My Presentation Title Date DDMA First-party data strategy: the key to success and growth Lucas Bos Member counsel ‘Data, Decisions & Engagement’ @DDMA.nl Managing Director EDM [email protected] 06-41236619

My Presentation Title Date DDMA

My Presentation Title Date DDMA

My Presentation Title Date DDMA 1. Data strategy… why? 2. Data in the ‘martech stack’ 3. Data strategy components 4. Let’s discuss.. Agenda

No content

My Presentation Title Date DDMA Why data strategy? Data and CDP martech are connecting the dots Touchpoint satisfaction 50 WEB 85 APP 90 CRM 85 CALL 85 90 BRANCH Overall satisfaction

My Presentation Title Date DDMA The martech CDP supplies and needs data… PERSONALITY PERSONALITY DATA REACH collect sources 1ST PARTY DATA data collected and owned by company 2ND PARTY DATA partner data shared with company 3RD PARTY DATA data owned by other vendors DATA GOVERNANCE DATA PRIVACY trust and transparency DATA ONBOARDING high data accuracy 360° CONSUMER VIEW single source of truth ENRICHMENT predictive ACTIVATION micro targeting FULL FUNNEL DATA STREAMING SESSIONS & PURCHASES SOCIAL MEDIA APP & WEB EMAIL, PUSH & ECOMMERCE MONITORING DATA AND COST WORKFLOW ORCHESTRATION BUSINESS INTELLIGENCE PERFORMANCE MEASUREMENT CONSENT privacy management transparency and consent ENTERPRISE DATA LAYER identity management tag management content classification metadata ANONYMOUS USERS IDENTIFIED USERS account email address AUDIENCE SEGMENTATION SMART DATA SCIENCE LAB pCLT modelling lookalike modelling behavior analysis propensity modelling conversion modeling engagement modelling churn prediction CONTENT PERSONALIZATION personalization and recommendations DIRECT MARKETING campaigns TARGET ADVERTISING direct, addressable and programmatic content audiences message time location frequency remarketing GDPR PDCA

My Presentation Title Date DDMA Dta integration Data storage Data governance ● Understand current data ● Implement tags and analytics ● Ensure basic data quality ● Ensure C-suite sponsor ● Define customer mission ● Define use cases ● Align with program mngt ● Compliance with data regulations, focus on consent Set the foundation Build connections ● Unify martech and datalake ● Global customer identifier ● Central data model ● Semi-auto message delivery ● Use 1p data in advertising ● Integrate agile technology ● C-suite adoption data strategy ● Shared goals and KPIs ● Basic segmentation & insight ● Start with agile teaming and fail-fast culture ● Data literacy training program Continuous delivery ● Embed agile teaming and fast-fail culture ● Ensure talent can optimally leverage tech ● Grow engineering skills ● Evolve strategic partnerships ● Optimize value using sophisticated attribution ● Real-time insights ● Implement automated AI ● Automated content supply ● Emotional & contextual data ● Full governance of stack Single channel Multi-channel Omni-channel Organizational track Technical track Data strategy 1 2 3 4 5

My Presentation Title Date DDMA Compliance, focus on consent and value exchange… 1

My Presentation Title Date DDMA 1. Communicate a clear value proposition Make it easy for customers to see the benefits of share their data with you. …by putting the customer first Customers are more willing to share their information when businesses show that they are responsible with data and use it to deliver value 2. Design neat and digestible consent forms Be upfront and open about how the data will be used. Allow customers to withdraw their permission at any time. 3. Maintain trust through strong data governance By implementing processes that ensure data accuracy and integrity, you can avoid data breaches while improving data accuracy, timeliness and usability.

My Presentation Title Date DDMA Collect with consent and explain the benefits…

My Presentation Title Date DDMA …in order to understand your customers

My Presentation Title Date DDMA

My Presentation Title Date DDMA Collect with trust and value exchange

My Presentation Title Date DDMA New data source is coming! Digital Markets Act

My Presentation Title Date DDMA Use cases - How to monetize the consented data? 2

My Presentation Title Date DDMA Think big… Multi-channel Omni-channel Audience definition Audience targeting Understand campaign effectiveness Understand consumer behavior Business insights Life cycle marketing Predictive scoring Near 360 customer view Cross-channel lead management Personalization engine Omni-channel experiences Unified measurement Multi-touch attribution Single channel

My Presentation Title Date DDMA …and start small Workshop Gathering input related departments Prioritize Focus on user stories that add the most value Refine Concrete user stories that can be picked up by the team

My Presentation Title Date DDMA … and apply SCRUM to be agile and in control Architecture Target architecture start and end state SCRUM team Set up team Product Owner, SCRUM Master, Architect Developer, Data Scientist Build Stand ups, develop, demo, retrospective

My Presentation Title Date DDMA Enhance the ability to execute with agile teaming, controls and fail-fast culture 3

My Presentation Title Date DDMA The continuous and systematic delivery of governed marketing products…

My Presentation Title Date DDMA MarketingOps joins people, process and tech People Marketing Managers Marketing Analysts Content Marketeers Processes Project Planning Market Research Implementation Data Management Tech Advertising Social Media Content Management CRM-Software Marketing Ops

My Presentation Title Date DDMA The MarketingOps team might look like this MarketingOps Manager Data Specialist MarTech Specialist Process Specialist Demand Generation Specialist

My Presentation Title Date DDMA Customer recognition and central data model to link data… Identity Resolution: Identifying the same users in different data sources Master Data Model: Creating a view of your customers and associated facts and dimensions 4

My Presentation Title Date DDMA Building the golden customer record Datamodel Unique identifier

My Presentation Title Date DDMA 1p data for advertising tactics 5 Source Segment Data Tactic Ingestion Activation Bidding Remarketing Lists CRM Onboarding Out of the box connectors Integration partners Available API’s

My Presentation Title Date DDMA Tactics examples Clients 2.000.000 Reach 1.500.000 Frequency 20 Cost Per Mille € 2,50 Media waste € 75.000,- COMMUNICATING WITH EXISTING CUSTOMERS Extra revenue REACH LOOK-A-LIKES OF EXISTING CUSTOMERS New customers EXCLUDING EXISTING CUSTOMERS Cost reduction

CRM onboarding / customer match explained = CLIENT = PLATFORM = CONSUMER CRM database Customer data Segmentation Category CRM DATA PROCESSING AGREEMENT PLATFORM TERMS AND CONDITIONS USE PLATFORM Personal data Jan-Willem Jansen Kerkstraat 15 [email protected] 100% 1g4rD7ghQR97Fcs DATA PROTECTION IMPACT ASSESSMENT PROCESSING AGREEMENT ONBOARDING SERVICE Trusted Third Party PLATFORM Consumer uses a service from Google, such as Search or YouTube Consumer visits a website, such as Marktplaats or a news site Consumer uses an App, such as Instagram, Facebook or Marketplace CONTACT OPT-IN ON WEBSITES AGREEMENT BETWEEN PLATFORM/WEBSITES Kennis Technologie Support Report

My Presentation Title Date DDMA Let’s discuss your situation!! Lucas Bos Member counsel ‘Data, Decisions & Engagement’ @DDMA.nl Managing Director EDM [email protected] 06-41236619