Data Platforms: Why Nothing Has Changed Except Everything | Max Clark
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The document discusses the evolution and significance of data platforms in marketing, highlighting their necessity in the current consumer-focused landscape. It outlines the limitations of legacy tools and point solutions, which create data silos and operational complexities, ultimately impacting marketing effectiveness. The document emphasizes that modern data platforms streamline data processes, enhance analytics, and enable better user acquisition and retention strategies.
Data Platforms: Why Nothing Has Changed Except Everything | Max Clark
- 1. 1 Data Platforms: Nothing has changed, except everything.
- 2. 2 Use data to stay close to the consumer.
- 3. 3 Marketing Databases Marketing Clouds Tag Managers DMP’s ETL As A Service Data Platforms are nothing new
- 4. 4 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
- 5. 5 • No SDK or long-tail adoption • Rigid or web-centric data model • Incomplete solutions • Don’t offer the right integrations Mobile compatibleMobile 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
- 6. 6 Legacy Tools are Insufficient
- 7. 7 Crash Reporting Analytics Attribution Marketing Automation CRM AppApp Point solutions create overhead
- 8. 8 Web tracking ... ... ... ... ... ... ... ... ... ... ... ... Event data Crash reporting data CRM data Marketing data Deeplinking data ... ... Attribution data Point solutions create data silos
- 9. 9 Engineers Marketin g Help Desk Business Users Data Science Analytics CRM Growth Point solutions create operational complexity
- 10. 10 Data Silos prevent the adoption of universal metrics Data Silos limit marketing effectiveness & agility
- 11. 11 The consumer pays the tax of your company’s poor data decisions
- 12. 12 EngineersMarketing Analytics Data Science CRM Help Desk Data Consumers Product Data Platforms bring order to chaos
- 13. 13 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
- 14. 14 Descriptive Diagnostic Predictive Prescriptive Value Complexity (What happened?) (Why it happened?) (What will happen?) (How do we influence what happens?) Data Platforms Augment Analytics
- 15. 15 $ USER ACQUISITION RETENTION MONETIZATION Data Platforms Enable Growth
- 16. 16 The mobile data platform of record for: