DATA & ACTIVATION PLATFORMS In collaboration with
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SPEAKERS
ALEXANDRA RICHTER
JOHN HUI
JEAN MENEVEAU
Acquisition Manager
Chief Data Officer (CDO)
Managing Partner
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AGENDA DATA & ACTIVATION PLATFORMS BACK TO THE FUTURE v
FUNDAMENTALS MARKET OVERVIEW PANEL & DISCUSSION
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CRM
What is really new?
CUSTOMER DATA IS PART OF OUR HISTORY… DMP CRM
MARKETING AUTOMATION
eCOMMERCE
1990
2000
DATA & ACTIVATION PLATFORMS?
CDP IA VOICE EXPERIENCE
DIGITAL & SOCIAL EXPERIENCE
2010
2020
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CDP: the emerging category (and concept‌) CDP (Customer Data Platform)
"A Customer Data Platform (CDP) is packaged software that creates a persistent, unified customer database that is accessible to other systems" ‌ but this is more a concept rather than a precise definition for all market players WIFI digitbench19
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CDP (r)evolution?
INDIVIDUALS VS. ANONYMOUS PROFILES
? RECONCILE
INDIVIDUAL DATA
ANONYMOUS DIGITAL PROFILES
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CRM ONBOARDING FOR PROFILES RECONCILIATION Push scoring / affinities For real time targeting
DMP
CRM
Données Anonymes
Push affinities / centres of interest pour customer profile enrichment
email + offline
INDIVIDUAL DATA
Display + Social + Digital Personalisation
CRM ON-BOARDING
ANONYMOUS DIGITAL PROFILES
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ACTIVATION WITH CDP / MARKETING AUTOMATION CONVERSION FUNNEL RELATIONAL PROGRAM media Call to action Retargeting (incl. Social)
CRM ON-BOARDING CRM (leads & customers)
INDIVIDUAL DATA
JOURNEYS & PERSONALISATION
Web & mobile content
ANONYMOUS DIGITAL PROFILES
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MARKET OVERVIEW: EMERGING CDP CATEGORY ACTIVATION MARKETING AUTOMATION B2C
B2B
FULL STACK CDP
PERSONALISATION
CDP NATIVE ACTIVATION DSP (PROGRAMMATIC)
CUSTOMER REPOSITORY
INDIVIDUAL DATA
CDP WITH CONNECTORS DMP
ANONYMOUS DIGITAL PROFILES
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WELCOME TO MARTECH ACTIVATION COMPLEXITY! PERSONALISATION
MARKETING AUTOMATION B2C
FULL STACK CDP
B2B
Salesforce
DSP
CDP NATIVE ACTIVATION
REPOSITORY
DMP
CDP WITH CONNECTORS
ANONYMOUS DIGITAL PROFILES
INDIVIDUAL DATA CDP CDP « Data & Machine learning »
CDP « Data Only » CDP « Data & Activation »
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PANEL #CDP #RealLife
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PANELISTS
ALEXANDRA RICHTER
JOHN HUI
Acquisition Manager
Chief Data Officer (CDO)
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How did you initiate your Data Marketing strategy?
Which use cases and ecosystem did you develop?
What is your return on experience?
QUESTIONS ?
CONTACT Jean MENEVEAU Managing Partner meneveau@colombusconsulting.com
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VIELEN DANK!
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