Customer Data Platform 101

Apr 19, 20177 likes1,941 views

I gave a talk at North California Business Marketing Association on Customer Data Platform with examples ranging from Uber Grayballing to Zoom's customer retention email and "dogs or muffins".

Using Customer Data for
B2B Growth
Kiyoto Tamura
kiyoto@treasuredata.com
@kiyototamura

First, Questions...
Do you consider yourself to be a marketer?
Are you familiar with “Raw leads”, “MQLs”, “SALs”, “SQLs”, etc.?
Have you heard of the term Customer Data Platforms?

Introduction
● Former algorithmic trader
● Open source enthusiast (Fluentd)
● Data-driven B2B Marketer
● 1st employee@Treasure Data

SPOILER
this talk is about how B2B marketers use data to win

You know you’ve been in B2B marketing if...
Asked for MORE leads Asked for BETTER leads BOUGHT “leads”

delivering QUALITY leads at SCALE is HARD

Formula for B2B Marketing Success
Quality = Behavior Persona Timingx x
“Do they do the
right thing on the
website?”
“Are they the
right people?”
“Are they in the
market to buy?”

Solution? Back to the Formula
Quality =
Right
Behavior
Right
Persona
Right
Timing
x x
What
Intent
Who
Demographic
When
Context

CUSTOMER DATA PLATFORM (CDP)
a marketer-managed system that creates a persistent, unified customer database
that is accessible to other systems

Customer Data Platform: Connected, Live Data

EXAMPLES
all this sounds great in theory. how ‘bout in practice?

Predictive Lead Scoring
Quality = Behavior Persona Timingx x
What
Intent
Who
Demographic
When
Context
explanatory variables/features/inputsYES/NO
response
variables

PREDICTIVE STUFF: START SIMPLE
don’t get caught in the AI craze

CDP Use Case: Uber “Greyballing”
“When Uber moved into a new city, it
appointed a general manager to lead
the charge. This person, using various
technologies and techniques, would try
to spot enforcement officers.”

Uber Greyballing Tactic: Location + Behavior
● Find users with frequent pick-ups
and drop-offs near Gov’t
buildings
● They are likely to be Gov’t officials
● Don’t show them Uber cars

Uber Greyballing Tactic: Enriching Data
Credit Card Prepaid cell # Social Profiles

Uber “Greyballing”: Not All Bad?
“Uber employees said the practices
and tools were born in part out of
safety measures meant to protect
drivers in some countries. In France,
India, and Kenya, for instance, taxi
companies and workers targeted and
attacked new Uber drivers.”

30 MIN LATER
I got the BEST post-cancellation email ever

Why Zoom Is So SmartBrandSatisfaction
Time
Navigating to
cancel is not
easy
What’s this?
Exit questions?
Great. Upsell
from CEO
That was
actually great!
“Try to keep ‘em”
“Get more data”
“Leave a good last
impression”
What I will
remember
What’s useful for
Zoom

Where Zoom Can Do Even Better
Business
kiyoto@treasuredata.com
Works@Treasure Data
Personal
me@ktamura.com
Uses Zoom@Treasure Data
≒

DATA IS CONTEXTUAL
ask for it (but be human)

DATA IS THE NEW OIL
unfair advantage (but don’t abuse it)

In Sum
Quality = Behavior x Persona x Timing: Applied to lead gen as well as CX
Customer Data Platform: A must have for the hyperconnected world
Privacy and Ethics: Let’s not cannibalize our own future

QUESTIONS?
Thank you!
Kiyoto Tamura
kiyoto@treasuredata.com
@kiyototamura

Transform your marketing and sales capabilities with Big Data and A.I 1) Why is Customer Data Platform (CDP) ? Case study: Enhancing the revenue of your restaurant with CDP and mobile app marketing Question: Why can CDP disrupt business model for restaurant industry (B2C) ? 2) How would CDP work in practice ? Introducing USPA.tech as logical framework for implementing CDP in practice How Can a Customer Data Platform Enhance Your Account-Based Marketing Strategy (B2B) ? 3) How can we implement CDP for business? Introducing the CDP as customer-first marketing platform for all industries (my key idea in this slide)

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Check out this presentation on effective marketing strategies This slide deck covers key marketing tactics, including SEO, content marketing, social media strategies, and more to help businesses thrive. It's perfect for entrepreneurs, small business owners, and marketers looking to stay ahead of the competition. Link: Blue’s Notions – Check out our high-quality marketing tools and strategies to elevate your business! https://bluesnotions.com/

How to Use Roll-Up Banners for Brand Visibility at Events.pdfEzybook

Get client sites EAA-ready: Accessibility best practices for agenciesAnton Shulke

Delaney Cruz Head of Partner Program, AudioEye Understanding EAA - Key requirements, timelines, and essential steps agencies must take before June 2025 to ensure compliance. Positioning accessibility as a service - How to educate clients, communicate the value of accessibility, and seamlessly integrate it into your agency's offerings. Tools & strategies for scalable compliance - Practical solutions and workflows to efficiently build and maintain accessible websites at scale while enhancing user experience, SEO, and legal protection.

Content Marketing for Sinclair Marketingemilysemler

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Beyond ROAS: Aligning Google Ads With Your True Business ObjectivesSearch Engine Journal

How do you make every PPC ad dollar deliver more? What if your Google Ads strategy could align with lifetime value, not just cost per acquisition (CPA)? Are you using value-based bidding to its full potential? If not, don’t worry. In this upcoming webinar, you’ll get: Smarter ways to measure PPC success. Tested, powerful bidding strategies. Real, bigger business impact. These insights will help you shift focus from vanity metrics to meaningful results, like revenue, customer lifetime value, and long-term growth. Learn How To Get More From Every Ad Dollar Check out to explore how today’s most advanced Google Ad strategies align with what actually drives business performance. You’ll Learn To: -Understand what newly updated smart bidding can do. -Leverage first-party data to maximize value-based bidding. -Use testing frameworks to refine and scale what works. Optimize for outcomes that matter, not just metrics that look good. Watch Justin Covington, Director of Paid Channels Solutions at iQuanti, as he breaks down the Google Ads changes and show you how to use value-based bidding to drive measurable results. From campaign structure to audience strategy, you’ll leave this webinar with practical steps you can apply immediately to start optimizing your paid ads for the metrics that matter most.

Facebook vs. Instagram Ads: What Should You Use In 2025 ?mkarora0303

Get client sites EAA-ready: Accessibility best practices for agenciesAnton Shulke

Understanding EAA - Key requirements, timelines, and essential steps agencies must take before June 2025 to ensure compliance. Positioning accessibility as a service - How to educate clients, communicate the value of accessibility, and seamlessly integrate it into your agency's offerings. Tools & strategies for scalable compliance - Practical solutions and workflows to efficiently build and maintain accessible websites at scale while enhancing user experience, SEO, and legal protection.

Twitch Growth Tips: Why View Count Still Mattersofficialishitamehra

Beyond the Pain Points: A More Meaningful Customer JourneyOdyyc

Discover how tailored messaging, strategic content, and data-backed segmentation can transform the way your brand connects with its audience. This presentation and case study from Odyyc explores how understanding user intent and behavior leads to more effective content—and ultimately, more meaningful results. 📋 What You’ll Learn in This Case Study For a Recruiting Agency: ✔ The Strategy Framework Get a step-by-step breakdown of Odyyc’s approach to building content and CX strategies grounded in both business goals and user needs. ✔ User Personas Across Industries Explore detailed personas for biotech, pharma manufacturing, medical devices, and SaaS—each with unique hiring challenges and decision-making profiles. ✔ Market Segmentation & Strategic Prioritization Learn how segments are plotted using growth, volume, and business fit—leading to smarter prioritization using tools like the BCG matrix. ✔ SEO & Content Mapping See how segmented, intent-driven SEO keywords align with each persona’s journey—from awareness to conversion. ✔ Customer Journey Mapping Follow how touchpoints—from blog articles to LinkedIn campaigns—are aligned with the decision-making phases of different buyer types. ✔ Real-World Messaging & Execution View examples of tailored messaging, content zoning, and landing page structure—all designed to reduce friction and build trust. Who it's for: Content strategists CX professionals B2B marketers SaaS and life sciences companies Recruitment Agencies Anyone working to improve user journeys through segmentation

The SEO Lifecycle: Lessons from the Past, Strategies for the FutureLily Ray

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Website Designing Company in Delhi – Crafting Engaging, Responsive WebsitesTouchstone Infotech

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Digital_Marketing_Fundamentals_Ananya_Updated.pptxbatraananya927

AEC Websites That Recruit & Retain TalentDavid Lecours

How brands can use memes to connect with younger audiences.pdfiM4U Digital Marketing Agency

Effective Off Page SEO Techniques to Boost Your Website AuthorityRankupedia

Byredo Makeup pitch (shortened version).pptxhelloatveronika

KYC Fraud in the Digital Age_ Understanding the Threat and Strengthening Defe...gridlinesseo