Data Platforms: Why Nothing Has Changed Except Everything | Max Clark
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Transcript of Data Platforms: Why Nothing Has Changed Except Everything | Max Clark
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MarketingDatabases
MarketingClouds
TagManagers DMP’s ETL
As A Service
Data Platforms are nothing new
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The CRM Age(mid 90s and early 2000s)
The Web Age(2001-2013)
The Mobile Age(2014-Present)
Collection Point Point of Sale Website Apps
AsynchronousPII
Flat fileStatic
Real-Time AnonymousRelational
Unstructured
All the timeMultiple Persistent
IDsGeo-spatial
Dynamic
Collection:Identity:Dimension:Structure:
Use Cases Direct Mail Ad TargetingContent
Personalization
AnalyticsAd Targeting
Crash ReportingMarketing Automation
We’ve entered the 3rd wave of marketing data
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• No SDK or long-tail adoption • Rigid or web-centric data
model• Incomplete solutions • Don’t offer the right
integrations
Mobile compatibleMobile optimized
• Widely adopted SDK across large apps
• Flexible data model • Can stream AND batch data • Offer breadth & depth of
integrations
Mobile Optimized vs. Mobile Compatible
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Crash Reporting
Analytics
AttributionMarketing Automatio
n
CRM
AppApp
Point solutions create overhead
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Web tracking data
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...
...
...
...
...
...
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...
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...Event data
Crash reporting data
CRM data
Marketing data
Deeplinking data
...
...
Attribution data
Point solutions create data silos
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Engineers
Marketing
HelpDesk
Business Users
Data Science
Analytics
CRM
Growth
Point solutions create operational complexity
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Data Silos prevent the adoption of universal metrics
Data Silos limit marketing effectiveness & agility
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EngineersMarketing
Analytics
Data Science CRM
HelpDesk
Data Consumers Product
Data Platforms bring order to chaos
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1. Ask the Engineers
2. Implement Tools
4. Raw Data Dump
5. Data Centralization
6. Abstraction
7. Sophistication
Manual
Automated
Slow
Fast
Alignment
3. Square Pegs/Round Holes
Data Platforms bring speed & automation
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Descriptive
Diagnostic
Predictive
Prescriptive
Valu
e
Complexity
(What happened?)
(Why it happened?)
(What will happen?)
(How do we influence what happens?)
Data Platforms Augment Analytics