From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: Customer Data Platforms: This Doesn'T Change Everything (But It Changes Enough Things To Matter). PRESENTATION: How Customer Data Platforms Solve Enough To Be Interesting - Given by David Raab, @Draab - Raab & Associates, Principal
3. Customer Management Challenges
Data Challenges
• Assemble data
• Build profiles
• Expose data
• Gather data from multiple
sources
• Unify identities across
systems
Decisions
• Predictive models
• Message selection
• Multi-step
campaigns
• Build many good models
quickly
• Optimize choices for long
term results
• Design and manage
complex campaigns
Delivery
• Single channel
• Multi channel
• Connect with central
system
• Add new channels quickly
4. Separate Systems
Data
• Assemble data
• Build profiles
• Expose data
Decisions
• Predictive models
• Message selection
• Multi-step
campaigns
Delivery
• Single channel
• Multi channel
Web Data
Web
Decisions
Web
Interactions
Email
Interactions
In-store
Interactions
Email
Decisions
In-store
Decisions
Other
Interactions
Other
Decisions
Shared DataShared Data
Other Data
Other
Interactions
Other
Decisions
Other
Interactions
Other
Decisions
Email Data In-store Data
5. Customer Data Platform
Data
• Assemble data
• Build profiles
• Expose data
Decisions
• Predictive models
• Message selection
• Multi-step
campaigns
Delivery
• Single channel
• Multi channel
Web
Decisions
Web
Interactions
Email
Interactions
In-store
Interactions
Email
Decisions
In-store
Decisions
Other
Interactions
Other
Decisions
Other
Interactions
Other
Decisions
Other
Interactions
Other
Decisions
Shared Data
6. CDP Value Provided
Data Challenges Value of CDP
• Assemble data
• Build profiles
• Expose data
• Gather data from multiple
sources
• Unify identities across
systems
• Marketer-controlled system
to build and share central
database
Decisions
• Predictive models
• Message selection
• Multi-step
campaigns
• Build many good models
quickly
• Optimize choices for long
term results
• Design and manage
complex campaigns
• Easier access to necessary
data
• Easier integration of
decision systems
Delivery
• Single channel
• Multi channel
• Connect with central
system
• Add new channels quickly
• Easier connections to
existing and new delivery
systems
9. Pure-play CDP is one of several
solutions to the data problem
(and not necessarily preferred).
Data CDP Marketing
Platform
Integrated
Suite• Assemble data
• Build profiles
• Expose data
Decisions
• Predictive models
• Message selection
• Multi-step
campaigns
Delivery
• Single channel
• Multi channel
10. In fact, preferences are evenly split.
30% prefer best of breed
30% prefer integrated suite
40% don’t care or don’t know
Data: IAB/Winterberry Group, 2015
11. Function System Group Vendors
Data
Assemble
data
connect systems Boomi, Jitterbit, Talend, Informatica, Websphere, Actian…
connect databases Tamr, Clearstory, Trifacta
tags Tealium, Ensighten, Signal, Doubleclick, Google, Segment
Build Profiles fuzzy match RedPoint, Pitney Bowes, Talend, Experian, SAS, ReachForce…
B2C external data Acxiom/LiveRamp, Neustar/Targus, Oracle/Datalogix, V12
B2B external data - Web data: Mblast, Orb Intelligence, Leadspace, InsideView…
- no Web data: NetProspex, DiscoverOrg, RainKing
- IP based: DemandBase, Profound.net
Expose Data DMP Oracle/BlueKai, IgnitionOne, RocketFuel/[X+1], Adobe…
build database Aginity , NGData
Decisions
Predictive
models
multi-purpose Wise.io, Blueshift, Context Relevant, SalesPredict…
B2B lead score Lattice, Infer, Mintigo, Fliptop, Radius, Kemvi, 6Sense…
B2B retention Gainsight, Appuri, Optimove, Woopra, Totango, Preact…
B2B pipeline score Velocify, Clari, C9, DxContinuum, Aviso, ResultIQ …
Message
selection
predictive CQuotient, Custora, Sailthru, SAP/SeeWhy, BrightInfo…
rule-based Monetate, Lytics, Connexio, Woopra, Wibidata…
Multi-step
campaigns
B2B AutopilotHQ
B2C Brickstreet, QuickPivot/Extraprise
Delivery
Single
channel
Email YesMail, Lyris, SendGrid, Bronto, ConstantContact…
Web CMS Sitecore, Ektron, EpiServer…
Mobile Leanplum, Kahuna, Localytics, Swrve…
display ads Turn, LinkedIn/Bizo…
Multi channel B2B multichannel Marketo, Eloqua, IBM/Silverpop, Pardot, Act-On …
B2C multichannel RedPoint, AgilOne, Silverpop, Teradata, Adobe, ExactTarget…
Multiple vendor types within each layer.
12. Function System Group Vendors Investment
Data
Assemble
data
connect systems Boomi, Jitterbit, Talend, Informatica, Websphere, Actian…
connect databases Tamr, Clearstory, Trifacta
tags Tealium, Ensighten, Signal, Doubleclick, Google, Segment Funding
Build Profiles fuzzy match RedPoint, Pitney Bowes, Talend, Experian, SAS, ReachForce…
B2C external data Acxiom/LiveRamp, Neustar/Targus, Oracle/Datalogix, V12 Acquisition
B2B external data - Web data: Mblast, Orb Intelligence, Leadspace, InsideView…
- no Web data: NetProspex, DiscoverOrg, RainKing
- IP based: DemandBase, Profound.net
Acquisition
Expose Data DMP Oracle/BlueKai, IgnitionOne, RocketFuel/[X+1], Adobe… Acquisition
build database Aginity , NGData
Decisions
Predictive
models
multi-purpose Wise.io, Blueshift, Context Relevant, SalesPredict… Funding
B2B lead score Lattice, Infer, Mintigo, Fliptop, Radius, Kemvi, 6Sense… Funding
B2B retention Gainsight, Appuri, Optimove, Woopra, Totango, Preact… Funding
B2B pipeline score Velocify, Clari, C9, DxContinuum, Aviso, ResultIQ … Funding
Message
selection
predictive CQuotient, Custora, Sailthru, SAP/SeeWhy, BrightInfo… Funding
rule-based Monetate, Lytics, Connexio, Woopra, Wibidata… Funding
Multi-step
campaigns
B2B AutopilotHQ
B2C Brickstreet, QuickPivot/Extraprise
Delivery
Single
channel
Email YesMail, Lyris, SendGrid, Bronto, ConstantContact…
Web CMS Sitecore, Ektron, EpiServer…
Mobile Leanplum, Kahuna, Localytics, Swrve…
display ads Turn, LinkedIn/Bizo…
Multi channel B2B multichannel Marketo, Eloqua, IBM/Silverpop, Pardot, Act-On … Acquisition
B2C multichannel RedPoint, AgilOne, Silverpop, Teradata, Adobe, ExactTarget… Acquisition
New Funding is (Mostly) for Decisions
13. Let’s all buy Marketing Platforms!
Data CDP Marketing
Platform
Integrated
Suite• Assemble data
• Build profiles
• Expose data
Decisions
• Predictive models
• Message selection
• Multi-step
campaigns
Delivery
• Single channel
• Multi channel
14. …or not.
Data CDP Marketing
Platforms
Integrated
Suite• Assemble data
• Build profiles
• Expose data
Decisions
• Predictive models
• Message selection
• Multi-step
campaigns
Delivery
• Single channel
• Multi channel
17. Marketing of the Future:
MarTech + AdTech = MadTech
MarTech AdTech MadTech
Data • Identifiable
individuals
• Advanced
Association
• External data
pools
• Aggregated
sources
• Thing data
• External pools
of aggregated
data tied to
individuals &
things
Decisions • Journey
tracking
• Advanced
attribution
• Real time
bidding
• Behavior-based
recommendatio
ns
• AI-based
bidding,
message
selection and
content
generation
Delivery • Personalized
messages in
owned media
• Targeted
messages in
paid media
• Personalized
messages
across all media