Post on 26-Aug-2020
Customer Data Platforms Sound Data Foundation for Data Strategy
DDMA Data DagJanuary 24 2019David M RaabCustomer Data Platform Institute Europe
The CDP Syllogism
bull 78 of consumers will be more loyal to brands that lsquoshow they
understand mersquo
bull 83 of marketers say customer data silos impact personalization
bull You need a CDPSource Acquia Customer Experience Trends Report 2019
The CDP Fallacy
bull True everyone needs unified customer data
bull True CDP builds unified customer data
bull False CDP is the only way to build unified customer data
bull False everyone needs a CDP
Source Acquia Customer Experience Trends Report 2019
The CDP Addendum
bull True everyone needs unified customer data
bull True CDP builds unified customer data
bull True CDP is often the best way to build unified
customer data
bull True many people need CDP
So whatrsquos a CDP
CDP Definition
bullPackaged software
bullPersistent unified customer database
bullAccessible to other systems
Behind the Definition
bullPackaged software = faster lower cost less risk more mature
bullPersistent unified customer database = all sourcesfull detail organized for customer management
bullAccessible to other systems = easy to share data
change systems without disruption
Data Delivery
DMP
Web CMS
Mobile
External
Mobile
Web
CRM
Decisions
ExposeIngest Process
Standardize and transform
Link identities
Aggregate and index
Reformat and
exposeLoad data
Analytics Engagement
Segment
Predict
Personalize
Orchestrate
Budget Content
CDP Components
bull Prebuilt components save development time
bull lsquoBig datarsquo technology makes data management easier than before
bull Itrsquos designed to do one thing well
bull Vendors are customer data specialists
Why It Works
CDPData
LakeWHDMP
Data Hub Tag Mgr
MAP CRMMarketingCloud JOE
packagedsoftware
persistent
unified customer data
open access
decisions amp delivery
CDP vs Other Systems
You need a CDP ifhellip
bull Sources include un- amp semi-structured data
bull Multiple source and execution systems
bull You have repeat customers
bull IT resources are busy elsewhere
bull Time and money are limited
Marketers Recognize CDP Value
bull euro650 million revenue 2018
bull 80+ vendors
bull 60 annual growth
What about Europe
European Consumers Expect PersonalizationEuropean Marketers Deliver Despite Complexity
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
US Consumers Expect MoreUS Marketers Deliver More
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
Conclusion
bull European marketers face similar issues but at smaller scale and with fewer resources
bull European CDP vendors tailored to European marketbull Campaign CDPs provide most features and least integration effortbull Smaller client bases make specialized data technology less
importantbull Industry-specific CDPs offer additional value from the startbull Can combine US-based data access CDP with local campaign CDP
bull Want more surveyshttpslpcdpinstitutevenntivecomDL2022-CDPI-Recent-Martech-Surveys
What about You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
The CDP Syllogism
bull 78 of consumers will be more loyal to brands that lsquoshow they
understand mersquo
bull 83 of marketers say customer data silos impact personalization
bull You need a CDPSource Acquia Customer Experience Trends Report 2019
The CDP Fallacy
bull True everyone needs unified customer data
bull True CDP builds unified customer data
bull False CDP is the only way to build unified customer data
bull False everyone needs a CDP
Source Acquia Customer Experience Trends Report 2019
The CDP Addendum
bull True everyone needs unified customer data
bull True CDP builds unified customer data
bull True CDP is often the best way to build unified
customer data
bull True many people need CDP
So whatrsquos a CDP
CDP Definition
bullPackaged software
bullPersistent unified customer database
bullAccessible to other systems
Behind the Definition
bullPackaged software = faster lower cost less risk more mature
bullPersistent unified customer database = all sourcesfull detail organized for customer management
bullAccessible to other systems = easy to share data
change systems without disruption
Data Delivery
DMP
Web CMS
Mobile
External
Mobile
Web
CRM
Decisions
ExposeIngest Process
Standardize and transform
Link identities
Aggregate and index
Reformat and
exposeLoad data
Analytics Engagement
Segment
Predict
Personalize
Orchestrate
Budget Content
CDP Components
bull Prebuilt components save development time
bull lsquoBig datarsquo technology makes data management easier than before
bull Itrsquos designed to do one thing well
bull Vendors are customer data specialists
Why It Works
CDPData
LakeWHDMP
Data Hub Tag Mgr
MAP CRMMarketingCloud JOE
packagedsoftware
persistent
unified customer data
open access
decisions amp delivery
CDP vs Other Systems
You need a CDP ifhellip
bull Sources include un- amp semi-structured data
bull Multiple source and execution systems
bull You have repeat customers
bull IT resources are busy elsewhere
bull Time and money are limited
Marketers Recognize CDP Value
bull euro650 million revenue 2018
bull 80+ vendors
bull 60 annual growth
What about Europe
European Consumers Expect PersonalizationEuropean Marketers Deliver Despite Complexity
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
US Consumers Expect MoreUS Marketers Deliver More
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
Conclusion
bull European marketers face similar issues but at smaller scale and with fewer resources
bull European CDP vendors tailored to European marketbull Campaign CDPs provide most features and least integration effortbull Smaller client bases make specialized data technology less
importantbull Industry-specific CDPs offer additional value from the startbull Can combine US-based data access CDP with local campaign CDP
bull Want more surveyshttpslpcdpinstitutevenntivecomDL2022-CDPI-Recent-Martech-Surveys
What about You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
The CDP Fallacy
bull True everyone needs unified customer data
bull True CDP builds unified customer data
bull False CDP is the only way to build unified customer data
bull False everyone needs a CDP
Source Acquia Customer Experience Trends Report 2019
The CDP Addendum
bull True everyone needs unified customer data
bull True CDP builds unified customer data
bull True CDP is often the best way to build unified
customer data
bull True many people need CDP
So whatrsquos a CDP
CDP Definition
bullPackaged software
bullPersistent unified customer database
bullAccessible to other systems
Behind the Definition
bullPackaged software = faster lower cost less risk more mature
bullPersistent unified customer database = all sourcesfull detail organized for customer management
bullAccessible to other systems = easy to share data
change systems without disruption
Data Delivery
DMP
Web CMS
Mobile
External
Mobile
Web
CRM
Decisions
ExposeIngest Process
Standardize and transform
Link identities
Aggregate and index
Reformat and
exposeLoad data
Analytics Engagement
Segment
Predict
Personalize
Orchestrate
Budget Content
CDP Components
bull Prebuilt components save development time
bull lsquoBig datarsquo technology makes data management easier than before
bull Itrsquos designed to do one thing well
bull Vendors are customer data specialists
Why It Works
CDPData
LakeWHDMP
Data Hub Tag Mgr
MAP CRMMarketingCloud JOE
packagedsoftware
persistent
unified customer data
open access
decisions amp delivery
CDP vs Other Systems
You need a CDP ifhellip
bull Sources include un- amp semi-structured data
bull Multiple source and execution systems
bull You have repeat customers
bull IT resources are busy elsewhere
bull Time and money are limited
Marketers Recognize CDP Value
bull euro650 million revenue 2018
bull 80+ vendors
bull 60 annual growth
What about Europe
European Consumers Expect PersonalizationEuropean Marketers Deliver Despite Complexity
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
US Consumers Expect MoreUS Marketers Deliver More
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
Conclusion
bull European marketers face similar issues but at smaller scale and with fewer resources
bull European CDP vendors tailored to European marketbull Campaign CDPs provide most features and least integration effortbull Smaller client bases make specialized data technology less
importantbull Industry-specific CDPs offer additional value from the startbull Can combine US-based data access CDP with local campaign CDP
bull Want more surveyshttpslpcdpinstitutevenntivecomDL2022-CDPI-Recent-Martech-Surveys
What about You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
The CDP Addendum
bull True everyone needs unified customer data
bull True CDP builds unified customer data
bull True CDP is often the best way to build unified
customer data
bull True many people need CDP
So whatrsquos a CDP
CDP Definition
bullPackaged software
bullPersistent unified customer database
bullAccessible to other systems
Behind the Definition
bullPackaged software = faster lower cost less risk more mature
bullPersistent unified customer database = all sourcesfull detail organized for customer management
bullAccessible to other systems = easy to share data
change systems without disruption
Data Delivery
DMP
Web CMS
Mobile
External
Mobile
Web
CRM
Decisions
ExposeIngest Process
Standardize and transform
Link identities
Aggregate and index
Reformat and
exposeLoad data
Analytics Engagement
Segment
Predict
Personalize
Orchestrate
Budget Content
CDP Components
bull Prebuilt components save development time
bull lsquoBig datarsquo technology makes data management easier than before
bull Itrsquos designed to do one thing well
bull Vendors are customer data specialists
Why It Works
CDPData
LakeWHDMP
Data Hub Tag Mgr
MAP CRMMarketingCloud JOE
packagedsoftware
persistent
unified customer data
open access
decisions amp delivery
CDP vs Other Systems
You need a CDP ifhellip
bull Sources include un- amp semi-structured data
bull Multiple source and execution systems
bull You have repeat customers
bull IT resources are busy elsewhere
bull Time and money are limited
Marketers Recognize CDP Value
bull euro650 million revenue 2018
bull 80+ vendors
bull 60 annual growth
What about Europe
European Consumers Expect PersonalizationEuropean Marketers Deliver Despite Complexity
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
US Consumers Expect MoreUS Marketers Deliver More
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
Conclusion
bull European marketers face similar issues but at smaller scale and with fewer resources
bull European CDP vendors tailored to European marketbull Campaign CDPs provide most features and least integration effortbull Smaller client bases make specialized data technology less
importantbull Industry-specific CDPs offer additional value from the startbull Can combine US-based data access CDP with local campaign CDP
bull Want more surveyshttpslpcdpinstitutevenntivecomDL2022-CDPI-Recent-Martech-Surveys
What about You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
So whatrsquos a CDP
CDP Definition
bullPackaged software
bullPersistent unified customer database
bullAccessible to other systems
Behind the Definition
bullPackaged software = faster lower cost less risk more mature
bullPersistent unified customer database = all sourcesfull detail organized for customer management
bullAccessible to other systems = easy to share data
change systems without disruption
Data Delivery
DMP
Web CMS
Mobile
External
Mobile
Web
CRM
Decisions
ExposeIngest Process
Standardize and transform
Link identities
Aggregate and index
Reformat and
exposeLoad data
Analytics Engagement
Segment
Predict
Personalize
Orchestrate
Budget Content
CDP Components
bull Prebuilt components save development time
bull lsquoBig datarsquo technology makes data management easier than before
bull Itrsquos designed to do one thing well
bull Vendors are customer data specialists
Why It Works
CDPData
LakeWHDMP
Data Hub Tag Mgr
MAP CRMMarketingCloud JOE
packagedsoftware
persistent
unified customer data
open access
decisions amp delivery
CDP vs Other Systems
You need a CDP ifhellip
bull Sources include un- amp semi-structured data
bull Multiple source and execution systems
bull You have repeat customers
bull IT resources are busy elsewhere
bull Time and money are limited
Marketers Recognize CDP Value
bull euro650 million revenue 2018
bull 80+ vendors
bull 60 annual growth
What about Europe
European Consumers Expect PersonalizationEuropean Marketers Deliver Despite Complexity
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
US Consumers Expect MoreUS Marketers Deliver More
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
Conclusion
bull European marketers face similar issues but at smaller scale and with fewer resources
bull European CDP vendors tailored to European marketbull Campaign CDPs provide most features and least integration effortbull Smaller client bases make specialized data technology less
importantbull Industry-specific CDPs offer additional value from the startbull Can combine US-based data access CDP with local campaign CDP
bull Want more surveyshttpslpcdpinstitutevenntivecomDL2022-CDPI-Recent-Martech-Surveys
What about You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
CDP Definition
bullPackaged software
bullPersistent unified customer database
bullAccessible to other systems
Behind the Definition
bullPackaged software = faster lower cost less risk more mature
bullPersistent unified customer database = all sourcesfull detail organized for customer management
bullAccessible to other systems = easy to share data
change systems without disruption
Data Delivery
DMP
Web CMS
Mobile
External
Mobile
Web
CRM
Decisions
ExposeIngest Process
Standardize and transform
Link identities
Aggregate and index
Reformat and
exposeLoad data
Analytics Engagement
Segment
Predict
Personalize
Orchestrate
Budget Content
CDP Components
bull Prebuilt components save development time
bull lsquoBig datarsquo technology makes data management easier than before
bull Itrsquos designed to do one thing well
bull Vendors are customer data specialists
Why It Works
CDPData
LakeWHDMP
Data Hub Tag Mgr
MAP CRMMarketingCloud JOE
packagedsoftware
persistent
unified customer data
open access
decisions amp delivery
CDP vs Other Systems
You need a CDP ifhellip
bull Sources include un- amp semi-structured data
bull Multiple source and execution systems
bull You have repeat customers
bull IT resources are busy elsewhere
bull Time and money are limited
Marketers Recognize CDP Value
bull euro650 million revenue 2018
bull 80+ vendors
bull 60 annual growth
What about Europe
European Consumers Expect PersonalizationEuropean Marketers Deliver Despite Complexity
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
US Consumers Expect MoreUS Marketers Deliver More
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
Conclusion
bull European marketers face similar issues but at smaller scale and with fewer resources
bull European CDP vendors tailored to European marketbull Campaign CDPs provide most features and least integration effortbull Smaller client bases make specialized data technology less
importantbull Industry-specific CDPs offer additional value from the startbull Can combine US-based data access CDP with local campaign CDP
bull Want more surveyshttpslpcdpinstitutevenntivecomDL2022-CDPI-Recent-Martech-Surveys
What about You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
Behind the Definition
bullPackaged software = faster lower cost less risk more mature
bullPersistent unified customer database = all sourcesfull detail organized for customer management
bullAccessible to other systems = easy to share data
change systems without disruption
Data Delivery
DMP
Web CMS
Mobile
External
Mobile
Web
CRM
Decisions
ExposeIngest Process
Standardize and transform
Link identities
Aggregate and index
Reformat and
exposeLoad data
Analytics Engagement
Segment
Predict
Personalize
Orchestrate
Budget Content
CDP Components
bull Prebuilt components save development time
bull lsquoBig datarsquo technology makes data management easier than before
bull Itrsquos designed to do one thing well
bull Vendors are customer data specialists
Why It Works
CDPData
LakeWHDMP
Data Hub Tag Mgr
MAP CRMMarketingCloud JOE
packagedsoftware
persistent
unified customer data
open access
decisions amp delivery
CDP vs Other Systems
You need a CDP ifhellip
bull Sources include un- amp semi-structured data
bull Multiple source and execution systems
bull You have repeat customers
bull IT resources are busy elsewhere
bull Time and money are limited
Marketers Recognize CDP Value
bull euro650 million revenue 2018
bull 80+ vendors
bull 60 annual growth
What about Europe
European Consumers Expect PersonalizationEuropean Marketers Deliver Despite Complexity
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
US Consumers Expect MoreUS Marketers Deliver More
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
Conclusion
bull European marketers face similar issues but at smaller scale and with fewer resources
bull European CDP vendors tailored to European marketbull Campaign CDPs provide most features and least integration effortbull Smaller client bases make specialized data technology less
importantbull Industry-specific CDPs offer additional value from the startbull Can combine US-based data access CDP with local campaign CDP
bull Want more surveyshttpslpcdpinstitutevenntivecomDL2022-CDPI-Recent-Martech-Surveys
What about You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
Data Delivery
DMP
Web CMS
Mobile
External
Mobile
Web
CRM
Decisions
ExposeIngest Process
Standardize and transform
Link identities
Aggregate and index
Reformat and
exposeLoad data
Analytics Engagement
Segment
Predict
Personalize
Orchestrate
Budget Content
CDP Components
bull Prebuilt components save development time
bull lsquoBig datarsquo technology makes data management easier than before
bull Itrsquos designed to do one thing well
bull Vendors are customer data specialists
Why It Works
CDPData
LakeWHDMP
Data Hub Tag Mgr
MAP CRMMarketingCloud JOE
packagedsoftware
persistent
unified customer data
open access
decisions amp delivery
CDP vs Other Systems
You need a CDP ifhellip
bull Sources include un- amp semi-structured data
bull Multiple source and execution systems
bull You have repeat customers
bull IT resources are busy elsewhere
bull Time and money are limited
Marketers Recognize CDP Value
bull euro650 million revenue 2018
bull 80+ vendors
bull 60 annual growth
What about Europe
European Consumers Expect PersonalizationEuropean Marketers Deliver Despite Complexity
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
US Consumers Expect MoreUS Marketers Deliver More
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
Conclusion
bull European marketers face similar issues but at smaller scale and with fewer resources
bull European CDP vendors tailored to European marketbull Campaign CDPs provide most features and least integration effortbull Smaller client bases make specialized data technology less
importantbull Industry-specific CDPs offer additional value from the startbull Can combine US-based data access CDP with local campaign CDP
bull Want more surveyshttpslpcdpinstitutevenntivecomDL2022-CDPI-Recent-Martech-Surveys
What about You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
bull Prebuilt components save development time
bull lsquoBig datarsquo technology makes data management easier than before
bull Itrsquos designed to do one thing well
bull Vendors are customer data specialists
Why It Works
CDPData
LakeWHDMP
Data Hub Tag Mgr
MAP CRMMarketingCloud JOE
packagedsoftware
persistent
unified customer data
open access
decisions amp delivery
CDP vs Other Systems
You need a CDP ifhellip
bull Sources include un- amp semi-structured data
bull Multiple source and execution systems
bull You have repeat customers
bull IT resources are busy elsewhere
bull Time and money are limited
Marketers Recognize CDP Value
bull euro650 million revenue 2018
bull 80+ vendors
bull 60 annual growth
What about Europe
European Consumers Expect PersonalizationEuropean Marketers Deliver Despite Complexity
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
US Consumers Expect MoreUS Marketers Deliver More
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
Conclusion
bull European marketers face similar issues but at smaller scale and with fewer resources
bull European CDP vendors tailored to European marketbull Campaign CDPs provide most features and least integration effortbull Smaller client bases make specialized data technology less
importantbull Industry-specific CDPs offer additional value from the startbull Can combine US-based data access CDP with local campaign CDP
bull Want more surveyshttpslpcdpinstitutevenntivecomDL2022-CDPI-Recent-Martech-Surveys
What about You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
CDPData
LakeWHDMP
Data Hub Tag Mgr
MAP CRMMarketingCloud JOE
packagedsoftware
persistent
unified customer data
open access
decisions amp delivery
CDP vs Other Systems
You need a CDP ifhellip
bull Sources include un- amp semi-structured data
bull Multiple source and execution systems
bull You have repeat customers
bull IT resources are busy elsewhere
bull Time and money are limited
Marketers Recognize CDP Value
bull euro650 million revenue 2018
bull 80+ vendors
bull 60 annual growth
What about Europe
European Consumers Expect PersonalizationEuropean Marketers Deliver Despite Complexity
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
US Consumers Expect MoreUS Marketers Deliver More
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
Conclusion
bull European marketers face similar issues but at smaller scale and with fewer resources
bull European CDP vendors tailored to European marketbull Campaign CDPs provide most features and least integration effortbull Smaller client bases make specialized data technology less
importantbull Industry-specific CDPs offer additional value from the startbull Can combine US-based data access CDP with local campaign CDP
bull Want more surveyshttpslpcdpinstitutevenntivecomDL2022-CDPI-Recent-Martech-Surveys
What about You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
You need a CDP ifhellip
bull Sources include un- amp semi-structured data
bull Multiple source and execution systems
bull You have repeat customers
bull IT resources are busy elsewhere
bull Time and money are limited
Marketers Recognize CDP Value
bull euro650 million revenue 2018
bull 80+ vendors
bull 60 annual growth
What about Europe
European Consumers Expect PersonalizationEuropean Marketers Deliver Despite Complexity
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
US Consumers Expect MoreUS Marketers Deliver More
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
Conclusion
bull European marketers face similar issues but at smaller scale and with fewer resources
bull European CDP vendors tailored to European marketbull Campaign CDPs provide most features and least integration effortbull Smaller client bases make specialized data technology less
importantbull Industry-specific CDPs offer additional value from the startbull Can combine US-based data access CDP with local campaign CDP
bull Want more surveyshttpslpcdpinstitutevenntivecomDL2022-CDPI-Recent-Martech-Surveys
What about You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
Marketers Recognize CDP Value
bull euro650 million revenue 2018
bull 80+ vendors
bull 60 annual growth
What about Europe
European Consumers Expect PersonalizationEuropean Marketers Deliver Despite Complexity
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
US Consumers Expect MoreUS Marketers Deliver More
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
Conclusion
bull European marketers face similar issues but at smaller scale and with fewer resources
bull European CDP vendors tailored to European marketbull Campaign CDPs provide most features and least integration effortbull Smaller client bases make specialized data technology less
importantbull Industry-specific CDPs offer additional value from the startbull Can combine US-based data access CDP with local campaign CDP
bull Want more surveyshttpslpcdpinstitutevenntivecomDL2022-CDPI-Recent-Martech-Surveys
What about You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
What about Europe
European Consumers Expect PersonalizationEuropean Marketers Deliver Despite Complexity
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
US Consumers Expect MoreUS Marketers Deliver More
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
Conclusion
bull European marketers face similar issues but at smaller scale and with fewer resources
bull European CDP vendors tailored to European marketbull Campaign CDPs provide most features and least integration effortbull Smaller client bases make specialized data technology less
importantbull Industry-specific CDPs offer additional value from the startbull Can combine US-based data access CDP with local campaign CDP
bull Want more surveyshttpslpcdpinstitutevenntivecomDL2022-CDPI-Recent-Martech-Surveys
What about You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
European Consumers Expect PersonalizationEuropean Marketers Deliver Despite Complexity
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
US Consumers Expect MoreUS Marketers Deliver More
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
Conclusion
bull European marketers face similar issues but at smaller scale and with fewer resources
bull European CDP vendors tailored to European marketbull Campaign CDPs provide most features and least integration effortbull Smaller client bases make specialized data technology less
importantbull Industry-specific CDPs offer additional value from the startbull Can combine US-based data access CDP with local campaign CDP
bull Want more surveyshttpslpcdpinstitutevenntivecomDL2022-CDPI-Recent-Martech-Surveys
What about You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
US Consumers Expect MoreUS Marketers Deliver More
Sources Ipsos+Medallia The Customer Experience Tipping Point 2018 Mulesoft Consumer Connectivity Insights 2018 Salesforce Research Fifth Edition State of Marketing 2019 Infosys Endless Possibilities with Data 2018
Conclusion
bull European marketers face similar issues but at smaller scale and with fewer resources
bull European CDP vendors tailored to European marketbull Campaign CDPs provide most features and least integration effortbull Smaller client bases make specialized data technology less
importantbull Industry-specific CDPs offer additional value from the startbull Can combine US-based data access CDP with local campaign CDP
bull Want more surveyshttpslpcdpinstitutevenntivecomDL2022-CDPI-Recent-Martech-Surveys
What about You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
Conclusion
bull European marketers face similar issues but at smaller scale and with fewer resources
bull European CDP vendors tailored to European marketbull Campaign CDPs provide most features and least integration effortbull Smaller client bases make specialized data technology less
importantbull Industry-specific CDPs offer additional value from the startbull Can combine US-based data access CDP with local campaign CDP
bull Want more surveyshttpslpcdpinstitutevenntivecomDL2022-CDPI-Recent-Martech-Surveys
What about You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
What about You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
Best Practices bull Let marketing manage customer data
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
Best Practices bull Match CDP to your needs
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
Best Practices bull Simple tasks first
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
Best Practices bull Follow path to leadership
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
Whatrsquos Next
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
CDP Industry Trends
bull Continued growth in demand and new vendors
bull GDPR amp ePrivacy drive demand in Europe
bull Shift from data access to analytics and campaign functions
bull Differentiation based on scope industry region client size
bull Broader products and marketing clouds embed CDP functions via development and acquisition
bull Smarter buyers standards and better understanding
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
What about The Netherlands
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
Almost all Dutch companies consider customer data to be important for business
Source Squadra CDM Research 2018
0
10
20
30
40
50
60
VERY IMPORTANT
43
53
2 20
Very Important Important
Not important not unimportant Unimportant
No priority
4
5323
20
Customer Data are one of the key elements in our business strategy
Customer Data are among other topics part of our business strategy
The relevance of customer data is only mentioned in our businessstrategy
Customer data are important but are not part of our business strategy
Customer data are not important for our organization
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
5 Key reasons to consider using unified customer data
bull ldquoImproving customer engagement usingcustomer knowledgerdquo
bull ldquoCustomer data allow us to better understandcustomer preferences and discover potentialneedsrdquo
bull ldquoUsing customer data we can personalize ourwebsite content more efffectivelyrdquo
bull ldquoOur customers have been segmented andare treated using different campaignsrdquo
bull ldquoSpecificrelevant emails to our customersrdquo
bull ldquoNext best actions based on customer profiles and behaviorrdquo
bull ldquoMore opportunities for co-creationrdquo
Source Squadra CDM Research 2018
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
Unified customer view opportunities to develop new categories new markets and new business models with less risk
bull ldquoMore opportunities for co-creationrdquo
bull ldquoDifferent revenue models andbusiness models are becomingclearerrdquo
bull ldquoWe are finding leads using availableprofilesrdquo
bull ldquoUsing the profiles of existingcustomers to create better offers but also to look for new market opportunitiesrdquo
bull Category optimization decisions canbe taken quicker with less risk
Source Squadra CDM Research 2018
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
bull In your opinion what are the main issues regarding customer data What issues do you encounter
Source Squadra CDM Research 2018
Key issue incomplete customer data
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
Key obstacles unclear ownershipgovernance complex IT landscape data capture done by multiple departments
bull What are the key obstacles in you organization that prevent you from getting to the ideal situationregarding customer data management (Multiple answers allowed)
Source Squadra CDM Research 2018
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
CDP Solutions active in Europe as per January 24 2019 Source CDP Institute Clear Value
Define business vision use cases and requirements first compare and select the best matching CDP platform next
UniFida
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
Use cases and client cases offer guidance
Churn prevention from multi-channelto orchestrated cross channelexecution using unified customer data
bull Available and actionable databull Reduction of manual work for CRM bull Reduction of required IT supportbull Connecting to existing channels
bull Personalized customer journeysbull Optimized channel mix rarr higher ROIbull Increased conversion rates
Source CrossEngage
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
PLACEHOLDER TEALIUM TO PROVIDE INPUT THU JAN17
Use Cases and Client Cases Offer Guidance
Building a data driven business
Effect of implementation of CDP solutionbull Unified customer view instead of data in
various data silosbull 247 Data collection and constantly scalingbull Less effort to extend and scale data driven
business solutionsbull Data quality across the businessbull Multiple onsite personalization campaignsbull CTR personalized campaigns 34 instead
of 18 with non-personalized campaigns
Source Tealium
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
Use Cases and Client Cases Offer Guidance
Source NGData
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
Source Telenet Belgium NGData
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
BUSINESS
VISION
CUSTOMER
FOCUS
SPEED amp
FLEXIBILITY
BUSINESS
VISION
How To Talk To Your CEO About CDP 5 Drivers For CDP Success
TOOLS
(CDP hellip)
ANALYTICS
TALENT
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
BUSINESS VISION
First Step Assessing CDP Value Re Business Ambitions amp Goals
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
Wrapping up
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
Key Take Awaysbull CDP is purpose-built to unify customer data
bull Often the best solution
bull Buyers must match system to their needs
bull Benefits of success are great
bull Price of failure is unthinkable
bull Success depends on alignment with corporate ambitions
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You
David M Raabdraabcdpinstituteorgwwwcdpinstituteorg
Frans MelenhorstLinkedin fransmelenhorstClear Value | Squadra GroupPartners of CDP Institute Europe
Thank You