Customer expectations are evolving and brands are expected to be able to deliver meaningful personalization that can engage them through their customer journey. The effective use of a customer data platform (CDP) enables brands to address the new ‘paradigm of personalization’ for real business outcomes. Even if you have access to manage multiple customer touchpoints (for ie. sales, accounts and service) to have a ‘single source of truth’ when it comes to customer data, have you been able to deliver a consistent, seamless and unfragmented customer experience based on that single source of truth at scale? For marketers who are struggling with delivering more personalised, interactive and impactful experiences and campaigns, some help can be in the form of marketing automation. In this session (https://youtu.be/MdxOTvbIEzk) you will learn: How data sources are connected; how data needs to freely flow back and forth and how can this be activated by martech solutions for desired conversion results? How a strong CDP strategy - with necessary processes in place, allows organizations to personalize the customer journey and deliver a seamless Customer Experience (CX

1. YOU’VE GOT A CDP,
SO WHAT?
October 2020

2. CDP 4-part series

3. What is this CDP eh?
CUSTOMER DATA PLATFORM
Data Sharing
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM

6. Types of campaigns

7. You have data sources, you have execution platforms...
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM

8. The execution platforms have their own ‘engines’ and builders
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM

9. Connect the data to the engines and build on each
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM

10. Connect up some more, where you can!
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM

11. The execution and segmentation just won’t be consistent
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM

13. Actually get things done… when you need to!
TASK BEFORE ACQUIA CDP WITH ACQUIA CDP
Pull a customer list for direct mail 2 weeks 10 minutes
Execute a Facebook campaign 3 weeks 30 minutes
Execute an email campaign 2-3 weeks 30 minutes
Execute an SMS campaign 1.5 weeks 30 minutes
Selecting data for campaign 2 weeks 30 minutes
Customer service can see details Not possible Refreshes daily
Internal CRM team can access customer profile Not possible Direct access
Run basic counts and audience segment size No direct access Direct access
Send data to multiple 3rd
party suppliers (Print house,
Facebook, etc.) within 30 minutes
Not possible 10 minutes
Build detailed campaign selections in Actions 1 week Direct access
Surface customer barcode number in call center Not possible Daily

14. We go from this....
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM

15. To something that makes sense
CUSTOMER DATA PLATFORM
Data Sharing
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM

16. We choose who we want to speak to

17. Let the machine help you

18. Can split by attributes

19. Can A/B test at source

20. Personalize each split

21. Pump you data out across execution platforms

22. Takes ages and is not consistent - poor value!
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM

23. No need to fight the platforms
CUSTOMER DATA PLATFORM
Data Sharing
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM

24. What does it bring me?
– Efficiencies
– Time to market
– MUCH better data everywhere
– Consistency

25. Types of campaigns

27. CDP 4-part series

28. Mixing it up!
With Phil Coop
Marketing Cloud Director - APJ