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Why is Customer Data Platform (CDP) ?

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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)

Published in: Data & Analytics
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Why is Customer Data Platform (CDP) ?

  1. 1. Why is Customer Data Platform ? Transform your marketing and sales capabilities with Big Data and A.I Nguyễn Tấn Triều (Thomas) Founder of BigDataVietnam.org My personal email: tantrieuf31@gmail.com
  2. 2. This presentation is structured as “Start with why" CDP How does CDP work? CDP as customer-first marketing platform
  3. 3. Our roadmap in this slide Warm-up questions 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)
  4. 4. Warm-up questions about Customer Data Platform (CDP) 1. When customer data is collected ? 2. Can we apply CDP for dating (hẹn hò / tìm người yêu) ? 3. What company already implemented CDP so successfully in e-commerce ?
  5. 5. When customer data is collected ? → Since human invented the marketplace (chợ) Source: https://www.amazon.com/Predictive-Marketing-Marketer-Customer-Analytics/dp/1119037360 Industry 4.0
  6. 6. Source: https://www.amazon.com/Predictive-Marketing-Marketer-Customer-Analytics/dp/1119037360 Customer-firstProduct-second
  7. 7. Can we apply CDP for dating (hẹn hò / tìm người yêu) ? → Tinder, OkCupid https://practicalanalytics.co/2015/05/29/love-sex-and-predictive-analytics-tinder-match-com-and-okcupid/ https://www.cnbc.com/2019/08/07/tinder-results-add-more-than-5-billion-to-match-market-cap.html
  8. 8. User Profile Analytics Report for Dating App ?
  9. 9. Dating Journey Map is just like Customer Journey Map
  10. 10. What company already implemented CDP so successfully in e-commerce? → Amazon.com Source: https://www.quora.com/What-is-the-best-customer-data-platform https://www.bigdatavietnam.org/2019/09/how-to-build-personalized-news.html
  11. 11. (1) Why is Customer Data Platform (CDP) ?
  12. 12. Fact: Data is the raw material for any decision Business Model
  13. 13. Why is Customer Data Platform (CDP) ? → Because data is the raw material for any decision
  14. 14. For Humanism For Politics
  15. 15. Case Study: How to optimize the revenue of your restaurant with CDP (or Big Data in Food Industry )
  16. 16. 'Big Data' showcase on KFC account Video link: https://www.youtube.com/watch?v=jplbs6yt6Dw
  17. 17. 7 Uses of Big Data in Food and Beverages Industry 1. On-time Delivery → Customer Satisfaction 2. Operational Efficiency → Customer Loyalty 3. Sentiment Analysis → Customer Satisfaction 4. Better Quality → Customer Satisfaction 5. Personalization → Customer Engagement 6. Market Basket Analysis → Customer Lifetime Value 7. Customer Service → Customer Loyalty Source: https://www.newgenapps.com/blog/7-uses-of-big-data-in-food-and-beverages-industry
  18. 18. https://www.wired.com/story/mcdonalds-big-data-dynamic-yield-acquisition
  19. 19. How to enhance the revenue of your restaurant with CDP 1. Optimizing media touchpoints (relevance) with customer personalization 2. Optimizing customer retention (loyalty) with predictive analytics 3. Optimizing customer experience (CX) with service design thinking 4. Optimizing customer lifetime value (CLV) with customer journey analytics F(revenue) ( F(relevance) X F(loyalty) ) + F(CX) + F(CLV)
  20. 20. What is Customer Personalization ?
  21. 21. (1) Optimizing media touchpoints (relevance) with customer personalization
  22. 22. What is media touchpoints ?
  23. 23. Media touchpoints: From Baby Boomers to Gen AI
  24. 24. (2) Optimizing customer retention (loyalty) with predictive analytics
  25. 25. Sentiment Analysis can help to predict “Customer Churn”
  26. 26. How can do Sentiment Analysis to reduce “Customer Churn” ?
  27. 27. (3) Optimizing customer experience (CX) with service design thinking
  28. 28. Customer Journey Analytics in Food Industry
  29. 29. (4) Optimizing customer lifetime value (CLV) with customer journey analytics
  30. 30. But the truth in Vietnam is "Thèm" Journey Map 1. Seen photo on Facebook / Instagram 2. "Thèm" / "Want" feeling in the mind of customer 3. Get a notification message with 50% discount on mobile 4. Okai, let's book a food shipping order
  31. 31. Popular problems for Customer Analytics in Food Industry
  32. 32. Why is Customer Data Platform ?
  33. 33. (2) How would CDP work in practice ?
  34. 34. How could CDP work in practice ?
  35. 35. Customer Data Platform Vs Data Management Platform
  36. 36. First goal of CDP: Customer Single-view Information
  37. 37. Data Unification
  38. 38. Data Unification
  39. 39. 1. Data acquisition, from anywhere the information is generated 2. Organization of that data into meaningful data segments 3. Analysis of data when and where it makes most sense. This can include reporting, tactical and ad hoc querying, data visualization, 4. Delivery of insights and data at the optimal point of impact to support human activities with just-in-time insights. Data Analytics Workflow in CDP
  40. 40. Sample UI for Profile Segmentation in CDP
  41. 41. Augmented/predictive analytics Increase analytics productivity to focus on better Customer Experience insights. Audience and customer segmentation Identify, reach and communicate with specific groups of like-minded customers. Personalization engines Increase retention and conversion by offering highly individualized digital experiences based on historical activity and preferences. Customer journey orchestration Reach the right customers at the right time and on the right channel to offer the optimal experience and maximize conversion Use Cases of CDP
  42. 42. https://hbr.org/video/2235625008001/a-better-way-to-measure-your-ad-campaign Some ideas of CDP is built on the framework “Advertising Analytics 2.0” by Harvard Business Review
  43. 43. Customer Sales Activation in retail domain
  44. 44. Marketing scientists Board of directors
  45. 45. Optimize Customer Journeys with AI
  46. 46. How CDP is used in practice 1. Profile Tagging for all web traffic 2. Using A/B testing to discover which products your customers will want in the future 3. To maximize sales, companies in the customer era focus on optimizing CLV 4. Practice predictive marketing organize around the customer 5. With the customer at the center, companies are using big data and predictive analytics to configure processes and organizations to find ways to customize interactions 6. Communications become much more targeted and the key metric is relevance, not reach
  47. 47. Customer Tagging System for Streaming Data
  48. 48. Customer Tagging System for Streaming Data
  49. 49. The final purpose of CDP for businesses 1. Understand the market conditions by implementing data-driven marketing 2. Understand customers better by continuous customer listening and profiling 3. Control your online reputation by doing data analytics in your owned media 4. Cost savings by reducing time for reporting due to simple single-view dashboard
  50. 50. (3) How can we implement CDP for business?
  51. 51. CDP products Open Source CDP version 1. For education, learning and small business 2. Free Customer-first Marketing Platform For New Generation Of MARKETER in the age of Industry 4.0 3. Just like WordPress, why can an innovative product not be built by Vietnamese ? ● https://unomi.apache.org ● https://github.com/bigdatavietnam-org Enterprise CDP version 1. For highest security standard 2. For product support 24/7 3. For scalability and the quality of predictive marketing analytics ● http://www.netscoretech.com ● https://www.resulticks.com ● https://www.agilone.com ● https://exponea.com ● https://www.blueconic.com ● https://tealium.com
  52. 52. Final question: Should we build CDP or buy
  53. 53. CDP: Should we build or buy
  54. 54. What is the business model of CDP in the World?
  55. 55. Follow us to get more information ● https://BigDataVietnam.org ● https://Facebook.com/BigDataVN ● Questions ? Email: tantrieuf31@gmail.com

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