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Data Collection,
Processing & Organization
with USPA framework
How to think in the age of Dataism
Roadmap
How to think in the age of Dataism with USPA framework ?
Unified Data Collection, Segmentation Processing, Persona...
Data about myself
● Former Lead Software Engineer at FPT Telecom and FPT Online
● Former Head of Platform at Blueseed Digi...
Roadmap
How to think in the age of Dataism with USPA framework ?
Unified Data Collection, Segmentation Processing, Persona...
https://en.wikipedia.org/wiki/Dataism
What is the Data-ism ?
Source: https://witanworld.com/blog/2019/05/23/database-a-general-introduction/
Fact: Data is invisible asset.
You can feel it only when it explodes in your brain
One of best books about Dataism for everyone
Dataism is the ideology that has main focus on the “intelligent reality design”
with big data, digital platform, human ide...
How to apply dataism in practical business
(Google, Facebook, Amazon and Ad Tech Industry)
The first question:
“How to think
in the age of Data-ism”
Source: https://www.amazon.com/Predictive-Marketing-Marketer-Customer-Analytics/dp/1119037360
Customer Data is the new gol...
Types of data to build Unified Customer Analytics
The second question:
“how to adapt to new
normal World ?”
Fact: We must adapt to “new normal World” in 2020
https://news.cgtn.com/news/2020-02-29/New-Business-Trends-Brought-by-Cov...
Roadmap
How to think in the age of Dataism with USPA framework ?
Unified Data Collection, Segmentation Processing, Persona...
Data Collection Flow in Customer Data Platform
Collect right data from Customer Journey for segmentation
is the key action for successful campaign
First-party data sourc...
To build a Customer Persona, you can apply OODA loop for
target market research and customer data seeding
Pilot campaign
w...
Sampling data from social media to build customer persona
Roadmap
How to think in the age of Dataism with USPA framework ?
Unified Data Collection, Segmentation Processing, Persona...
Data Segmentation in high-level structure
Types of customer segments in retail industry
RFM Analysis For Successful Customer Segmentation
Source: https://github.com/joaolcorreia/RFM-analysis
Purpose of data segmentation to do personalization better
Roadmap
How to think in the age of Data-ism with USPA framework ?
Unified Data Collection, Segmentation Processing, Person...
Implicit data is gathered by predictive analytics from
second-party data and third-party data.
It also includes loyalty, l...
Source: https://www.computer.org/publications/tech-news/research/customer-data-platform
Customer Data Model in the 21st ce...
Example of customer journey flow in book retail
Multi-model database can be good solution for data storage
1. Graph data model is best for customer journey management
2. ...
The final question:
“Why do we need to
unify data into a single
database or CDP ?”
Remarketing example flow
What if Bob already
bought your offered
product ?
Example of a Digital Advertising Efficiency Use Case
Example of an Outbound Marketing Re-engagement Use Case
Example of a CDP Integration for Personalization
Key takeaway
How can we think
in the age of Dataism?
USPA mindset can be the pivot framework
for your data strategy
How to adapt to
new normal World ?
O2O (Offline To Online) Business Model
can be the key for solution
Why do we need to unify data
into a single database or
Customer Data Platform?
To connect with your customers on a
persona...
Source: https://getthematic.com/insights/unified-data-analytics/
Thank you!
facebook.com/uspa.tech
contact@uspa.tech
Data collection, processing & organization with USPA framework
Data collection, processing & organization with USPA framework
Data collection, processing & organization with USPA framework
Data collection, processing & organization with USPA framework
Data collection, processing & organization with USPA framework
Data collection, processing & organization with USPA framework
Data collection, processing & organization with USPA framework
Data collection, processing & organization with USPA framework
Data collection, processing & organization with USPA framework
Data collection, processing & organization with USPA framework
Data collection, processing & organization with USPA framework
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Data collection, processing & organization with USPA framework

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1) How to think in the age of Dataism with USPA framework ?
2) How to collect customer data
3) Data Segmentation Processing for flexibility and scalability
4) Data Organization for personalization and business activation

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Data collection, processing & organization with USPA framework

  1. 1. Data Collection, Processing & Organization with USPA framework How to think in the age of Dataism
  2. 2. Roadmap How to think in the age of Dataism with USPA framework ? Unified Data Collection, Segmentation Processing, Personalization model and Activating your business How to collect customer data Data Segmentation Processing Data Organization for personalization and business activation 1. 2. 3. 4.
  3. 3. Data about myself ● Former Lead Software Engineer at FPT Telecom and FPT Online ● Former Head of Platform at Blueseed Digital ● Former Backend developer at Tiki ● In 2020, founded USPA.tech as Software Technology Company Details at https://www.linkedin.com/in/tantrieuf31/
  4. 4. Roadmap How to think in the age of Dataism with USPA framework ? Unified Data Collection, Segmentation Processing, Personalization model and Activating your business How to collect customer data Data Segmentation Processing Data Organization for personalization and business activation 1. 2. 3. 4.
  5. 5. https://en.wikipedia.org/wiki/Dataism What is the Data-ism ?
  6. 6. Source: https://witanworld.com/blog/2019/05/23/database-a-general-introduction/
  7. 7. Fact: Data is invisible asset. You can feel it only when it explodes in your brain
  8. 8. One of best books about Dataism for everyone
  9. 9. Dataism is the ideology that has main focus on the “intelligent reality design” with big data, digital platform, human identity and smart algorithms
  10. 10. How to apply dataism in practical business (Google, Facebook, Amazon and Ad Tech Industry)
  11. 11. The first question: “How to think in the age of Data-ism”
  12. 12. Source: https://www.amazon.com/Predictive-Marketing-Marketer-Customer-Analytics/dp/1119037360 Customer Data is the new gold for business in 21st century
  13. 13. Types of data to build Unified Customer Analytics
  14. 14. The second question: “how to adapt to new normal World ?”
  15. 15. Fact: We must adapt to “new normal World” in 2020 https://news.cgtn.com/news/2020-02-29/New-Business-Trends-Brought-by-Covid-19-Ou0gExnYju/index.html O2O Retail can be the key for growth
  16. 16. Roadmap How to think in the age of Dataism with USPA framework ? Unified Data Collection, Segmentation Processing, Personalization model and Activating your business How to collect customer data Data Segmentation Processing Data Organization for personalization and business activation 1. 2. 3. 4.
  17. 17. Data Collection Flow in Customer Data Platform
  18. 18. Collect right data from Customer Journey for segmentation is the key action for successful campaign First-party data source from owned media Third-party data source from shared media Second-party data source from partner network
  19. 19. To build a Customer Persona, you can apply OODA loop for target market research and customer data seeding Pilot campaign with small budget
  20. 20. Sampling data from social media to build customer persona
  21. 21. Roadmap How to think in the age of Dataism with USPA framework ? Unified Data Collection, Segmentation Processing, Personalization model and Activating your business How to collect customer data Data Segmentation Processing Data Organization for personalization and business activation 1. 2. 3. 4.
  22. 22. Data Segmentation in high-level structure
  23. 23. Types of customer segments in retail industry
  24. 24. RFM Analysis For Successful Customer Segmentation
  25. 25. Source: https://github.com/joaolcorreia/RFM-analysis
  26. 26. Purpose of data segmentation to do personalization better
  27. 27. Roadmap How to think in the age of Data-ism with USPA framework ? Unified Data Collection, Segmentation Processing, Personalization model and Activating your business How to collect customer data Data Segmentation Processing for flexibility and scalability Data Organization for personalization and business activation 1. 2. 3. 4.
  28. 28. Implicit data is gathered by predictive analytics from second-party data and third-party data. It also includes loyalty, length of relationship, purchasing history, and prior responses to marketing campaigns. Explicit data is easier to gather and analyze because it is usually provided to the company directly from the customer. Data Organization should begin with customer profile schema
  29. 29. Source: https://www.computer.org/publications/tech-news/research/customer-data-platform Customer Data Model in the 21st century for data-driven organization
  30. 30. Example of customer journey flow in book retail
  31. 31. Multi-model database can be good solution for data storage 1. Graph data model is best for customer journey management 2. Homogeneous document model can be used for customer profile 3. Flexibility of ArangoDB is the key to scale system easier 4. Scalability of ArangoDB can help business analytics grow faster Graph databaseDocument + Key-Value
  32. 32. The final question: “Why do we need to unify data into a single database or CDP ?”
  33. 33. Remarketing example flow What if Bob already bought your offered product ?
  34. 34. Example of a Digital Advertising Efficiency Use Case
  35. 35. Example of an Outbound Marketing Re-engagement Use Case
  36. 36. Example of a CDP Integration for Personalization
  37. 37. Key takeaway
  38. 38. How can we think in the age of Dataism? USPA mindset can be the pivot framework for your data strategy
  39. 39. How to adapt to new normal World ? O2O (Offline To Online) Business Model can be the key for solution
  40. 40. Why do we need to unify data into a single database or Customer Data Platform? To connect with your customers on a personal level and activate business growth
  41. 41. Source: https://getthematic.com/insights/unified-data-analytics/
  42. 42. Thank you! facebook.com/uspa.tech contact@uspa.tech

1) How to think in the age of Dataism with USPA framework ? 2) How to collect customer data 3) Data Segmentation Processing for flexibility and scalability 4) Data Organization for personalization and business activation

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