Stop Being A Third-Party Victim - Treat Your Customer Data Like A Pro - Mo Miah, Snowplow
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Many organizations fail to build a proper foundation for their martech-empowered use cases, in particular around customer data. They’ll often end up with huge third-party dependencies, paying a steep premium on the total cost of ownership while getting outcomes below their expectation. Dealing with customer data like a pro is essential to gain deep insights into customer journeys, and significantly improve user acquisition, conversion, and retention. But it doesn’t end there: Influencing and personalizing the customer experience in real-time is equally important. Join Snowplow to learn how organizations can build a sustainable first-party approach to martech with higher ROIs that goes beyond betting everything on third-party solutions like Google Analytics or CDPs. After this session, you’ll be able to: *Empower your organization to create a scalable foundation for martech that delivers high ROIs *Leverage best-in-class behavioral customer data to skyrocket your Customer 360 and further advanced use cases *Maintain control, ownership, and full compliance at all times
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Stop Being A Third-Party Victim - Treat Your Customer Data Like A Pro - Mo Miah, Snowplow
- 1. KEYNOTE Mo Miah SENIOR SALES ENGINEER SNOWPLOW Stop being a third-party victim: Treat your customer data like a pro LAS VEGAS, NV ~ NOVEMBER 6 - 8, 2023 DIGIMARCONWORLD.COM | #DigiMarConWorld
- 2. Stop being a third-party victim:Treat your customer data like a Pro Mo Miah www.snowplow.io
- 3. Mo Miah Senior Consultant ● 3 Years in MarTech ● 5 Years in Data andAnalytics ○ Spent lots of time in data-driven marketing, martech, digital analytics ○ Worked with some of the worlds largest brands to help them digitalize with their data collection and marketing ● My goal: Share learnings on how you can be more successful at your marketing goals, using a data driven approach. Hi there, I’m Mo
- 4. There’s a lot of pressure on marketers, and it continues to rise. It has become more difficult to … S N O W P L O W . I O … see reliable traffic data …build user loyalty and retain them for the long haul …optimize spend for acquisition of new customers … Image: Business Insider “Send the right message, to the right user, at the right time” …track customers reliably long term (privacy rules). … personalize messaging/ outreach based on historic data. … handle digital complexity and vendor lock-ins
- 5. Unfortunately, most marketing teams are in a poor position to handle crazy loads on tech and data that come with it S N O W P L O W . I O People / Org - Lack of technical knowledge or expertise - Internal inability to keep up with tech companies on product - Domain expertise missing in data/IT (to help you) Technology - Huge dependencies on 3rd parties - Bad interoperability but high complexity - Once implemented, nobody dares to touch (and change) Data - No single source of truth (no centralization of data in the warehouse) - Often siloed, mismatching datasets - Huge dependencies on agencies
- 6. Many hope to overcome this situation by spending big money on external MarTech vendors Image: ag.digital
- 7. - Huge total cost of ownership - Extreme dependency on 3rd party SaaS - Little to no control over business logics - Limited trust in data (and its quality) - Data silos (even inside the MarTech stack) - XXL compliance & privacy risks - Non-matching data with internal systems - Governance & security concerns - … Resulting in a couple of fundamental issues and limitations S N O W P L O W . I O
- 8. Best example: Customer Data Platforms (CDPs) Pitched as “one ring rule them all” to … S N O W P L O W . I O Reality is more nuanced: - Over promised - Omitting massive data challenges that sit behind a fancy UI - Often exists separate to existing data and tech stack - Crazy privacy and compliance issues
- 9. Best example: Customer Data Platforms (CDPs) “On average ~2.9 solutions that qualify as a CDP per enterprise.” → silos, TCO “The overlap with existing IT-managed solutions creates a challenge for data and analytics leaders seeking to optimize their investments across all customer data solutions.” → little to no internal support “By 2026, 80% of organizations pursuing a 360-degree view of the customer will abandon it because it doesn’t adhere to data privacy regulations, relies on obsolete data collection methods and obliterates customer trust.” → not addressed by most vendors – Gartner S N O W P L O W . I O
- 10. What should you do instead? S N O W P L O W . I O
- 11. Build a proper first-party foundation for customer data and MarTech – not outsourced to third parties such as vendors and agencies That’s what most successful digital players do S N O W P L O W . I O
- 12. First-party MarTech foundation trinity secret sauce - Data-driven decisioning - Enablement on privacy / compliance - Empowered to “send the right message to the right people at the right time” - Defining strategic marketing use-cases from top down approach MARKETING / BUSINESS ORG - First-party MarTech stack (full ownership of data) - Adopt Composable approach (vs all eggs in one basket) - Fully own adherence to compliance - Ensure 100% efficiency of data usage TECHNOLOGY - OOTB available GOLDEN user profile in the warehouse. Built to work with destinations - Fast moving compliance space - critical to have full ownership of data internally. - Full first party tracking + long term user tracking (data tracker/SDK under your domain) - Real-time DATA S N O W P L O W . I O You don’t want to miss one of them
- 13. User Profile Table: -Resolved IDs -Historical user events -Identification of conversion events -Attribution data -Merger of social data (for social retargeting) -etc… FULL OWNERSHIP OF DATA: Process the data in your own data pipeline (NO THIRD PARTY processing) to build out GOLDEN user profiles in the warehouse. S N O W P L O W . I O
- 14. Should I do behavioral customer tracking via … Customer Data Platform - Limited tracking flexibility & capabilities (CDPs are not built for this) - Little visibility on processing - Storage, logics and data processing by 3rd party - Difficult to combine CDP silo data with others - → not solving the initial set of challenges Google Analytics 4 S N O W P L O W . I O - See what others say about it (next slide)
- 15. People report massive challenges with GA4: “Google Analytics 4 has bugs, cardinality issues, thresholding problems, confusing delineation between client-side and vendor-side processing, a clumsy BigQuery export schema, misleading and gullible advocates, an opaque approach to privacy, and a huge identity problem. [...] Don’t let absurd limitations bully you into submission.” – Simo Ahava, a recognized industry expert → Highly increased TCO and lower ROI S N O W P L O W . I O
- 16. Snowplow is a popular and future proof alternative to Google Analytics, for those taking digital analytics seriously, while staying fully compliant. 2M+ websites & apps, 10,000s organisations 3rd largest audience measurement solution globally* * according to builtwith.com, after Google Analytics &Yandex
- 17. Build a golden user record, to truly understand customers end to end. Implement first-party data, ownership, and controls for compliance & privacy – private SaaS Analyze and act on any data in real-time (e.g. power personalization engines or prediction - ML) Migrate reliably away from GA4, as Snowplow provides the same graphs and more. Control your entire data pipeline to power marketing/digital experiences - ALL IN HOUSE (kick out the nosy CDP) Snowplow for Marketing S N O W P L O W . I O
- 18. Benefits - Create your own first party foundation for best-in-class marketing and customer insights – in your own cloud environment → build it once, re-use everywhere - Fully compliant to GDPR, CCPA, etc. with flexible privacy controls - Use first-party data to empower marketing use cases (e.g. customer acquisition, (p)re-targeting, lifetime value prediction) - High data coverage → very resilient to tracking prevention (e.g. ad blockers, ITP) - Full control over business logics directly in the database - Build Behavioral Customer Profiles for your customers - Use the same dataset for customer journey analytics and real-time use cases (e.g. journey/CX personalization) - The only data collection/tracking solution you need (no more silos) → forward data in real-time (eg to CDPs), incl. privacy controls S N O W P L O W . I O