In the finale of our webinar series (https://youtu.be/KdBbWNdQX1M), learn to use proven CDP strategies and easily integrate them into your existing martech. One of the downsides of the traditional data-capture and management approach is that there is no unified source of truth. In a flipped environment, the CDP leads real-time aggregations that integrated platforms share in a graded, electronic forum. The organised individual customer data profiles then becomes a central focus of the business as different departments share effective technical communication through various methods. With the shift to better customer digital experiences, the following questions remain: - "Where do you begin with data?" - "How can I start with some quick wins that actually deliver?" - "How do successful businesses actually bring data together, using it to deliver positive results?" This session is a learning experience in which global businesses can understand the unique characteristics of a CDP that allows unification of digital data and efficient use of messaging to deliver better business results. Through this lens, we will explore effective and practical strategies that businesses can implement to support their efforts in ever-changing environments.

1. Understanding how a CDP can
unify your Martech
Tony Peters
September 2020

2. Asia DX Maturity Model Webinar 4-part series

3. Download the eBook for Free
https://www.acquia.com/resources/ebooks/digital-experience-dx-maturity-model

4. DX Maturity Model

5. Key Takeaways from Previous Sessions
1. Align what you do with senior management pain/goals
2. Be honest in your current DX appraisal
3. Don’t get fixated on Business As Usual
4. Ensure your platform(s) are usable by the business
users - be explicit in what you need

6. State of Customer
Data

7. Consumers Expect Relationships
That Marketers Struggle to Deliver
“I know you’ve got plenty of data
on me – why can’t you do a better
job of servicing my needs?”
“I opted into your email list and website
cookies, but continue to get messages
and offers that aren’t relevant to me.”
“Your call center rep has no clue
that I’m a loyal customer”
“You’re always showing me ads
for things I don’t care about.”

8. Customer service, call center, and other
systems of customer interaction are isolated;
information isn’t shared with other tools.
Data is collected and stored, but
identities are not resolved into a
cleansed, de-duped system of record.
POS &
Inventory
Systems Marketers make ad-hoc
BI requests, subject to
analyst bandwidth.
Segments are pulled for outbound
marketing on request; not real-time.
Digital campaigns are limited to
anonymous third party data;
isolated for this use case.Website activity is
isolated to the web.
Disconnected systems make it impossible
CRM
E-commerce
Systems
BI Systems
Call Center
Direct Mail
& Email
Website
Web
Personalization
Identity
Data
Digital Ad
Campaigns

9. Customer service, call center, and other
systems of customer interaction are isolated;
information isn’t shared with other tools.
Data is collected and stored, but
identities are not resolved into a
cleansed, de-duped system of record.
POS &
Inventory
Systems Marketers make ad-hoc
BI requests, subject to
analyst bandwidth.
Segments are pulled for outbound
marketing on request; not real-time.
Digital campaigns are limited to
anonymous third party data;
isolated for this use case.Website activity is
isolated to the web.
Disconnected systems make it impossible
CRM
E-commerce
Systems
BI Systems
Call Center
Direct Mail
& Email
Website
Web
Personalization
Identity
Data
Digital Ad
Campaigns

10. Photo by Alyssa Kowalski on Unsplash

14. Stores lots of data?
Yes
Primary Function?
Deliver optimised and
targeted ads
Executes on?
Advertising
Stores lots of data?
Yes
Primary Function?
Manage sales/customer
relationships
Executes on?
Sales performance
The Square Peg in the Round Hole
CRM DMP
Stores lots of data?
Yes
Primary Function?
Manage and deliver 1:1
comms
Executes on?
Outbound channels
Email /
Campaign
Mgmt

15. Photo by Alyssa Kowalski on Unsplash

16. CDP Transforms Your Business...
CUSTOMER DATA PLATFORM
Data Sharing
Digital
Advertising
Outbound
Marketing
Direct Mail
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM

17. Need A Unified Solution for Disconnected Data and Systems
Gain a single view
of the customer
Reveal customer
insights
Activate data
across channels
Real-Time Platform

18. Marketing Operations
Marketing Analysts
CDP:
Marketing
Campaign
A unified profile is the foundation
Quick analysis supported by machine learning
2
1
3 Campaign Manager
Activate audiences to many platforms with accurate data

19. Marketing Operations
CDP:
Marketing
Campaign
A unified profile is the foundation
1
Key Term:
Identity Resolution

20. February 14, 2019
CC hash#18
Product A $450
Product B $660
Credit card purchase
May 25, 2018
No customerID
Order #123
CC hash #18
Katey Guilfoyle
123 Main St, Los Gatos
Kateyg12@gmail.com
Product F $30
Product G $20
Mobile guest checkout
June 13, 2017
LoyaltyID #15
Catherine Cartwrigt
Katey.Guilfoyle@ab.com
Product G $420
Product H $310
Purchase & New Loyalty
Card
June 14, 2017
Order #123
Call center ID#14
Kateyg12@gmail.com
Product G return -$20
Call center ticket
August 13, 2019
Web Account #12
Katey Cartwright
Katey.Guilfoyle@ab.com
Add to cart Product N $370
Abandoned cart
August 14, 2019
TransactionID #45
Katey Cartwright
kateg12@gmail.com
(404) 555 1212
17 Ferry Lane, Westport
CC hash #18
Product T $20
Store ship-to home
Before CDP With CDP Identity Resolution Engine
Katey = Catherine
NCOA Move from 123 Main st-> 17 Ferry Ln
Match cart cookie product N = store purchase roduct N
within 1 day
Kate.guilfoyle@ab.com no opens, unsubscribed
kateg12@gmail.com 3 opens, active
LoyaltyID #15
Catherine Cartwright
Katey.Cartwright@ab.com
Purchased G & H
Value = $30
1
Web account #12
Katey
Katey.Cartwright@ab.com
Purchased T & N
Value = $90
2
Call center ID#14
Catherine Cartwright
kateyg12@gmail.com
Returned G
Value = -$20
3
No accountID
Kate Guilfoyle
kateyg12@gmail.com
Purchased F&G
Value = $50
4
POS Tx #45
Kate Cartwright
kateyg12@gmail.com
17 ferry lane
404 555 1212
Purchased T
Value = $20
5
Catherine (Katey) Cartwright
(404) 555 1212
17 Ferry Lane, Westport CT (moved from 123 Main
St, Los Gatos CA on June 30, 2017)
kateg12@gmail.com (primary, active)
Kate.Cartwright@ab.com (unsubscribed)
loyaltyID#15: silver (active)
$1790 Lifetime transactions: 6
Customer since: February 14, 2017
Last transaction: August 14, 2019
Events: Call center ticket, browsing events, coupon
usage loyalty signup, attended event
Catherine (Katey) Cartwright
(404) 555 1212
17 Ferry Lane, Westport CT (moved from 123 Main St, Los Gatos CA
on June 30, 2017)
kateg12@gmail.com (primary, active)
Kate.guilfoyle@ab.com (unsubscribed)
loyaltyID#15: platinum (active)
$2840
Lifetime transactions: 8
Customer since: February 14, 2017
Last transaction: August 14, 2019
Events: Call center ticket, browsing events, coupon usage loyalty
sign up, attended event
Identity Resolution

21. Marketing Analysts
CDP:
Marketing
Campaign
Quick analysis supported by machine learning
2
Key Term:
Clustering, Cohort

22. CDP:
Marketing
Campaign
3 Campaign Manager
Activate audiences to many platforms with accurate data
Key Term:
Activation

23. 87% of executives are
not confident they are
leveraging all available
customer data
Source: Forbes

24. Results
1. Created unified view of a customer, including key KPIs like
Customer Lifetime Value
2. Analysed unified data using a likelihood to
buy model to target high value customers
3. Activated the customer data to multiple channels without
leveraging IT resources

25. Need A Unified Solution for Disconnected Data and Systems
Gain a single view
of the customer
Reveal customer
insights
Activate data
across channels
Real-Time Platform

26. Need A Unified Solution for Disconnected Data and Systems
Gain a single view
of the customer
Reveal customer
insights
Activate data
across channels
Real-Time Platform

27. You Build Up From Somewhere
According to David Raab of the CDPI, once an organisation has implemented a CDP and is
bringing their data into one place, they’ll typically execute a series of tasks. Each effort builds on
the last, while increasing in complexity and demonstrating more value.

28. Personalised call centre experience
Goal: Increase upsell conversions & improve customer experience
Before Acquia CDP: Agents only had visibility into purchase history and
previous communication with call center; could not personalize the
conversation when trying to upsell
With Acquia CDP: Agents use Acquia CDP API integrated with call script tool;
populates eight fields - Connecting transactional data and CRM data
I am calling from BEKO customer service. My name is…
May I speak with Mr. / Mrs. SMITH?
(email: default@default.com, phone: 832-344-3424; address: 345 Boardwalk Dr., Springfield, IA)
Mr. / Mrs. SMITH, you completed an online survey on 5/26/19, in which you authorized us to help you
with a REPAIR.
Has the issue been resolved? Are you enjoying your new WHIRLPOOL REFRIGERATOR?
Are you interested in an additional SERVICE PACKAGE?
Results:
100% increase in conversion
from outbound call campaigns

29. ROI from promotions
Challenge: Batch and blast blanket discounting had
trained customers to expect a discount
Objective: Improve customer spend and campaign ROI
by identifying the right discount level - start with
connecting transactional data
With Acquia CDP, Moosejaw targeted discounts:
• Full price for high LTB
• Mild discount for med-high LTB (5-15% off)
• Medium discount for med LTB (15-25% off)
• High discount for lowest LTB (50% off)
Results:
• Margin has improved by 30%
High discount for low LTB Med discount for med LTB
No discount for high LTB

30. Online to Offline
Goal: Understand whether online advertising
influenced purchases in the store
Before Acquia CDP: Good understanding of
how ads influence online sales; no attribution
of store sales Result:
• Clarks now knows that only 2% of offline
purchases were influenced by ad
campaigns; can better adjust campaigns
to increase offline influence
• Able to attribute 15% more revenue to ad
campaigns by including store purchases.
Provides better view of ROI to retain
marketing budgets
With Acquia CDP:
• Acquia CDP ingests Clarks store
transactions
• Criteo correlates store transactions
associated with display campaign
(product + category ) within attribution
window

31. Increasing the Maturity
Challenges:
Increasing omni-channel engagement
Gaining single view of the customer
Amplifying authenticity of in-store relationships
across digital ecosystem Result:
• 15% increase to baseline revenue
• 50% boost in website visits
• 25% increase in event participation
With Acquia CDP:
Single view of the customer across all
channels
Integration with Oracle Marketing Cloud and
Oracle Data Cloud
Email, Facebook, in-store, website
personalization
Intelligent ad suppression

32. Customer Data Platform
Single Customer View
– Data hygiene
– Profile unification
– Deduping
– Data append
– Cookie stitching
Analytics and Machine
Learning
– Behavioral analytics
– 300+ dimensions + measures
– Predictive algorithms
– Custom ML model support
– SQL query access to data
– Data visualization and exploration
Customer Data Activation
& Orchestration
– Behavioral segmentation
– 1-1 content for dynamic
personalization
– One-time use offer management
– Triggered orchestration
– API connectivity to ads,
marketing, and customer-facing
systems
– Modern real-time APIs
– SOC Type II compliant
– GDPR & CCPA compliant
– Scalable multi-tenant
– Encryption at-rest & in-transit
– Double byte, multi-currency
– Americas and Europe
– Meta-data configurable
– 100+ API integrations
Real-Time Platform

33. Key Takeaways from Today
1. Your execution tools need to use the data and
insights you have
2. Whatever you do, it is for a reason - remember
strategic goals
3. We still live in a physical world - do not forget about
offline data

34. DX Maturity Model

35. Coming soon...
– We will deep-dive further on specific use cases for CDP
– Loyalty program
– Why CDP is not a CRM
– How will CDP work with my current systems?
– How to utilise a CDP for personalised outreach campaigns to drive revenue?
– Tell us what topics you would like to hear from us in the survey!