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Customer Data Platform
Monetize Artificial Intelligenceon Digital Marketing Channels
V1.0 – Jan 2020
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“A CDP centralizes customer data from
multiple sources and makes it available to
systems of insight and engagement.”
Forrester Research
Customer Data Platform
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The CDP relies on our
desire for simplicity, but
complexity hides beneath
the surface
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Customer Data Platform > Purpose Built
▪ Collection and organization of data to obtain Customer Insight (Data Pipe)
▪ Collection and distribution of data to fill gaps in an existing stack (Data Pipe)
▪ Customizing messages to different audiences on all channels consistently (Orchestration)
▪ Accelerate the use of Machine Learning models and techniques in Marketing Automation
processes (Automation)
▪ Data set management for System of Insights (Measurement)
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Do you really know your customers?
In an ecosystem composed of different products by
type (CRM, DMP, Log Web, Survey, etc. ..) and
Vendor (Adobe, Microsoft, Google, SAP, etc. ..) still
remains a desire difficult to fulfill.
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Customer Omnichannel Experience
The Customer Data Platform enables a complete
customer view across all the interactions with all
your channels and touchpoints.
The first step is to own your data: all the
information gathered and historicized will form the
user's constantly evolving knowledge base.
This new paradigm will be the only source of truth
that will guide the customer's future experiences
(recommendation, offers, etc.)
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Customer Identity Resolution
= Recognized
= Anonimous
See product A
Offer on product B Offer on product B
See product C
See product A
Offers on bothproduct C and A
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Customer Identity Resolution
= Noto
= Anonimo
See product A
Offer on product B Offerto prodotto A
See product C
See product A
Offerti prodotti A e C
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Orchestrate all informactions in a Multichannel Marketing Strategy
CUSTOMER DATA
PLATFORM
DYNAMICS 365
MACHINELEARNINGREAL TIME
INTELLIGENCE
DATA-DRIVENMARKETING
TOOL
PERSONALIZATIONTOOL
GOOGLE ANALYTICS
POWER BI
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Content Preferences
Product Interest
Online Behaviour
Campaigns
Device
Sentiment
Microsoft Dynamics for Enriched Customer Relationship Management
CDP > > > > > > > CRM
Better Segmentation
The criteria that determine a
customer's membership in a specific
segment or target become richer
Accurate Scoring
Online behavior and preferences
become available for customer
scoring
Additional Contact
Opportunities
Online behavior helps create
additional contact opportunities and
more sophisticated triggering criteria
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Online Behaviour
Target Segment
Conversion History
Score
Offer History
Contact Strategy
Data-Driven Marketing Tool for Intelligent Marketing Automation
CDPDATA-DRIVEN
MARKETING TOOL
> > > > > > >> > > > > > >
Machine Learning Clustering
Advanced clustering thanks Machine
Learning algorithms that consider
the entire customer view
Multichannel Communication
Coherence
The message and the offer can be
managed in a coherent way on all
the channels involved
Real Time Triggering
Actions can be taken in real time with
all the information about the
customers coming from all channels
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Online Behaviour
Target Segment
Conversion History
Score
Offer History
Contact Strategy
Personalization Tool for Data-Driven Personalization at scale
CDPPERSONALIZATION
TOOL
> > > > > > >> > > > > > >
Intelligent Recommendation
Customer behavior both online and
offline, analyzed through machine
learning algorithms, helps to refine
the offer
Extreme Personalization
The proposal of contents and offers
is more inherent to the customer's
online and offline behavior
Better Customer Experience
The approach to sales and marketing
becomes more proactive,
anticipating customer needs thanks
to predictive algorithms
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Customer Data Platform benefits
Data Enrichment & Augmentation
Enhance customer
segmentation by
integrating different
data sources
Advanced & Predictive Analytics
Conduct advanced
analysis and develop
custom predictive
models
Real-Time Marketing
Take advantage of the
click-stream to set up
triggers and Real-time
Marketing actions
First-Party ID Definition
Provide a proprietary
identification of the
Customer
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DATA-DRIVENMARKETING
TOOL
DYNAMICS 365 STORAGE
Data Lake
Store
Blob Storage
DATA LAKE
ANALYTICS
Azure
Databricks
SQL
Azure
OPERATIONS
Azure
Functions
Technology Stack
Data Factory
PERSONALIZATIONTOOL
GOOGLE ANALYTICS
POWER BI
15Do not put content BitBang S.r.l. © 2020 – Riservati tutti i diritti – Legge 633/1941 e s.m.i.
Services overview
GoogleAnalytics
SocialIOT+WIFI
SMART CAM
DYNAMICS
365
CRM
Back Endtransazioni CC
Data-driven Marketing Tool
DYNAMICS
365
CRM
PersonalizationTool
Customer Data Platform
Data Lake
Store
Blob
Storage
SQL
Azure
Event Hub Stream
Analytics
Azure
Databricks
Power BI
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Project Roadmap
1
2
TransformationAction: Cleaning of data based on
its continuous and targeted
exploration
Output: Clean and structured data
with a precise schema
3
ReconciliationAction: Identify a high-level key to identify the
customer in all sources
Output: 360° view on customer behavior
4
OrchestrationAction: Creating pipelines for
analysis and targeted marketing
Output: automated and data driven
actions
5
InsightsAction: evaluate the
impact of the strategies
adopted
Output: constant and
continuous monitoring to
maximize ROI
IngestionAction: Take possession of
your data
Output: Immediate access,
freedom of choice (analysis
and tools)
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INGESTION
+ Establish mapping points: from which sources extract the data
+ Establish priorities to extract data
1
+ Align sources at the customer level
TRANSFORMATION
2
RECONCILIATION
+ Identify a high-levelkey
+ Every customer must be identified by an ID
3
ORCHESTRATION
+ Creation of pipelines that exploit historical data (in a “lookback period”) to map all customer interactions in all past touchpoints
4
INSIGHTS
+ Creation of dynamic insights to promptly respond to changes in business needs
5
+ Processing of structured and unstructured data + Federated
enrichment of all sources
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BitBang CDP ready to unlock your data VALUE
▪ Unlock and harmonize siloed data to create new value
▪ Bi-directionally move transactional, operational, customer or IoT data to and from the common data
lake based on their preference or needs
▪ Create data-powered digital feedback loops for greater business impact, while also helping to
enable their security and privacy compliance initiatives
▪ Build and adopt intelligent applications that natively understand data, relationships and metadata
spanning multiple services from Google, Adobe, SAP, Microsoft and their partners.