Customer Data Platform 101
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Transcript of Customer Data Platform 101
First, Questions...
Do you consider yourself to be a marketer?
Are you familiar with “Raw leads”, “MQLs”, “SALs”, “SQLs”, etc.?
Have you heard of the term Customer Data Platforms?
Introduction
● Former algorithmic trader
● Open source enthusiast (Fluentd)
● Data-driven B2B Marketer
● 1st employee@Treasure Data
SPOILERthis talk is about how B2B marketers use data to win
You know you’ve been in B2B marketing if...
Asked for MORE leads Asked for BETTER leads BOUGHT “leads”
Review: Lead Funnel
delivering QUALITY leads at SCALE is HARD
Formula for B2B Marketing Success
Quality = Behavior Persona Timingx x
“Do they do the right thing on the website?”
“Are they the right people?”
“Are they in the market to buy?”
“Fear Not, We Have Data!”
Difficult to Get Behavior Right
Difficult to Get Persona Right
NO
Difficult to Get Timing Right
Many Tools, Many Silos...
Solution? Back to the Formula
Quality = Right
Behavior Right
PersonaRight
Timingx x
WhatIntent
WhoDemographic
WhenContext
CUSTOMER DATA PLATFORM (CDP)
a marketer-managed system that creates a persistent, unified customer database that is accessible to other systems
Customer Data Platform: Hub-and-Spoke
Customer Data Platform: Connected, Live Data
EXAMPLESall this sounds great in theory. how ‘bout in practice?
CDP Use Case: Predictive Lead Scoring
Lead or Not Lead?
Predictive Lead Scoring in 5 minutes
Predictive Lead Scoring
Quality = Behavior Persona Timingx x
WhatIntent
WhoDemographic
WhenContext
explanatory variables/features/inputsYES/NOresponse variables
PREDICTIVE STUFF: START SIMPLEdon’t get caught in the AI craze
CDP Use Case: Uber “Greyballing”
“When Uber moved into a new city, it appointed a general manager to lead the charge. This person, using various technologies and techniques, would try to spot enforcement officers.”
Uber Greyballing Tactic: Location + Behavior
● Find users with frequent pick-ups and drop-offs near Gov’t buildings
● They are likely to be Gov’t officials● Don’t show them Uber cars
Uber Greyballing Tactic: Enriching Data
Credit Card Prepaid cell # Social Profiles
Uber “Greyballing”: Not All Bad?
“Uber employees said the practices and tools were born in part out of safety measures meant to protect drivers in some countries. In France, India, and Kenya, for instance, taxi companies and workers targeted and attacked new Uber drivers.”
DATA IS POWERFULuse it responsibly
Email Marketing(that doesn’t suck)
30 MIN LATERI got the BEST post-cancellation email ever
Why Zoom Is So SmartB
rand
Sat
isfa
ctio
n
Time
Navigating to cancel is not easy
What’s this? Exit questions?
Great. Upsell from CEO
That was actually great!
“Try to keep ‘em”
“Get more data”
“Leave a good last impression”
What I will remember
What’s useful for Zoom
Where Zoom Can Do Even Better
Works@Treasure Data
Uses Zoom@Treasure Data
≒
...and maybe send me this instead
DATA IS CONTEXTUALask for it (but be human)
Cautionary Tale: AdTech
Internet Privacy Rules Debate
DATA IS THE NEW OILunfair advantage (but don’t abuse it)
In Sum
Quality = Behavior x Persona x Timing: Applied to lead gen as well as CX
Customer Data Platform: A must have for the hyperconnected world
Privacy and Ethics: Let’s not cannibalize our own future
