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.
6. Phase 1: Silos
Customer data is collected through a multitude of systems and fragmented across silos.
7. Phase 2: Lakes, Warehouses, & Marketing Clouds
Marketing Cloud
Downsides:
1. Fail to organize data effectively
2. Lack of actionable data
3. No unified customer view
Downsides:
1. Inconsistent data speed
2. Difficult to manage
3. Lack of data flexibility
Downsides:
1. Lack behavioral data
2. Poor connectivity to other tools
3. Limited channels
Data WarehouseData Lake
8. • Customer data platforms (CDP) are used to consolidate and integrate customer
data into one data platform
• To qualify as a Customer Data Platform (CDP), the technology vendor must:
• Provide a 360-degree view of the customer
• Gather data from multiple sources into one platform
• Unify customer profiles across systems in a manageable way
• Improve targeting for marketing campaigns
• Enable marketers with the capability to predict the optimum next move with a customer
Phase 3: Customer Data Platforms (CDP)
CDP DMP
• 1st Party KNOWN (Customer) data for Marketing
• Data ingestion from outside tools
• Actionable insights & attribution
• 1st & 3rd Party ANONYMOUS (audience) data
• Connectivity to DSPs & Ad networks (paid media)
• Web Advertising & Marketing tool
9. What The Industry Analysts Say
CDPs offer a streamlined and consistent method for collecting,
connecting, and activating first-party marketing data. CDPs
also share a mandate for self-service by marketers.
Recommended considerations include:
• CDPs represent several distinct solutions:
• Pipes for distributing data
• Insights systems that support attribution and targeting
• Engagement systems that support basic personalization
• Mid-market cross-channel campaign management solutions
building on execution capabilities
CDPs focus on first-party data and known identities and
provide the ability to connect with common marketing
systems for input and output.
CDP has two guiding principles:
• It is a clean and open database for customer information
• It is owned and operated by marketers
CDP vs DMP
DMP negotiates programmatic advertising while CDP is grounded in
individuals known by name, email, or another personal ID. DMP
operates on massive audiences; CDP on a sensible number of souls.
12. You must now comply
with:
General
Data
Protection
Regulation
13. GDPR: Customer’s Right To Be Forgotten
Easy way to delete all data of
different contacts.
14. GDPR: Data Visibility And Portability
Create an export of the whole
event history (including
subscriptions) with one click.
15. Ideal Marketing Campaigns slides from Ultimate Digital Experience
The Ideal Digital Marketing Scenario With CDP
16. Ideal Marketing Campaigns slides from Ultimate Digital Experience
RETAIN
The Ideal Digital Marketing Scenario With CDP
17. 600,000 unique views during
their healthy living campaign
Case Study 1: Unilever
Challenge
• Unilever wanted to understand what made their customers
tick when it came to butter
Solution
• Unilever partnered with Mapp to create individualized
advertising collateral to run on Flora’s website and in email
communications
• Unilever had Mapp perform a segmentation strategy
assessment to evaluate and improve their targeting abilities
Results
• More than 2.5 million targeted profiles across the UK
• Promotional email activity generated more than 162,000 clicks
with a click to open rate of 41%; 17% of users (27,000) took
action on the link to register for a 21 day challenge
• 600,000 unique views during their healthy living campaign
18. RESTRICTED 18
Case Study 2: L’Oreal
Analysis
Analysed the existing data and gain more insights with a Data-Segment-
Analysis
Journey Mapping
Customer Journey Mapping Workshop to identify crucial moments and
touch-points
Contact Strategy
Set-up additional target groups/segments and start Individualized and
personalized email-communication to each group
Results
Implemented a 4 week multi-step welcome programme
New engaging newsletter template to cater different
customer loyalty segments
Automated data capture and opt-in programme
Open-rate of up-to 47.56% and Click-rate of up-to 38.72%
=
Goal: Recruit, Engage and
create Advocacy.
19. Challenge
• To increase the conversion rate in their online store
• Boost commercial transactions
Solution
• Automation and personalization
• A program customer lifecycle programmed with 4
different components
• Welcome, Birthday, Abandoned Cart, and Post-
purchase survey email
Results
• Welcome email conversion rate: +4.5%
• Birthday email conversion rate: +4%
• Abandoned cart email conversion rate: +5.5%
Case Study 3: Ferrari
20. Mapp’s Cross-Channel Platform
Orchestration
Datamart
Process
Analytics
Advertising data
Analytics
Orchestration
Data snapshot
Analytics
Even more data
Orchestration
Data snapshot
Process
Analytics
Even more data
MarketingCloud
DMP
CDP
MappCloud
Customer Data Platform + Marketing Execution Layer
Reliable technology and deliverability
Affordable
Additional agency services can enhance and/or expand campaigns
Driven by customer success
21. CRM
Mapp
Acquire
Mapp Intelligence
DMP
Insights
Identify & acquire
new customers
Analyze & improve
marketing activities
Mapp Connect
BI
eCom
Mapp
Engage
Email
Mobile
Social
Web
Engage customers
across all channels
ERP
DSP
Ads
Mapp Cloud Overview
Customer Data
Platform
Acquire
Acquire more of the high value customer at the
optimal price point.
Engage
Nurture customers to increase loyalty and wallet
share. Prevent churn and bring back churned
customers.
Intelligence
Surface opportunities that otherwise could have
been missed.
Customer Data Platform
Leverage real-time data. Everywhere.
Connect
Connect to the wider marketing ecosystem.
