Sebastian Amtage, CEO of b.telligent, presents "Beyond Marketing Automation: DMP, CDP, CMP. Who Can Still Navigate Through the Platform Jungle?" The current CRM and marketing tech landscape, with over seven thousand vendors, is confusing to say the least. Sebastian Amtage sets out to clear the smoke with this presentation. Find us at www.heroesofcrm.com And follow us on: YouTube: https://www.youtube.com/channel/UCaTC-I6-FOpst6iQ_Z1Y5cA Facebook: https://www.facebook.com/heroesofcrm/ Twitter: https://twitter.com/heroesofcrm Instagram: @heroesofcrm

1. BEYOND MARKETING AUTOMATION:
DMP, CDP, CMP
Who Can Still Navigate Through the Platform
Jungle?
Sebastian Amtage
CEO b.telligent
HEROES OF CRM
CONFERENCE 2019

2. Exiting times in Marketing …
www.chiefmartec.com/2018

3. Sebastian Amtage
Industries
Founder and CEO Diploma in Physics
Projects
• Telefónica Germany, Munich
• Vodafone Kabel Deutschland, Munich
• Pro7Sat.1, Munich
• Car2Go, Stuttgart
• Commerzbank, Frankfurt
• Adidas, Herzogenaurach
• E.ON, Munich
• Hugendubel, Munich
• …
Expertise
• 20 years of consulting experience in
Customer Intelligence, Data Warehousing
Advanced Analytics and MarTech
• Enterprise Architect with focus on data
driven processes and customer data
• Serial Entrepreneur in ePayment, TV-to-
web Analytics, Product Information
Syndication and Data Governance

4. b.telligent in a nutshell
Industries & Customers in DACH
Telecommunication
Trade & E-Commerce
Suppliers
Banks Entertainment & Media
Automotive Insurance
Industry Travel
+200
other
clients
Competencies Services Partners
Big Data
Data Science
Data
Warehousing
Planning
Reporting
Visual Analytics
Customer
Intelligence
BI Strategy
Data
Governance
Munich + Zurich + Dusseldorf+ Hamburg + Stuttgart + Frankfurt + Berlin
2004 2009 2010 2011 2013 2016 2017 2019
Development
0
150
100
50
49
118
189
permanent employees
+ 40 other
Optimize
Run
Build
Design
Check

5. b.telligent clients in 2018/2019

6. Areas of business
CRM Sales- & Marketing
(Customer Data)
• Holistic Customer Management
• Campaign Management
• Up- and Cross-Selling
• Next Best Activity and
Optimization of Customer Service
• Analytical CRM Scoring
• Web Analytics
• Social Media Analysis
• Multichannel and Call Center
Management
Controlling
(Financial Data)
• Corporate Management and
Planning
• Marketing and Sales Planning
• Solutions for Risik Minimization,
Controlling, Data Governance, BI
Strategy and for the fulfillment of
internal, external and legal
requirements
• Optimization of:
• BI, DWH and Big Data
Environments
• Metadata Management
• Data Quality
• Processes
• Data Protection and Data
Security
• Individual Software to supplement
BI Solutions
IT Infrastructures & IoT
(Machine Data)

7. b.telligent Partner ecosystem
Big Data
& Data Science
Cloud
Planning
& Reporting
Databases
& Data Integration
Marketing
Automation

8. b.telligent Partner ecosystem
Big Data
& Data Science
Cloud
Planning
& Reporting
Databases
& Data Integration
Marketing
Automation

9. The challenges
in todays
Marketing

10. 1. Provide a consistent omnichannel experience
Call Center
PoS
Mobile, Social
Print & ABL
Act
Online & E-Mail
Attract Inform
Cross-channel interaction
with the customer is still
a huge challenge.
Digital channels such as
online and mobile
reinforce this effect.
• Omnichannel
capabilities with
central intelligence
• Realtime Interaction
Decide

11. 2. Address all types of customers
• No recognition possible
• Only session details available
• GDPR is generally not
applicable
• Recognition possible
• Session details and some
interaction history available
from earlier sessions
• GDPR applies in some cases
• Recognition possible
• Authenticated user
• Session details, interaction history
and personal master data and
contact addresses are known
• 1:1 Engagement possible
• Data Protection law fully applies
• Permissions required
AddressableKnownUnknown

12. Increase Customer Experience
contact volume
response rate
The efficiency and effectiveness
of marketing interactions is
continuously decreasing.
• Understand customer needs
• Predict customers behaviour
and preferences
time

13. CDP
Hype or help?

14. Customer Data Platform (CDP) – on the top of the Gartner Hype Cycle
CDP

15. But is there a hype?
Announced
last week

16. Prebuilt
components
save
development
time
‘Big data’
technology
makes data
management
easier than
before
It’s designed
to do one
thing well
Vendors are
customer
data
specialists
Why It Works

17. vvv vv
Data Decisions Delivery
Processing Persistence Analytics Campaign
Standardisation
and Transfer
Bulk E-Mail
Custom
Audience
Online Shop
Webseite
Mobile
DMP
Cleansing and
Transforming
Rules
Target groups
Personalisierung
Orchestration
Channel-
Interaction
Extraction
Mapping of
entities
Aggregation and
Indexing
Segments
v
CRM
ERP
Web
Mobile
DWH
Shop
How it works
Access Staging

18. v
Data Delivery
Data Access and Data Store
Decisions
Segmentation, Targeting,
Decisioning
Channel, Interfaces and
Orchestration
Data Sources
v
Customer Data
v
Audiences Campaigns Personalised Customer Engagement
Analytics CDPAnalytics CDPData CDP Campaign CDP
Data Mart Marketing Automation, Marketing Cloud Platforms
CDP ≠ CDP

19. Classification of CDP vendors
CDP
Vendors
Access/Data
CampaignAnalytics

20. CDP Institute
AgilOne
Alterian
Amperity
Ascent360
BlueConic
Blueshift
BlueVenn
Celebrus
CrossEngageEvergage
Fospha
LatticeEnginesLemnisk
Lexer
Lytics
mParticle
NGData
Optimove
PearlThinksPRDCT
Quaero
QuickPivotRedEye
RedPoint
Segment
SessionM
SimonDataStride
Tealium
TreasureDataZylotech
Shared CDP Features
Retain original detail Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Persistent data Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Individual detail Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Vendor-neutral access Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Manage PII Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Distinguishing Features
Data Management
Base Features
API/query access Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Real-time access Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y N Y Y Y Y Y Y Y Y Y Y Y Y
Persistent ID Y N Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Deterministic match Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Probabilistic match Y Y Y Y N N N N N Y N Y Y Y Y N Y N Y N Y N N Y N N N N N N Y
On-premises option N Y N N N N Y Y N N Y N Y N N N Y N N N Y N N Y Y Y N N N N Y
Un/Semi-Structured
JSON load Y Y Y N Y Y Y Y Y Y Y Y Y Y Y Y N N Y Y Y N Y Y Y Y Y Y Y Y Y
Schema-free data store Y N Y N Y Y Y Y Y Y N Y Y Y Y N Y N N Y Y N Y Y Y Y Y Y Y Y Y
Web Site
Javascript tag Y Y N Y Y Y Y N Y Y Y N Y N Y Y Y Y Y Y N Y Y Y Y Y Y Y Y Y Y
Cookie management Y Y N N Y Y Y Y Y Y Y N Y N Y Y Y Y Y Y N Y N Y Y Y Y Y Y Y Y
Mobile Apps
SDK load Y N N N Y Y N Y N Y N N Y Y Y Y N Y N N N N Y Y Y Y N N Y Y Y
Digital Ads
Audience API Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y N Y Y Y Y Y Y Y Y Y Y Y Y
Cookie synch N Y N N Y Y N Y Y Y Y N Y N Y Y Y Y N Y N Y Y Y N N Y N Y Y Y
Offline
Postal address hygiene Y Y Y Y N N Y N N N N Y N N Y Y N N Y N Y Y Y Y N Y N N N Y Y
Name/address match Y Y Y Y N N Y N N N N Y N N Y Y N N Y Y Y Y Y Y N N N N N N Y
Business to Business
Account-level data Y Y N N N N Y N Y Y Y Y N N Y N Y Y N Y Y Y N Y Y N N N N Y Y
Lead-to-account match Y Y N N N N Y N N Y N Y N Y Y N Y Y N Y Y Y N Y N N N N N N Y
Analytics
Segmentation Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y
Automated predictive Y Y N N Y Y Y N N Y Y Y Y Y Y N Y Y N N Y Y Y Y N Y N Y N Y Y
Engagement
Content selection Y Y N N Y Y Y Y Y Y N N Y N Y N Y Y N N Y Y Y Y N Y Y Y Y N Y
Multi-step campaigns N Y N N N Y Y N Y N N N Y N Y N N Y N N N Y Y Y N N Y Y N N N
Real-time interactions Y Y N N Y Y Y Y Y Y N N Y N Y N Y Y N N N N Y Y N Y N Y Y N Y
See following page for definitions. Revised 12.18.18
Get the complete CDP
Vendor comparison on
the website of the
Customer Data Platform
Institute or contact
b.telligent as an official
partner!
www.cdpinstitute.org

21. All problems
fixed?

22. Data Management is still a challenge …

23. Identifier
E-Mail (digital)
Card number (store)
Cookie
Facebook, Google, Verimi
…
Master Data
Name
Surname
Date of birth
Gender
Salutation
Title
Language
Geodata
…
Consent
Intercompany usage
Contact per channel
Data analytics
3rd party usage
….
Contact Data
E-Mail
Mobile
Postal address
…
Transaction Data
Purchases
Returns
Bought articles
Searched articles
Voucher information
…
Social
Demographics
(external data)
Income
Grade of education
Marital status
…
Derived
information
Purchase frequency
Last purchase
CLTV
Preferences
• Activity
• National team
• Sports club
• Style
• …
Price sensitivity
Scores
…
Content of a Consumer Data Mart
31
2
5
4
6
7

24. Marketing Tech Ecosystem
CDP
CMP
Data
Lake Consumer
Data Mart
Consumer
Analytics
Delivery SystemsDecision SystemsData Systems
Consumer
Reporting
Master data
Golden Record
LandingZone(Interfaces)
Web Platform (SFCC)
…
Transactions
OMS
…
…
Consumer Care
Bulk E-Mail
Mobile Engagement
Display Advertising
A/B Testing
Personalization
Recommendation
App
Shop
DMP
Off-
Portal
Retargeting
Tracking
SocialCustom Audience
CareNBA Advisor

25. Consent
Management
Platform

26. Consent Management Platform – the newcomer
CMP
NEW in 2018!
www.chiefmartec.com/2018

27. Collect
b.telligent Consent Management Platform
Manage
EncryptedConnection
The collection of the consents takes place at the
Customer Touchpoints...
...and is sent in real time (encrypted) to the central
permission DB via the REST API. From there...
Document
Apply
...the consents can be queried and updated via
all channels.
Mass Data Interface
RESTInterface
RESTInterface
EncryptedConnection

28. Core requirements for a sustainable Consent Management
0403
02 05
0601
Consent
Management
Real-time & mass
data export
Does the platform support
mass data export?
Structured Consents
Are there single or
interconnected consents?
„Audience Level“
Are all audience levels supported?
GDPR Compliant
Are all conditions still known at the time of the
assignment? Automated deletion of consents
Documentation
Can both the context of the
assignment and all legal texts
be documented?
Omnichannel
Are all channels
synchronized and offer
the customer self-
service functionality?

29. Consent Management Vendors
Consent
Management
Vendors
Consent Management
Providers
outside EU (incl. UK)
Consent Management
Providers
inside EU
‚Universal‘ Consent
Management Providers
inside EU
‚Universal‘ Consent
Management Providers
outside EU (incl. UK)

30. Comprehensive approach in the field of Consent Management
Project/
Time & Material
Licences
Consulting:
Clarification of the problem and gap analysis for the legal fulfillment of the
GDPR guideline & architecture1)
Consent Management
b.telligent Portfolio
Requirements:
Shared development of the permission concept and the subsequent
target processes as well as derivation of the requirements
Implementation:
Integration into existing systems & migration of legacy data
1) No legal consultancy

31. CDP
CMP
Marketing Tech Ecosystem
Data
Lake Consumer
Data Mart
Consumer
Analytics
Delivery SystemsDecision SystemsData Systems
Consumer
Reporting
Master data
Golden Record
LandingZone(Interfaces)
Web Platform (SFCC)
…
Transactions
OMS
…
…
Consumer Care
Bulk E-Mail
Mobile Engagement
Display Advertising
A/B Testing
Personalization
Recommendation
App
Shop
DMP
Off-
Portal
Retargeting
Tracking
SocialCustom Audience
CareNBA Advisor

32. Main
Takeaways?

33. 5 main take-ways from today
CDPs are the next level in Marketing Automation and integrate well
into the existing ecosystem
They integrate known and unknown customers in one database
for the first time, enabling new personalization use cases
Data Access, cleansing and processing remains difficult and time
consuming. We recommend a dedicated Customer Data Mart
Consent Management Platforms solve GDPR related issues and are
going to be a component in your ecosystem
Marketing today is all about the smart orchestration of dedicated services

34. BEYOND MARKETING AUTOMATION:
DMP, CDP, CMP
Who Can Still Navigate Through the Platform
Jungle?
Sebastian Amtage
CEO b.telligent
HEROES OF CRM
CONFERENCE 2019