Customer-Centric Data and Analytics-Readiness | Webinars | Events & Webinars | ANA

Customer-Centric Data and Analytics-Readiness

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In the age of holistic personalization, Customer Data Platform (CDP) featuring Customer 360 View is clearly the common goal for many marketing organizations. Development of a customer-centric database requires a comprehensive data roadmap, as a CDP is not just a pool of available data in one place. All data elements must be carefully converted into “descriptors of individual” for each target. Creating a Customer ID system through commercially available services is just the first step.

Further, all data must be “analytics-ready” for effective segmentation, modeling, and targeting. It is common that data scientists often spend over 80 percent of their valuable time in pre-analytics processing such as data cleansing, categorization, and summarization. Such work should be done “before” any serious analytics project begins, and resultant “Analytics Sandbox” will expedite post-analytics deployment processes, as well. When real-time personalization is the goal, most heavy lifting must be done up front, not at the last second.

Key Takeaways:

  • Why marketers need customer-centric data depositories that are analytics-ready
  • What modern CDPs must be
  • Types of pre-analytics data work for 1:1 targeting and personalization
  • Design concept for an “Analytics Sandbox” for advanced analytics
  • Creating effective data menu for CDP development
  • Data summary guidelines for transaction data
  • Data categorization rules for seemingly messy data fields such as product, offer, channel, source, etc.
  • How to treat missing data
  • Check-list for 3rd-party data procurement

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Start: Wednesday, September 14, 2022 at 1:00pm

End: Wednesday, September 14, 2022 at 2:00pm



Stephen H. Yu
President & Chief Consultant
Willow Data Strategy