w w w . N G D A T A . c o m
CDP & MDMA marriage made in heaven?
2 Copyright 2018 NGDATA®, Inc.
▪ Selected Readings from the CDP Wild West Chronicles
▪ Defining a CDP
▪ What is the CDP practitioners’ view on MDM
AGENDA
3 Copyright 2018 NGDATA®, Inc.
COMPANY OVERVIEW.Helping data-rich companies deliver the connected customer experiences.
A B O U T N G D A T A
200+100+ marketing and data science experts
EMPLOYEES
20+PARTNERSHIPS
Global technologyand services partnerships
9OFFICES
9 offices in 7 regional centers. US, BE, NL, FR,
SG, UK and India
NEW CUSTOMER HIGHLIGHTS
6INDUSTRIES
Financial Services, Insurance, Telco &
Media, Utilities, Hospitality, and Retail
CDP SELECTED READINGS
5 Copyright 2018 NGDATA®, Inc.
THE ORIGIN: QUEST FOR A UNIFIED CUSTOMER DATA LAYER
6 Copyright 2018 NGDATA®, Inc.
CDPI VENDOR OVERVIEWIt’s a Zoo, basically.
CDP Vendor Comparison
Copyright 2018 Customer Data Platform Institute. All rights reserved. https://www.cdpinstitute.org
AgilOne Blueshift Fospha NGData RedEye Treasure Data Amperity BlueVenn Lexer Optimove RedPoint Global Vizury Ascent360 CaliberMind Lytics Quaero SessionM ZenIQ BlueConic Evergage mParticle QuickPivot Tealium Zylotech
Shared CDP Features Retain original detail Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Persistent data Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Individual detail Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Vendor-neutral access Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Manage PII Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Distinguishing Features Data Management Base Features API/query access Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Real-time access Y Y Y Y Y Y Y Y Y N Y Y Y Y Y N Y Y Y Y Y Y Y Y Persistent ID Y Y Y Y Y Y Y Y Y Y Y Y N Y Y Y Y Y Y Y Y Y Y Y Deterministic match Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Probabilistic match Y Y Y N N N N Y N N Y N N N Y N N Y Y N N Y N Y On-premises option N N N N N Y N N Y N N N Y N Y N N Y Y N N Y N Y Un/Semi-Structured JSON load Y Y N Y Y Y Y Y Y Y Y Y N N Y N Y Y Y Y Y Y Y Y Schema-free data store Y Y N Y Y Y Y Y N N Y N Y N Y N Y Y Y Y Y Y Y Y Web Site Javascript tag Y N Y Y Y Y Y Y Y N Y Y Y Y N Y Y Y Y Y Y Y Y Y Cookie management Y N N Y Y Y Y Y Y N Y Y Y Y N Y N Y Y Y Y Y Y Y Mobile Apps SDK load Y N N Y Y N Y Y N Y Y Y N Y N N Y Y Y Y Y Y N Y Digital Ads Audience API Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Cookie synch N N N Y Y N N Y Y N Y Y Y Y N Y Y Y N Y Y Y Y Y Offline Postal address hygiene Y Y Y N N Y Y N N N Y Y N N Y Y Y Y Y N Y N Y Y Name/address match Y Y Y N N Y Y N N N Y Y N N Y Y Y Y N N N N Y Y Business to Business Account-level data Y N N N N Y Y Y Y N Y N Y Y Y Y N Y N N Y N Y Y Lead-to-account match Y N N N N Y Y Y N Y Y N Y Y Y Y N Y N N N N Y Y Analytics Segmentation Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Automated predictive Y N N Y Y Y Y Y Y N Y N Y Y Y Y Y Y Y N Y Y Y Y Engagement Content selection Y N N Y Y Y Y Y N N Y N Y Y Y Y Y Y Y Y N Y Y Y Multi-step campaigns N N N N Y Y N N N N Y N N Y N Y Y Y N N N Y Y N Real-time interactions Y N N Y Y Y Y Y N N Y N Y Y N N Y Y Y Y N Y N Y
See following page for definitions. Revised 3.11.18
7 Copyright 2018 NGDATA®, Inc.
GARTNER’S PRELIMINARY TAKE ON THE CDP FUNCTIONS
8 Copyright 2018 NGDATA®, Inc.
GARTNER VIEW ON COMPLEMENTARITYOverlap abound!
9 Copyright 2018 NGDATA®, Inc.
BOUNDARIES, GROWTH & COMPLEMENTARITY
CDP
Marketing Platform Integrated
Suites
DMP
Focus on Identified Customer or Prospect Segment Marketing
Customer Experienceand Service Optimization
Targeted Marketing
10 Copyright 2018 NGDATA®, Inc.
CDP
CDP VENDOR ORIGINS
MDM DMP
Digital Marketing
CustomerAnalytics
11 Copyright 2018 NGDATA®, Inc.
IT’S A SPECTRUM, REALLY
Golden Record Analytics &Predictions
EngagementOrchestrationBehavioralProfiling
NGDATA CDP
Redpoint
The non-sales-y approach
SO WHAT IS A(N NGDATA) CDP, REALLY?
13 Copyright 2018 NGDATA®, Inc.
U N D E R S T A N D H O W T H E S O L U T I O N C A N B E U S E D T O S U P P O R T R E A L - T I M E , S T R E A M I N G , B A T C H U C
A REAL TIME INTERACTIVE PLATFORM
A customer or prospect interacts with the brand.
REQUEST RESPONSE TRIGGER BASED OUTBOUNDThe behavior of a customer or a
prospect is changingThe marketing department is planning
a targeted campaign
14 Copyright 2018 NGDATA®, Inc.
15 Copyright 2018 NGDATA®, Inc.
16 Copyright 2018 NGDATA®, Inc.
17 Copyright 2018 NGDATA®, Inc.
18 Copyright 2018 NGDATA®, Inc.
Metrics
Calculation
Engine
Entity Data
Interactions
Entity
data-
model
Inter-
action
Schema
DNA
Metrics
cfg
DNAAlerting
Engine
Alert cfg
Alerts
depends on
de
pe
nd
s o
n
depends on
Rule
Engine
Rule cfg
depends on
Actions
Flume /
KafkaHDFS Kafka
Zoo-
keeperSparkHBase
Phoenix
Calcite
lambda architecture – speed layer for real time ingest/processing; daily historical batch processing
technology components
Scoring
Models
19 Copyright 2018 NGDATA®, Inc. 19 Copyright 2018 NGDATA®, Inc.
20 Copyright 2018 NGDATA®, Inc.
U N D E R S T A N D / S E E H O W A N A L Y T I C S C A N B E U S E D T O C R E A T E V A L U E / I N S I G H T S / I N D I C A T O R S
METRICS TYPESCONTRIBUTED OBSERVED
CALCULATED PREDICTED
Fields Aggregates
Formulas Scores
Facts
CRM
DWH
CustomMetrics
Behavior
Transactions
Clickstream
Predictive Models
Machine Learning
21 Copyright 2018 NGDATA®, Inc.
U N D E R S T A N D / S E E H O W A N A L Y T I C S C A N B E U S E D T O C R E A T E V A L U E / I N S I G H T S / I N D I C A T O R S
INCLUDING HOUSEHOLDS OR OTHER GROUPINGS
Household or Set DNA
CustomerDNA
OfferDNA
22 Copyright 2018 NGDATA®, Inc.
U N D E R S T A N D H O W A N A L Y T I C A L M O D E L S B U I L T O U T S I D E T H E S O L U T I O N A R E D E P L O Y E D
REAL-TIME EXECUTION OF ANALYTICAL MODELS
ANALYTICAL MODELS CUSTOMER DNAMove models into CDP as soon as they
exist.
Operationalize your analytical models and accelerate time to value by simulating and executing models in real-time. And reduce time to action by eliminating friction between data science and marketing
A marriage made in heaven?
CDP & MDM
24 Copyright 2018 NGDATA®, Inc.
RAW DATA
DATA INTEGRATION
IDENTITY
INSIGHTS ENGAGEMENT
ANALYTICS & BI(non-operational)
OR
CH
ES
TRAT
ION
& C
AM
PAIG
N M
AN
AG
EM
EN
T
CHANNELS
DATA
DATALAKE
STORAGE & PROCESSING
Connectivity
Mapping & Transformation
Orchestration
GOVERNANCE
CUSTOMER DATA PLATFORM
NBO
DECI
SION
ING
FEEDBACK
Operational Customer AnalyticsProfiling
EnrichmentScoring
Opportunity Detection
BATCH
STREAM
Digital
Contact Center
Stores
POS
USE CASES
APPLICATIONS
DATABASES
EDW
SoLoMo
3rd PARTY
IoT
Schema Catalog
MDM
Data Quality
Next-Best-Offer
PersonalizedContent
Campaign Optimization
Retention
Up- andCross-sell
CUSTOMER-CENTRIC DATA LANDSCAPE
25 Copyright 2018 NGDATA®, Inc.
L I N K I N G , M A T C H I N G A N D M E R G I N G
COMBINING MDM & CDP
MDM ENTITY MATCH
ID ID confidence
47ab 986a 100%
47ab 445c 100%
ID ID confidence
47ab 986a 90%
47ab 102q 20%
CDP ITX MATCH GLOBAL MATCH LINK MERGE
ID ID confidence
47ab 986a 100%
47ab 445c 100%
47ab 102q 20%
MASTERID ID ID
124 47ab 986a
255 47ab 445c
244 47ab 102q
MASTERID MASTERID
605 124
605 255
605 244
▪ Confidence levels are available in the CDP
▪ CDP links records based on confidence level from MDM matching engine
26 Copyright 2018 NGDATA®, Inc.
L I N K I N G , M A T C H I N G A N D M E R G I N G
EXAMPLE
Product
CUSTOMER CRM ID
DN
A
CRM ItxCRM_ID_1
CUSTOMER UTS ID
DN
A
CRM ItxCRM_ID_1
UTS ItxUTS_ID_1UTS Itx
UTS_ID_1
Id: CRM_ID_1 Id: UTS_ID_1
Known CustomerCRM_ID_1
Unknown CustomerCookie Based UTS_ID_1
SOURCE DNA build per source record, in this case CRM_ID_1
SOURCE DNA build per source record, , in this case UTS_ID_1
Ingested and Calculated
Source entity type CRM Source entity type UTS
A Visitor browses the website without authentication (pre-login)
27 Copyright 2018 NGDATA®, Inc.
Visitor with UTS_ID_1 logs in and is recognized as the Customer with CRM_ID_1
L I N K I N G , M A T C H I N G A N D M E R G I N G
EXAMPLE
Product
CUSTOMER CRM ID
DN
A
CRM ItxCRM_ID_1
CUSTOMER UTS ID
DN
A
CRM ItxCRM_ID_1
UTS ItxUTS_ID_1UTS Itx
UTS_ID_1
Id: CRM_ID_1 Id: UTS_ID_1
Known CustomerCRM_ID_1
Unknown CustomerCookie Based UTS_ID_1
SOURCE DNA build per source record, in this case CRM_ID_1
SOURCE DNA build per source record, , in this case UTS_ID_1
Ingested and Calculated
CDP CUSTOMER
DN
A
Ids: CRM_ID_1, UTS_ID_1
Master DNA: Merge of source records’ DNA (priority, sum, …) for matching source IDs in Master Table
Source entity type CRM Source entity type UTS
Master entity type Customer CalculatedA
nd Learned
28 Copyright 2018 NGDATA®, Inc.
L I N K I N G , M A T C H I N G A N D M E R G I N G
UNMATCHING TRIGGERS
MDM MATCH
ID ID confidence
47ab 986a 100%
47ab 445c 100%
ID ID confidence
47ab 986a 90%
47ab 102q 20%
CDP ITX MATCH GLOBAL MATCH (UN)LINK SYNC
ID ID confidence
47ab 986a 100%
47ab 445c 100%
47ab 102q 20%
MASTERID ID ID
124 47ab 986a
255 47ab 445c
244 47ab 102q
MASTERID MASTERID
605 124
605 255
605 244
▪ Changes in MDM
▪ Expiration of IDs
▪ Increase of confidence threshold
29 Copyright 2018 NGDATA®, Inc.
▪ Target audience: data-driven marketing/CX persons
▪ When you need an operational 360° data store− managing and serving up a considerable number of customer-level attributes/metrics− coping with large interactive workloads (e.g. > 200 req/s)− while frequently updating profiles based on regular interactions with the individual customer− based on Big data sets (100s of thousands to (many) millions of customers, 10-20 interactions weekly)
▪ When you want to deploy real-time scoring models− to reflect the real-time context of the customer
▪ … when you have a way to serve up quality data to the CDP− typically tabular data− typically mastered in an MDM system
SO, WHEN TO USE A CDP NEXT TO AN MDM SYSTEM?