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CDPs as the engine for growth: Case study and perspectives

Previously aired live at MarTech Spring 2021, new questions will be answered if you submit a question in the Q&A!

The marketing technology landscape is ever-changing, so is customer expectations for engagement with brands. How can organizations adapt and respond to these changes quickly? Learn how Brookdale used the Treasure Data CDP to drive growth and improve the customer experience. And hear from a top industry analyst on what’s next for CDPs and considerations for building your ideal martech stack.

Join Daniel Newman, Principal Analyst of Futurum Research, Michael McCamish, Sr. Director of Marketing of Brookdale Senior Living, and Tom Treanor, CMO of Treasure Data, as they share perspectives on maximizing the value of a CDP.

After this session, you’ll able to:
-Understand why unified customer data, combined with AI, is a foundation for success
-Evaluate your martech stack strategy and how to make it more future-proof with a platform approach
-Gain insights on building a data-minded, growth-oriented marketing team

Panelists: Tom Treanor, CMO, Treasure Data. Michael McCamish, Sr. Director, Web Marketing, Brookdale Senior Living, Daniel Newman, Principal Analyst.
Recorded May 18 2021 28 mins
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Presented by
Tom Treanor, CMO - Treasure Data, Michael McCamish, Sr. Dir. - Brookdale, Daniel Newman, Principal Analyst - Futurum
Presentation preview: CDPs as the engine for growth: Case study and perspectives

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  • Channel
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  • Customer Trust: A Key Element to a Brand’s Success Aug 31 2021 9:00 am UTC 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 CMOs Use New Operating Models & Outcomes-Based Measurement as Key to Growth Aug 26 2021 5:00 pm UTC 60 mins
    Danica Konetski, Industry Principal for CPG at Treasure Data & Carole Irgang, C-Suite Marketing, Red Shoes Marketing
    CMO 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 founder of Red Shoes Marketing as 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 Aug 24 2021 9:00 am UTC 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 Aug 18 2021 5:00 pm UTC 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. Aug 17 2021 9:00 am UTC 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 Aug 11 2021 5:00 pm UTC 45 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
  • What Is Your Data Hiding from You? A Marketer’s Guide to ID Resolution Recorded: Jun 15 2021 55 mins
    Todd Cullen, Founder and Managing Partner at Blue Table Advisors
    Tired of roadblocks that keep you from using data your company already paid to collect? Are factors beyond your control—walled gardens, the looming demise of third-party cookies, and device makers’ focus on privacy—making it tougher to understand your customers and offer them compelling customer journeys that convert? Ever wonder what opportunities your data might be hiding from you?

    If so, you won’t want to miss this webinar on ID resolution for marketers featuring Todd Cullen, an expert in getting the most out of marketing data. He’ll answer many critical questions, including:

    • Why is ID resolution crucial to personalized campaigns, orchestrating customer journeys that convert, and successful upselling/cross-selling efforts?
    • What other profitable marketing opportunities could a strong ID resolution solution such as a CDP open up?
    • How can you use ID resolution to defeat the data silos that threaten your marketing objectives?
    • How do you effortlessly handle data privacy administration and security—without an army of security experts at your disposal?

    Join us to learn how many leading brands are responding to new threats and opportunities by using ID resolution to better leverage the data they already have.
  • What Global Enterprises Need in a CDP Recorded: May 27 2021 43 mins
    David Raab, Founder at CDP Institute
    Global enterprises have specific needs for a Customer Data Platform. It’s not just that they have more data. They also have to support regional teams and product lines, comply with divergent privacy regimes, adjust to local market needs, integrate with massive legacy infrastructures, and support applications beyond marketing. Plus, like every other organization, they need to be more digital, more agile, and more efficient. This session will explore:

    · How CDPs are used in global enterprises
    · What needs they share with other organizations
    · What additional needs are unique to global enterprises
    · What to look for in an enterprise CDP

    As a special bonus, we’ll share a custom Request for Proposal template that global enterprises can use to structure their CDP explorations.
  • What Is Your Data Hiding from You? A Marketer’s Guide to ID Resolution Recorded: May 26 2021 55 mins
    Todd Cullen, Founder and Managing Partner at Blue Table Advisors
    Tired of roadblocks that keep you from using data your company already paid to collect? Are factors beyond your control—walled gardens, the looming demise of third-party cookies, and device makers’ focus on privacy—making it tougher to understand your customers and offer them compelling customer journeys that convert? Ever wonder what opportunities your data might be hiding from you?

    If so, you won’t want to miss this webinar on ID resolution for marketers featuring Todd Cullen, an expert in getting the most out of marketing data. He’ll answer many critical questions, including:

    • Why is ID resolution crucial to personalized campaigns, orchestrating customer journeys that convert, and successful upselling/cross-selling efforts?
    • What other profitable marketing opportunities could a strong ID resolution solution such as a CDP open up?
    • How can you use ID resolution to defeat the data silos that threaten your marketing objectives?
    • How do you effortlessly handle data privacy administration and security—without an army of security experts at your disposal?

    Join us to learn how many leading brands are responding to new threats and opportunities by using ID resolution to better leverage the data they already have.
  • Harnessing Data to Personalize the Automotive Customer Experience Recorded: May 25 2021 28 mins
    Andrew Shaffer, Industry Principal - Automotive, Treasure Data
    Personalizing the automotive customer experience is a big task. However, you already hold the keys to success; customer data. Learn how to communicate with millions of customers and make them feel like you are having a 1-on-1 conversation. See how to show the most relevant topic to each customer, and guide them from the initial contact through ownership.
  • CDPs as the engine for growth: Case study and perspectives Recorded: May 20 2021 28 mins
    Tom Treanor, CMO - Treasure Data, Michael McCamish, Sr. Dir. - Brookdale, Daniel Newman, Principal Analyst - Futurum
    Previously aired live at MarTech Spring 2021, new questions will be answered if you post a comment below!

    The marketing technology landscape is ever-changing, so is customer expectations for engagement with brands. How can organizations adapt and respond to these changes quickly? Learn how Brookdale used the Treasure Data CDP to drive growth and improve the customer experience. And hear from a top industry analyst on what’s next for CDPs and considerations for building your ideal martech stack.

    Join Daniel Newman, Principal Analyst of Futurum Research, Michael McCamish, Sr. Director of Marketing of Brookdale Senior Living, and Tom Treanor, CMO of Treasure Data, as they share perspectives on maximizing the value of a CDP.

    After this session, you’ll able to:
    -Understand why unified customer data, combined with AI, is a foundation for success
    -Evaluate your martech stack strategy and how to make it more future-proof with a platform approach
    -Gain insights on building a data-minded, growth-oriented marketing team

    Panelists: Tom Treanor, CMO, Treasure Data. Michael McCamish, Sr. Director, Web Marketing, Brookdale Senior Living, Daniel Newman, Principal Analyst.
  • Who owns digital transformation? Recorded: May 19 2021 55 mins
    Don Peppers, Founding Partner at CX Speakers; Luiz Gama, Sr. Global Martech Mgr at ABInbev; Tom Treanor, CMO at Treasure Data
    What’s your approach to digital transformation? Better yet, who owns digital transformation for your entire company?

    While organizations race to digitally transform themselves—which in of itself is a worthy objective—lots of them are attempting a piecemeal, bottom-up approach. As a result, the “transformation” is only business-unit wide and everyone misses out on the insight available when you truly know your customer, including the fact that he/she buys Product A, B, and C and subscribes to Service D.

    In this webinar, Treasure Data Advisor Don Peppers, Luiz Gama, Sr. Global Martech Mgr at ABInbev and Treasure Data CMO, Tom Treanor, will make the case for a top-down digital transformation approach and senior management’s role in making digital transformation initiatives successful.
  • CDPs as the engine for growth: Case study and perspectives Recorded: May 18 2021 28 mins
    Tom Treanor, CMO - Treasure Data, Michael McCamish, Sr. Dir. - Brookdale, Daniel Newman, Principal Analyst - Futurum
    Previously aired live at MarTech Spring 2021, new questions will be answered if you submit a question in the Q&A!

    The marketing technology landscape is ever-changing, so is customer expectations for engagement with brands. How can organizations adapt and respond to these changes quickly? Learn how Brookdale used the Treasure Data CDP to drive growth and improve the customer experience. And hear from a top industry analyst on what’s next for CDPs and considerations for building your ideal martech stack.

    Join Daniel Newman, Principal Analyst of Futurum Research, Michael McCamish, Sr. Director of Marketing of Brookdale Senior Living, and Tom Treanor, CMO of Treasure Data, as they share perspectives on maximizing the value of a CDP.

    After this session, you’ll able to:
    -Understand why unified customer data, combined with AI, is a foundation for success
    -Evaluate your martech stack strategy and how to make it more future-proof with a platform approach
    -Gain insights on building a data-minded, growth-oriented marketing team

    Panelists: Tom Treanor, CMO, Treasure Data. Michael McCamish, Sr. Director, Web Marketing, Brookdale Senior Living, Daniel Newman, Principal Analyst.
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: CDPs as the engine for growth: Case study and perspectives
  • Live at: May 18 2021 5:00 pm
  • Presented by: Tom Treanor, CMO - Treasure Data, Michael McCamish, Sr. Dir. - Brookdale, Daniel Newman, Principal Analyst - Futurum
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