Removing Data Blindspots For A Connected Experiences Beyond Marketing
summary
Claims that a CDP can remove blind spots get grounded: Treasure Data documents a pivot from a big‑data platform to a CDP in 2016 and shows a live deployment unifying 1,000 data sources across 40 countries for AB InBev, linking consent and data‑usage policies to a persistent unified profile. Practical limits include fixed data models, poor unstructured‑data ingestion, and opaque ML; the platform surfaces a catalog for DSRs, supports customer service and sales activation, and reduces time‑to‑action from weeks to real‑time.
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chapters (13)
- 0:00Introduction and session overview
- 3:54Data blind spots in customer experience
- 6:04What is a customer data platform
- 8:30Types of customer data platforms
- 11:00Challenges with CDP selection
- 14:11Treasure Data’s CDP vision
- 16:38CDP beyond marketing to compliance
- 17:23CDP in customer service and sales
- 17:43Case study: AB InBev
- 19:08Privacy compliance and consent management
- 20:13First-party data and data clean rooms
- 21:37Identity initiatives and compliance
- 21:59Cross-functional collaboration for CX
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