The document discusses challenges in managing customer data across multiple vendors and technologies. It proposes that companies should focus on building a unified customer view from the center out by implementing a customer data platform (CDP) to assemble data from various sources, build customer profiles, and enable real-time sharing of data and directives with vendors. A CDP provides a single source of truth for customer data, facilitates data sharing across departments, and helps address issues like data fragmentation, siloed views of the customer, and lack of data governance.
6. Vendor Mix
As important as Media Mix
1. Technology is a competitive
advantage when properly
deployed
2. Point solutions are a reality,
not a hypothetical
3. While cost of change is lower
than ever, privacy stakes are
higher
6
17. How Do We Address These
Challenges with Technology?
1
18. 1
Marketing Architecture Layers
Data
• Assemble data
• Build profiles
• Expose data
Decisions
• Message selection
• Multi-step campaigns
• Content management
• Measurement
• Administration
Delivery
• Single channel
• Multi channel
Source: David Raab – Raab Associates
19. 1
Architecture Options
API Hub Customer
Data Platform
Marketing
Cloud
Integrated
Suite
Data
Decisions
Delivery
Source: David Raab – Raab Associates
20. 2
Where the CDP Fits
Source
systems
Customer
Data
Platform
Execution
systems
CRM External Operations
email Web CRM …etc.
Integration AnalyticsProfiles
Source: David Raab – Raab Associates
22. Acquire
New
More Traffic
Unknown User
Brand Messaging
Engage
Convert
Retain
Content Consumption
Earn Media
Share
Market Size
Share of Wallet
Share of Time
Share of Dollars
Nurture
Re-visit
Customer Growth
Re-Market
Qualify
Strategic Pillars
34. In Summary
3
Key Takeaways
• Choose vendor mix
thoughtfully, and allow for
flexibility
• Focus on customer data,
and build from center out
• Data governance is not a
nice-to-have
400 yrs of context based ads giving way to 10 yrs of audience/behavior ads
The world is complicated; the vendor landscape is complicated.
We apologize again.
Competitive advantage - service providers will become (more) niche
Point solutions are reality – the only way to keep up with the evolving ecosystem
Filler features that don’t focus on the service is a waste – you have 5 engines that more or less report on the same thing, might have 5 vendors that can do onsite content optimization, etc.
So why doesn’t everyone do this? Well, short answer: it’s difficult!
Your email system may not know your gender or what products you browse most.
Social channels only know a narrow profile.
Your website may only know you as an anonymous visitors, while your BI system may have stitched together conflicting info.
And your in-store experience has no idea about what’s happened in the digital channels.
Start with some background: what goes into marketing architecture (can be multiple systems per layer)
we can distinguish three layers: data, decisions, delivery. Those happen to correspond to the three categories on the previous slides. In an ideal world, data and decisions are unified – that’s what an integrated customer experience really means. But in practical terms, there are several options. Let’s take a look…
Here they are
API hub is a data interchange among separate systems; doesn’t necessarily store any information on its own. Things like Mulesoft, Boomi, Jitterbit, SnapLogic. These are pipes but don’t do much processing on the data. So the value is limited – e.g., for things like identity association and historical trends.
CDP is a unified database, accessed by separate marketing systems. You could argue that decisions are not integrated – but there’s nothing in the CDP that precludes a unified decision system. Basically, it gives you a choice because in practice most delivery systems will have at least some of their own decisioning for operational tasks, even if the core marketing decisions are centralized
Marketing Cloud – same vendor controls data and decisions, and in practice usually a few key delivery systems. But it’s supposedly open.
Integrated Suite – same vendor does everything. Avoids integration but raises lock-in issues.
Positioning the Tealium Customer Data Platform ( CDP ) at the center creates the unified customer view needed to use ALL your valuable data
Data flow in and out between all vendors
Single source of data truth
Utilizing real 1st party data across all technologies in real-time