Gartner named customer data platforms (CDPs) one of the key technologies that will demand marketers’ attention in 2018. Michael Katz, Cofounder and CEO of mParticle, explains why CDPs are not just another acronym and how consumer brands ranging from Airbnb to NBCUniversal to Zappos are using them to optimize omnichannel customer experiences and marketing outcomes, in all the moments that matter.
Originally presented at AdExchanger Industry Preview 2018 by Michael Katz, Cofounder and CEO, mParticle.
Behind the Buzzword: Understanding Customer Data Platforms in the Light of Pr...Rising Media Ltd.
Customer Data Platform (CDP) systems are the newest answer to an old question: how to assemble a complete view of each customer. This session explores the reality of what CDPs can and cannot do, how CDPs differ from other systems, the types of CDP systems available, and how to find the right CDP for your purpose, especially with regard to data science projects and predictive modeling. You will come away with a clear understanding of where CDP fits into the larger data management landscape, what distinguishes CDP from older approaches to customer data management, and the state of the CDP industry in Europe.
An overview of Customer Data Platforms (CDP) with the industry leader who coined the term, David Raab. Find out how to use Live Customer Data to create a better customer experience and how Live Data Management can give you a competitive edge with a 360 degree view of your clients.
Learn:
- The definition and requirements for Customer Data Platforms
- The differences between Customer Data Platforms and comparative technologies such as Data Warehousing and Marketing Automation
- Reference architectures/approaches to building CDP
- How Treasure Data is used to build Customer Data Platforms
And here's the song: https://youtu.be/RalMozVq55A
Transform your marketing and sales capabilities with Big Data and A.I
1) Why is Customer Data Platform (CDP) ?
Case study: Enhancing the revenue of your restaurant with CDP and mobile app marketing
Question: Why can CDP disrupt business model for restaurant industry (B2C) ?
2) How would CDP work in practice ?
Introducing USPA.tech as logical framework for implementing CDP in practice
How Can a Customer Data Platform Enhance Your Account-Based Marketing Strategy (B2B) ?
3) How can we implement CDP for business?
Introducing the CDP as customer-first marketing platform for all industries (my key idea in this slide)
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.
Wish you could leverage all your customer data to increase the efficiency and effectiveness of your marketing campaigns? With the emergence of Customer Data Platforms (CDP) and the compliance requirements of GDPR, companies should be seizing the opportunity to access real-time, unsiloed customer data to drive better engagements and stronger conversions. This presentation will cover how a CDP solves for marketing data pains and see how Mapp Digital customers take advantage of CDP in a post-GDPR era.
What is (and who needs) a customer data platform?Angela Sun
If you’ve recently heard a lot of talk about a Customer Data Platform (CDP) and how it can help companies better understand and act on data, you’re not alone. But what really is a CDP? Why does it exist, who is it for and how might you use it? Here’s what you need to know.
Behind the Buzzword: Understanding Customer Data Platforms in the Light of Pr...Rising Media Ltd.
Customer Data Platform (CDP) systems are the newest answer to an old question: how to assemble a complete view of each customer. This session explores the reality of what CDPs can and cannot do, how CDPs differ from other systems, the types of CDP systems available, and how to find the right CDP for your purpose, especially with regard to data science projects and predictive modeling. You will come away with a clear understanding of where CDP fits into the larger data management landscape, what distinguishes CDP from older approaches to customer data management, and the state of the CDP industry in Europe.
An overview of Customer Data Platforms (CDP) with the industry leader who coined the term, David Raab. Find out how to use Live Customer Data to create a better customer experience and how Live Data Management can give you a competitive edge with a 360 degree view of your clients.
Learn:
- The definition and requirements for Customer Data Platforms
- The differences between Customer Data Platforms and comparative technologies such as Data Warehousing and Marketing Automation
- Reference architectures/approaches to building CDP
- How Treasure Data is used to build Customer Data Platforms
And here's the song: https://youtu.be/RalMozVq55A
Transform your marketing and sales capabilities with Big Data and A.I
1) Why is Customer Data Platform (CDP) ?
Case study: Enhancing the revenue of your restaurant with CDP and mobile app marketing
Question: Why can CDP disrupt business model for restaurant industry (B2C) ?
2) How would CDP work in practice ?
Introducing USPA.tech as logical framework for implementing CDP in practice
How Can a Customer Data Platform Enhance Your Account-Based Marketing Strategy (B2B) ?
3) How can we implement CDP for business?
Introducing the CDP as customer-first marketing platform for all industries (my key idea in this slide)
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.
Wish you could leverage all your customer data to increase the efficiency and effectiveness of your marketing campaigns? With the emergence of Customer Data Platforms (CDP) and the compliance requirements of GDPR, companies should be seizing the opportunity to access real-time, unsiloed customer data to drive better engagements and stronger conversions. This presentation will cover how a CDP solves for marketing data pains and see how Mapp Digital customers take advantage of CDP in a post-GDPR era.
What is (and who needs) a customer data platform?Angela Sun
If you’ve recently heard a lot of talk about a Customer Data Platform (CDP) and how it can help companies better understand and act on data, you’re not alone. But what really is a CDP? Why does it exist, who is it for and how might you use it? Here’s what you need to know.
I gave a talk at North California Business Marketing Association on Customer Data Platform with examples ranging from Uber Grayballing to Zoom's customer retention email and "dogs or muffins".
Accelerate Revenue with a Customer Data PlatformLattice Engines
This webinar covers two things:
1. Steve Casey of Forrester Research walks through what a CDP is and key use-cases
2. Steve Scotkin, Senior Director of Marketing Technology at Thomson Reuters gives an inside look at how a Customer Data Platform is enabling Thomson Reuters transform into a customer-centric company.
CDP - 101 Everything you need to know about Customer Data PlatformsEddy Widerker
There has been a lot of buzz around Customer Data Platforms (CDP) in the past months/years. This presentation gives you a great overview of what a CDP is, the similarities across different systems such as a DMP or CRM. As well as valuable questions that help you determine if your organization needs a Customer Data Platform.
At the same time, if you find yourself being a bit overwhelmed with all of the 1st 2nd or 3rd party data targeting options from, I'd highly recommend using a service like ClearSegment to understand various data providers - it's data collection methodologies as well as their individual segments. https://clearsegment.com/
Why Do Banks Need A Customer Data Platform?Lemnisk
Banks traditionally have been known to amass customer information across both online and offline data channels. However, a lot of this data resides in silos and marketers have been unable to leverage this data to run targeted marketing campaigns. Here are the top four reasons why a Customer Data Platform would be best suited for Banks.
ANTS Programmatic Omnichannel 2017 - Part 1
“All about connected & small data:
• BigData & Connected Data
• Audience & Customer Profile
• Digital Components
• Optimization & Insights
• Digital Experience
• Digital APIs
• Open Platform
… to Data-driven Experiences!”
- Dr. Dinh Le Dat, http://AntsProgrammatic.com
DIGITAL TRANSFORMATION
1. Programmatic ad (#adtech)
2. Demand-side PLATFORM (#DSP)
3. Data management platform (#DMP)
4. Customer data platform (#CDP)
5. Marketing technology (#martech)
6. Customer LIFECYCLE
7. Customer moment
8. Omnichannel
9. Digital TRANSFORMATION
10. CUSTOMER EXPERIENCE
11. DIGITAL MATURITY
12. DIGITAL BUSINESS
13. Big Data
14. ARTIFICIAL INTELLIGENCE (#AI)
ANTS PROGRAMMATIC OMNICHANNEL
1. Big Data & Connected Data
2. Audience & 360 Customer Profile
3. DIGITAL COMPONENTS
4. OPTIMIZATION & INSIGHTS
5. DIGITAL EXPERIENCE
6. DIGITAL API
7. OPEN PLATFORM
ANTS Study Cases: Omnichannel & Automation Digital marketing-Sales
1. Big Data & Connected Data
2. Audience & 360 Customer Profile
3. Data-Driven Performance Marketing
4. Automation Marketing
5. ChatBot & Assistance
6. Ecommerce Recommendation
7. Omnichannel Contact Center & CS
-----
ANTS Programmatic Omnichannel 2017 - Part 2 (coming soon)
Helping brands to foster deeper customer relationships mParticle
A brief introduction to the mParticle Customer Data Platform. In 5 mins learn how mParticle's API-powered consumer data platform is used by customer-centric organizations to fuel amazing Customer Experiences and improve Customer Lifetime Value.
Alex Kesaris
akesaris@mparticle.com
+447400999957
Databricks CEO Ali Ghodsi introduces Databricks Delta, a new data management system that combines the scale and cost-efficiency of a data lake, the performance and reliability of a data warehouse, and the low latency of streaming.
Creating a clearly articulated data strategy—a roadmap of technology-driven capability investments prioritized to deliver value—helps ensure from the get-go that you are focusing on the right things, so that your work with data has a business impact. In this presentation, the experts at Silicon Valley Data Science share their approach for crafting an actionable and flexible data strategy to maximize business value.
Why should you invest in LEO CDP ?
Purpose: Big data and AI democracy for SMEs companies
Problem: Customer Analytics and Customer Personalization
Solutions: CDP + CX + Personalization Engine
Product demo: LEO CDP for Ecommerce and Fintech
Business model: Freemium → Ecosystem → Subscription
Market size: 20 billion USD in 2026 and CAGR 34.6%
Differentiation: cloud-native software
Go-to-market approach: Community → Free → Paid
Team: 1 full-stack dev, 1 data scientist and 12,000 fans of BigDataVietnam.org Community
Need 150,000 USD for scaling business (you get 20% share)
This is Part 4 of the GoldenGate series on Data Mesh - a series of webinars helping customers understand how to move off of old-fashioned monolithic data integration architecture and get ready for more agile, cost-effective, event-driven solutions. The Data Mesh is a kind of Data Fabric that emphasizes business-led data products running on event-driven streaming architectures, serverless, and microservices based platforms. These emerging solutions are essential for enterprises that run data-driven services on multi-cloud, multi-vendor ecosystems.
Join this session to get a fresh look at Data Mesh; we'll start with core architecture principles (vendor agnostic) and transition into detailed examples of how Oracle's GoldenGate platform is providing capabilities today. We will discuss essential technical characteristics of a Data Mesh solution, and the benefits that business owners can expect by moving IT in this direction. For more background on Data Mesh, Part 1, 2, and 3 are on the GoldenGate YouTube channel: https://www.youtube.com/playlist?list=PLbqmhpwYrlZJ-583p3KQGDAd6038i1ywe
Webinar Speaker: Jeff Pollock, VP Product (https://www.linkedin.com/in/jtpollock/)
Mr. Pollock is an expert technology leader for data platforms, big data, data integration and governance. Jeff has been CTO at California startups and a senior exec at Fortune 100 tech vendors. He is currently Oracle VP of Products and Cloud Services for Data Replication, Streaming Data and Database Migrations. While at IBM, he was head of all Information Integration, Replication and Governance products, and previously Jeff was an independent architect for US Defense Department, VP of Technology at Cerebra and CTO of Modulant – he has been engineering artificial intelligence based data platforms since 2001. As a business consultant, Mr. Pollock was a Head Architect at Ernst & Young’s Center for Technology Enablement. Jeff is also the author of “Semantic Web for Dummies” and "Adaptive Information,” a frequent keynote at industry conferences, author for books and industry journals, formerly a contributing member of W3C and OASIS, and an engineering instructor with UC Berkeley’s Extension for object-oriented systems, software development process and enterprise architecture.
Customer Event Hub - the modern Customer 360° viewGuido Schmutz
Today, companies are using various channels to communicate with their customers. As a consequence, a lot of data is created, more and more also outside of the traditional IT infrastructure of an enterprise. This data often does not have a common format and they are continuously created with ever increasing volume. With Internet of Things (IoT) and their sensors, the volume as well as the velocity of data just gets more extreme.
To achieve a complete and consistent view of a customer, all these customer-related information has to be included in a 360 degree view in a real-time or near-real-time fashion. By that, the Customer Hub will become the Customer Event Hub. It constantly shows the actual view of a customer over all his interaction channels and provides an enterprise the basis for a substantial and effective customer relation.
In this presentation the value of such a platform is shown and how it can be implemented.
Snowflake: The most cost-effective agile and scalable data warehouse ever!Visual_BI
In this webinar, the presenter will take you through the most revolutionary data warehouse, Snowflake with a live demo and technical and functional discussions with a customer. Ryan Goltz from Chesapeake Energy and Tristan Handy, creator of DBT Cloud and owner of Fishtown Analytics will also be joining the webinar.
Organizations across diverse industries are in pursuit of Customer 360, by integrating customer information across multiple channels, systems, devices and products. Having a 360-degree view of the customer enables enterprises to improve the interaction experience, drive customer loyalty and improve retention. However delivering a true Customer 360 can be very challenging.
Architect’s Open-Source Guide for a Data Mesh ArchitectureDatabricks
Data Mesh is an innovative concept addressing many data challenges from an architectural, cultural, and organizational perspective. But is the world ready to implement Data Mesh?
In this session, we will review the importance of core Data Mesh principles, what they can offer, and when it is a good idea to try a Data Mesh architecture. We will discuss common challenges with implementation of Data Mesh systems and focus on the role of open-source projects for it. Projects like Apache Spark can play a key part in standardized infrastructure platform implementation of Data Mesh. We will examine the landscape of useful data engineering open-source projects to utilize in several areas of a Data Mesh system in practice, along with an architectural example. We will touch on what work (culture, tools, mindset) needs to be done to ensure Data Mesh is more accessible for engineers in the industry.
The audience will leave with a good understanding of the benefits of Data Mesh architecture, common challenges, and the role of Apache Spark and other open-source projects for its implementation in real systems.
This session is targeted for architects, decision-makers, data-engineers, and system designers.
The Connected Consumer – Real-time Customer 360Capgemini
With Business Data Lake technologies based on EMC’s Big Data portfolio it becomes possible to move away from channel specific analytics towards a 360 customer view.
This presentation will show how technologies like Spark, Hadoop, and Kafka help companies gain a real-time view of everything their customers do and make changes to customer touch points whether mobile, web, in-store, direct marketing or existing transactional systems.
Presented by Steve Jones, Vice President, Insights & Data, Capgemini at EMC World 2016
http://www.capgemini.com/emc
Meetup: Streaming Data Pipeline DevelopmentTimothy Spann
Meetup: Streaming Data Pipeline Development
In this interactive session, Tim will lead participants through how to best build streaming data pipelines. He will cover how to build applications from some common use cases and highlight tips, tricks, best practices and patterns.
He will show how to build the easy way and then dive deep into the underlying open source technologies including Apache NiFi, Apache Flink, Apache Kafka and Apache Iceberg.
If you wish to follow along, please download open source projects beforehand. You can also download this helpful streaming platform: https://docs.cloudera.com/csp-ce/latest/installation/topics/csp-ce-installing-ce.html
All source code and slides will be shared for those interested in building their own FLaNK Apps. https://www.flankstack.dev/
You can join the meeting virtually here:
https://cloudera.zoom.us/j/91603330726
Speaker - Tim Spann
Tim Spann is a Principal Developer Advocate in Data In Motion for Cloudera. He works with Apache NiFi, Apache Pulsar, Apache Kafka, Apache Flink, Flink SQL, Apache Pinot, Trino, Apache Iceberg, DeltaLake, Apache Spark, Big Data, IoT, Cloud, AI/DL, machine learning, and deep learning. Tim has over ten years of experience with the IoT, big data, distributed computing, messaging, streaming technologies, and Java programming. Previously, he was a Developer Advocate at StreamNative, Principal DataFlow Field Engineer at Cloudera, a Senior Solutions Engineer at Hortonworks, a Senior Solutions Architect at AirisData, a Senior Field Engineer at Pivotal and a Team Leader at HPE. He blogs for DZone, where he is the Big Data Zone leader, and runs a popular meetup in Princeton & NYC on Big Data, Cloud, IoT, deep learning, streaming, NiFi, the blockchain, and Spark. Tim is a frequent speaker at conferences such as ApacheCon, DeveloperWeek, Pulsar Summit and many more. He holds a BS and MS in computer science.
How Digital Transformation Navigates Disruption to Chart A Better Course to t...Dana Gardner
A discussion on how HPE Pointnext Services advises organizations on using digital transformation to take advantage of new and emerging market opportunities.
I gave a talk at North California Business Marketing Association on Customer Data Platform with examples ranging from Uber Grayballing to Zoom's customer retention email and "dogs or muffins".
Accelerate Revenue with a Customer Data PlatformLattice Engines
This webinar covers two things:
1. Steve Casey of Forrester Research walks through what a CDP is and key use-cases
2. Steve Scotkin, Senior Director of Marketing Technology at Thomson Reuters gives an inside look at how a Customer Data Platform is enabling Thomson Reuters transform into a customer-centric company.
CDP - 101 Everything you need to know about Customer Data PlatformsEddy Widerker
There has been a lot of buzz around Customer Data Platforms (CDP) in the past months/years. This presentation gives you a great overview of what a CDP is, the similarities across different systems such as a DMP or CRM. As well as valuable questions that help you determine if your organization needs a Customer Data Platform.
At the same time, if you find yourself being a bit overwhelmed with all of the 1st 2nd or 3rd party data targeting options from, I'd highly recommend using a service like ClearSegment to understand various data providers - it's data collection methodologies as well as their individual segments. https://clearsegment.com/
Why Do Banks Need A Customer Data Platform?Lemnisk
Banks traditionally have been known to amass customer information across both online and offline data channels. However, a lot of this data resides in silos and marketers have been unable to leverage this data to run targeted marketing campaigns. Here are the top four reasons why a Customer Data Platform would be best suited for Banks.
ANTS Programmatic Omnichannel 2017 - Part 1
“All about connected & small data:
• BigData & Connected Data
• Audience & Customer Profile
• Digital Components
• Optimization & Insights
• Digital Experience
• Digital APIs
• Open Platform
… to Data-driven Experiences!”
- Dr. Dinh Le Dat, http://AntsProgrammatic.com
DIGITAL TRANSFORMATION
1. Programmatic ad (#adtech)
2. Demand-side PLATFORM (#DSP)
3. Data management platform (#DMP)
4. Customer data platform (#CDP)
5. Marketing technology (#martech)
6. Customer LIFECYCLE
7. Customer moment
8. Omnichannel
9. Digital TRANSFORMATION
10. CUSTOMER EXPERIENCE
11. DIGITAL MATURITY
12. DIGITAL BUSINESS
13. Big Data
14. ARTIFICIAL INTELLIGENCE (#AI)
ANTS PROGRAMMATIC OMNICHANNEL
1. Big Data & Connected Data
2. Audience & 360 Customer Profile
3. DIGITAL COMPONENTS
4. OPTIMIZATION & INSIGHTS
5. DIGITAL EXPERIENCE
6. DIGITAL API
7. OPEN PLATFORM
ANTS Study Cases: Omnichannel & Automation Digital marketing-Sales
1. Big Data & Connected Data
2. Audience & 360 Customer Profile
3. Data-Driven Performance Marketing
4. Automation Marketing
5. ChatBot & Assistance
6. Ecommerce Recommendation
7. Omnichannel Contact Center & CS
-----
ANTS Programmatic Omnichannel 2017 - Part 2 (coming soon)
Helping brands to foster deeper customer relationships mParticle
A brief introduction to the mParticle Customer Data Platform. In 5 mins learn how mParticle's API-powered consumer data platform is used by customer-centric organizations to fuel amazing Customer Experiences and improve Customer Lifetime Value.
Alex Kesaris
akesaris@mparticle.com
+447400999957
Databricks CEO Ali Ghodsi introduces Databricks Delta, a new data management system that combines the scale and cost-efficiency of a data lake, the performance and reliability of a data warehouse, and the low latency of streaming.
Creating a clearly articulated data strategy—a roadmap of technology-driven capability investments prioritized to deliver value—helps ensure from the get-go that you are focusing on the right things, so that your work with data has a business impact. In this presentation, the experts at Silicon Valley Data Science share their approach for crafting an actionable and flexible data strategy to maximize business value.
Why should you invest in LEO CDP ?
Purpose: Big data and AI democracy for SMEs companies
Problem: Customer Analytics and Customer Personalization
Solutions: CDP + CX + Personalization Engine
Product demo: LEO CDP for Ecommerce and Fintech
Business model: Freemium → Ecosystem → Subscription
Market size: 20 billion USD in 2026 and CAGR 34.6%
Differentiation: cloud-native software
Go-to-market approach: Community → Free → Paid
Team: 1 full-stack dev, 1 data scientist and 12,000 fans of BigDataVietnam.org Community
Need 150,000 USD for scaling business (you get 20% share)
This is Part 4 of the GoldenGate series on Data Mesh - a series of webinars helping customers understand how to move off of old-fashioned monolithic data integration architecture and get ready for more agile, cost-effective, event-driven solutions. The Data Mesh is a kind of Data Fabric that emphasizes business-led data products running on event-driven streaming architectures, serverless, and microservices based platforms. These emerging solutions are essential for enterprises that run data-driven services on multi-cloud, multi-vendor ecosystems.
Join this session to get a fresh look at Data Mesh; we'll start with core architecture principles (vendor agnostic) and transition into detailed examples of how Oracle's GoldenGate platform is providing capabilities today. We will discuss essential technical characteristics of a Data Mesh solution, and the benefits that business owners can expect by moving IT in this direction. For more background on Data Mesh, Part 1, 2, and 3 are on the GoldenGate YouTube channel: https://www.youtube.com/playlist?list=PLbqmhpwYrlZJ-583p3KQGDAd6038i1ywe
Webinar Speaker: Jeff Pollock, VP Product (https://www.linkedin.com/in/jtpollock/)
Mr. Pollock is an expert technology leader for data platforms, big data, data integration and governance. Jeff has been CTO at California startups and a senior exec at Fortune 100 tech vendors. He is currently Oracle VP of Products and Cloud Services for Data Replication, Streaming Data and Database Migrations. While at IBM, he was head of all Information Integration, Replication and Governance products, and previously Jeff was an independent architect for US Defense Department, VP of Technology at Cerebra and CTO of Modulant – he has been engineering artificial intelligence based data platforms since 2001. As a business consultant, Mr. Pollock was a Head Architect at Ernst & Young’s Center for Technology Enablement. Jeff is also the author of “Semantic Web for Dummies” and "Adaptive Information,” a frequent keynote at industry conferences, author for books and industry journals, formerly a contributing member of W3C and OASIS, and an engineering instructor with UC Berkeley’s Extension for object-oriented systems, software development process and enterprise architecture.
Customer Event Hub - the modern Customer 360° viewGuido Schmutz
Today, companies are using various channels to communicate with their customers. As a consequence, a lot of data is created, more and more also outside of the traditional IT infrastructure of an enterprise. This data often does not have a common format and they are continuously created with ever increasing volume. With Internet of Things (IoT) and their sensors, the volume as well as the velocity of data just gets more extreme.
To achieve a complete and consistent view of a customer, all these customer-related information has to be included in a 360 degree view in a real-time or near-real-time fashion. By that, the Customer Hub will become the Customer Event Hub. It constantly shows the actual view of a customer over all his interaction channels and provides an enterprise the basis for a substantial and effective customer relation.
In this presentation the value of such a platform is shown and how it can be implemented.
Snowflake: The most cost-effective agile and scalable data warehouse ever!Visual_BI
In this webinar, the presenter will take you through the most revolutionary data warehouse, Snowflake with a live demo and technical and functional discussions with a customer. Ryan Goltz from Chesapeake Energy and Tristan Handy, creator of DBT Cloud and owner of Fishtown Analytics will also be joining the webinar.
Organizations across diverse industries are in pursuit of Customer 360, by integrating customer information across multiple channels, systems, devices and products. Having a 360-degree view of the customer enables enterprises to improve the interaction experience, drive customer loyalty and improve retention. However delivering a true Customer 360 can be very challenging.
Architect’s Open-Source Guide for a Data Mesh ArchitectureDatabricks
Data Mesh is an innovative concept addressing many data challenges from an architectural, cultural, and organizational perspective. But is the world ready to implement Data Mesh?
In this session, we will review the importance of core Data Mesh principles, what they can offer, and when it is a good idea to try a Data Mesh architecture. We will discuss common challenges with implementation of Data Mesh systems and focus on the role of open-source projects for it. Projects like Apache Spark can play a key part in standardized infrastructure platform implementation of Data Mesh. We will examine the landscape of useful data engineering open-source projects to utilize in several areas of a Data Mesh system in practice, along with an architectural example. We will touch on what work (culture, tools, mindset) needs to be done to ensure Data Mesh is more accessible for engineers in the industry.
The audience will leave with a good understanding of the benefits of Data Mesh architecture, common challenges, and the role of Apache Spark and other open-source projects for its implementation in real systems.
This session is targeted for architects, decision-makers, data-engineers, and system designers.
The Connected Consumer – Real-time Customer 360Capgemini
With Business Data Lake technologies based on EMC’s Big Data portfolio it becomes possible to move away from channel specific analytics towards a 360 customer view.
This presentation will show how technologies like Spark, Hadoop, and Kafka help companies gain a real-time view of everything their customers do and make changes to customer touch points whether mobile, web, in-store, direct marketing or existing transactional systems.
Presented by Steve Jones, Vice President, Insights & Data, Capgemini at EMC World 2016
http://www.capgemini.com/emc
Meetup: Streaming Data Pipeline DevelopmentTimothy Spann
Meetup: Streaming Data Pipeline Development
In this interactive session, Tim will lead participants through how to best build streaming data pipelines. He will cover how to build applications from some common use cases and highlight tips, tricks, best practices and patterns.
He will show how to build the easy way and then dive deep into the underlying open source technologies including Apache NiFi, Apache Flink, Apache Kafka and Apache Iceberg.
If you wish to follow along, please download open source projects beforehand. You can also download this helpful streaming platform: https://docs.cloudera.com/csp-ce/latest/installation/topics/csp-ce-installing-ce.html
All source code and slides will be shared for those interested in building their own FLaNK Apps. https://www.flankstack.dev/
You can join the meeting virtually here:
https://cloudera.zoom.us/j/91603330726
Speaker - Tim Spann
Tim Spann is a Principal Developer Advocate in Data In Motion for Cloudera. He works with Apache NiFi, Apache Pulsar, Apache Kafka, Apache Flink, Flink SQL, Apache Pinot, Trino, Apache Iceberg, DeltaLake, Apache Spark, Big Data, IoT, Cloud, AI/DL, machine learning, and deep learning. Tim has over ten years of experience with the IoT, big data, distributed computing, messaging, streaming technologies, and Java programming. Previously, he was a Developer Advocate at StreamNative, Principal DataFlow Field Engineer at Cloudera, a Senior Solutions Engineer at Hortonworks, a Senior Solutions Architect at AirisData, a Senior Field Engineer at Pivotal and a Team Leader at HPE. He blogs for DZone, where he is the Big Data Zone leader, and runs a popular meetup in Princeton & NYC on Big Data, Cloud, IoT, deep learning, streaming, NiFi, the blockchain, and Spark. Tim is a frequent speaker at conferences such as ApacheCon, DeveloperWeek, Pulsar Summit and many more. He holds a BS and MS in computer science.
How Digital Transformation Navigates Disruption to Chart A Better Course to t...Dana Gardner
A discussion on how HPE Pointnext Services advises organizations on using digital transformation to take advantage of new and emerging market opportunities.
A forecast of the needs of future business communications users, based on research by Martin Geddes and Dean Bubley. We address the questions: What are the future communications needs of workers? How and where do people work?
Daring to be_digital seminar_5th march edinburghPrecedent
‘Digital transformation’ is the latest buzz phrase but what does it really mean?
Our latest seminar aimed at the key decision makers in your organisation, takes a look at the difference between those who are digitally reactive, strategic, and transformational and asks: Which are you and what difference does it make to your business?
We look at the challenges and tangible benefits of digital transformation and why it needs to move out of the marketing team and into the boardroom, and look at how crucial it is for organisations to continuously adjust their business model in order to keep up with the fast pace of digital advancement, keep ahead of the curve and to ensure that digital is fully embedded and delivering the best possible results across all aspects of your business.
How New Technology Trends Will Disrupt the Very Nature of Business Dana Gardner
Transcript of a sponsored discussion on how major new trends and technology are translating into disruption, and for the innovative business -- opportunity.
Reading this paper will give you a better idea of how technology has so far transformed the business landscape, what you need to do with your own digital transformation, and what to look for in 2020.
Daring to be_digital seminar_5th march edinburghPrecedent
‘Digital transformation’ is the latest buzz phrase but what does it really mean?
Our seminar takes a look at the difference between those who are digitally reactive, strategic, and transformational and asks: Which are you and what difference does it make to your business?
We look at the challenges and tangible benefits of digital transformation and why it needs to move out of the marketing team and into the boardroom.
Choice, Consistency, Confidence Keys to Improving Services' Performance throu...Dana Gardner
Transcript of a BriefingsDirect podcast from the HP Discover 2012 Conference on hybrid cloud and tying together the evolving elements of cloud computing.
As many different products and environments get smarter, there are inevitable implications on how consumers find out about, research or purchase products.
In this SlideShare presentation, we have highlighted some of the most interesting trends related to digital commerce.
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.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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.
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
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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 What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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
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.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
2. THE DEATH OF
THE DMP
I’m here to talk about CDPs. I know that most of you who are not familiar with the acronym are thinking, “yeah, just another
acronym.” But hopefully, by the end of the conversation, I'll have convinced you that it's not just another acronym, but it's a
revolution. This slide actually pains me a bit. My last company, Interclick, was the first client of of Bluekai. DMPs have
been near and dear to my heart for a while. This presentation is not about the death of the DMPs so much as it is about
the change that's happening all around us, the change that's creating a new wave of data and a new need for innovative
data management solutions, all of the challenges and opportunities that come along with those changes, and ultimately
why the Customer Data Platform really is the only solution going forward.
3. WE HAVE BEEN CHASING
THE SINGLE CUSTOMER VIEW
FOR 30+ YEARS
Call it a 360-degree view of the customer, or a holistic customer view, or CRM, what I mean is the notion of understanding the
customer as completely as possible. This has been a key issue for marketers since the beginning of time. Certainly since the
beginning of database marketing. However, it has been almost nearly impossible for a number of technological reasons, as well as
a number of political reasons. This isn't about pixeling a bunch of creatives, getting the social data with the video data, and painting
the same vague picture that you've probably seen for the past 10 years. This is about truly understanding the customer,
understanding what they're doing on all the different platforms, devices, and screens that they interact with your brand on.
4. DATA PLATFORMS ARE NOTHING NEW
COMPLEXITY OF DATA MODEL
COMPLEXITYOFDATAMODEL
OFFLINE ERA WEB ERA CONNECTED ERA
MARKETING
DATABASES
Purchase data mapped to identity
Low volume
Rows & colums
Direct Mail Activation
DATA MANAGEMENT
PLATFORMS
ALL ANONYMOUS
Client-side architecture
High scale
Privacy & Governance Poor
Multi-tenant DB (Shared IDs)
Paid Ads Activation
CUSTOMER DATA
PLATFORMS
Designed around Identity
Privacy by Design
Real-time event streaming
Single-tenant (no Shared IDs)
High scale
Real-time APIs
Server-to-Server Architecture
Full Lifecycle Activation &
Integrations
20122001
Why now? Data platforms are nothing new. Data platforms have been around for 30+ years, dating back to before the commercialization of the
internet. Why now? Ultimately, because the world has changed. I'd argue that the change from web to app and the introduction of true omnichannel
experiences is as big of a change as the first move from analog to digital. Secondly, I'd also argue that CDPs are not competitive with DMPs, much
like you wouldn't use a marketing database to try to do what a DMP did for so many years. You really can't get a DMP to do what you need a CDP to
do. The interesting thing is that while a lot of people will view this as an incremental change, it's really anything but that.
5. 1900’s – MID 1980’S 1970’S – EARLY 1990’S 1990’S - PRESENT
INNOVATION IS USUALLY VIEWED AS
EXPENSIVE & UNNECESSARY
Most new products are met with a fair degree of skepticism before they get a mainstream adoption. That happens because most customers are
cynical about new technology. They also think that there’s still a lot of life left in the previous paradigm, and that the new paradigm is somewhat
unproven. If people are seeing even a little bit of success in the last wave of technology, they're going to be first to dismiss the new technology. A
great example is when we shifted from typewriters to word processors in the workforce. Word processors were adopted first by legal
professionals and people who were doing a lot of templated work. Ultimately, adoption happened gradually. People aren’t still using typewriters.
It's weird to actually see a typewriter today. That change is inevitable. If anybody has read Jeffrey Moore's book, Crossing the Chasm, you know
that there's a continuum of technology buyers and adopters. While a select few are adopting the future today, a lot of people are quick to dismiss
new technology and say “it's expensive, it's a luxury, it's not going to be the mainstream…”
6. “ THINGS DONE CHANGED”
- NOTORIOUS BIG -
But, as the late great poet, Christopher Wallace, said, “things done changed”. And it's
not just one or two things. There are a handful of significant changes that are
happening around us which are changing the need from the DMP to the CDP, which
also opens the opportunity to create that single view of the customer. Since this is
industry preview, I want to touch upon five key themes that ultimately converge upon
one theme, which is the customer.
8. 1990’s - 2013
www.
2013 - PRESENT
IT’S NO LONGER SINGLE-THREADED
First, the digital experiences has changed. It's no longer single threaded. Most people have a
minimum of six connected devices, which means that the customer journey is completely
fragmented. It also means that people are connected all the time. In the first 15 years of the
mainstream web, the only way to interact with a brand digitally was by going to their website.
That paradigm has totally changed, first starting with mobile. Now, you can interact with the
brand's mobile web property or download their mobile app, and can then extend into the living
room with OTT. I think we'd all probably agree that the next big platforms are going to be voice,
AR and VR.
9. AS THE CUSTOMER
EXPERIENCE
BECOMES MORE
DECENTRALIZED…
THE GREATER THE
NEED TO CENTRALIZE
DATA BECOMES
As this customer experience continues to become fragmented, there becomes a greater
need to centralize the data. Because of all of this device hopping, the customer journey is
not linear. The expectation from customers today is that when they start a purchase
process on one device or platform, brands know exactly where they left off when they pick
that process up on a completely different platform. Today, anything short of that is
completely intolerable.
11. IDENTITY
ANONYMITY
DIGITAL
ANALOG
There's probably no more important topic in the industry today than identity. Identity is going to dominate the headlines in 2018 more so
than any other topic. As we shift to this multi-device reality that ultimately ties to these persistent device IDs, there's a certain place for an
anonymous behavior, and that's typically at the top of the funnel. That said, the shift from anonymity to identity based experience is as big
a shift as the shift from analog to digital. Ultimately, what identity brings is stability, right? You don't have to worry about people deleting
their cookies. I know this is super tactical, but identity provides the foundation to bring stability, accountability, predictability, and
repeatability. Through identity, you can start to target people and not proxies.
12. ANONYMOUS
(NO PERSISTENT ID)
PERISHABLE ID
(COOKIE, AD ID)
PROBABILISTIC MATCH
(XDEVICE ID)
DETERMINIST MATCH
(HASHED ID)
KNOWN USER
(EMAIL, MOBILE)
VERIFIED USER
(2FA, VERIFICATION)
PSEUDOANONYMOUSID
IDENTITY IN THE CONNECTED ERA
Opt-Out
Vertical Regulation
Opt-Out
Opt-In
First Party TOS
Proxy-based targeting
Audience Analytics
Content Personalization
xDevice Ad Targeting
Multi-touch Attribution
Simple Journey Analytics
1:1 Promotions
Advance Ad Attribution
Multi-channel Marketing
Customer Support
Full Journey Analytics
Lead Scoring
Direct Sales CRM
Private Sales Access
LTV Analytics
Payments
Privileged Info Access
Contextual targeting
Identity is a bit of a convoluted
concept. It's used in so many
contexts across this industry.
People often think about
identity in the context of
matching, but there's actually
so much more to it. With the
emergence of all these
different devices, you actually
have lots of different forms of
identity which need to be
governed and managed lots of
different ways. Managing
identity along this continuum,
you have to account for the
differences in technical,
geographical, organizational,
and political contexts.
Additionally, you have to
assume that identity keys are
not static. I have multiple
email addresses. I change my
credit card info all the time. I
have multiple social handles. If
you're not accounting for this
stuff in your identity strategy,
you're not going to be able to
deliver the optimal customer
experience across all these
different platforms.
13. IDENTITY IS WHAT ENABLES EVERYTHING
UNIFIED CUSTOMER
EXPERIENCE
360 DEGREE
CUSTOMER VIEW
GDPR GOVERNANCE
& ENFORCEMENT
INTEGRATED
MARKETING
Additionally, you really have to think about identity as a framework. It's what allows you to deliver a unified customer
experience across all these different devices. It's what allows you to create a holistic view of the customer. It's what
everything gets keyed off of. It's what allows you to combine paid ads and retention, marketing strategy, so that everything
is not siloed and you can deliver that unified marketing experience. It's also what allows you to solve for GDPR, which we’ll
discuss shortly.
15. SPECIALIZATION CONTINUES IN THE SUPPLY CHAIN
The third big trend is that money and resources are being shifted to the cloud, and the budget for Saas tools is quickly following. An estimated 45%
of all corporate spending is going to be on on Saas tools. Nowhere is this growth more apparent than in the marketing tech landscape. We've all
seen the the LUMAscapes in various forms and formats, but they're dwarfed by the marketing tech landscape that ChiefMartech has been producing
over the past few years. You can't just call these ecosystems messy or fragmented, that's a little bit lazy and it's not necessarily accurate. This is
about specialization. Every time you get one of these consumer platforms coming to market with a ton of investment driving a lot of innovation, you
get a whole new crop of service providers popping up that are specialized for that platform or extensions of some of the existing tools. With so
many different systems in place, you can get to a best in breed stack. However, there are also a number of challenges. Data fragmentation, system
incompatibility, disjointed approaches, inconsistent analytics, and poor customer experience. The opportunity to integrate all these different tools, to
be the spine that connects them into a tightly knit data supply chain, moving data freely to and from each of these systems, is a massive opportunity
that has never really existed before.
17. GROWTH IN WEB APIS SINCE 2005
The fourth big point boils down to customer experience. The ongoing battle between the CMO and the CIO for budget control and influence
still comes down to customer experience, whether that's pre-purchase or post-purchase. Ultimately, you want to turn a casual user into a loyal
user and turn that loyal user into an enthusiast and an advocate. The digital transformation that's happening across many brands and
vendors in this room today is being built on the back of the API economy. A lot of the ad tech tactics like cookie syncs were never built to be
sustainable. At best, they're short term temporary hacks. At worse, they enabled fraud and security problems.
19. DATA IN MOTION VS. DATA AT REST
DATA
WAREHOUSING
1990’s
HADOOP &
MAP REDUCE
2008
STREAMING
DATA
2015
Drop relational assumption
Programmability
Open Source
Batch → Real-time
Daily → Continuous
In a world where everybody's connected all the time, the technology required to help brands keep pace with their customers has to be fast. It
can't be based on a batch system that takes hours or days to let data trickle in from the experience layer, whether that's the site or the app,
down into a data warehouse and allow that to be your single source of truth. The shift from data warehousing to Hadoop to now streaming
data with vendors and solutions like Kafka, Spark, and RabbitMQ ultimately allows you to create these real-time transmission of data back and
forth to accumulate a real-time view of the customer. This makes it possible to keep up with what they're doing regardless of the device.
20. MOST DATA ARCHITECTURE IS A MESSEXTERNALINTERNAL
API LAYER
RAW STORAGE
DATA
WAREHOUSE
HADOOP
CR
M
B
I
ETL JOB ETL JOB
This is what most companies’ data stacks end up looking like. This was fine,
historically, but it actually doesn't work anymore. Data is generated in real-time,
and the expectation is that if we're talking about customer experience, you know
about me as the user up to that second or minute at the latest.
21. ANALYTICS
ATTRIBUTIO
N
USER FEEDBACK
PAID
ADS
EMAIL & PUSH
CONTENT
EVENTS AUDIENCE
CREATE A REAL-TIME SOURCE OF TRUTH
That brings us to where we are today. Creating a real-time source of truth if the experience is based on two-day old data or week-old data is not
going to work. The technology that enables this wasn't around five years ago. A lot of this technology is new, and it's being commercialized by
companies like mParticle. But when you think about what the optimal data solution is, it really needs to have three pillars.
1. It needs to be open, connected to lots of different APIs, and able to write to those APIs as well as read from those APIs.
2. It needs to be extensible, able to get data back from those systems and accumulate data to a central profile that can then be shared out.
3. It needs to be real-time. Ultimately, the moments that matter don't last hours or days. Being there in real-time is the difference between
winning and losing.
22. WHY IT MATTERS
THE RIGHT , TO , .AD THE RIGHT USER AT THE RIGHT TIME
THE RIGHT , TO , .DATA THE RIGHT SYSTEM IN REAL-TIME
THE RIGHT , TO , .IDENTITY ANY SYSTEM EVERY TIME
For as long as I can remember, we've all been talking about delivering the right ad to the right user at the right time. Although that is
as cliché as it gets, how it gets done is by having the right data to the right system in real-time. The fact is that you can't expect to do
that if the right system isn't mapping the right identity across any different system all the time.
24. NEW MARKET REALITIES FOR THE CONNECTED ERA
Digital Fragmentation
(Web, Mobile, OTT, Voice etc)
SaaS Explosion
(Ads, Analytics, Marketing, CX etc)
Emergence of Identity
(Email, Mobile IDs, Device IDs)
RISE OF APIs ⎯ Data fragmentation
⎯ Systems incompatibility
⎯ Disjointed Approaches
⎯ Inconsistent Analytics
⎯ Poor Customer Experience
A CDP is really the only way that you can address GDPR at scale. It can't be a system built on cookies that are unstable, because if somebody
expresses their right to be forgotten and delete their cookies, they may come back two days later and notice that you're targeting them. These are
$20 million fines for every single instance. The stakes are super, super high. It cannot be a system in which there are shared identity spaces across
customers. A core tenant of any CDP, including mParticle, is that all customer data has to be logically or physically segregated from all other
customers’ customer data. It has to be a real-time system that is able to propagate those changes out and send delete commands out to the network
of partner integrations that you have cascading that command down to every system. It can't be isolated in one or two tools.