The document discusses the significance of Customer Data Platforms (CDPs) in achieving a comprehensive view of customers to enhance personalization and marketing strategies. It covers the essential features of CDPs, including data unification, real-time profiling, and integration with various technologies, while addressing challenges like privacy management and data ingestion from multiple channels. Additionally, it outlines critical considerations for businesses when selecting or implementing a CDP to optimize customer engagement and decision-making processes.

1. The Best Kept Marketing Secret to Achieving
Complete Customer Views
© 2020 Tealium Inc. All rights reserved.
How to use a Customer Data Platform to personalize customer experiences

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NICE TO MEET YOU!
Matt Parisi
Sr Product Marketing
Manager, Tealium

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• What is a CDP and why do you
need one
• How to build customer profiles
that stand the test of time
• What data to onboard into your
CDP
• How to choose a CDP that’s right
for you
WHAT’S BEING COVERED?

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reserved. | 4
TO INNOVATE TODAY,
YOU NEED TO
UNDERSTAND YOUR CUSTOMER
THROUGH DATA
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5. Which one of these do you worry about the most?
a. Fragmented Data
b. Tech Stack Integrations
c. Inconsistent Customer Experience
d. Operational Inefficiency with Data
Answer Poll Questions in the ‘Vote’ Tab

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© 2020 Tealium Inc. All rights reserved. | 6
CHANGES IN YOUR CUSTOMER DATA STRATEGY
Regulatory Compliance
Opt-outs stop fundamental data collection and analytics to impact tools for
customer insight and activation.
Third-Party Cookies Crumbling
The ‘go to’ means of data collection and tracking are in some cases fully lost to
marketers.
Ad Blocking, Mobile & Browser Changes
ITP 2.x, IDFA, Google’s same-site cookies, ad blockers, and more has reduced
insight and data fidelity
Walled Garden Expansion
Advertisers spend where the highest return is, and publishers want to
maximize the yield of their traffic.

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“A Customer Data Platform is packaged
software that builds a persistent, unified
customer database that is accessible to all
other systems.” - CDP Institute
WHAT’S A CUSTOMER DATA PLATFORM?

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“A CDP is a technology that;
● Collects data in a governed way from sources like web,
mobile, in store, call center, and IoT,
● Unifies it to create accurate customer profiles in real time
● Makes it accessible to and actionable for other tools and
technology.”
DEFINITION OF A DATA-FIRST CDP

9. WHY DO YOU NEED A CDP?

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2011 - 2012 2013 - 2015
Real-Time
Actions
AudienceStream
Customer Data
Platform
EventStream: Server-Side
data collection and
orchestration
DataAccess: A data
warehouse for
real-time customer
data
2016 - 2017 2018 - 2020
IoT and Smart TV
Data Collection
Tealium iQ Tag
Management: Client-Side
Data Collection
Multi-CDN
network
launched
ID Resolution &
Mobile Data
Collection
Tealium Predict:
Power your CDP with
machine learning
insights
A Timeline of Innovation Based on Industry Needs Reveals Value Growth...
CLUES FROM TEALIUM’S EVOLUTION

11. Customer Data Platform is
becoming a catch-all for a wide
variety of technologies
● CAMPAIGN CDP’s
● API HUBS
● MARKETING CLOUDS
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23
49
77
96
Source: Customer Data Platform Industry Update, 2019, Customer Data Platform Institute
Many technologies calling themselves a CDP

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● Company-wide, Agnostic, Data Foundation
● Connecting Disparate Source Systems
● Dynamic Identity Requirements
● For Persistent Use in Other Technologies
● Real Time
More Useful Information for the Definition...

13. WHICH DATA TO ONBOARD YOUR CDP?

14. Customer Experience Doesn’t Stop After Marketing
Awareness
Consideration
Ongoing
Engagement Acquisition
Upsell
Address only a
portion of the
customer lifecycle
Marketing Focused
CDPs
Empower The Entire Customer Lifecycle

15. Customer Experience Doesn’t Stop After Marketing
Awareness
Consideration
Ongoing
Engagement Acquisition
Upsell
Create a foundation
to unify customer
data from the entire
customer lifecycle
Data Focused
CDPs
Empower The Entire Customer Lifecycle

16. Enterprise Customer Data or Marketing Data?
Anonymous Event Data
Anonymous Data

17. Customer-Level Data
Anonymous Data
Known Customer Level-Data
Enterprise Customer Data or Marketing Data?

18. Marketing Data
Customer-Level Data
Anonymous Data
Customer Data = Marketing Data?
Enterprise Customer Data or Marketing Data?

19. Omni-Channel
Customer-Level Data
Anonymous Data
Omni-Channel Sources
Enterprise Customer Data or Marketing Data?

20. Sensitive Data
Omni-Channel
Customer-Level Data
Anonymous Data
Additional Data from Enterprise Systems
Enterprise Customer Data or Marketing Data?

21. Who do you think should own the CDP?
a. Marketing
b. Analytics
c. IT
d. Legal
Answer Poll Questions in the ‘Vote’ Tab

22. Sensitive Data
Omni-Channel
Customer-Level Data
Anonymous Data
Additional Data from Enterprise Systems
THE COMPLETE PICTURE

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Anonymous Unknown Known Lead Customer
● 3rd
Party Cookies
● Identity Pool Ids
● Target Segments
● 1st Party Cookies
● Device IDs
● Sessions
● Email
● Phone
● Company
● Name
● Customer ID
● Address
● Phone
● Membership #
● Social Handle
● Vendor IDs
● Network IDs
IDENTITY THROUGH DIGITAL BREADCRUMBS

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CDP - how to make it work for your organization
A Comparison Grid
Enterprise Customer Data
Fuels a best of breed tech stack
Empowers the entire customer lifecycle
Builds the most complete customer profile
Flexibility for multiple use cases across the org
Marketing Data
Limited in scope of tech and customer journey
Serves marketing outcomes
Builds limited customer profile
Use in advertising and marketing analytics

25. WHICH CDP IS RIGHT FOR YOU?

26. Answer Poll Questions in the ‘Vote’ Tab
What will be the biggest benefit of a CDP for your organization?
a. Data Unification
b. Real-Time Access to Customer Data
c. Data-Driven Customer Engagement
d. Send Better Emails and Do Better Website
Personalization
e. Run Better Reporting

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CHALLENGES
• Lack of Single Customer View
• Inability To Ingest Data from Any
Channel
• Limited Real-time Functionality
• Working on Privacy and Consent
Management

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CDP Functionality Requirements
Cross Channel for Customer Journey
DATA
MANAGEMENT
ANALYTICS
ORCHESTRATION
INTEGRATION
DATA
REGULATION

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Cross Channel for Customer Journey
Industry research
https://www.gartner.com/reviews/market/customer-data-platforms
Client’s Existing
Solution Architecture &
Business Requirements
1. 360 view of the client
2. Better data driven decisions
3. Faster time to market
4. Improved cost-efficient
along with better ROI.
Solution availability &
Implementation
expertise in country/
region
Solution Fit Functionality & business
requirements mapping
Integration to
Technology Stack
Ease of Implementation
Alignment with Client
internal process and
Support
Total Cost of
Ownership
APPROACH TO SELECTING A CDP

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ACTIVITIES
SURVEYS
INTERVIEWS WITH KEY STAKEHOLDERS
UNDERSTAND TECH STACK
PERFORM ANALYSIS & RECOMMENDATIONS

31. ACQUISITION, LOYALTY & RETENTION
How to Create Customers for Life with a CDP
GET THE GUIDE
The Definitive Guide to Customer Data Platforms
LEARN MORE IN THE ATTACHMENTS
BUILD VS BUY CHECKLIST
Should You Build or Buy Your CDP?

32. Thank You!