1

Data Platforms:Nothing has changed, except everything.

2

Use data to stay close to the consumer.

3

MarketingDatabases

MarketingClouds

TagManagers 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

AsynchronousPII

Flat fileStatic

Real-Time AnonymousRelational

Unstructured

All the timeMultiple Persistent

IDsGeo-spatial

Dynamic

Collection:Identity:Dimension:Structure:

Use Cases Direct Mail Ad TargetingContent

Personalization

AnalyticsAd Targeting

Crash ReportingMarketing 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 compatibleMobile 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

AttributionMarketing Automatio

n

CRM

AppApp

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

Engineers

Marketing

HelpDesk

Business Users

Data Science

Analytics

CRM

Growth

Point solutions create operational complexity

10

Data Silos prevent the adoption of universal metrics

Data Silos limit marketing effectiveness & agility

11

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

12

EngineersMarketing

Analytics

Data Science CRM

HelpDesk

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

14

Descriptive

Diagnostic

Predictive

Prescriptive

Valu

e

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

16

The mobile data platform of record for: