growthstack 2016 — data platforms: why nothing has changed except everything

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Data Platforms: Nothing has changed, except everything.

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Use data to stay close to the consumer.

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Marketing Databases

Marketing Clouds

Tag Managers DMP’s

ETL As A Service

Data Platforms are nothing new

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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

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•  No SDK or long-tail adoption •  Rigid or web-centric data model •  Incomplete solutions •  Don’t offer the right integrations

Mobile compatible Mobile 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

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Legacy Tools are Insufficient

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Crash Reporting

Analytics

Attribution Marketing Automation

CRM

App App

Point solutions create overhead

8 Web tracking data

...

...

...

...

...

...

...

...

...

...

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... Event data

Crash reporting data

CRM data

Marketing Data

Deeplinking data

...

...

Attribution data

Point solutions create data silos

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Data Silos prevent the adoption of universal metrics

Data Silos limit marketing effectiveness & agility

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Engineers

Marketing

Help Desk

Business Users

Data Science

Analytics

CRM

Growth

Point solutions create operational complexity

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The consumer pays the tax of your company’s poor data decisions

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Engineers Marketing

Analytics

Data Science CRM

Help Desk

Data Consumers Product

Data Platforms bring order to chaos

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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

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Descriptive

Diagnostic

Predictive

Prescriptive

Val

ue

Complexity

(What happened?)

(Why it happened?)

(What will happen?)

(How do we influence what happens?)

Data Platforms Augment Analytics

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$USER ACQUISITION RETENTION MONETIZATION

Data Platforms Enable Growth

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The mobile data platform of record for: