analytics Campaign Delivery
Data CDP
🡨 Analytics CDP 🡨
🡨 Campaign CDP 🡨
CDP Inside 🡨 Delivery CDP 🡨
CDP Inside 🡨 Operational CDP 🡨

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✔ ✔
Vendor Fit
CDP Clients CDP Scope CDP Features
•Region
•Size
•Industry
•Data
•Analytics
•Campaign
•Delivery
•Use cases
•Needs
•Scenarios

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Is CDP the best
solution?
What do you
want to do?
What’s stopping
you from doing
it?
Features
Best choice
Gaps
Needs
Programs
Use Cases
Strategy Resources

40. 40
Which CDP is the
best solution?
What do you
want to do?
What’s stopping
you from doing
it?
Features
Best choice
Gaps
Needs
Programs
Use Cases
Strategy Resources

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Data CDPs Analytics CDPs Campaign CDPs
Am
peri
ty
Asc
ent
360
Cel
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mP
arti
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Pe
arl
Thi
nks
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Te
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aliu
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Wh
ite
Ra
bbit
Cro
ssE
nga
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Si
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Dat
a
Agil
On
e
Ar
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Dat
a
Blu
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oni
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Ev
erg
age
Latt
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En
gin
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Lex
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NG
Dat
a
No
min
ow
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ssi
on
M
Zyl
ote
ch
Blu
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ift
Blu
eV
enn
Ex
pon
ea
Le
mni
sk
Lyti
cs
Ma
nth
an
Opt
imo
ve
Qui
ckP
ivot
Re
dE
ye
Re
dP
oint
Shared CDP
Features
Retain original detail Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Persistent data Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Individual detail Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Vendor-neutral access Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Manage PII Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Base
Features
API/query access Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Real-time access Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Persistent ID Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y N Y Y Y Y Y Y Y
Deterministic match Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Probabilistic match Y Y N N Y N N N N N N Y N N Y Y Y Y N Y N Y N N N Y Y Y N N N Y
On-premises option N N Y N N Y N N N N N N N N N N N Y N Y Y Y N Y N Y N Y N N N Y
Un/Semi-
Structured
JSON load Y N Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y N Y Y Y Y Y Y Y Y Y Y Y N Y Y
Schema-free data store Y N Y N N Y Y Y N Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y N Y Y
Web Site Javascript tag N Y N Y Y Y Y Y Y Y Y Y Y Y Y N N Y Y N Y Y Y Y Y Y Y Y Y Y Y Y
Cookie management N N Y Y Y Y Y Y Y Y Y Y Y Y Y N N Y Y N Y Y Y Y Y Y Y Y Y Y N Y
Mobile Apps SDK load N N Y Y N Y N Y N N N Y Y Y Y N Y N N N Y Y Y N Y Y Y Y Y N Y Y
Digital Ads Audience API Y Y Y Y N Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Cookie synch N N Y Y N N Y Y N Y Y N Y Y Y N N Y N N N Y Y N Y Y Y N Y Y Y Y
Offline Postal address hygiene Y Y N Y Y N Y N N N N Y Y Y N Y N N Y Y Y Y N Y N N Y N N Y Y Y
Name/address match Y Y N Y Y N Y N N N N Y N Y N Y N N Y Y N Y N Y N N Y N Y Y Y Y
Business to
Business
Account-level data N N N N N Y Y N Y Y N Y Y Y Y Y N Y Y Y N Y N Y Y N Y N Y Y N Y
Lead-to-account match N N N N N N Y N Y N N Y N Y Y Y Y Y Y Y N Y N Y Y N Y N Y Y N Y
Analytics Segmentation Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Automated predictive N N N N N N N N N N N Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Engagement Content selection N N Y N N N N Y Y Y Y Y N Y Y N N Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Multi-step campaigns N N N N N N N N N Y Y N N N N N N N N N N N Y Y Y Y Y Y Y Y Y Y
Real-time interactions N N Y N N N N Y N Y N Y N Y Y N N Y Y N Y Y Y Y Y Y Y Y Y N Y Y
www.cdpinstitute.o
rg

42. 42
How Can I
Use It Well?

43. 43
2.75
3.27
3.63
3.77
3.14
3.50
3.36
Martech &
Group & IT
IT only Martech &
IT
Martech
only
Martech &
Group
Group onlyGroup & IT
Source: CDP Institute, 2019
Martech Management vs Satisfaction
Work with experts

44. 44
Give control to users
42% 44%
29% 27%
48%
38%
47%
42%
20%
25%
11% 14%
38%
32%
48% 48%
governance
and
compliance
customer
data
operations
data security data
schemas,
metadata,
etc.
marketing
automation
rules
customer
data
acquisition
customer
insight
measure
and optimize
Functions Managed by Marketing
Leaders Mainstream
Source: Econsultancy, The Customer Data Imperative, 2018

45. 45
Apply formal management
4.00
3.93
3.86
3.71
3.64 3.63
3.463.48 3.48 3.49 3.50 3.53 3.56
3.63
Martech
COE
Martech
metrics
Martech
agile
Martech
plan
Martech
staff
Martech
standards
Martech
consultants
Martech Methods vs Satisfaction
Used Not Used
Source: CDP Institute, 2019

46. 46
26%
34%
34%
36%
47%
54%
63%
Budget is inadequate
Poor cooperation across organization
Technology staff lacks time or skill
Marketing staff lacks time or skill
Can't extract data from source systems
Can't apply unified customer data in delivery systems
Can't assemble unified customer data
Biggest Obstacles to Better Customer Data Utilization
Source: CDP Institute, 2019
Check source and delivery systems

47. 47
20%
23%
24%
25%
28%
30%
32%
38%
43%
46%
Lack of executive sponsorship
Low quality data
Too many technology solutions
IT department constraints
Poor technology solutions
Access to data
Lack of organizational alignment
Lack of knowledge/skills
Lack of budget
Lack of personnel
Greatest Obstacles to Making
Personalization a Bigger Priority
Source: Researchscape International/Evergage, 2019 Trends in Personalization
Address organizational issues

48. 48
25%
27%
29%
39%
40%
40%
49%
49%
59%
86%
Faster response to changing data management needs
Improved message delivery
Less time spent on data management
Improved data analysis and segmentation
Access to otherwise-unavailable data
Less reliance on IT resources
Improved orchestration of customer treatments across…
Improved message selection and personalization
Improved predictive modeling and recommendations
Create unified customer view
Benefits Expected From a CDP
Source: CDP Institute, 2019
Deploy incrementally

49. 49
44%
22%
11% 11% 11%
29%
11%
31%
19%
9%
increase
customer
loyalty
increase
customer
lifetime value
increase
average order
value
increase
conversion
reduce bounce
rate
%CompaniesUsingthisMetric Primary Personalization Metric vs ROI
3x ROI 1X ROI
Source: Monetate, 2019 Personalization Development Study
Measure long-term metrics

50. 50
Final
Thoughts

51. 51
CDP is a Tool
•Learn what it can do
•Pick the right one
•Use it properly

52. 52
Questions