51ºÚÁϲ»´òìÈ

Transcript

Thank you for joining our 51ºÚÁϲ»´òìÈ Digital Leaders series. My name is Phil Smith and I’ll be hosting today’s session titled Selecting a Customer Data Platform for Success. This is our second of a three-part series on real-time CDP. In this session, we’ll help you understand the steps you can take today to begin preparing for CDP success. Our expert speakers for today are Matt Skinner. He’s an 51ºÚÁϲ»´òìÈ Group Manager in Product Marketing. Joining him is Kevin Coburn, a Senior Evangelist for the 51ºÚÁϲ»´òìÈ Experience Platform. Thank you for joining us today and I’ll turn the floor over to Matt. All right. Thank you very much, Phil. Hey, everybody. As Phil just said in the intro, my name is Matt Skinner. Work on the Product Marketing team at 51ºÚÁϲ»´òìÈ overseeing 51ºÚÁϲ»´òìÈ Real-Time CDP and 51ºÚÁϲ»´òìÈ Audience Manager and I’m joined today by Kevin. Thanks Matt. Kevin Coburn here. I’m an Evangelist at 51ºÚÁϲ»´òìÈ. I’ve been focusing on platforms since, well, since before we went to market in 2017 and I’m excited to be talking to you about Real-Time Customer Data Platform. All right. So before we jump into content, we’d like to kick things off with a quick poll and don’t worry, your responses here are anonymous. Just to get a sense for the level of exposure everybody has to working with CDPs previously. So which of the following three options best describes your prior experience with customer data platforms or CDPs? Please select one of the following. You’re currently using a CDP at your organization to build unified profiles. Maybe your organization is in the process of evaluating CDPs. Or the third option here is maybe you haven’t worked with a CDP yet, but it’s an area of interest or it’s an area of opportunity at the company where you’re working. I’ll give it just another second here to get more responses. But I think one thing I’ll mention is regardless of where you are in the process here, we feel that the content today is going to be relevant for you. Even if you’re currently using a CDP, it’s always helpful to understand capabilities that are out there and available with other partners. Or if you’re coming in new, I think this will be of particular interest. Okay. So let’s see the results here. It looks like most folks, well, about half of folks are sort of new to the CDP category. So welcome. The results today will help demystify the customer data platform space for you a bit. Many of you are in the process of evaluating CDPs. Again, I think you’ll find this very useful. And then just under 10% are currently using a CDP. So hopefully we’ll be able to share some new ways of thinking about things and new capabilities to think about as you build your practice. So today we’re going to start off by just level setting about how a CDP can power your company’s first party data strategy. Then we’ll get into a demo where Kevin will bring some of these concepts to life and you’ll be able to see a user journey as well as a UI experience to really make these things feel real. And then we’ll talk about the top five things to look for as you evaluate different customer data platforms. And then we’ll also talk about steps you can take today, even if you don’t have a CDP yet so that you can begin preparing for success both personally and for your organization. So let’s kick things off by talking about personalization at scale. And if you attended 51ºÚÁϲ»´òìÈ Summit this year, you’ve probably heard about this phrase. And this is really where we start with the why. Why would you consider a CDP in the first place? There’s a few different market dynamics that have really emerged and become important over the past couple of years. The first is data proliferation. So many of us as consumers are turning to digital first in the way that we interact with brands. And as a result, many brands have rich data available to them in volumes that maybe previously they didn’t. And so there’s a real opportunity here is to be able to turn that data into value for your organization. At the same time, everybody has evolving expectations. Whether you’re a B2C business or a B2B business, your customers have a high expectation for personalization as they interact with your brand. Because so many brands have gotten good at personalization over the last several years. And really the pandemic and moving to digital first has sort of served as an accelerant of this dynamic. So what you need to meet these expectations of personalization are strong insights and also the ability to activate instantly and deliver that personalization. And this is what we mean when we talk about personalization at scale. Personalization happening sort of en masse is something that has been around for a while. But when we think about personalization at scale, what we’re really referring to is being able to deliver a customized experience to the right customer on the right channel, whether that’s paid media, onsite, email, et cetera, for every customer. And being able to do that in real time at a cadence that’s appropriate for the channel that the customer is interacting on. And there’s a real opportunity to drive business impact here. The quote at the bottom of this slide is from a study that McKinsey did late last year where they identified that the companies that grow fastest are driving a larger percentage of their revenue through personalization than companies that don’t grow as quickly. So this can help directly inform performance of marketing initiatives and of customer experience. If you’ve been doing data management, maybe with a DMP or with another system, there’s a need to evolve and to change the way that you’re doing things. And there’s several forces that are driving this change. The first is the shift to durable identifiers. And this is the third party cookie restrictions that hopefully most folks are familiar with. In Google Chrome, which are expected to roll out sometime mid to late next year. That’s going to require a new way to do data management. It’s a future proof your strategy to reduce dependencies on those identifiers. At the same time, there’s multiple data sitting in different parts of the organization in different silos. And there’s a requirement to meet these expectations of personalization to be able to build unified profiles for your customers. So data needs to be brought together both for insights that are understand who your customers are, how they’re interacting with your brand. And then also to be able to make those insights actionable and end up delivering relevant customer experiences. Third force here is privacy and governance, which has never been more important than it is today. There’s higher awareness among everybody about how our data gets used by different brands for marketing purposes. And at the same time, we’re seeing regional policies emerge like GDPR and CCPA, as well as tightened restrictions with organizational policies about how customer data can be used across different brands. So it’s more critical than ever before to market responsibly. And then finally, more of a organizational force, which is the mandate to streamline data management. And what we’re seeing a lot is marketing and IT departments taking a look at their stacks and identifying the need to reduce complexity as well as latencies in the different systems that they’re using to deliver customer experiences and manage customer data. And these teams are really under a lot of pressure to be able to focus on both business results and being able to deliver great customer experiences. So with this context, let’s talk a little bit about how CDPs are able to deliver these experiences and also how they may overlap with other systems and other technologies that may be in play. So the table here helps compare customer data platforms to other systems that may be used for data management. And what really stands out is the ability to create unified profiles from both known and synonymous or unknown customer data. So think when somebody isn’t logged in or where you don’t have a known email address associated with that user. To be able to update and activate those profiles by integrating with external systems, to do so with streaming connectors so you can move data quickly to those systems of activation, and primarily with a marketing end user in mind. Now that last statement is sort of general because, as I mentioned, we do see IT teams, data science teams, and other groups that use our real-time CDP to power their use cases too. And in many cases, the point, at least where organizations start in their CDP journey, is focused on a marketing use case being executed by primarily marketing teams. And ultimately, these capabilities are going to help power customer experience management. And it’s why the CDP category as a whole has really exploded over the past few years. And so the CDP Institute reported that the industry has about $1.6 billion in revenue, and they list more than 150 vendors in their most recent customer data platform industry update that was published in January of this year. So it’s really a high-growth space, and there’s a lot of different players in there. Central to the opportunity of a CDP is being able to build a unified profile. And this is a profile that needs to be able to combine both unknown and known customer data in a single place. So the first thing that we’re bringing together is known customer data. This is person attribute data. Who are they? Who is the customer that you’re engaging with? This may include PII, like name, like email address, mailing address, phone number. It could also include loyalty status and a loyalty program that your brand may run. And what you want to be able to do is tie this person attribute data to the behavioral events data that indicates how they’re engaging with the brand across different touch points. So this is pulling in their website engagement, call center interaction, the ad campaign engagement that you’re able to collect. But it could also pull in non-digital sources, like in-store activity or other points of engagement throughout the customer journey. So pulling together person attribute and the behavioral event data is critical. But what’s also needed is to layer on that user’s preferences so that you can build trust with that customer and you can market responsibly. So this is about being able to honor their consent by different use cases, honor their preferences about how you engage with them and in which channels. And then finally, being able to rationalize an individual profile against all the other profiles that you have for your customer base. And this is where audience segmentation and building out audiences of similar groups comes into play. And so this is more than simply setting binary rules to somebody qualify or not. There’s a lot of sophistication in how you can build audiences in a mature CDP. Think about this as which segment does this person qualify for based off of what they do or based off of how their attributes have recently changed. And you’re going to want to be able to have the ability to qualify or disqualify people from audience segments instantly as soon as that data hits the system. An example segment here could be somebody becomes eligible for an upgrade because they’re a loyal customer. Or somebody may disqualify from a segment and they may be suppressed in marketing initiatives because they just bought the very product or service that you’re running a campaign against. And that’s a low hanging use case that can drive a lot of value for many brands in terms of audience suppression and conserving budget. So before we really jump into requirements and before we see the demo, let’s really quickly just level set on what a customer data platform or a CDP actually does. So the visual I’m about to walk through describes 51ºÚÁϲ»´òìÈ Realtime CDP, which is an enterprise grade CDP. So the first thing that a CDP will do is collect data from different sources. And as I said, this is about bringing data in from known customer data, so that’s what This is about bringing data in from known customer data, so maybe from a CRM system, from your ESP, perhaps you have data coming from a data lake or a data warehouse, and bringing also unknown data. So this could be first party cookie based data based on how people are interacting with your website. It could be other behavioral events data. It could be device IDs. It could be synonymous customer IDs. Next, being able to bring that data together and join it into a unified people or account profile. And it’s important to note, you know, if you have a B2C business or a B2B business, you still have the same need to pull customer data together and unify that into people and account profiles. So this is where identity resolution takes place, joining the known customer data with unknown data. This is where we use our experience data model or our schema to be able to make data actionable very quickly. It’s also where we conduct segmentation and being able to qualify people for different audiences. And finally layering on AI and machine learning. The other thing that’s popped up here is consent and patented data governance. This is something that flows through the entire workflow from the moment that data is being collected, being able to label that data, set policies against how that data can be used in 51ºÚÁϲ»´òìÈ Realtime CDP and allowing us to enforce those policies automatically when it comes to activation. And so when it comes time to activate these rich profiles and audiences that you’ve built in the CDP, there should be a number of integrations available to you to be able to personalize consistently across different channels. So that includes the advertising ecosystem. Think Google, think Facebook, LinkedIn, et cetera. This is also personalization, whether that’s happening onsite or in app. And then finally, there’s a number of different customer systems, often based off of PII, where you’re going to want to send that audience, whether that’s an email platform, your CRM system, or perhaps doing more sophisticated use cases like personalizing experiences and sharing out customer attributes via call centers or other applications that your team might be using. And critically here, the last thing I’ll mention before I hand it over to Kevin to provide a little additional color, is the ability to integrate with systems that may be homegrown that your teams have already built so that you have the ability to flexibly manage and utilize these rich profiles and these rich audiences. So Kevin, I’d like to invite you to add some additional comments about what a CDP should be able to do. Thanks, Matt. As you’re evaluating the customer data platform space, one of the things that 51ºÚÁϲ»´òìÈ really is proud of is our differentiating real-time customer profile technology. Traditionally, we’ve seen a lot of customers find that having a real-time infrastructure available so that as you may have data coming in across web channels, mobile channels, call centers, even CRM systems, being able to evaluate that data in real time to make millisecond level decisions so that you can affect an experience for somebody immediately versus waiting hours, days, or weeks. That technology is really core to what 51ºÚÁϲ»´òìÈ has brought to the marketplace with our CDP. So that’s my little plug as you go out there and you really are evaluating what is it that I need, keeping in mind that having the ability to really react and have a bidirectional conversation with your customers is necessary. And that’s really what we’ve brought here. And so as we transition to this next slide and we think about the demo that I’m going to do, what’s really cool is, let’s see, I’m going to push this. There we go. So the demo that I’m going to show you is really going to pay that off. And what I’m going to use is a combination of our real-time customer data platform coupled with 51ºÚÁϲ»´òìÈ Target to show you a next hit personalization scenario. And what I’ll have for you is an athleisure brand. It’s called Lumma. I’ll show that to you. And we’ll go ahead and get a customer profile created within platform and then using behavior data that’s coming in through our global edge network, we’re going to see data stream in. We’re going to develop that profile. We’re going to evaluate that profile into segments that will be activated for a next hit personalization scenario with Target. And so just keeping in mind that personalizing that experience at scale is really what this is about. So what I’ll do now is share my screen. Okay. Cool. Everybody can see that. Like I said, this, for those of you who are fans of 51ºÚÁϲ»´òìÈ or customers of 51ºÚÁϲ»´òìÈ, you may recognize this brand we call Lumma. It is fictitious. We use it because, well, retail is easy. Everybody can relate to it. Keep in mind the technology that you’re looking at applies across industries. So that could be a consumer context or an account-based marketing context. On the left-hand side of this web experience, you’ll see this little 51ºÚÁϲ»´òìÈ logo. This is a view into the real-time customer profile. I want you to just keep in mind the actual tech that we use for this is out-of-the-box APIs that all customers who are real-time customer data platform users get. So effectively, what I’m doing is I’m reading in for this particular profile with this experience Cloud ID. I’m looking for attributes that are associated with that profile, events which are none, and then segments which are none. And so if I were to flip over to a view into our platform, which I’ll do later, just keep in mind that this right here is built on platform. And for those of you who are wondering, how can you integrate your customer data platform from 51ºÚÁϲ»´òìÈ or others into your enterprise architecture, our API-first methods allow you to do that in addition to the destination flows of real-time customer data platform. So for this particular campaign, I want to introduce to you our audience library. This audience library is within 51ºÚÁϲ»´òìÈ Target, and I’m showing you a series of segments. These segments are coming in from 51ºÚÁϲ»´òìÈ Experience Platform. The two that we are interested in here are men’s and women’s category interest. As I browse products, I will qualify for these segments, and you’re going to see a next-hit personalization happen. The thing that’s driving that is an activity here within Target, and I’m showing you a list of activities. It’s an experience targeting campaign where I say, hey, if I see interest in a woman’s product or a men’s product, I want to show a very specific experience. So as I go back to Luma, I’m going to first launch into men. I have a series of standard products. I’ll just look at the Aero Daily Fitness Tee. And yep, this is a great product. That’s fine. What I want to flip open to for you is this widget on the left-hand side. And I want you to notice that there’s actually the event that has been processed through the Experience Platform, and it’s being rendered here for you to view as a preview within this particular app. Now what’s really cool is if I go back home, this next-hit personalization, I actually got to show you a personalized experience that’s powered by 51ºÚÁϲ»´òìÈ Target. Now to use an infomercials really silly statement, but wait, there’s more. Let’s show you the other experience that we’ve built for you. In this case, let’s say I’m looking for my wife. She likes purple. This Juno jacket, it’s Texas. This makes no sense for the season, but hey, we’re looking at it. I’m looking at this product, and if I go back to Luma, I’m going to do it a little bit faster in case you’re skeptical. I’ve now shown a different experience, and again, that was on the next hit. And what’s really cool is the evaluations that were happening were on these two events in my audience, and you can see that I qualified for both segments in real time. If I go back to what I told you earlier about the Realtime Customer Data Platform, what’s really cool, and I’m actually going to go into this particular profile within the platform. So what was happening is this view that I’m showing you of our profiles is just showing you a bunch of data. Let me refresh here. I don’t think. Here we go. You’ll see. You’re going to see the events that got collected while I showed you this experience, qualified for these segments, these two segments in real time, and those segments are what ultimately were driving Target. Now I want to talk to you about two things before I hand it back over to Matt. The first is, yeah, that’s great. I was showing you behavior data of web. Well, our out of the box catalog of sources of data, yeah, 51ºÚÁϲ»´òìÈ applications, of course, we did not build this just for 51ºÚÁϲ»´òìÈ, though. Whether you have advertising data coming in, various cloud storage providers, whether you use OneTrust for consent, CRM systems, customer success systems databases, I can go on and on and on. Any data source that can be available through real time capabilities, as well as batch. So not every data comes in in real time. That’s fine. Batch works as well. Can be used to create that real time profile. And then from a destination perspective, out of the box here, I’ll show you our catalog, and 51ºÚÁϲ»´òìÈ Target was what we used. So if I were to go through the 51ºÚÁϲ»´òìÈ Target workflow, I could very easily activate another segment. And this is just a warning telling me that, hey, I’m on my own. If I activate this, I’m complying. And so this is my connection. It’s server to server. We have some consent enforcement capabilities that we’ve also recently released. So not only is it on a marketer, but we actually have something very specific. We have a policy enforcement capability. So for this segment, as I’m scheduling it, this one is just a standard call center about loyalty level. I can actually look at the applied policies for this particular segment as well. So if there is 35 people, 30 million people, maybe not all of them qualify. I’m not going to click on that simply because I think I want to hand it back over to Matt and just mention to you before I do that, going back to our presentation, what I just showed you is using real-time customer data platform, I created a profile. You saw me qualify audiences in real-time with streaming data, and then you saw me deliver a real-time experience on the next hit with 51ºÚÁϲ»´òìÈ Target. And to wrap that up, we absolutely accept all data sources, many of them out of the box, as long as you can create a structured data model. And from a destination perspective, we have many, many ways to activate, whether it’s on ad, whether it’s site side, whether it’s one-to-one through your standard marketing channels or call center. We have a very powerful platform here, and that’s why we say great customer experiences are delivered through personalization powered by. In this case, I’ll say real-time CDP. And Matt, I’m going to hand it back to you. All right. Thank you very much for walking us through that, Kevin. So now we’ve talked about what a CDP does, and we saw an example of it in action with Kevin’s great demo. So let’s talk about the criteria you should be thinking about as you decide which CD to choose for your future proof data management needs. And we’ll go through five. Let’s start with the first one, unified profiles across channels and lines of business. Now, there’s so many CDPs out there to choose from. We saw more than 150 being tracked by the CDP Institute. There’s a lot of noise in the market. It’s important to select the right vendor. And while unified profiles is something that just about every CDP should be talking about, what you need to consider here is the types of data that you have and the scope of the unified profile that you need to build to meet your business needs. And so I listed a few questions that you could consider asking a vendor here. But just to hone in on the first one, does the CDP allow you to bring together people and account data into unified profiles? And this is an important question because there’s many companies that, and maybe some of you are part of companies like this, where you have B2C initiatives, and then you also have B2B initiatives. And sometimes a single person could be targeted by each. And so when you have a scenario like that, it’s really important that you don’t have to go out and buy two different CDPs because, of course, buying multiple CDPs defeats the purpose of breaking down data silos and having a unified profile. You want to be able to build profiles that contain both B2C and B2B data or data across different lines of business if you’re a house of brands scenario that has multiple brands that operate in one place. And so being able to build profiles both across channels and across lines of business should be a key consideration for you. The second criteria, being able to support real-time ingestion, profile refresh, audience creation, and activation. And so this one can be kind of tough to navigate as you’re talking to different vendors because many vendors claim that they can support real-time, and maybe they can. But it’s important to really understand latencies across this entire data flow from the moment that data is collected all the way to the moment that you need to activate because a latency at any step can prevent you from delivering the right customer experience to your audiences. So for example, event-level data off of a website may be ingested instantly, but if segmentation is only run hourly, your best-case scenario then is an experience based on data collected an hour or longer ago, and that’s not going to be sufficient for many on-site personalization use cases. We just saw in Kevin’s example, browsing clothing for a man followed by for a woman, if a segmentation occurs an hour later, it’s going to be difficult to deliver that kind of personalization that we just observed. So a key question to ask is, do profiles and segments refresh instantly when new data is ingested? How quickly is segment qualification conducted within the platform? And you should always feel empowered to ask a vendor to prove it with product documentation or live demos or even customer references. All right, the third criteria to look for, productized governance and consent tools. So this is a really important one because you need to be able to market responsibly with the CDP that you choose. And so be aware that many CDPs are going to be able to handle an opt-out request and they’ll tick the box on governance and consent based off of that alone. Other CDPs may actually tell you that data governance and consent should be handled prior to ingesting any data into the CDP. The way that we approach it at 51ºÚÁϲ»´òìÈ is we have a patented data governance framework that’s going to give your team the controls you need to be able to market responsibly by being able to label data as it comes into the system, set policies that dictate how different data sets can be used, and then automatically enforce those policies so that you don’t run afoul of different policies that you’ve already created. So a key question to ask here is, does the CDP offer a unified automatic capability to enforce those business, consumer, or regulatory needs that you face for your company or for your industry? Because of course, different industries have different requirements. If you’re in the healthcare industry, you should be looking for a CDP that’s HIPAA ready as an example.

Okay, the fourth criteria. When it comes to actually being able to activate those unified profiles and those rich audiences that you built, you’re going to need to be able to do profile level integration with the essential systems that you connect to. Some CDPs will claim integrations with hundreds or even thousands of partners. But if you look a little bit deeper, you might find that they’re only forwarding event-level data to those partners and not the complete unified and enriched profile that you took the time to build in the CDP. That’s still an important capability. Being able to forward event-level data, especially being able to do it server-side, is one that we support and include as part of real-time CDP. It’s very relevant for many use cases. But it’s an important distinction because you want to be certain that you’re able to deliver the experiences that you need to customers and prospects. Event-level data is just one piece of the pie. Remember, we saw the importance of connecting event-level data to person attribute data. Event-level data tells you how somebody’s engaging with your properties, but the attribute data may tell you that that person is a loyalty member who is a gold member and should qualify for a different sort of personalized experience. So a key question to ask here is, does the CDP support both server-side forwarding of behavioral event data as well as activation of profile and segments at the destinations that are most important for your business, most important for you when you think about running campaigns and delivering personalization? And then a fifth criteria, last but certainly not least, is one that’s sometimes overlooked. And this is about extensibility and scalability. Are you going to be able to continue to drive value with the CDP that you choose beyond your short-term needs as part of the evaluation that you’re conducting today? This is really important because purchasing a customer data platform is a significant investment of time and of money. And so you need to ensure that you don’t outgrow the capabilities of your technology once you execute those first few use cases that are top of mind right now. Ideally, you’ll be able to reach the top of a maturity ladder that I’ll show in just a moment where you’re adopting the CDP across multiple different teams, across multiple different lines of business, and you’re leveraging it for the use across the entire enterprise. And so this is something that we built by design. 51ºÚÁϲ»´òìÈ Realtime CDP is powered by 51ºÚÁϲ»´òìÈ Experience Platform. And the profiles that you build in Realtime CDP and the segments that you’re building, the ingestion that occurs, is part of shared services that are easily accessible by other 51ºÚÁϲ»´òìÈ applications, as well as industry systems and then internal systems like data warehouses that your IT teams have built. So it’s about being open and agnostic and allowing you to connect that work that you’re doing in the CDP to other systems and also have the flexibility to build any custom integrations you might need through our API-first approach, which Kevin described a moment ago. So an important question to ask here is, can you build bespoke integrations to leverage profiles in internal or partner systems of insights and action? So making sure that the capabilities that you have in the CDP are able to be benefited from in different systems. So these are our top five criteria, all on a single slide, to look for when choosing the right CDP for future proof data management. And 51ºÚÁϲ»´òìÈ Realtime CDP fits all these criteria. We have actionable realtime profiles for both B2C and B2B, as well as if you have B2C and B2B at your organization, we have a business-to-person edition that allows you to address the full scope of that in a single CDP. I mentioned our patented data governance framework that includes consent enforcement. We offer dozens of pre-built connectors to hundreds of industry systems and the ability to build bespoke integrations. And then it’s powered by 51ºÚÁϲ»´òìÈ Experience Platform with native connectivity to other 51ºÚÁϲ»´òìÈ Experience Cloud applications. So really quickly, before we get into maturity and things you could start doing today, let’s do another poll. So the poll question here is going to be, which of the following criteria is most critical to your team’s success? So please select one of the ones that really stood out of those that I just mentioned, and we’ll see what results we get. So again, that was unified profiles across channels and lines of business, realtime ingestion, the ability to execute those realtime use cases that we saw at Kevin demo, where the profiles getting updated as people are navigating through the website or taking action. Having those productized governance and consent tools. I’ll say for a lot of folks that we speak to, this isn’t always top of mind as you go into an evaluation, but it becomes critically important. And it’s particularly important to data and privacy teams. Profile level integrations with a central system. Again, this is that ability to be able to connect to whatever systems you need to for ingestion and for activation. Okay, let’s see the results here. All right, so it looks like the top two are evenly split the unified profile across channels and lines of business. This makes a lot of sense because it’s generally the kernel from which a lot of RFPs begin is being able to build that unified profile, break down those data silos, and then realtime ingestion, profile refresh, audience creation and activation. I’m not surprised by this either because being able to execute those use cases in realtime is critical. I’m glad to see some of you are thinking about productized governance and consent top of mind, and I’m sure that your legal teams will love that too. And profile level integrations, another important piece of the pie. Okay, so as I mentioned a moment ago, let’s talk quickly about CDP use cases and maturity. This is a question that we get a lot, which is, okay, I want to build these unified profiles, but what does my plan look like, my roadmap for adoption two, three, five years out? And so the way that we encourage our customers to think about this is you may start at a point where the whole objective is to just get your data handled and to bring those data sources together and build those unified profiles and get the house in order, so to speak. And that is a important goal and that is the foundation for anything else that you do subsequently. So this is represented on the left, building those unified profiles, pulling together data from different silos, and then building some rich audience segments and activating to maybe a limited set of destinations. Perhaps you’re going after a paid media or an email use case just to start as an example. Over time, as you start to see success, hopefully you’re evolving your practice and you’re starting to use actionable unified profiles to activate those great customer experiences across all of your marketing channels. So branching out for maybe just one group that’s running media campaigns to include onsite personalization, to include email, to include other channels where you’re doing customer engagement. And then finally, the place where you’re going to want to get is to the point where you’re using that unified and actionable profile as a true strategic asset that gets adopted across different departments, even beyond marketing. Perhaps it gets adopted by data science teams who are going to use that profile to do additional analysis against it and then be able to use that for insights and for initiatives of their own as well as different lines of business, whether that’s other brands that you operate or moving from B2C to B2B or B2B to B2C, vice versa, so that you have consistent insights and experiences across the entire enterprise. So what you end up seeing is this model where maturity moves from departmental to enterprise usage. And then the potential ROI or value that you get out of the CDP grows accordingly because you have more teams leveraging that technology to execute their use cases and to execute their needs. And so it goes without saying that this represents a new way of doing things for most companies. Most companies have data silos that have been established. They’re no fault of their own, just based on the way that business has been conducted for a very long time. So as you think about adopting a technology like a CDP that’s designed to bring data together, you need to also think about how you’re going to bring the teams that use that data together so that you could work effectively. And so this will lead us into the last section from our agenda, which is what are things that you could do today to get started? But before I go there really quick, I want to share just some top line numbers that we’ve seen that really emphasize that last state of maturity. What I like about this slide is that you’re seeing results here that really span different tactics, different use cases. So improved engagement in email campaigns, reducing the latency and just being able to report offline conversions and bring that together, reduce effort in fulfilling manual data privacy requests, updating profiles, being able to build unified and up-to-date profiles at tremendous scale, going from a three-day profile refresh to just 14 seconds at 970 million unique profiles for this one customer, and then also leveraging AI and machine learning to improve conversion rate through propensity modeling. Okay, so let’s talk about a few steps that you could take to begin preparing today, even if you don’t have a CDP in place. So the first one ties back to what I was mentioning a moment ago. It’s about considering the roles and responsibilities. So think through which marketing and which IT teams you would want to have involved as you embark on your CDP journey. We have an asset, which is a white paper that speaks about the importance of building a center of excellence that your 51ºÚÁϲ»´òìÈ representative can share with you following this webinar, where we talk about different models and different ways to think about bringing teams together and really building a practice where you have a cross-functional group that’s leveraging the CDP to encourage adoption of the CDP and also to encourage consistency in how audiences are defined and how use cases are executed. So this is an absolutely critical thing to be considering as you do your CDP evaluation process. The next is to think about which data sources you’re going to want to ingest into the CDP and also think about identifiers that are available. So this is really about thinking, OK, I know that my team that does email is working with CRM. I know that my media team is working with a list of email addresses, perhaps, to build custom audiences. And I know that my website team is working with first-party cookie data. But even thinking about the different identifiers that are associated with that and if there’s common IDs used by those teams already, for example, perhaps you have a customer ID that gets associated with loyalty members. It’s an important step because as you get deeper into the evaluation process, it’ll allow you to ask questions about which sources can be easily brought into the CDP and also consider different ways to architect the CDP and architect for use cases based off of the IDs that are present. This third one is really important as well. It’s being able to think through the key audience segments that you would like to create using a CDP. So what groupings of customers do I wish I could build and reach today? So before I joined 51ºÚÁϲ»´òìÈ, I worked agency side and then client side doing media buying and media planning. And one of the things that I always felt was a frustration was having to work off of mostly event-level data without being able to pull in loyalty or known customer data. And so this would have been a huge unlock for me if we had had a CDP at the organizations that I worked for because it would have allowed me to suppress certain users from certain campaigns. If somebody was a loyal customer, they’re not relevant for my acquisition campaign. And so there may be huge unlocks with the different teams that you work with by thinking through what can’t you do today that you wish that you could do that would improve the results of the initiatives that your team is running. And that could be as simple as putting pen to paper and just writing out different segments that you wish you were able to create.

Next, understand your privacy and consent requirements for your organization, for the region in which that you operate, as well as for the vertical in which you operate. Because this is a critical step to make sure that you’re able to market responsibly. And it’s also a critical step to make sure that the CDP that you choose is able to support whatever policies and whatever mandatory compliance requirements are in place for your business. And then finally, similar to the second point here, think about the destinations because ultimately the CDP is used as a system of activation. So think through the key destinations where you need to send audience data in order to execute your use cases, which channels, which partners, which systems.

Okay, one final poll here before we wrap up. So which of those five steps has your team taken? Regardless of where you are in the process, has your team taken any of these steps? Have you thought through the center of excellence with roles and responsibilities? Have you thought through the different sources, the different identities that you’re working with? Perhaps you’ve drafted some key audience segments and had conversations about that. Maybe you’ve already taken the step of understanding the privacy and consent requirements associated with your industry. Or maybe you’ve even thought through the key destinations where you’re going to want to be able to activate data. Give it just another second here.

Okay.

All right. So it’s reassuring and a good sign to see that two-thirds almost of folks have thought through roles and responsibilities. Because as with anything, the technology can do a lot and build these unified profiles. But if you don’t have the right teams using it, if you don’t have alignment with those teams, you won’t be able to get the value out of it that you want to get. So that’s great to see. It’s also great to see across the board here, people have taken a number of these other steps. So identifying data sources and identities, that’s important as you think about what data you need to bring in. Also going to save you time in your implementation. As you do the implementation of the CDP, you’ll have answers to the questions that consultants and partners are going to ask about where does data need to come in from, what do you need to connect to, what identities do you have available. Being able to identify key destinations is a very similar situation. And that should be top of mind as you evaluate vendors. Do they have the ability to activate to those destinations? Seeing consent, we’ve talked quite a bit about how important that is. And then drafting key audience segments. Good to see some folks are already doing this. And as I said a moment ago, this is a pretty easy thing. If you haven’t done this yet, it might be worth going through that exercise. Because again, this is another thing to consider in the evaluation process. Can a vendor help you build that segment? And then as I mentioned earlier, how quickly can they refresh that segment so that it’s up to date for personalized experiences? OK, so just moving to a few key takeaways. So today we covered quite a bit of ground. We talked about how CDPs and unified customer profiles power great customer experiences, described how value and maturity are going to be achieved through an expansion of use cases across the organization and adoption among those teams in the organization. We went through our five criteria for choosing the right CDP. Then we talked about five steps you could take to begin preparing today. And of course, we saw Kevin’s excellent demo, which displayed how 51ºÚÁϲ»´òìÈ Realtime CDP can deliver those real time experiences. So at this point, I’d like to mention if you haven’t already registered for our next webinar, the third of our three part series, Getting the Most Value Out of Your Customer Data Platform, please make sure to do so. You can find the registration link in the related content box on the right side of your screen. And that webinar is taking place next week on June 23. So we have a few minutes left for those who are able to stay on. And I think we can transition to Q&A. Thank you for your attention during the session. Great. Thanks, Matt. And thanks, Kevin. I’m going to bring you both on here on camera. And we do have a number of questions that came in here, some really good ones. The first one is, doesn’t a CDP tool usually get its data sourced from an MDM solution? And a continuation on their CDP tools usually don’t have the capability. So can you address that? Yeah. So MDM master data management solutions are something that we really view as complementary to a CDP. MDMs often have really robust data cleansing, data hygiene capabilities that aren’t built into most CDPs. And so the way that we see customers working with MDMs and CDPs, and it’s pretty common, is they will sort of organize their data in the MDM. And particularly, I’ll point out, the MDM often contains a superset of data relative to what’s brought into the CDP. The MDM may include some very sensitive data that you wouldn’t want to include in a CDP for these sort of personalization use cases. And so what most customers do is they identify the data that they need to execute the use cases that they are going to execute via the CDP. And the MDM becomes one of several sources that they might use to bring data into the CDP to build those audiences and to conduct activation. For most customers that we speak with, it’s definitely a complementary set of capabilities.

All right, excellent. A couple other questions. And this one’s similar, but can you elaborate on how your CDP is different than an AAM? Yeah. 51ºÚÁϲ»´òìÈ Audience Manager, which is 51ºÚÁϲ»´òìÈ’s industry-leading DMP, Data Management Platform. So data management platforms and customer data platforms have a lot in common aside from the use of the word platform in their name. They’re both used to build unified audiences across different data sources. But a couple of the key differences have to do with the types of data and the types of use cases that you would use each for. So a data management platform or a DMP is going to deal with pseudonymous data. You don’t put PII, like email address, like phone number, like name, in a DMP. And the DMP is also much more focused on being able to conduct campaigns at sort of an aggregated audience level as opposed to building out these unified profiles that we spend a lot of time talking about in these sessions. And so as a result, the way DMPs often get used is for upper funnel use cases, often paid media use cases, to be able to do things like prospecting and trying to find new audiences. And DMPs are often sort of device-based systems. So the identifiers that they’re bringing in may be mobile device IDs, in some cases, you know, hashed email addresses for activation to those destinations that accept that, and also largely first-party cookies and third-party cookies. So many of our customers who have purchased Audience Manager are looking towards how they’re going to future-proof data management in the face of third-party cookie deprecation and are looking towards real-time CDP as that system for future-proof data management, really evolving their practice to focus on first-party identifiers, to build those complete profiles that include PII as well as pseudonymous data, and to be able to activate across the systems that a DMP can activate in, as well as a much broader set of systems, including email, push notification, et cetera, that are keyed off of identifiers that cannot be ingested into the DMP. All right. Great. Here’s another one. In regards to real-time, this would only apply if the marketing automation platform is within the 51ºÚÁϲ»´òìÈ suite of applications. So they’re just looking for clarification if it’s – That’s a hard no. I’ll let you elaborate, Matt. Hard no. Yeah. So we saw the example with real-time CDP and Target. But through our APIs, through a connector that we’ve built called the Destination SDK, you would be able to execute that same use case with a Target competitor like an Optimizely, as an example. And Kevin spoke about the APIs that we have available, whether that’s for ingestion or for activation, definitely able to execute these sorts of use cases across a broad range of systems extending well beyond 51ºÚÁϲ»´òìÈ. I think the key thing to consider when we talk about real-time use cases, when any vendor talks about real-time use cases, is the systems that you’re connecting to. And I don’t mean whether that’s 51ºÚÁϲ»´òìÈ or non-51ºÚÁϲ»´òìÈ. I mean whether that system is able to send data into the CDP in a streaming fashion or whether they can only export data out of their system in batch. And also, on the other end, if the system can accept a real-time push of data from real-time CDP to their system versus only accepting it in batch. And so there’s some systems like CRM systems, many email systems, as an example, which are batch systems. And so this is where some marketers may face limitations in the speed at which they’re able to send and receive data. But the core value prop of 51ºÚÁϲ»´òìÈ real-time CDP, as Kevin mentioned earlier, is our ability to act on data immediately as soon as we’re able to ingest it and be able to send it out to the systems that can accept a real-time integration, for instance, personalization across whatever channel that might be. Kevin, I don’t know if you have anything that you’d like to add on top of that. No, I think you did a good job summarizing it. And that’s really something to look out for is you have to ask how and why was this CDP built. You’ll find many CDPs are out there and they were someone’s venture capital project that have pivoted into the space that may not be able to do this simply because their architecture wasn’t first designed to handle real-time. And I think that is a key innovation that we have and it’s something that is in your interest to always look at very critically before you make a decision. All right. Let’s see. One more question did come in. This one’s regarding governance. Can you discuss data governance a bit more as it relates to data partners? So specifically if they run a CDP where multiple partners share information yet perhaps that data has only certain usage rights. So could you elaborate on a scenario such as that? Real quick, Matt, just so you know, I mentioned this directly to this individual that we were talking about our labeling innovations as well as our policy and then our access control releases that just get us more granular and allow for automated consent in certain cases. Awesome. Thanks for that context. Yeah, I mean, it sounds like Kevin may have responded with like some of the specifics. I’ll just say at a high level for the benefit of everybody else listening, you need to have the controls at your fingertips and productized in the UI so that you’re able to manage considerations like that within the CDP. And so the way that we approach it, I had mentioned our patented data governance framework. So as data sets are ingested, you’re able to label those data sets with the types of considerations that were just raised and highlight, okay, this data can be used for these use cases but blocked for these other use cases as an example. You’re able to set those policies within the UI. And then if a user attempts to map an audience or a profile with that data set in a way that would violate the policy, they get a pop-up on the screen that alerts them that this would violate a policy. And it shows the lineage of the data set and the policy creation so that if they have the appropriate permissions, they’re able to go back and adjust the data set, adjust the label, adjust the policy accordingly, or simply not execute that use case and go back to somebody who does have the permissions through access controls to make that change. And so this is a really important capability, especially because we’ve talked a bunch about how different teams are going to ideally be using the CDP and you don’t want to have a disconnect between the policies created and an inconsistency in the way that different teams are managing customer data. I would say that this is very much a nuanced conversation that you should ask folks here at 51ºÚÁϲ»´òìÈ because we are one of the leaders in this particular space. It’s one of the things that I get excited to talk about because it’s really easy for us to show you how this particular scenario is activated, pun intended, within Customer Data Platform.

Thank you.

Thank you.