I gave a talk at North California Business Marketing Association on Customer Data Platform with examples ranging from Uber Grayballing to Zoom's customer retention email and "dogs or muffins".
10 Email Marketing Best Practices to Increase Engagements, CTR, And ROI
Customer Data Platform 101
1. Using Customer Data for
B2B Growth
Kiyoto Tamura
kiyoto@treasuredata.com
@kiyototamura
2. First, Questions...
Do you consider yourself to be a marketer?
Are you familiar with “Raw leads”, “MQLs”, “SALs”, “SQLs”, etc.?
Have you heard of the term Customer Data Platforms?
8. Formula for B2B Marketing Success
Quality = Behavior Persona Timingx x
“Do they do the
right thing on the
website?”
“Are they the
right people?”
“Are they in the
market to buy?”
22. Predictive Lead Scoring
Quality = Behavior Persona Timingx x
What
Intent
Who
Demographic
When
Context
explanatory variables/features/inputsYES/NO
response
variables
24. CDP Use Case: Uber “Greyballing”
“When Uber moved into a new city, it
appointed a general manager to lead
the charge. This person, using various
technologies and techniques, would try
to spot enforcement officers.”
25. Uber Greyballing Tactic: Location + Behavior
● Find users with frequent pick-ups
and drop-offs near Gov’t
buildings
● They are likely to be Gov’t officials
● Don’t show them Uber cars
27. Uber “Greyballing”: Not All Bad?
“Uber employees said the practices
and tools were born in part out of
safety measures meant to protect
drivers in some countries. In France,
India, and Kenya, for instance, taxi
companies and workers targeted and
attacked new Uber drivers.”
33. 30 MIN LATER
I got the BEST post-cancellation email ever
34.
35. Why Zoom Is So SmartBrandSatisfaction
Time
Navigating to
cancel is not
easy
What’s this?
Exit questions?
Great. Upsell
from CEO
That was
actually great!
“Try to keep ‘em”
“Get more data”
“Leave a good last
impression”
What I will
remember
What’s useful for
Zoom
36. Where Zoom Can Do Even Better
Business
kiyoto@treasuredata.com
Works@Treasure Data
Personal
me@ktamura.com
Uses Zoom@Treasure Data
≒
42. DATA IS THE NEW OIL
unfair advantage (but don’t abuse it)
43. In Sum
Quality = Behavior x Persona x Timing: Applied to lead gen as well as CX
Customer Data Platform: A must have for the hyperconnected world
Privacy and Ethics: Let’s not cannibalize our own future