People are increasingly expecting more personalized content and better customer experiences, but not at any cost. For marketers, it means rethinking the formats of content to reach customers across devices, the promotions to offer them based on time and context, or the alerts and notifications to push when they step into a physical store.  Learn how Customer Data Platform technology allows marketers to gain a 360° view of their customers and personalize the customer experience.

1. Sean Valencia
MARKETING STRATEGIST
ARM TREASURE DATA
SINGAPORE ~ SEPTEMBER 18 - 19, 2019
DIGIMARCONAPAC.COM | #DigiMarConAPAC
DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore
Personalizing the Customer
Experience with a Customer Data
Platform Master Class
MASTERCLASS

2. © 2019 Arm Limited
Personalizing the Customer
Experience with a
Customer Data Platform
09/18/2019
Sean Valencia

3. 3 © 2018 Arm Limited
Founded in
Mountain View USA
2011 Employees
around the world
400
Hiro
Yoshikawa
Kazuki
Ota
Sadayuki
Furuhashi
Founding Team
Open Source invented by us
Open Source Users
ArmTreasureData

4. © 2019 Arm Limited
The Evolution of Customer Data Management
https://blog.treasuredata.com/blog/2018/03/13/the-evolution-of-customer-data-management-dmp-vs-cdp/

5. 5 © 2018 Arm Limited
The Number of Digital Marketing Platforms is Growing Rapidly
With so many platforms to use, many marketers struggle with data silos

6. © 2019 Arm Limited
Corporate Structure Can Also Limit Data Utilization
Marketing Retail Sales Manufacturing

7. © 2019 Arm Limited
What is a Customer Data Platform?
Integrate your customer data across all channels and devices

8. 8 © 2018 Arm Limited
Customer Data Platform for Digital Marketing
1ST Party Data
CDP
2nd, 3rd Party DMP
Advertising
Marketing
CRM
Mobile Application Data
Social Data
POS Data
CRM Data
In-Store Data
Attribute Data
Life StageEstimated Income
WeatherStatistics
Consumer InterestsCompany Data Swap
Geolocation Data
Ad Networks
DSP
E-Mail
Messaging Apps
Push Notifications
Facebook / Twitter
Call Center
PC / SP Site Sharing
COLLECTOR
Ad Log Data
Web Browsing Data
MA Data
POS Data
Data Collection Data Integration / Cooperation Channel Distribution
RESULTS
EXCHANGE

9. 9 © 2018 Arm Limited
COLLECT UNIFY ANALYZE ACTIVATE
PREDICTIVE SCORING
ACTIVATION
Online & Offline Data
IoT devices Web logs
Mobile
app logs
Social data POS data CRM data
Customer
Survey
E-Commerce
User
demographics
PROFILE MANAGEMENT
DATA PIPELINE SEGMENTATION
Personalized Communication
DATA INTEGRATION
Social media
Advertising platforms
Email
Messaging apps
Loyalty apps
Website
Recommendations
Business intelligence
Utilizing a Customer Data Platform

10. 10 © 2018 Arm Limited
Analyze: Customer Segmentation

11. 11 © 2018 Arm Limited
Activate: Personalized Messages

12. Understand Consumer Insights
Segment Your Customers
Communicate at the Right Time
Measure ROI
Refine and Repeat Quickly
5 Steps for CDP Success

13. © 2019 Arm Limited13
UnderstandingtheCustomerJourney
B E F O R E I N T E G R AT I O N
AF T E R I N T E G R AT I O N
Buy Repeat
Aware Interest Compare Buy Repeat
CDP

14. 14 © 2018 Arm Limited
Predictive Scoring
ScoringResults
• Data is used to improve AI for Machine Learning
• Score customers and prospects to predict how likely they are to achieve a certain outcome
Potential Prospects
Likely to Convert
Not a Customer
Mobile App Data
Social Data
POS Data
CRM Data
In Store Data
Attribute Data
Ad Logs
Web Browsing Data
MA Data

15. 15 © 2018 Arm Limited
Predictive Scoring Use Cases
Industry Input Data (Machine Learning) What to Predict
Consumer Goods,
Automotive, Appliances
• Clients・ProspectData
• Behavior Data (2nd and 3rd Party)
• Probability of Conversion
• Upsell and Cross-Sell Opportunities
• Transit Possibility
Insurance,
Repeat Purchases
• Customer Data
• User History・1stParty Data
• Upsell and Cross-Sell Opportunities
• Cancellations・Churn Risk
Content,
Media
• Customer Data
• Behavior Data (Browsing History, 1st Party Data, ect.）
• Probability of Conversion
• Content Creation・Purchasing Optimization
• Cancellations・Churn Risk
Retail
• Customer Data
• Behavior Data
（Visit・EC/Retail Purchase History・Application 1st
Party Data）
• Possibilityof Becoming a Physical Store Customer
• Probability of Product Purchases

16. 16 © 2018 Arm Limited
Technology Beyond Marketing
＋
5G/LPWA
Mobile
Web
IoT
2nd・3rd
Party Data
Private Cloud
On-Premise
AI
Machine Learning
Robotics
CDP

17. 17 © 2018 Arm Limited
CDP as an IoT Platform
Analyze Implement
Data Management Utilization
CDP Partner CompanyIoT Data
Collect Integrate Save Prepare Discover Share

18. 18 © 2018 Arm Limited
A Conventional Concept of Digital Business Strategy
Customer Data Platform
Captures Digital Data
Device Data Platform
Captures Physical Data

19. 19 © 2018 Arm Limited
Next-Gen Digital Innovation: Combining Digital and Physical Data
Customer Data Platform Device Data Platform
Business
Transformation

20. 20 © 2018 Arm Limited
Digital Transformation The Fusion of Digital Marketing and Technology

21. © 2019 Arm Limited
CDP
Case Studies

22. The world’s third largest cosmetics manufacturer increased loyalty by
connecting all their customer information in a CDP
20% increase in in-store revenue
for loyalty members
11% increase in
overall revenue
38% growth in net
income

23. CAMPAIGNSDATA INTEGRATION / VISUALIZATION / ANALYSISDATA INTEGRATION / COOPERATION
1st-Party (accessing sites, clients' data)
2nd-Party (media output data)
“Watashi Plus”, ”Beauty & Co.”
website behavioral data
Store Databases
Loyalty membership data
OS purchasing data
Cosmetics samples request data
Media website viewing data
Ad network
DSP
PC/SC sites separate output
Notification of application
Customer Data Platform
High volume & velocity of raw data,
dataintegration, segmentation,
campaign activation
Sex Marriage statusIncome Interest
Audience data cooperation
3rd-Party Public DMP
CRM Engagement
Marketing Measurement
Ad PerformanceData Visualization Data Analysis
Marketing Personalization
Age OccupationNumber of kids Taste

24. CDP helped Subaru, a 60 year old car company, massively improve their
advertising results.
350% increase in click-
through rates
15% increase in order
rate, netting $26M
80% faster time-to-value
than in-house IT

25. Mass media, Auto shows
Ad placement
Research & CompareAwareness Visit Dealership Decision Post-purchase
Car media Organic visits Dealerships
Brand awareness
Model awareness
Campaign announcement
Visit/test drive
appointment
Inventory search
Visits
Purchases
WiFi sign-ins
CDP
Use Case
Journey
Stage
Loyalty program
Subaru ownership club
Newsletters
Exclusive event promotionsPurchase!
CDP Data
Flow
Ad Placement Logs
Offline Data
Social Media Customer Data Platform
(Journey Analytics & Personalization)
Public DMP
Dealership CRMWifi Access Log
Subaru ID
Marketing campaign data
Panel Data
Car magazine websites
Comprehensive Customer Journey Management
Ad ROI Optimizations Website Personalization / Optimization Journey-based Personalized Campaign & Relationship Management
Access Logs
Dealership
Search
Managing the Entire Customer Journey

26. 46% increase in
in-store revenue
100% increase in
coupon redemptions
8+ million web and mobile events
collected and processed per day
Popular lifestyle brand, Muji achieved it’s omnichannel goals with CDP
powering their customer journey analytics

27. Analyzing unified customer
data MUJI learned…
•58% of customers return within 35 days
of 1st purchase → retarget aggressively
immediately after 1st purchase
•Repeat purchases: frequent in Health &
Beauty, Stationary and Food &
Beverage → promote them to increase
CLTV across customer base
•One-time purchases: frequent when 1st
purchase is furniture → cross-promote
home furnishing products to extend
customer journey
Loyalty App
E-Commerce
Retail
POS
Muji’s Omnichannel Goal:
Understand Customer Behavior Across Channels
Customer Data Platform

28. Pioneer is using CDP to establish and grow its new telematics business
Decrease in operational
costs
Increase in business
opportunities
Enabled telematics services
for greater revenue

29. . . .
Wi-Fi
Call Center
SFA - CRM
BI
DMP
. . .
Weather
Car Probe
Map
Traffic Accident
Sales
. . .
• Car accident risk DB
• Data cleansing
• Data analysis
• Machine Learning
Security Device Management VoIP
API
Network
Device
2G/3GLTE LANBluetooth
SDK
Security Control Messaging
S/W
Update
File
distribution
Data
Collection
VoIP
Data Collection ID Unification, Segmentation, Syndication Campaign Execution
Applications
Car Health Care Social Infrastructure Insurance
Pioneer IoT Architecture
CDP

30. 3030
Thank You
Danke
Merci
谢谢
ありがとう
Gracias
Kiitos
감사합니다
धन्यवाद
‫תודה‬
© 2018 Arm Limited