[DSC Europe 24] Pratul Chakravarty - Personalized Insights and Engagements using Customer Data Platforms for Enterprises to make data driven decisions

Demystifying Personalized Insights
and Engagements using Customer
Data Platforms for Enterprises to
Make Data Driven Decisions
Pratul Kumar Chakravarty

Pratul Kumar Chakravarty
Senior Practice Leader at Adobe
Speaker Profile
With 21 years in the IT industry, Pratul has led data practices within
consulting and product organizations, building high-performance teams
and designing customer data platforms and enterprise data hubs. He
adapts quickly to emerging trends like AI/ML and Generative AI, always
pushing for smarter solutions and unprecedented outcomes
He has partnered with CXOs of Fortune 500 companies, recommending
data platforms that drive digital transformation. He is an engineering
graduate who holds an MBA from IIM Kozhikode and a Data Science Post
Graduate specialization from IIM Bangalore, and specializes leading
global teams in Innovation, Architecture, and Strategy

57%
The top ATP men’s tennis professionals win 57% of their second
serve points across all matches. This metric has a particularly high
correlation with winning tournaments

The top ATP men’s tennis professionals win 57% of their second serve
points across all matches. This metric has a particularly high correlation with
winning tournaments
Second Serve Points Won
1. Rafael Nadal (57.24%) - 22 Grand Slam Titles Winner, GOAT
2. Roger Federer (57.03%) - 20 Grand Slam Titles Winner, GOAT
3. Novak Djokovic (55.47%) - 24 Grand Slam Titles Winner, GOAT

0.12
seconds
“At the Paris Olympics 2024 for the MEN'S 100M ATHLETICS FINAL the
difference in timing between the First and Last athlete was just 0.12 seconds,
and it was one of the most historic photo finish moments”

At the Paris Olympics 2024 for the MEN'S 100M ATHLETICS FINAL the difference in timing
between the First and Last athlete was just 0.12 seconds, and it was one of the most historic
photo finish moments.
The importance of Reaction Time in Athletics: Influence on the Results of Sprint Runs in Olympi
cs and World Championships

Expectations from the Session
This session will provide a strong foundation with the following goals:
Leverage CDP to harness customer data more effectively, driving
revenue growth for your organization and drive competitive advantage
Short-term goals: Understand Customer Data Platform
(CDP) Evolution Journey , CDP Market and its Impact in
Digital Transformation Journey
Long-term vision: How can CDP bring value to Enterprises
Leverage CDP to harness customer data more effectively

Evolution of Customer Data
Platform
CUSTOMER
DATA
PLATFORM
Offline Store
Data
CRM Data
AI/ML
Propensity and
Attribution
Scores
Social Media
Data
Online Data
Website,
Mobile apps
Privacy and
Consent
Preferences
Data Management Platform (DMP)
 DMPs specializes in handling anonymous
data for advertisement targeting and
campaign optimization
Data Warehouses and Data Lakes
 Data warehouses store large amounts of data
but lack actionable insights and targeting
capabilities
• Data lakes store various data types with large
volumes and variety without organizing
customer profiles
Customer Relationship Management (CRM)
 Manages all kinds Customer data including
 Contact Information Phone No, Email ID
 Order Information
 Sales Interactions
 Purchase History
 Customer Support Queries
Customer Data Platforms (CDP)
 Provide a unified view of customers across
channels which gives holistic understanding of
customer preferences and behaviors for real-time
personalization
 Offer real-time capabilities for personalized
experiences
 Provide identity resolution for unified customer
profiles distinguishing them from data lakes
 Consolidating diverse data sources , CDPs provide
a holistic view of customer interactions, aiding
marketers in understanding their audience better

Break down silos to combine data
from multiple sources: cell phones,
tablets, POS systems, smart TVs,
and Store data
Aggregate Online and Offline
Data
Build a profile for every user who visits Brands’s
app, storing demographic data (gender, age,
location) along with all their app and website
interactions, campaign visits, and transaction
history
Build Unified Customer
Profiles
Create a data-driven approach to
omnichannel customer engagement that
brings context and personalization to the
customer journey
User-Centric
Engagement
CDP’s can process N billion data points and
send over N billion messages every day in
compliance with all Data Privacy Security
regulations
Built for speed, security, and
scale
Why Enterprises and Brands need a CDP
CDPs provide advanced AI/ML capabilities to derive customer
insights, understand audience segmentation and create targeted
campaigns that drive customer retention and upsell and cross sell
opportunities
Actionable Real-time Marketing
Insights

Digital experience is a customer’s perception of your brand based on their interactions
across all digital platforms (websites, mobile applications, social media, email, and all
digital touchpoints)
Assets
Web
banners
Social
Mobile
Channels
Web
Social
Mobile
Email
Generate
Create a series of social media ads with the new Dryp assets
Real-Time End-to-End Mobile-first Global Personalized
{ }

This allows them to create tailored
advertising messages and
promotions for different customer
segments.
Amazon Airbnb Netflix
Amazon utilizes a CDP to
analyze customer
browsing and purchase behavior
Netflix employs a CDP to track
user viewing
habits, preferences,
and interactions on its platform
Marketers remain at the helm
Delivering highly personalized
product recommendations and
targeted advertising through
various channels
Airbnb uses a CDP to consolidate
data from website visits, app
interactions, and
previous bookings
This data is leveraged to
recommend content and
personalize promotional
campaigns
Insights
Delivery Performance
Creation
Real Life CDP Story of the Biggest Brands

Increasing Need to Unlock new era of Digital Experience
15
Crowded Market &
Diminishing Attention
Span
Feeling overwhelmed
by the endless choices,
making it difficult to
focus and decide
quickly
Customer-Centric
Reimagining
Seeking personalized
recommendations that
resonate with individual
preferences and needs
Fragmented Customer
Journeys
Moving across multiple
online and offline
channels, expecting a
seamless and
consistent experience
Demand for Hyper-
Personalization
Frustrated when
content feels generic or
irrelevant, leading to
disengagement from
the brand
Erosion of Customer
Trust
Worrying about how
their data is being
collected, stored, and
used by the brand

Customer-Centric Reimagining
“Loyalty in
the digital
age:
Be a loyal
company,
not a loyalty
program”
The Now
 Brands prioritize products and
services over customer
experience.
 In the digital age, loyalty
requires brands to genuinely
care, not just create loyalty
programs.
The Next 5 Years
 Elevate your customers' sense
of self, not just their perception
of your products and services.
 React efficiently to feedback
and ensure your customers
feel heard.

Crowded Market & Diminishing Attention
Span
“Agility and
automation:
Elevate
engagement
through
technology”
The Now
 Brands face a crowded market
with a rapidly diminishing
customer attention span.
 The challenge lies in engaging
customers effectively in an
ultracompetitive landscape.
The Next 5 Years
 Utilize AI/ML & predictive analytics
to connect with customers in real-
time, syncing brand-initiated
actions with customer-driven
interactions.
 Leverage IoT, AR, and VR to create
immersive, interactive experiences
that shorten the product discovery
cycle and enhance customer
engagement.

Fragmented Customer Journeys
“Smart
technology:
Consumers
don’t use
digital, they
are digital”
The Now
 Disconnected touchpoints
disrupt the customer journey,
leading to fragmented
experiences.
 Lack of cohesion across
platforms diminishes customer
engagement and loyalty.
The Next 5 Years
 Build seamless omnichannel
experiences that unify
customer interactions across all
platforms.
 Use AI/ML, Predictive
Analytics, Data Insights to
meet customers when & where
they engage.

Demand for Hyper-
Personalization
“Bridging
the
Customer
Experience
Divide with
Cutting-
Edge
Technology”
The Now
 Increasing demand for
personalization presents both
opportunities and risks for
brands.
 More touchpoints mean more
opportunities for personalization,
which can either help brands
shine or lead to potential
missteps.
The Next 5 Years
 Implement real-time data systems
to ensure content and offers are
tailored to individual behaviours
& contexts.
 Leverage generative AI to create
and deliver infinite content at
speed and scale, enabling
seamless engagement across
every customer journey.

Erosion of Customer Trust
“Digital
Trust: The
evolving
nature of
trust”
The Now
 Growing worries about data
privacy and ethical AI are
eroding customer trust in
brands.
 Over 57% of customers
question whether brands use
data and generative AI
ethically.
The Next 5 Years
 Foster trust by ensuring data
transparency, ethical AI
practices, and clear
communication with customers.
 Combine automated solutions with
human interaction for empathy
and understanding; invest in
empathy training for employees.

Unique Digital Experience Story from Olympics 2024
25%
Increase in viewer
engagement
20%
Increase in ad
revenue
30%
Jump in content
consumption
15x
Surge in total
viewership
20
Distinct feed for
various sports
Expanded Digital
Reach
 20 distinct feeds, with 17
to various sports and 3
curated feeds focusing
on Indian athletes,
women's sports, and
global events.
 4K streaming in multiple
languages
Innovative User
Features
 Interactive ‘Watch Party’
functionality
 AI streaming
optimization for varying
speeds
 Split screen ads
 Easy sport-switching
Personalized
Engagements
 Customizable content
feeds
 Real time in-app alerts
 Live Polls & Q&A
Sessions
 Dedicated camera feed
for opening ceremony
Empowering Athletes
 AthleteGPT launched by
IOC
 An AI-powered chatbot
to help athletes in
getting their queries
answered anytime.
 Collectively save 83
AI-Powered Broadcast
 Real-time highlights
 Automated commentary
 Personalized content
 AI to analyze live feeds
and identify key
moments

Leading Brands Impact story with AI and Generative AI
AthleteGPT for
Athletes
AI-Driven Car
Configuratio
n
GenAI Search
Engine
GenAI Driven
Personalizatio
n
AI-Powered
Broadcasting
GenAI to generate real
time highlights,
automated commentary,
and personalized content
for viewers in Olympics
2024.
 25% increase in viewer
engagement
 15-20% increase in ad
revenue
 30% increase in on-
demand content
consumption
Logo
Launched by IOC for
Olympics 2024, an AI-
powered chatbot to help
athletes in getting their
queries answered
anytime.
 Expectation of 1000
interactions per day
 Each interaction saves
an average of 5 minutes
of time
 Collectively save over 83
hours of time each day.
The Street Configurator
app allows buyers to take
photos of Volvos, instantly
recognizing the vehicle's
configuration.
 450% increase in
configuration
completion rates
 56% increase in test
drive requests
 175% higher Conversion
rate
Through this, customers
can get answers to specific
questions, and receive
personalized product
suggestions.
 Expected to bring down
out-of-stock by 30%
 To enhance cross-selling
opportunities by 12%
 Potentially reducing
search times by up to
50%
GenAI to generate real
time highlights,
automated commentary,
and personalized content
for viewers.
 Led to a 15% reduction
in customer churn
 Viewership increased by
75%
 20% increase in
subscription revenue

The Impact of Personalization
23
2.2
x
Email
open rate
2.3
x
Customer
lifetime
value
1.5
x
Employee
satisfaction
1.9
x
Customer
retention
1.7
x
Customer
satisfaction
rates
3.1
x
Repeat
visitors

[DSC Europe 24] Pratul Chakravarty - Personalized Insights and Engagements using Customer Data Platforms for Enterprises to make data driven decisions

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