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What is a Customer Data Platform?

You may have heard of a Customer Data Platform (or CDP) but really not understand what that means or what functionality to expect. Join us for this webinar to learn about CDPs from how they help you manage your customer data, to how they’re architected, what use cases they serve, and what to look out for when selecting a CDP vendor.
Recorded Mar 13 2019 24 mins
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Presented by
Tom Treanor, Global Head of Marketing Arm Treasure Data
Presentation preview: What is a Customer Data Platform?

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  • Pinpoint Your True Targets with Mobile Locational Data Nov 10 2021 6:00 pm UTC 45 mins
    Paul Ernst, SVP MarTech; Jimmy Yi, Principal - Strategic Consulting; Larry Janiak, Data and Solutions Manager @ Allant Group
    Ever wonder where your customers are really coming from? A traditional approach is to look within a certain geographic area, such as a 5- or 15-mile radius around a single point or location. But when you look a little deeper, that radius may not prove to be accurate. Today, focused locational data can draw unexpected targeting areas—not a simple radius—to help you better understand potential advertising targets.

    Join our upcoming webinar with Paul Ernst, SVP MarTech Integration and Enablement, Jimmy Yi, Principal, Strategic Consulting; and Larry Janiak, Manager, Data and Solutions Architect as they share how to use latitude and longitudinal data to :
    *Determine the intent of customers inside trade areas to make related purchases
    *Target specific audiences from within Geographic Trade Areas, by layering details such as average monthly consumer spending, household income, marital status, educational level and more
    *Confirm exposure to and effectiveness of advertising reach and frequency with locational marketing assets
    *Take advantage of opt-in advertising opportunities to drive promotions and foot traffic

    Don’t miss this session on emerging marketing analytics tools. Register today!
  • CPG Heads Use New Operating Models & Outcomes-Based Measurement as Key to Growth Recorded: Sep 23 2021 49 mins
    Danica Konetski, Industry Principal for CPG at Treasure Data & Carole Irgang, Co-Founder of Radically Simple Marketing
    Marketing leaders are absolutely focused on empowering teams to accelerate innovation, and work in new ways to build resonant consumer relationships, realizing nothing short of a total, integrated approach across ALL technology, data, and teams that will drive success.

    But, What changes need to be made to the operating model? What new technology and tools will have the most impact? How do I get my organization on board?

    Join the talk with marketing experts, Danica Konetski, Industry Principal for CPG at Treasure Data and Carole Irgang, C-suite marketing professional and Co-Founder of Radically Simple Marketingas they discuss their thoughts on the new Marketing Blueprint and learn the importance of:

    • Outcomes-based measurement
    • Insights everywhere
    • Leveraging the total brand ecosystem
  • Where CDP Fits In Your Tech Stack: CDP, DMP, MDM, Data Lake, CRM and more Recorded: Sep 22 2021 45 mins
    David Raab, Founder at CDP Institute
    Most large organizations today have dozens of systems that manage some type of customer data. These fall into three broad categories: source systems, assembly systems that assemble data, and systems that activate data. People see different capabilities and come away without a picture of how they all fit together. Reducing this confusion requires starting with a big picture of which systems process customer data in an organization. Only once that’s in place can you understand where the CDP fits in. In this webinar, you will learn about:
    *Defining Customer Data Systems
    *Where CDP fits in
    *Finding the right CDP for your organization
    *How to assess the gaps in your martech stack
  • ML-driven Multi-touch Attribution: Delivering next-level marketing insights Recorded: Sep 16 2021 46 mins
    Dilyan Kovachev, Manager, Machine Learning Engineering at Treasure Data
    In an era where consumers are bombarded with many different messages, offers, and content, how do you know which touchpoints worked to close a sale or build enduring customer loyalty? There are many different “ multi-touch attribution models ” that provide insights into what works. But which models are best for your business, and when and how should you apply them?

    These questions have only become harder to answer with the growing complexity of consumer journeys across many digital and physical touchpoints, from brand websites, online ads and social media to brick-and-mortar stores.

    To tackle this challenge, Treasure Data has developed a multi-touch attribution (MTA) model that combines a Long Short-Term Memory (LSTM) deep learning ML-model with Shapley values, a concept developed by Nobel Prize-winning economist Lloyd Shapley.

    With multi-touch attribution models, marketers are able to:

    · Use real-world customer behavior data and ML to calculate and update attribution values
    · Unveil correlations between touchpoints during the customer journey
    · Provides granular channel attribution % at each step of the customer journey to conversion
    · Allows for a data-driven budget allocation across channels and funnel stages
  • CDP FAQ: Why Less Data is Not More Recorded: Sep 9 2021 25 mins
    Neill Brookman, Director of Solution Consulting, EMEA and India
    There is a reason why topics around data enrichment, the death of the cookie, and big data are so important right now: more data means finer outcomes. With myriad ways to approach this, however, it is understandable that in many organisations there is a desire to 'simplify' data, which carries the clear risk of losing data fidelity in the process. In this Coffee Break FAQ Session, we tackle:

    - Reasons why less data is not 'more'
    - Identifying and leveraging value in big data
    - Simplifying outcomes, not data
    - Improving Customer Experience with CDP
  • CDP FAQ: Identity Resolution, Data and Consent Recorded: Sep 8 2021 14 mins
    Neill Brookman, Director of Solution Consulting, EMEA and India
    CDP isn’t just about data. It is a tool that enables organisations to harmonise data and orchestrates beautiful customer journeys. This means every part of the data you collect about your customers and prospects contributes towards a single source of truth, including the most sensitive ones. This Coffee Break FAQ Session looks at:

    - The most important benefit of a CDP from an Identity point of view
    - Dealing with consent with CDP
    - Dealing with multiple cookies for the same user
    - Optimising match rates using a CDP
    - Identity and programmatic advertising
    - Choosing the right CDP for your organisation
  • CDP vs DMP vs CRM: Replace or leverage? Recorded: Sep 7 2021 19 mins
    Neill Brookman, Director of Solution Consulting, EMEA and India
    We know that CDP, DMP and CRM are different solutions and can be complementary. In fact, a lot of the organisations are trying to harmonise their CRM, DMP and CDP in order to get the most out of it, and there are also organisations looking to consolidate their tech stack. Join us for this 20-minute Coffee Break FAQ Session, we are going to address some of your most asked questions like:

    - How to assess the compatibility of CDP and DMP? Are there any ideal combinations out there?
    - What about systems trying to be all?
    - How to leverage both CDP and DMP to understand prospect/customer in a better way?
    - What are the mechanisms to correlate CDP data with DMP data to create a holistic view of customer/prospect?
    - What are the integrations between CDP, DMP and CRM?
  • Customer Trust: A Key Element to a Brand’s Success Recorded: Aug 31 2021 62 mins
    Rachel Well - Head of Product; David Keens - VP Product EMEA; Andrew Stephenson - Director of Marketing
    Understanding your customers and their changing behaviors has never been more important to your success. Customers want their data to be protected and kept safe but also expect an entirely personalised service. With a resilient and ethical data foundation, you can continue to engage with customers to create experiences that matter and build trust in your brand – even in the midst of radical disruption like we saw in 2020.

    Join Acxiom, Treasure Data and MullenLowe Profero for a compelling discussion on practically making this happen. In this event, you will hear experts from world-class agencies, sharing the tips of the trade which will enable you to build closer relationships with your customers. This in turn, will curate the type of experience they have been asking for.
  • CPG Heads Use New Operating Models & Outcomes-Based Measurement as Key to Growth Recorded: Aug 26 2021 49 mins
    Danica Konetski, Industry Principal for CPG at Treasure Data & Carole Irgang, Co-Founder of Radically Simple Marketing
    Marketing leaders are absolutely focused on empowering teams to accelerate innovation, and work in new ways to build resonant consumer relationships, realizing nothing short of a total, integrated approach across ALL technology, data, and teams that will drive success.

    But, What changes need to be made to the operating model? What new technology and tools will have the most impact? How do I get my organization on board?

    Join the talk with marketing experts, Danica Konetski, Industry Principal for CPG at Treasure Data and Carole Irgang, C-suite marketing professional and Co-Founder of Radically Simple Marketingas they discuss their thoughts on the new Marketing Blueprint and learn the importance of:

    • Outcomes-based measurement
    • Insights everywhere
    • Leveraging the total brand ecosystem
  • Future-Proofing Your Business In a World Without Cookies and IDFA Recorded: Aug 24 2021 43 mins
    Lauren Fisher, Stuart Schneiderman, Jeffrey Ralls
    More than half of US advertisers we polled in December 2020 said they believed Chrome’s phaseout of third-party cookies and Apple’s restricted use of IDFA was disruptive to the advertising industry. Four months later, in our April 2021 survey of advertisers, we found 71% of advertisers agreed these changes would benefit the industry in the long run.

    So advertisers are optimistic about these changes, but the big question remains: are they ready?

    For Executives to better understand how advertisers are approaching these changes and pivoting their practices, Advertiser Perceptions has put together an expert panel to discuss the current state of identity, advertisers’ state of readiness for changes, what’s being done to address these changes, new targeting and measurement tactics advertisers are planning to use, why first-party data is so important and what’s being done to collect it, store it and activate it.

    TOPICS COVERED IN THE WEBINAR
    • The Current State of Identity
    • Advertisers’ State of Readiness
    • How Are Changes Being Addressed
    • New Targeting and Measurement Tactics
    • The Importance of First-Party Data

    PANELISTS
    • Lauren Fisher, EVP Business Intelligence, Advertiser Perceptions
    • Stuart Schneiderman, SVP Business Intelligence, Advertiser Perceptions
    • Jeffrey Ralls, Senior Strategy Manager Adtech | Martech, Treasure Data
  • Future-Proofing Your Business In a World Without Cookies and IDFA Recorded: Aug 18 2021 43 mins
    Lauren Fisher, Advertiser Perceptions; Stuart Schneiderman, Advertiser Perceptions; Jeffrey Ralls, Treasure Data
    More than half of US advertisers we polled in December 2020 said they believed Chrome’s phaseout of third-party cookies and Apple’s restricted use of IDFA was disruptive to the advertising industry. Four months later, in our April 2021 survey of US advertisers, we found 71% of advertisers agreed these changes would benefit the industry in the long run.

    So advertisers are optimistic about these changes, but the big question remains: are they ready?

    For Executives to better understand how advertisers are approaching these changes and pivoting their practices, Advertiser Perceptions has put together an expert panel to discuss the current state of identity, advertisers’ state of readiness for changes, what’s being done to address these changes, new targeting and measurement tactics advertisers are planning to use, why first-party data is so important and what’s being done to collect it, store it and activate it.

    TOPICS COVERED IN THE WEBINAR
    • The Current State of Identity
    • Advertisers’ State of Readiness
    • How Are Changes Being Addressed
    • New Targeting and Measurement Tactics
    • The Importance of First-Party Data

    PANELISTS
    • Lauren Fisher, EVP Business Intelligence, Advertiser Perceptions
    • Stuart Schneiderman, SVP Business Intelligence, Advertiser Perceptions
    • Jeffrey Ralls, Senior Strategy Manager Adtech | Martech, Treasure Data
  • CDP vs DMP: What's the difference, Why it Matters. Recorded: Aug 17 2021 37 mins
    David Raab, Founder at CDP Institute
    Customer Data Platforms and Data Management Platforms both manage customer data, but they are still very different. This session explores the different goals that each is designed for, the different technical approach that each uses to meet those goals effectively, and the implications of those technical differences. We’ll then explore specific use cases including retargeting, prospecting, personalized recommendations, CRM integration, and inventory notifications, and illustrate why each is appropriate for one type of system or the other.

    You will learn:
    · The primary purpose of CDP and DMP systems
    · How each system is optimized to support its primary purpose
    · The types of data stored in each system
    · Which system works with known individuals and which with anonymous profiles
    · The systems that a CDP and DMP typically connect with
    · How CDP and DMP can work with each other
  • ML-driven Multi-touch Attribution: Delivering next-level marketing insights Recorded: Aug 11 2021 46 mins
    Dilyan Kovachev, Manager, Machine Learning Engineering at Treasure Data
    In an era where consumers are bombarded with many different messages, offers, and content, how do you know which touchpoints worked to close a sale or build enduring customer loyalty? There are many different “ multi-touch attribution models ” that provide insights into what works. But which models are best for your business, and when and how should you apply them?

    These questions have only become harder to answer with the growing complexity of consumer journeys across many digital and physical touchpoints, from brand websites, online ads and social media to brick-and-mortar stores.

    To tackle this challenge, Treasure Data has developed a multi-touch attribution (MTA) model that combines a Long Short-Term Memory (LSTM) deep learning ML-model with Shapley values, a concept developed by Nobel Prize-winning economist Lloyd Shapley.

    With multi-touch attribution models, marketers are able to:

    · Use real-world customer behavior data and ML to calculate and update attribution values
    · Unveil correlations between touchpoints during the customer journey
    · Provides granular channel attribution % at each step of the customer journey to conversion
    · Allows for a data-driven budget allocation across channels and funnel stages
  • Fireside Chat with Capgemini: Identity in a Cookieless World Recorded: Jul 29 2021 35 mins
    Gunjan Aggarwal, Sr. Dir., AI & Marketing Science, Capgemini And Craig Hooper, Sr. Mgr., Solution Engineering, Treasure Data
    The GDPR and CCPA have afforded consumers greater autonomy over their data. In response, all of the major web browsers have pledged to phase out third-party cookies by the second half of 2023.

    While there is no single replacement to the third-party cookie, Customer Data Platforms (CDPs) have become an attractive option for enterprises looking to capitalise on customer data collected from their various marketing operations.

    By leveraging the right technology partners, companies can now enhance personalisation and craft next-gen omni-channel experiences in ways not possible during the third-party cookie era.

    In this fireside chat featuring Capgemini, we will explore how CDPs are transforming enterprise marketing operations by focusing on some key applications, such as:

    -Unifying first-party data assets
    -Sharing first-party data across the organisation
    -Providing enrichment through second- and third-party data
    -Integrating with partners to contextually target customers
    -Creating a probabilistic model for marketing attribution
  • From walls to spaces: Asian Paints’ digital transformation led by CDP Recorded: Jul 28 2021 26 mins
    Deepak Bhosale, GM of Asian Paints and Thomas Kurian, Director, Industry Solutions at Treasure Data
    Asian Paints is the third largest paint company in Asia, serving consumers in more than 60 countries. Beyond paints, Asian Paints has been on an ambitious growth strategy to become a premier home decor brand. Deepak Bhosale, GM of Asian Paints, will share his vision, success and learnings from this journey, including their approach to:

    - Engineering seamless, contextual and personalized experiences (physical and digital)
    - Digital disruption and creating the competitive differentiator
    - CDP powering the digital strategy
  • Getting up-to-date on CDPs Recorded: Jul 22 2021 62 mins
    Brian Carlson of ROC Consulting and Tom Treanor, CMO at Treasure Data
    2020 saw massive changes in the market as consumers accelerated their digital interactions with brands. These interactions (already well underway before the pandemic) have created enormous amounts of data across multiple channels. A few years back, in reaction to this plethora of disparate data, the customer data platform (CDP) was born. But times have changed in just a few short months and what a CDP needs to accomplish for organisations has evolved to match shifting demands.

    The CDP of 2021 is shaping up to look quite different than the CDP of 2019. A short time ago a CDP was only expected to ingest, integrate and deliver data. Today’s more advanced CDPs provide the ability to activate and integrate customer data. With more user-friendly interfaces and the ability to leverage AL/ML, a future-proofed CDP is one that will be able to manage, activate and orchestrate customer data for measurable success, becoming a core component of any business's martech stack.

    Join CMSWire contributor Brian Carlson and Tom Treanor, chief marketing officer for Treasure Data as they discuss how the CDP market has evolved and how CDPs have changed to meet demand.

    In this webinar on-demand you’ll learn:

    - How convergence is impacting the CDP roadmap
    - What cutting-edge capabilities are possible with a modern CDP
    - What the future looks like for the CDP market
  • Getting up to date on CDPs Recorded: Jul 14 2021 62 mins
    Brian Carlson of ROC Consulting and Tom Treanor, CMO at Treasure Data
    2020 saw massive changes in the market as consumers accelerated their digital interactions with brands. These interactions (already well underway before the pandemic) have created enormous amounts of data across multiple channels. A few years back, in reaction to this plethora of disparate data, the customer data platform (CDP) was born. But times have changed in just a few short months and what a CDP needs to accomplish for organizations has evolved to match shifting demands.

    The CDP of 2021 is shaping up to look quite different than the CDP of 2019. A short time ago a CDP was only expected to ingest, integrate and deliver data. Today’s more advanced CDPs provide the ability to activate and integrate customer data. With more user-friendly interfaces and the ability to leverage AL/ML, a future-proofed CDP is one that will be able to manage, activate and orchestrate customer data for measurable success, becoming a core component of any business's martech stack.

    Join CMSWire contributor Brian Carlson and Tom Treanor, chief marketing officer for Treasure Data as they discuss how the CDP market has evolved and how CDPs have changed to meet demand.

    In this webinar on-demand you’ll learn:

    - How convergence is impacting the CDP roadmap
    - What cutting-edge capabilities are possible with a modern CDP
    - What the future looks like for the CDP market
  • Customer Trust: A Key Element to a Brand’s Success Recorded: Jul 8 2021 61 mins
    Rachel Well - Head of Product; David Keens - VP Product EMEA; Andrew Stephenson - Director of Marketing
    Understanding your customers and their changing behaviors has never been more important to your success. Customers want their data to be protected and kept safe but also expect an entirely personalised service. With a resilient and ethical data foundation, you can continue to engage with customers to create experiences that matter and build trust in your brand – even in the midst of radical disruption like we saw in 2020.

    Join Acxiom, Treasure Data and MullenLowe Profero for a compelling discussion on practically making this happen. In this event, you will hear experts from world-class agencies, sharing the tips of the trade which will enable you to build closer relationships with your customers. This in turn, will curate the type of experience they have been asking for.
  • Customer Data Platform: Build vs Buy Recorded: Jun 22 2021 19 mins
    Neill Brookman, Director of Solution Consulting & Pre-sales, EMEA and India
    It is an on-going debate whether companies should buy or build a software solution to satisfy your company's latest demand. This is a question that every company faces at some point during its growth. By now lines of businesses in most organisations have recognised the power of data-driven marketing - how it increases engagements and helps the business to understand customers’ preferences, behaviours and intents. With the increase in demand for tools to create a single view of each of their customers and being able to create a unique personalised purchase journey, Customer Data Platforms have come into the MarTech landscape. Naturally, it also prompts the same question - Build or Buy?

    In this webinar, Neill Brookman, Director of Solution Engineering EMEA, and Dorothy Chong, Marketing Manager EMEA, will discuss what are the key areas that organisations should take into consideration when searching for the right solution whether it is building your own, or buying out-of-the-box.
  • CDP FAQ: Why Less Data is Not More Recorded: Jun 15 2021 24 mins
    Neill Brookman, Director of Solution Consulting, EMEA and India
    There is a reason why topics around data enrichment, the death of the cookie, and big data are so important right now: more data means finer outcomes. With myriad ways to approach this, however, it is understandable that in many organisations there is a desire to 'simplify' data, which carries the clear risk of losing data fidelity in the process. In this Coffee Break FAQ Session, we tackle:

    - Reasons why less data is not 'more'
    - Identifying and leveraging value in big data
    - Simplifying outcomes, not data
    - Improving Customer Experience with CDP
Empowers enterprises to deliver relevant, real-time CX
Treasure Data is the only enterprise Customer Data Platform (CDP) that harmonizes an organization’s data, insights, and engagement technology stacks to drive relevant, real-time customer experiences throughout the entire customer journey. Treasure Data helps brands give millions of customers and prospects the feeling that each is the one and only. With its ability to create true, unified views of each individual, Treasure Data CDP is central for enterprises who want to know who is ready to buy, plus when and how to drive them to convert. Flexible, tech-agnostic, and infinitely scalable, Treasure Data provides fast time to value even in the most complex environments. To learn more, visit www.treasuredata.com.

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  • Title: What is a Customer Data Platform?
  • Live at: Mar 13 2019 5:00 pm
  • Presented by: Tom Treanor, Global Head of Marketing Arm Treasure Data
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