1

Data Platforms: Nothing has changed, except everything.

2

Use data to stay close to the consumer.

3

Marketing Databases

Marketing Clouds

Tag Managers DMP’s

ETL As A Service

Data Platforms are nothing new

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

•  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

6

Legacy Tools are Insufficient

7

Crash Reporting

Analytics

Attribution Marketing Automation

CRM

App App

Point solutions create overhead

8 Web tracking data

...

...

...

...

...

...

...

...

...

...

...

... Event data

Crash reporting data

CRM data

Marketing Data

Deeplinking data

...

...

Attribution data

Point solutions create data silos

9

Data Silos prevent the adoption of universal metrics

Data Silos limit marketing effectiveness & agility

10

Engineers

Marketing

Help Desk

Business Users

Data Science

Analytics

CRM

Growth

Point solutions create operational complexity

11

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

12

Engineers Marketing

Analytics

Data Science CRM

Help Desk

Data Consumers Product

Data Platforms bring order to chaos

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

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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

15

$USER ACQUISITION RETENTION MONETIZATION

Data Platforms Enable Growth

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The mobile data platform of record for: