Customer-Centric Data and Analytics-Readiness

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% 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 of “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


when

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

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


*** NOTE ALL WEBINARS ARE EASTERN TIME ***

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Webinar Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $0 Silver Tier $0 Individual $0 Nonmember N/A


Speaker(s)

Stephen H. Yu
President & Chief Consultant
Willow Data Strategy