Customer Data Platforms (CDPs) come in many different flavors based on what they actually do for marketers. The CDP Institute largely groups CDP vendors into three classes: access, analytics and campaigns. According to David Raab, founder of the Customer Data Platform Institute, CDP vendors like Segment, Tealium, mParticle and Openprise, whose case studies we feature here, mostly began as data collection tools.
“Data access CDPs focus on building shared customer profiles,” Raab said. “This is the core function provided by all CDPs but some CDP vendors do it better than others.”
Prebuilt Connectors, Data Transformation and More
The vendors in this category tend to have specialized features such as large numbers of prebuilt connectors, advanced identity resolution and ID management, data transformation, standardization and governance capabilities, proprietary data storage technologies, sophisticated management of derived variables, high-speed data ingestion and extreme scalability, according to Raab. “There’s even some sub-specialization between vendors who focus on data loading and those who focus on profile construction and sharing,” he said. “These systems are often used by very large companies with advanced needs that require the most powerful tools. Such firms also tend to want ‘best of breed’ systems for all functions. so they are more likely to prefer a CDP that specializes in the profile building function and leaves other functions such as analytics, personalization and delivery to other systems.”
How are businesses using the kind of CDP technology offered by Openprise, Tealium, Segment and mParticle? We asked those four CDP vendors to share one of their top case studies.
Editor’s note: Case studies are presented, with light edits for clarity, as provided by the vendors. Check out the first installment in our CDP case study series.
Openprise: Wabel Uses Data to Connect Retail Buyers, FMCG Suppliers
Wabel is a B2B matchmaking company transforming the Fast-Moving Consumer Goods (FMCG) industry by creating real one-on-one conversations between buyers and suppliers, called B2B Smart Meetings™. In order to make these supply chain connections across the globe, Wabel has to continuously source and maintain a global database of buyers and sellers across many different product categories.
Wabel relies on the power of data and the Openprise Agile CDP to connect retailers and suppliers. To power its sourcing platform, Wabel needed to solve its own sourcing challenge: the sourcing and maintenance of quality data. To that end, Wabel needed an agile CDP platform that could adapt to changing business requirements and provide:
- An extensive list of retail buyers and FMCG suppliers around the world with information on who wants to buy what, and who has what to sell.
- A complete view of the multi-channel interactions between buyers and suppliers online and at live events.
- A rich set of profile data to simplify the prospecting, short-listing and evaluation processes.
To build the CDP it needed, Wabel knew it must build up capabilities in data integration, data management and data quality. Wabel partnered with Openprise to:
- Clean, normalize, de-duplicate and correlate data from a large number of international data sources.
- Integrate data from multiple Wabel systems to create a single source of truth.
- Segment the database to support Wabel’s sourcing engine across geographies and product categories.
Onboarding Data from Large Number of Sources
Wabel acquires retailer and supplier data from a large number of online and offline sources. This data can come in different file formats, different languages, different encodings, not to mention different data formats (for example, “United States” vs. “USA”), incomplete data, and invalid data (for example, jdoe@acme.con). Openprise enables Wabel to automate the onboarding of data by cleaning, standardizing, appending, translating and de-duplicating data from different sources, so that only clean data is uploaded into its CRM and other systems. Openprise automates the process of identifying and tagging personal email addresses and blacklisted email addresses.
Correlate, De-Duplicate and Merge System Data
Wabel, its retailers, and suppliers interact with each other through multiple online and offline channels, such as Wabel Summits. The company employs different systems and databases to enable these interactions, such as Zoho for CRM and Certain for event management. To build a complete interaction profile for each retailer and supplier, Wabel leveraged Openprise to correlate, de-duplicate and merge data from multiple systems. This included overcoming challenges such as cleansing and matching company name variations (for example Walmart, Walmart Stores Inc., Walmart Pharmacy and Walmart.com), extracting account and contact information such as domains for correlation and merging contact history from different data fields.
Segment and Enrich Company Profile Data
To add value to the prospecting, short-listing and evaluation process, Wabel needed to develop a rich profile for each company in its database. Using Openprise, Wabel now automatically segments its database along core dimensions like product category, country and continent, language and currency, certifications and company size. Wabel can also automate the appending of its database using third-party data providers like Google Places API to standardize and append address, verify email address and add up-to-date firmographic data. Wabel also uses Openprise to run multiple, simultaneous tests to optimize the prospecting process without touching data in their system of record.
Measurable Results
After implementing Openprise, Wabel experienced the following results:
- Reduced manual data processing tasks by 90%.
- Consolidated multiple data onboarding processes into a single automated process.
- Improved data quality in over 90% of the records in its database.
Tealium: Utah Jazz Score With Targeted Marketing Campaigns, Personalization
When the NBA’s Utah Jazz started with Tealium three years ago, Jared Geurts, VP of analytics and digital development for the Utah Jazz and Larry H. Miller Sports & Entertainment, couldn’t use web data from his organization’s own site to run advanced analyses. Now, with Tealium AudienceStream CDP™ as the foundation of its customer data supply chain, Geurts’ team can use customer data from the entire experience to directly improve campaign performance and the fan experience in myriad ways. As they’ve scaled up from easy-wins to more advanced use cases, their customer data infrastructure with Tealium is supporting business users who can execute on their own.
Taking Control of Data Behind Fan Experience
Before Tealium, the Jazz were able to run analytics on their web properties but lacked the ability to export and extrapolate further into other uses; this made it so they couldn’t export and do deep analysis on fan data, or use that data in other areas of the business.
By combining tag management with Tealium AudienceStream CDP, the Utah Jazz were able to solve two core customer data problems. Now, they can use first-party data, which is more complete and accurate, from their fan’s web experience online to influence email marketing and sales outreach.
Furthermore, they could now stitch together their data around the fan experience to bridge third-party platforms (i.e. display advertising and partner websites like Ticketmaster) with their own web data to gain a complete picture of the fan experience across their eight main channels. This allowed them to monitor performance and adjust spend in real time. This work set the stage for many of their future use cases.
Scoring With Targeted, Audience-Based Experiences
After bringing their fan experience data in-house with Tealium’s CDP, Geurts’ team, together with the Utah Jazz marketing department and partner advertising agency Saxton Horne, looked to expand the reach through targeted marketing campaigns. At the time, 30-year season ticket holders received the same messaging as first-time fans. With a wealth of information from surveys, ticket sales, ticket scans and sales reps, they leveraged their CDP to create new audiences for their campaigns.
When compared side-by-side with non-targeted campaigns, the CDP’s insights led to a 50% cost reduction, a 30% to 140% increase in click-through rates depending on the channel and increased return on ad spending of 62% in just the first season.
Scaling up Personalization, Unexpected Benefits
With all of their fan experience data in their CDP delivering actionable audience segments, Geurts’ team sought new use cases to extend the value of their CDP. This has included abandoned cart campaigns, which generate in excess of $100,000 in revenue each season; personalizing offers based on historic behavioral data (for example, if a consumer attends games to see the visiting team, they only make offers for those games); and implementing A/B testing based on insights gained from the CDP. Even simple A/B testing around making ticket recommendations on articles increased their revenue per visitor by 34%.
By starting with achievable use cases that set the foundation for later success, the Utah Jazz continue to open up opportunities for improving the fan experience in unexpected ways. With a robust data foundation in place, CX enhancements like upgrading the app experience during the game or revealing cross-sell opportunities across their parent company’s multiple venues are now realistic.
Source: cmswire.com
Image source: Google DeepMind
