We know a well-defined customer data management framework can help ensure that valuable customer data is not locked up in silos, but rather flows freely across the organization, not only providing a single source of truth to marketing and other customer-facing functions such as sales and service; but also enabling real-time, data-driven responses to customer actions. According to Forrester, “On average, between 60% and 73% of all data within an enterprise goes unused for analytics.” Today there is a data deluge in most organizations, where millions of data points are coming into the system from thousands of customer touchpoints across diverse channels, platforms and devices. Organisations first need to understand what and how data needs to be ingested into the system to effectively use a customer data platform. The problem is, many of us face multiple challenges with integrating a CDP with all current/pre-existing relevant systems (BI, CRM, MA, 3rd Party Industry Data, etc.). In this session (https://youtu.be/yzH_DS-Mkl8) you will learn: - The first step in building a practical customer data integration plan and strategy. - How to unify all data from different sources to gain a 360° view of customers (Identity Resolution) - How to strategically and effectively deliver relevant and useful experiences based on customer data at scale

1. OVERWHELMED WITH
DATA FROM DIFFERENT
SOURCES?
November 2020

2. CDP 4-part series

3. 87% of executives are
not confident they are
leveraging all available
customer data
Source: Forbes

4. Consumers Expect Relationships
That Marketers Struggle to Deliver
“I know you’ve got plenty of data
on me – why can’t you do a better
job of servicing my needs?”
“I opted into your email list and website
cookies, but continue to get messages
and offers that aren’t relevant to me.”
“Your call center rep has no clue
that I’m a loyal customer”
“You’re always showing me ads
for things I don’t care about.”

5. Customer service, call center, and other
systems of customer interaction are isolated;
information isn’t shared with other tools.
Data is collected and stored, but
identities are not resolved into a
cleansed, de-duped system of record.
POS &
Inventory
Systems Marketers make ad-hoc
BI requests, subject to
analyst bandwidth.
Segments are pulled for outbound
marketing on request; not real-time.
Digital campaigns are limited to
anonymous third party data;
isolated for this use case.Website activity is
isolated to the web.
Disconnected systems make it impossible
CRM
E-commerce
Systems
BI Systems
Call Center
Direct Mail
& Email
Website
Web
Personalization
Identity
Data
Digital Ad
Campaigns

6. A Connected Ecosystem

7. INTEREST
Search for
jacket on web
Personalized in-store
recommendation
Browse other
jackets & reviews
Receives cart-abandon
email & ads for jacket
Purchases jacket
Receives email
confirmation
Checks delivery status using
voice connected device
Receives a
personalized offer
Rates new jacket
Shares on social media
AWARENESS
CONSIDERATION
PURCHASE
RETENTION
ADVOCACY
Break Down Silos to Deliver A Personalized Journey
INTEREST
AWARENESS
PURCHASE
RETENTION
ADVOCACY

8. We go from this....
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM

9. To something that makes sense
Data Sharing
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM
Acquia Identity Resolution Engine
Monitors transactions, profiles, and events
to continuously resolve customer identities
Acquia Machine Learning Framework,
Performs supervised learning, and
collaborative filtering algorithms--all of
which are metadata configurable to support
both out-of-the-box and custom models.
Acquia Integration Framework
which handles data input to and output from
the Acquia’s customer data platform in
real-time.

10. DATA DRIVEN MARKETING MATURITY MODEL
MATURITY
TriggeredCampaigns
SegmentedEmail
TargetedDirectMail
SocialAudiences
AdNetworkAudiencess
LifecycleCampaigns
In-StoreClienteling
WebPersonalization
In-storeTrafficCapture
CallCenter360
PredictiveOptimization
DynamicPersonalization
JourneyManagement
BEGINNER INTERMEDIATE ADVANCED

11. Develop Use Cases Across the Lifecycle
GROW
Target right offers and
messages to maximize
margin and retention
ACQUIRE
Acquire customers at a
lower cost; boost
effectiveness of digital
advertising
ENGAGE
Increase customer
engagement & enable
1:1 personalization
Analytics
Machine Learning
Insights

12. ACQUIRE HIGH VALUE
CUSTOMERS
AT A LOWER COST
Digital Advertising
Create acquisition focused audience
based targeting using 1st
party customer
data for DMPs, retargeting, ad networks
• Display retargeting optimization by
suppressing offline buyers
• Google, FB targeting on Instagram,
AdWords, YouTube
• DMP display targeting segments
• Acquire customers like select best
customers
• Ad Networks, Retargeting, DMP, Social
ACQUIRE
INCREASE CUSTOMER
ENGAGEMENT BY TREATING
CUSTOMERS PERSONALLY
Customer Experience
Personalize customer interactions and
offers on the website, CRM, and all
customer facing systems in real-time
• In-store events
• Call center tickets
• NPS scores
• Web personalization & A/B testing
• Call Center, Store Associates, Web
Personalization
ENGAGE
TARGET RIGHT OFFERS AND
CUSTOMERS TO MAXIMIZE
MARGIN AND RETENTION
Outbound marketing
Predictive segmentation on value,
behavior, and attributes while delivering
1:1 content on every marketing message
GROWTH
CustomerLifecycleUseCases
Acquia CDP Supports Multiple Use Cases

13. So how do you bring it all together?

14. HARNESS THE POWER OF ALL YOUR DATA
Custom apps
Custom systems

15. 15

So how do we get the data into the CDP?
Acquia CDP provides an Integration Framework for extracting, transforming, and
loading (ETL) process which ingests and maps your data to Acquia CDP’s standard and
custom entities.
○ Webtag - collect real-time data from your site.
○ Tracker API - send data via a REST API.
○ Data Feed - bulk delivery via comma-separated on a cloud-hosted bucket (S3,
Google, Azure).
○ Standard Connectors - pre-built connectors to popular providers, Salesforce
Marketing Cloud, Salesforce Customer 360, Google Analytics, Acquia
Personalization, Acquia Campaign Studio.
WT
TA
DF
SC

16. Users Anonymous
Behavior
(Events)
User Registration
Information
Orders & Products
Fulfillment
Example Data Architecture
Email Performance
(Sent, Opened,
Clicked)
Gigya Social
Aggregator User
Behavior
Customer 360
WT
TA
DF
SC
SC
SC
DF
Data Sources
Intelligent
audience
segmentation
(care volume, lead
conversation)
Device registration
Product Cohorts
Next-Best-Action
Device registration,
CUNS Cohorts,
Retention Cohorts
Intelligent audience
segmentation
(demographics)
CUNS Cohorts,
Retention Cohorts
DF
SC
DF
Activation Channels
CUSTOMER DATA
PLATFORM
OUTIN
SC
DF
DF
Identity Resolution
Machine Learning
Next best action
Communication with the platform
requires an encrypted TLS
connection.
Data servers storing confidential
and electronic protected health
information are encrypted at
rest.
PERSONALIZATIONSC

17. BEFORE CDP WITH CDP IDENTITY RESOLUTION ENGINE
Kate = Catherine
NCOA Move from 123 Main st-> 17 Ferry Ln
Match cart cookie product N = store purchase product N
within 1 day
Kate.guilfoyle@ab.com no opens, unsubscribed
kateg12@gmail.com 3 opens, active
LoyaltyID #15
Catherine Guilfoyle
Kate.guilfoyle@ab.com
Purchased G & H
Value = $30
Web account #12
Kate
Kate.guilfoyle@ab.com
Purchased T & N
Value = $90
Call center ID#14
Catherine Guilfoyle
kateg12@gmail.com
Returned G
Value = -$20
No accountID
Kate Guilfoyle
kateg12@gmail.com
Purchased F&G
Value = $50
POS Tx #45
Kate Guilfoyle
kateg12@gmail.com
17 ferry lane
404 555 1212
Purchased T
Value = $20
Customer Experience Timeline Customer Identity Resolution Before and After
Credit card
purchase
February 14, 2017
CC hash#18
Product A $50
Product B $60
Mobile guest
checkout
May 25, 2017
No customerID
Order #123
CC hash #18
Kate Guilfoyle
123 Main St, Los Gatos
Kateg12@gmail.com
Product F $30
Product G $20
Purchase &
New Loyalty
Card
June 13, 2017
LoyaltyID #15
Catherine Guilfoyle
Kate.Guilfoyle@ab.com
Product G $20
Product H $10
Abandoned
cart
August 13, 2017
Web Account #12
Kate.Guilfoyle@ab.com
Browsed Product T $20
Add to cart Product N $70
Call center
ticket
June 14, 2017
Order #123
Call center ID#14
Kateg12@gmail.com
Product G return -$20
Store ship-to
home
August 14, 2017
TransactionID #45
Kate Guilfoyle
kateg12@gmail.com
(404) 555 1212
17 Ferry Lane, Westport
CC hash #18
Product T $20
17 Ferry Lane, Westport CT (moved from
123 Main St, Los Gatos CA on June 30,
2017)
(404) 555 1212
kateg12@gmail.com (primary, active)
Kate.guilfoyle@ab.com (unsubscribed)
loyaltyID#15: silver (active)
$190
Lifetime transactions: 4
Customer since: February 14, 2017
Last transaction: August 14, 2017
Events: Call center ticket, browsing
events, coupon usage loyalty signup
Catherine
(Kate)
Guilfoyle

18. Standardization
– Name parsing
– DPV/CASS address
standardization
– Phone validation
– Email validation
IDENTITY RESOLUTION ENGINE
Cleanse & standardize data across all sources
Cleanse/
Enhance
– Geo-coding /
Distance to store
– Genderization
– Household income
– NCOA
– Population
demographics
Dedupe & Link
– Cross-device and
backward cookie stitching
– Fuzzy dedupe
– Exact match
– Link transactions & events
– Master contact ID
– Find best value (email,
phone, address)
– Configurable rules
3rd Party
Append
– Weather
– 3rd party apps
– Datalogix
– Acxiom data append
– Facebook profile

19. The Power of Acquia CDP’s Identity Resolution
Customer Example: lululemon
Overview of Environment
– 900 Stores in North America.
– Datasources: JDA – product feeds, Bronto -- email, Oracle CE—store & loyalty data, Vibes—SMS
Summary of Results
– 68m customer records from raw data
– 18m unique IDs after deduplication
– 140k records with bad phone numbers were corrected
– 32k addresses that matched a store were cleaned up
– Much greater accuracy in identifying top 10% of customers and what their LTV is
(detail on next slide)

20. IRE: Number of Child Records
ALL
CUSTOMERS
TOP 10%
CUSTOMERS
*ALL CUSTOMERS are lifetime buyers and Top 10% is based on L12M buyers
With IRE Without IRE IRE Impact
Buyer Count 7,922,188 9,347,105 18%
Revenue Per Customer $106.36 $90.14 15%
Transactions Per Customer 2.26 1.91 15%
With IRE Without IRE IRE Impact
Buyer Count 436,406 793,709 82%
Revenue Per Customer $525.74 $289.07 45%
Transactions Per Customer 8.41 4.62 45%

21. This business really
understands me and exceeds
my expectations every time!
“It’s so easy to do business
with them!”
“The messages and offers are always
relevant to me.”
“I didn’t have to explain my web
experience to the call center again”
“It’s great that I could start my
journey online and finish instore”

22. How to buiid at scale
●
The future belongs to
organisations that can
build 1:1 personalised
experiences at scale
“
“

23. DESIGN
— Trigger
— Lifecycle
— Promotional
— Experience
SEAMLESS EXPERIENCES ACROSS ALL CHANNELS
SETUP
— Audience segmentation
— Content query
— A/B testing
— Automation
EXECUTION
— Event, Campaign &
Customer API
— Native integration
(Web, Email, Social)
— Clienteling
— Direct Mail
IN-STORE
— Clienteling
apps
— POS
integration
— Concierge / call
center apps
— Beacon
integration
SOCIAL
— Facebook
Custom
audience
— Look-alike
audiences
— Instagram
— Full API
integration
ONLINE &
OFFLINE
— In-store to
online
— Online to
in-store
— Distance-to-
store
— Favorite store
MOBILE
— Push
— SMS
— In-app
DIRECT MAIL
— Catalog
— Postcards
— Personalized
inkjet
messaging
— Direct mail
EMAIL
— Automated /
triggered
lifecycle
— Ad-hoc /
seasonal
— API support for
major ESPs
WEB
— Web recs
— Upsell /
cross-sell
— API to support
A/B testing
vendors

24. Demographic Data Append
Identity Resolution
+ Data Cleanse
+ Deduplication
Machine Learning
+ OOTB Intelligent
Segmentation
+ Flexible to extend
Next best action
+ Multi-Channel Activation
Example Data Sources
Example Experiences / Activation
Transaction Systems
– Customer
– Transactions
– Transaction Items
– Product Category
– Organisation
Customer Interaction
Email
Web Behaviour
Social
Transaction Systems
Opt-in/Opt-out feeds
Customer Interaction
Email /
SMS
Call Centre platforms
Digital Advertising
Social
Remarketing
Analytics/API
Power BI / Datastudio
Open, Actionable and Iterative Data Platform
MAXIMISE CUSTOMER LIFETIME VALUE
Web Tag

25. Bringing it all together!
● The value of CDP is in bringing the data together
● Identity resolution is key
● CDP allows you to democratise data across the business with
a view to actually using it
● The benefits are improved CX and increased customer LTV
● Start small with a few simple use cases and scale

26. CDP 4-part series

27. What’s coming up?
With Phil Coop
Marketing Cloud Director - APJ

28. We choose who we want to speak to

29. Let the machine help you

30. Can split by attributes

31. Can A/B test at source

32. Personalize each split

33. Pump you data out across execution platforms

34. Examples
●

35. Transforming During the Pandemic
Unifying data to build audiences, deliver
personalized content and drive results across both
online and instore
2xEmail open rates
3xEmail click-through rates
621%Increase in Campaign ROAS

36. Eliminated Online/Offline Data Silos
When lululemon needed a way to bring together
online and offline data to gain holistic customer
insights and deliver relevant experiences, it chose
Acquia Customer Data Platform to take the lead.
15%Increase to baseline revenue
50%Boost in website visits
25%Increase in event participation

37. 98%Increase in call center efficiency
99%Increased list pull speed from
two weeks to 10 minutes
100%Increased Facebook campaign
execution from 3 weeks to 30 minutes
Reduced Operating Costs &
Increased Efficiency
Eliminated agency redundancies and gained efficiencies
across marketing, customer service, and IT teams

38. 30%Overall sales margin
125%Conversion rate
10%Cost per acquisition
Stopped Blanket Discounting
& Increased Profit Margin
Delivered personalized discounts based on machine
learning driven customer personas and discount sensitivity