Name: How to Build a Resilient Data Strategy With Composable CDPs
Start: 2023-04-11T13:58:00Z
End: 2023-04-11T13:58:58.000Z
Location: BrightTALK
Rating: 0

AIQ brings order to CX chaos. Our Customer Experience Hub empowers everyone to be a CX champion by giving business teams the freedom to explore and action on customer data while helping technical teams regain control of where data lives and how it’s used.

Nearly every modern marketer is working toward the same goal – doing more with less. But B2B brands have even more pressure to increase the efficiency of their programs despite strapped budgets and complex buying groups. Reduced buyer visibility and plateaus in the performance of classically reliable B2B tactics like ABM have made delivering on pipeline goals and earning buyer trust more challenging than ever. 

In this conversation, hear how leading software brand Autodesk pulled the right levers across data, marketing and technology to optimize their hierarchical B2B model, deploy impactful lifecycle marketing use cases from acquisition to winback and drive impressive revenue metrics.

You’ll learn:
- Autodesk’s priorities around data centralization and identity 
- Which use cases the team deployed across the lifecycle and best practices for B2B
- How a CDP helped Autodesk tap into a complete dataset to boost their acquisition and retention goals
- How one core orchestration platform aligned and streamlined data, technology and marketing

How Autodesk Aligned Marketing, Sales & Tech Around Their Data

So is it magic or is it a unique set of buying criteria (that should just be part of your buying decision)? Gartner just released the first ever Gartner® Magic Quadrant™ for Customer Data Platforms, solidifying CDPs as a critical element of a brand’s stack. But with so many options out there, the Gartner Magic Quadrant is only one piece of the evaluation puzzle.

In this conversation with Lee Hammond, Marketing Data Stack Leader at Hakkoda and Patrick Crosby, Technology Alliances at Snowflake, we’ll discuss: why the CDP is hitting prime time with a Magic Quadrant now, and:
- What factors are behind the quadrant, and what this means for you
- The biggest trends in the Gartner Magic Quadrant, like composability and AI
- How to build a headache-free evaluation of your next CDP

Translating the Gartner Magic Quadrant: CDPs, Composability & Beyond

Brightspeed is one of countless organizations prioritizing the move toward a warehouse-first infrastructure – enabling incoming customer data to flow in a way that it’s actually accessible and actionable. That began with finding the right CDP partner that could not only support that warehouse connectivity with the marketing user in mind, but deliver the promise of long-term architectural flexibility as the business evolves.

Going into their evaluation there was one key non-negotiable: replacing data copying from their data warehouse with direct access for their five marketing teams to Google BigQuery. But this meant cutting through a lot of smoke and mirrors of reverse ETL and warehouse-only solutions that could not deliver on robust omnichannel activation capabilities.

Hear from a seasoned CDP buyer and integrator as they discuss their evaluation and why they chose ActionIQ, how they were able to deploy on their data warehouse in a matter of weeks and key marketing use cases they are now able to execute as a result of eliminating data copy.

How Brightspeed Deployed a Zero-Copy CDP in Weeks

For rapidly growing enterprises requiring scale and speed, those that are truly succeeding are making access to data a movement across their organization, not just a marketing initiative.  

Hear how Liberty Latin America is leveraging a composable CDP to create data flexibility, unlock powerful lifecycle use cases at scale and align teams around key business outcomes – all without having to move data out of their data lake. 

You’ll learn:
-  How Liberty Latin America designed a flexible, integrated data foundation
-  The power of a data warehouse + CDP to enable business users to access and activate insights at scale
-  Liberty Latin America’s experience deploying ActionIQ on top of their Amazon Redshift data warehouse and launching key use cases
-  Value driven as a result of eliminating data copy

How Liberty Latin America Enables Personalization Without Data Replication

LiveRamp’s platform is stopping enterprise brands from scaling their advertising program with unnecessary costs, operational inefficiencies and low performance. 

It’s time to take control back from LiveRamp. Transitioning to a new advertising solution may feel intimidating — but your long (and short) term growth depends on it.

In this exclusive workshop, we’ll break down LiveRamp and build you a better advertising strategy, with the flexibility, performance and cost-efficiency you need to thrive. 

You’ll learn:
- An overview on how LiveRamp enables paid media activation, and a deconstruction on those components 
- How to design and build a solution that scales and grows with your business.
- What use-cases you can activate with a CDP — from identity and addressability to enrichment and activation.
- How a flexible, interoperable advertising framework will futureproof a brand’s advertising strategy.

Speakers: 
Zach Van Doren, Senior Director of Alliances, Identity & AdTech at ActionIQ 
Scott Wiese, Director, Customer Data Platforms at Bounteous

Life After LiveRamp

Cookie-based data is officially a thing of the past. Brands that have invested countless years and dollars in building a digital strategy around the third-party cookie—with tools like the DMP as the engine—are rethinking their approach to their tech stack. A prime example is HP, which is unlocking new opportunities by transitioning to a CDP-centric approach for targeting and augmenting customer data.

Hear from HP, along with Acxiom and ActionIQ, about its new approach for programmatic media in a post-cookie era. You’ll find out:

Why HP is embracing a CDP-centric stack to navigate the new landscape
How coupling a CDP with identity solutions can maximize paid media performance and streamline tech investments
Strategies to maximize reach and efficacy of your marketing

How HP Is Taking a CDP-Centric Strategy

It’s the last call for marketing strategies powered by shifty identifiers and shady cookies lurking inside consumer devices and applications.

Thankfully, panic over the cookieless future is slowly giving way to optimism as leading brands rethink the way they can gain new customers. Some of these approaches include embracing owned, first-party data and extending addressability through privacy-compliant, transparent data marketplaces.

Watch this Tech-Talk Webinar, presented by ActionIQ. Our guests from HP and ActionIQ discussed emerging post-cookie and data management platform (DMP) strategies and more.

How HP’s First-Party Data Is Driving Customer Acquisition

Although traditional all-in-one customer data platforms (CDPs) are integral for companies, their inflexibility and inability to offer capabilities that completely satisfy both technical and marketing teams leaves businesses frustrated. For a modern, future-proof CX stack, the solution is a CDP strategy built on composable solutions.

In this webinar, leaders from Saks, ActionIQ and Snowflake explore the driving forces behind the failure of bundled CDPs and the benefits of composable CDPs — including how Saks optimizes its toolset to drive business objectives while providing organizational and architectural flexibility.

Nivy Swaminathan, Vice President of Advanced Analytics and Personalization Saks 
Patrick Crosby Technology Alliances, Snowflake

How to Build a Resilient Data Strategy With Composable CDPs

Composable CDP

Bundled CDP

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How to Build a Resilient Data Strategy With Composable CDPs

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