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Data Platforms: Nothing has changed, except everything.
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Use data to stay close to the consumer.
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Marketing Databases
Marketing Clouds
Tag Managers DMP’s
ETL As A Service
Data Platforms are nothing new
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The CRM Age (mid 90s and early 2000s)
The Web Age (2001-2013)
The Mobile Age (2014-Present)
Collection Point
Point of Sale Website Apps
Asynchronous
PII
Flat file
Static
Real-Time
Anonymous
Relational
Unstructured
All the time
Multiple Persistent IDs
Geo-spatial
Dynamic
Collection:
Identity:
Dimension:
Structure:
Use Cases
Direct Mail Ad Targeting Content Personalization
Analytics Ad Targeting
Crash Reporting Marketing Automation
We’ve entered the 3rd wave of marketing data
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• No SDK or long-tail adoption • Rigid or web-centric data model • Incomplete solutions • Don’t offer the right integrations
Mobile compatible Mobile optimized
• Widely adopted SDK across large apps
• Flexible data model • Can stream AND batch data • Offer breadth & depth of
integrations
Mobile Optimized vs. Mobile Compatible
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Legacy Tools are Insufficient
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Crash Reporting
Analytics
Attribution Marketing Automation
CRM
App App
Point solutions create overhead
8 Web tracking data
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... Event data
Crash reporting data
CRM data
Marketing Data
Deeplinking data
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Attribution data
Point solutions create data silos
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Data Silos prevent the adoption of universal metrics
Data Silos limit marketing effectiveness & agility
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Engineers
Marketing
Help Desk
Business Users
Data Science
Analytics
CRM
Growth
Point solutions create operational complexity
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The consumer pays the tax of your company’s poor data decisions
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Engineers Marketing
Analytics
Data Science CRM
Help Desk
Data Consumers Product
Data Platforms bring order to chaos
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1. Ask the Engineers
2. Implement Tools
4. Raw Data Dump
5. Data Centralization
6. Abstraction
7. Sophistication
Manual
Automated
Slow
Fast
Alignment
3. Square Pegs/Round Holes
Data Platforms bring speed & automation
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Descriptive
Diagnostic
Predictive
Prescriptive
Val
ue
Complexity
(What happened?)
(Why it happened?)
(What will happen?)
(How do we influence what happens?)
Data Platforms Augment Analytics
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$USER ACQUISITION RETENTION MONETIZATION
Data Platforms Enable Growth
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The mobile data platform of record for: