Building Your Customer Data Platform with LEO CDP

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Building Your Customer Data Platform with LEO CDP By Chief Platform Engineer: Nguyễn Tấn Triều (Thomas) My Email: [email protected] My Phone: +84-903122290 https://leocdp.com

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About myself ● Working as software engineer since 2008 ● Started and coded LEO CDP since 2019 ● Founded BigDataVietnam.org since 2014 ● Former Head of Platform at Blueseed Digital ● Former Lead Software Engineer at FPT Telecom My profile details at https://www.linkedin.com/in/tantrieuf31 2

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Our roadmap 1. Key problems of data-driven business 2. How to solve problems with USPA mindset 3. How to build your solutions with LEO CDP 4. Case study in Fintech and banking industry 5. Summary all key ideas

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Our roadmap 1. Key problems of data-driven business 2. How to solve problems with USPA mindset 3. How to build your solutions with LEO CDP 4. Case study in finance and banking industry 5. Summary all key ideas

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First problem: How to create business value from customer data

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Second problem: In omnichannel world, Customer Analytics is more complex

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Third problem: A.I System is really stupid if you do not have 360-degree view Actually, I am a dog !

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Fourth problem: How to personalize cross-selling And optimize CLV ?

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Fifth problem: How to create happiness for your customers “happy” chemical

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Customer Database Evolution of Customer Data Management Technology Microsoft Excel 1987 - now 1990s - now Microsoft Access MySQL PostgreSQL Oracle DBMS 2000s - now Salesforce SAP CRM HubSpot Sales Hub Sugar CRM Zoho CRM Odoo CRM (2010s - now) Segment.io Salesforce CDP Microsoft Dynamics 365 ActionIQ Blueshift Amplitude CDP Hightouch CDP Apache Unomi A CDP with true heart, can be export data as Excel, for free 😀

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CRM can manage lower funnel only (Action,Loyalty and Advocacy) CDP can manage the whole data funnel (Awareness to Advocacy) CDP CRM CDP is not compete with CRM, it's just a technology evolution (1990s - 2020s) (2010s - 2040s)

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MDM → CRM → CDP

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In LEO CDP, the system can store all data about customer CDP

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U.S.P.A framework is the mindset to build LEO CDP

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One of LEO CDP’s clients, Trung Thuy Group, could unify customer data from all business units and sale channels

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Customer 360 Report in LEO CDP

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A good CDP could merge duplicate data for you

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A segment with report and profiles

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LEO CDP is the product from Analytics mindset and it’s free 50,000 profiles

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To build your CDP, you need a LEO CDP system, integrate data sources and marketing channels

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Data sources come from customer touchpoints

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LEO CDP could help you manage marketing channels and get report insights quickly

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LEO CDP has event statistics in real-time, so you have data insights faster

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You could do data segmentation to run email marketing with personalized content

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Customer personalization for every profile

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You could build your own data connector for synchronization and data enrichment

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To setup LEO CDP, please visit: https://build.leocdp.com

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Customer Journey Map for Banking

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CDP for Banking Industry Key Use Cases and Outcomes Advanced case Customer Churn Scoring Prediction and Prevention 720-degree View Credit Scoring CLV forecasting Predictive Analytics Next Best Action Intermediate case Cross-sell/ Up-sell Customer Personalization Real-time report Ad Retargeting Lead nurturing Proactive Customer Care Foundational case Unified Customer Profile with Identity Resolution 360-degree View CAC analytics Customer Segmentation

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DATA UNIFICATION FOR BETTER CREDIT SCORING Improve Credit Scoring Models

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PROSPECTIVE USER - WEBSITE VISIT A prospective user comes to a bank’s website, visits the credit card page, and drops off. His activity is recorded in the CDP. The next time the user visits the website again, an onsite notification is shown asking him/her if they are interested in applying for the credit card. Website / Landing Page Call Center

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PROSPECTIVE USER - APPLY CREDIT CARD A prospective user visits a bank’s website to apply credit card program. She checks out the interest rate, calculates her EMI, and drops off. The CDP can check credit score and send data to marketing team. The bank’s marketers can bring her back to the website by sending her a personalized message via a browser push notification regarding the credit card type. Website / Landing Page Call Center

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PROSPECTIVE USER - LEAD NURTURE A user receives a call from the call center regarding a travel credit card. He shows interest in the card but doesn’t apply for it after the call ends. In this case, the user can be shown a personalized SMS with an exciting offer which encourages him to apply for the card. Website / Landing Page

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PROSPECTIVE USER - FORM FILLUP A user shows interest in applying for a travel loan by filling up a form where she drops her personal details. But she doesn’t proceed to finish the purchase. The bank’s marketers can reach out to the user via the call center, email, and SMS and encourage her to complete her purchase.

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PROSPECTIVE USER - CHATBOT A prospect is looking at credit cards on a bank’s website and clicks on the chatbot. The chatbot is able to intelligently begin a conversation with the user based on his/her query.

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PROSPECTIVE USER - INCOMPLETE DOCUMENTATION REMINDER A user who has applied for a home loan uploads a few documents and drops off. He can be encouraged to complete the documents upload process via a browser push notification or an email or an SMS. Automated Email Marketing

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CUSTOMER - BIRTHDAY OFFER A customer visits the car loan page on the bank’s website 7 days before his birthday. He receives a birthday special offer personalized for him via an email or a notification bot or a homepage banner.

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LEO CDP in one summary diagram

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For more information, just Google “LEO CDP” or visit our FB page to give us a “Like” 😀 https://facebook.com/leocdp.net