CDP Flashcards
Name 5 players
Evergage = Marketing suite AgileOne = personnalization CDP BlueVenn = marketing suite TreasureData = Analytics CDP Crossengage= marketing suite Segment = Analytics CDP Tealium = personnalization CDP Optimov = Marketing suite Hull.io = Analytics CDP
Who solidified the term CDP?
David Raab in 2013
What is a CDP?
A CDP is a platform that collects data about users and makes them available through individual user profiles. This data is then accessible via API for other systems like customer success, marketing, sales.
Marketer control
Unified customer data
Persistent
Open access
Define the different types of CDP
Data CDP
Analytics CDP
Personalization CDP
What is the current market status of CDP
1- +13% adoption over past 2 years
2- Brands willing to adopt new tech have embraced CDPs (71%)
3- There is a common misconception about what CDPs are on the market.
4- new tech, struggle to translate how CDP use case affects KPIs
List of product types in Martech
CDP Datalake DMP DataHub MAP CRM Marketing cloud
http://prntscr.com/qy7ca7
Different type of data
Structured data –
Structured data is data whose elements are addressable for effective analysis. It has been organized into a formatted repository that is typically a database. It concerns all data which can be stored in database SQL in a table with rows and columns. They have relational keys and can easily be mapped into pre-designed fields. Today, those data are most processed in the development and simplest way to manage information. Example: Relational data.
Semi-Structured data –
Semi-structured data is information that does not reside in a relational database but that have some organizational properties that make it easier to analyze. With some process, you can store them in the relation database (it could be very hard for some kind of semi-structured data), but Semi-structured exist to ease space. Example: XML data.
Unstructured data –
Unstructured data is a data that is which is not organized in a pre-defined manner or does not have a pre-defined data model, thus it is not a good fit for a mainstream relational database. So for Unstructured data, there are alternative platforms for storing and managing, it is increasingly prevalent in IT systems and is used by organizations in a variety of business intelligence and analytics applications. Example: Word, PDF, Text, Media logs.
Customer management Architecture
DATA Systems
DECISION Systems
DELIVERY System
http://prntscr.com/qy5fqf
Industry reach out
Relationship with David Raab since 2016. Helped him qualifying the CDP tech stack (what a CDP should be) and demo in 2016. NextUser listed as a CDP in customer institut DB.
Gartner brief with industry analyst Lizzy Foo Kune earlier this year.
Industry news
- Agile one acquired by Acquia.
- Evergage acquired by Salesforce.
Publications
Martechtoday
CDP institute
What kinds of segmentation exist?
Geographic Demographic Behavioral Psychographic Generational
Segmentation data models
Factor Analysis = factor analysis aim to reduce the dimensional of a set of data.
k-means clustering = aims to partition n observations into k clusters in which each observation belongs to the cluster with the nearest mean
Conjoint analysis = is a survey-based statistical technique used in market research that helps determine how people value different attributes (feature, function, benefits) that make up an individual product or service.
Logistic model = used to model the probability of a certain class or event existing such as pass/fail, win/lose, alive/dead or healthy/sick.
Multidimensional scaling (MDS) = a means of visualizing the level of similarity of individual cases of a dataset.
Mixture model = a probabilistic model for representing the presence of subpopulations within an overall population, without requiring that an observed data set should identify the sub-population to which an individual observation belongs.
Statistical data types
Binary = 0 or 1 Categorical = finite singe value Ordinal = scale, order Binomial = number of sucesses possible out of N Count = non negative integer
