CDP in action: handling multiple data sources for smart activation
WIFI digitbench19
digitbench19
SPEAKER
JONATHAN KOSKAS Manager Digital & Data
WIFI digitbench19
digitbench19
Customer Data Platform A short definition "A Customer Data Platform is a packaged software that creates a persistent, unified customer database that is accessible to other systems"
WIFI digitbench19
digitbench19
AGENDA - USE CASE #1 CRO for a travel agency v
- USE CASE #2 UX personalization for an insurer
- USE CASE #3 X-channel retargeting for a retailer
WIFI digitbench19
digitbench19
USE CASE #1 CONVERSION RATE OPTIMIZATION
DATA COLLECTION 1st party data • Prospect calls Customer Support in order to find out about a Costa Rica travel offer for Summer 2019 • Prospect discloses his personal details (name, surname, email) but doesn’t go through (no booking over the phone) enrichissement • Agent inputs prospect’s information into the CRM
Asks for information about Costa Rica travel
Synchronization CRM/CDP
Profile is added to matching CDP segments: [potential buyer for summer 2019] [interest for Costa Rica]
WIFI digitbench19
digitbench19
USE CASE #1 CONVERSION RATE OPTIMIZATION
DATA ENRICHMENT Existing profile in CDP (email address already known) with complementary information : [sensitive to display promotion] [consent to ad targeting : YES] ENHANCED SEGMENT
[potential buyer for summer 2019] + [interest for Costa Rica] + [sensitive to display promotion] + [consent to ad targeting : YES]
WIFI digitbench19
digitbench19
USE CASE #1 ACTIVATION
CONVERSION RATE OPTIMIZATION
>> Advertising in the prospect’s Facebook newsfeed (through Custom Audience) >> Programmatic display with personnalized ad (through customer’s adserver)
I M PA C T E D
KPIs Conversion rate
Facebook advertising
Customer satisfaction
Sales (€)
REQUIRED
Programmatic display
ECOSYSTEM CDP
CRM
WIFI digitbench19
Adserver
digitbench19
USE CASE #2 DATA COLLECTION
UX PERSONALIZATION
1st party data • Client visits insurance website, specifically “RETIREMENT PLAN" pages • Client clicks on “WEB CALL BACK" but does not go through (webform left unfinished)enrichissement
Client
• Client is qualified within the CDP segments
+
Profile is added to the matching CDP segment: Agent
[affinity “retirement plan”]
WIFI digitbench19
digitbench19
USE CASE #2 UX PERSONALIZATION
DATA ENRICHMENT Existing profile in CDP (digital ID already known) with complementary information : [Mobile App user : YES] [Car owner] [Consent mobile personalization : OUI] ENHANCED SEGMENT
[affinity “retirement plan”] + [mobile App user] + [car owner] + [consent mobile personalization : YES]
WIFI digitbench19
digitbench19
USE CASE #2 ACTIVATION
UX PERSONALIZATION
>> Personalized screen on mobile App with proper CAT >> Personalized offer pushed by agent over the phone
1
I M PA C T E D
Personalized screen on App
KPIs Customer satisfaction
x/up sell
Bundle offer « retirement plan + auto insurance »
2
REQUIRED
ECOSYSTEM CDP
Mobile App
Personalization platofrm
Agent
WIFI digitbench19
digitbench19
USE CASE #3 PARTY
RETARGETING
DATA COLLECTION 1st party data • Visitor browses retailer’s website, checks out “Desktop PC Gamer” • Add product to cart, input details but doesn’t complete order • Visitor is qualified within the CDP segments enrichissement
+ Profile is added to the matching CDP segment: [Cart abandonment - Desktop PC Gamer]
WIFI digitbench19
digitbench19
USE CASE #3 PARTY
RETARGETING
DATA ENRICHMENT Existing profile in CDP (email address already known) with complementary information : [Client Store “Paris Wagram”] [Repeat purchases > 300 Eur (90 days)] [Email open rate > 80% (last 3 campaigns] ENHANCED SEGMENT
[Cart abandonment – desktop pc gamer] + [Client Store “Paris Wagram”] + [Repeat purchases > 300 Eur (90 days)] + [Email open rate > 80% (last 3 campaigns]
WIFI digitbench19
digitbench19
USE CASE #3 PARTY
ACTIVATION
RETARGETING
>> Coupon pushed through Email campaign (important rebate to redeem in store)
I M PA C T E D
KPIs x/up sell
Digital contribution
REQUIRED
ECOSYSTEM CDP
ESP
WIFI digitbench19
CRM
digitbench19
OVERVIEW Customer Data Platform
PROJECT
FUNCTIONS
DATA
Type
> Multiple IDs management / Individual + Digital datapoints
Volume
> Good balance between volume and accuracy
Quality
> 1st party oriented, garbage in/out
Segmentation
> Recommendation algorithm, predictive modeling…
Omnichannel management
> Native integration with many channels (email, dsp…)
Sécurité / Compliance
Time-to-market Scalability TCO
> Multi-channel optin + cookie consent
> Define all data sources, connect with legacy systems… > Depends on vendors ability to add data source, new partners… > Depends on use cases’ complexity
WIFI digitbench19
digitbench19
Thank you !
WIFI digitbench19
digitbench19
CONTACT JONATHAN KOSKAS Manager koskas@colombus-consulting.com
WIFI digitbench19
digitbench19