If you’re a modern marketer trying to make sense of today’s fragmented, privacy-first advertising landscape, you’re not alone. With third-party cookies fading, increasing pressure to prove ROI, and growing limitations from walled gardens, marketers are being pushed to activate and measure their first-party data like never before.

That’s exactly where Treasure Data’s native support of Unified ID 2.0 (UID2), pioneered by The Trade Desk, is delivering results. It’s not just another integration; it’s a high-impact collaboration that helps brands activate their data more intelligently, spend more efficiently, and finally measure what’s actually working.

So what makes this partnership so powerful? Let’s break it down.

Complete the loop: Activate, convert, analyze

One of the biggest challenges in digital advertising is closing the loop between who you’re targeting, who actually converts, and how those insights can improve future campaigns. Treasure Data can enable activation, conversion, and post-campaign analysis with The Trade Desk. 

That means brands can push audiences directly from Treasure Data into The Trade Desk platform for campaign activation. As those campaigns run, they can also send real-time conversion signals (via CAPI) and even pull back row-level exposure logs. 

Exposure logs provide detailed metadata about each ad impression, including when it was served, on which channel, and with what creative, tied to specific customers. This level of granularity allows marketers to directly connect ad exposure to real-world outcomes, creating a  feedback loop that supports better targeting, more accurate measurement, and smarter AI-driven bidding across the entire funnel.

Most CDPs stop at audience activation. Treasure Data keeps going, giving you visibility into what happened after the ad was served, and the ability to act on that data in real time.

Case study: Treasure Data, The Trade Desk, and UID2

A major quick-service restaurant brand used Treasure Data’s support for UID2 to activate first-party audiences and saw those segments outperform third-party enriched audiences across every metric.

The company experienced a 36% drop in CPMs and higher conversions by using Treasure Data’s high-quality audience segments to train The Trade Desk’s bidding models. These seed audiences included frequent buyers, loyal customers, and high-intent users, segments built from real-time behavioral and transactional data.

Built-in support for UID2: Privacy-conscious and future-ready

As third-party cookies fade out, marketers are looking for durable, privacy-conscious alternatives. Treasure Data offers native, out-of-the-box support for UID2, the open-source identity framework developed by The Trade Desk. Unlike many CDPs that require third-party tools or separate infrastructure to handle identity, Treasure Data can generate and manage UID2s natively.

Even better, those identifiers can be stored alongside Treasure Data’s Diamond Record, a unified customer profile that supports activation across channels and platforms. This means you get all the benefits of persistent identity and audience portability, while staying fully compliant with modern privacy standards.

Unlike other CDPs that rely on third-party tools, Treasure Data can generate and manage UID2 tokens internally. These tokens are stored within the Diamond Record, enabling consistent identity across channels while staying fully privacy compliant. It’s a simple, secure way to activate customer data in paid media without compromising trust.

This creates a privacy-conscious way to activate customer data in paid media campaigns. Because UID2 can be stored as part of Treasure Data’s Diamond Record, it becomes easier to maintain a consistent view of identity across activation, analytics, and customer experience.

This collaboration allows brands to deliver personalized ads responsibly, while also retaining control over how customer identifiers are used.

Eliminate unnecessary middlemen (and costs)

Here’s a practical reason marketers love this integration — it saves money.

Historically, brands used onboarding services to get customer data into DSPs like The Trade Desk. That adds time, complexity, and additional fees. Treasure Data eliminates that middle layer by enabling direct audience activation, syncing audiences in as little as four to six hours.

This streamlined connection doesn’t just reduce costs — it also ensures fresher, more relevant data is powering your campaigns as well as faster time-to-insight, less data lag, and a more agile marketing operation.

Smarter bidding starts with better signals

Most advertisers waste money because they’re targeting the wrong audiences or because they’re relying on outdated assumptions about who their customers really are. Treasure Data helps fix that.

By sending high-value audience segments (like repeat buyers, loyalty members, or churn risks) directly into The Trade Desk platform, brands can train their AI bidding models to make smarter decisions in real time. These “seed audiences” help the DSP recognize patterns that lead to conversion and suppress those that don’t.

Exposure logs: The secret weapon for attribution and optimization

Let’s talk about one of the biggest hidden advantages of this partnership: exposure log ingestion. Most platforms only offer click-based performance data, which ignores the vast majority of ad impressions that lead to conversions. Subject to The Trade Desk’s approval, Treasure Data is one of the only CDPs that can ingest and process row-level ad exposure logs from The Trade Desk.

This gives marketers the ability to finally answer questions like: Who saw our ad? On which channel? Did they later purchase even if they never clicked?

With this data, teams can move beyond last-click attribution and start building robust, AI-powered models for incrementality, media mix modeling, and real-time personalization.

Most CDPs don’t offer this. Many can’t. But for marketers who care about performance, it’s a game-changer.

Built for commerce and retail media collaboration

Finally, this partnership isn’t just for digital-first marketers. It’s a perfect fit for complex businesses like retailers, CPG brands, automakers, and anyone involved in Retail Media Networks (RMNs).

These businesses often need to share data across tiers — think retailers sending performance insights back to CPG partners, or car manufacturers analyzing ad effectiveness across dealerships. Treasure Data and The Trade Desk make this possible through clean, compliant data connections and transparent performance reporting. It’s how leading brands are powering offsite commerce campaigns, managing cross-partner collaboration, and unlocking new revenue streams from retail media.

Final thought

Treasure Data + Unified ID 2.0 is a smarter, faster, and more transparent way to connect your customer data with your media strategy. You get full-funnel visibility, smarter activation, and real performance data.

If your brand is serious about customer-centric marketing, performance measurement, and a more durable data strategy, this collaboration might just be your unfair advantage.

Want to learn more about activating your first-party data with The Trade Desk? Check out the documentation and let’s talk.

The post Why Treasure Data’s Support for Unified ID 2.0 Is a Smarter Way to Power Identity and Performance first appeared on Treasure Data.

However, implementing AI in a practical and trustworthy manner isn’t easy to pull off. For many, understanding how to best incorporate AI Agents into work processes is uncharted territory, and doing it right is critical. Workday understands this well. The HR Services provider is facing a collective-action lawsuit that says it built AI Agents that illegally discriminated against older job applicants. 

Building trust with customers has always been an important part of doing business, but it’s now more important than ever as we look at how to build trust in the AI systems we use every day. At Treasure Data, we understand the drive to incorporate AI into business processes to meet the evolving needs of our customers, and we recognize that this must be done in a manner that is well-governed, secure, and trustworthy. So, we thought we would share some insight into how we’re doing exactly that for our customers with the AI Agent Foundry and Amazon Bedrock.

The genesis of trust: Treasure Data AI Agent Foundry

The Treasure Data AI Agent Foundry is an enterprise-grade toolkit for building compliant, auditable, and secure AI Agents in the Treasure Data Customer Data Platform (CDP). The Foundry is a core component of the CDP, not a standalone offering, which means agents adhere to the CDP’s governance framework.

Because the AI Agent Foundry is deeply embedded in the CDP, agents are trained on clean, unified, and permission-controlled customer data (what we call the Diamond Record). Every response, recommendation, or action from an agent is rooted in accuracy, reducing the risk of hallucinations or out-of-context guessing. 

Whether you want to improve personalization or identify opportunities to innovate or develop more efficient processes, AI Agents can provide many benefits. 

The Foundry includes a number of pre-built AI Agents that automate many marketing use cases, including:

• Segment discovery (Audience Agent)
• Campaign planning (Deep Research Agent)
• Content generation (Content Generator Agent)
• Journey optimization (Journey Optimizer Agent) 

You can use any of these agents, customize them to fit your needs, or build custom agents to support your organization’s unique challenges. You can also implement multi-agent orchestration, where an agent can call or delegate tasks to other agents to complete an end-to-end workflow.

Why Amazon Bedrock?

The AI Agent Foundry is built on the Amazon Bedrock infrastructure. Amazon Bedrock is a fully managed service that provides access to a number of foundation models (FMs) from leading AI companies, including Anthropic, DeepSeek, Luma, Meta, Stability AI, and Amazon’s own AI models, along with a broad set of capabilities needed to build generative AI applications. Our decision to use Amazon Bedrock’s infrastructure is based on privacy, security, and scalability.

Bedrock allows us to scale AI applications effortlessly, ensuring our customers have the flexibility they need to grow and adapt. 

With Amazon Bedrock, you can put guardrails in place to build AI Agents safely and responsibly. You retain full control over the data you use to customize a foundation model for your AI Agents, and that data stays under your control. It’s never shared with an FM or used to train their base models. 

Let’s look at some of the reasons Amazon Bedrock is the right AI infrastructure for the AI Agent Foundry. 

Built-in security for trustworthy AI

Amazon Bedrock provides a multi-layered security architecture. From end-to-end data encryption, to virtual private cloud (VPC) and network isolation capabilities, to robust identity and access management control (IAM), and built in threat detection, you get the security and control you need to safely adopt generative AI.

For example, with fine-grained IAM controls, you can precisely define who has access to which data, models, or actions. Resource-based policies add another layer by attaching permissions directly to individual assets. Together, these controls help ensure sensitive data is only accessible to the right people.

To keep your data protected in transit, Bedrock supports private connectivity through Amazon VPC endpoints, which keep traffic off the public internet. Identity-based authentication further strengthens security by verifying every user or system requesting access and enabling full monitoring.

Governance and compliance, built in

The requirement to stay compliant with industry regulations is critical and Bedrock builds governance into its foundation. It aligns with key industry standards and regulatory requirements through automated compliance checks, helping you maintain compliance with less manual effort, and provides automated reasoning tools to act as intelligent guardrails, proactively ensuring compliance and reducing the risk of human error. 

Bedrock also includes two tools that actively monitor and track system activity:

• Amazon CloudWatch provides real-time monitoring, detecting and addressing anomalies and potential breaches.
• AWS CloudTrail provides detailed audit logs documenting all activity ensuring transparency and accountability.

How Amazon Bedrock protects your data

We mentioned the security of your data above but let’s go a bit deeper because it’s essential to understand how secure your data is. First of all, no sensitive data is persistently stored within Bedrock. It also applies data anonymization and data masking to enhance data privacy so even when sensitive information is processed, it’s obscured and protected.

To further strengthen data protection, Bedrock includes secure claims management using Amazon DynamoDB, which helps ensure that all data interactions remain secure and reliable. And it includes automated backup systems that help preserve data integrity and enable quick recovery in the event of a failure or incident. 

Operational benefits that reduce risk

Amazon Bedrock is a fully managed service, which means you don’t need to worry about maintaining security infrastructure or applying security patches. The service does it all for you. 

In addition, real-time security monitoring and proactive threat detection means potential risks are identified and verified before they can impact your operations.  

Building trust with our customers

At Treasure Data, we believe that exceptional experiences and AI hinge on trust. The more you adopt AI into your processes and the more autonomous your AI Agents become, the more critical trust becomes. 

We believe that our partnership with Amazon Bedrock improves both our operational capabilities and our ability to ensure you are implementing trusted AI Agents. Our commitment to you is a reliable and trustworthy foundation that is secure, compliant, and efficient. 

A trusted foundation for AI Agents

As AI becomes more deeply embedded in how businesses operate, building trustworthy, well-governed AI Agents is no longer optional. It’s essential. Treasure Data’s AI Agent Foundry, built on the robust and secure infrastructure of Amazon Bedrock, offers enterprises a powerful yet responsible path forward. 

With built-in governance, compliance, and data protection, it ensures AI Agents not only perform effectively but do so in a way that inspires confidence and trust. For organizations looking to scale AI adoption without sacrificing security, transparency, or control, this is the foundation that makes trustworthy AI a reality.

We invite you to join us in transforming your business with trustworthy AI Agents. Contact us to explore how you can leverage the built-in AI Agents in the AI Agent Foundry or create your own trusted agents built on the secure foundation of Amazon Bedrock. 

The post Building Trustworthy AI Agents with Treasure Data’s AI Agent Foundry and Amazon Bedrock first appeared on Treasure Data.

Moore recently shared critical missteps to avoid in a CDP implementation and provided actionable strategies to ensure your CDP becomes a cornerstone of your data-driven CX strategy. Now, we’re sharing them here with you.

If you’re unhappy with your CDP implementation, take advantage of the CDP Trade-Up program, now including the Migration Agent for a 4-week, AI-powered migration. 

Identifying stakeholder groups

In the rush to get started with a CDP program, Moore said that many organizations fail to identify and align stakeholder groups. Generally speaking, there are three key stakeholder groups to identify, each with its own objectives:

1. The core team – This team is responsible for implementing the CDP, typically with a focus on solution launch, and value provided through new features and capabilities.
2. Project stakeholders – Extended business teams that view the CDP as an enabler for meeting key performance indicators (KPIs), objectives and key results (OKRs), and business goals.
3. Executive sponsors – This group has a broader, longer-term view of how the CDP will help facilitate a more comprehensive business initiative (e.g., a digital transformation program, data intelligence program, or a move toward becoming a more data-driven organization). 

Moore recommends focusing all stakeholder groups on the point of maximum CDP value. Depending on the complexity of your company and the use cases, this could be between 6–18 months post launch. Building a roadmap ahead of time ensures clarity on what you plan to achieve, and when you expect to measure results. Moore recommends starting small, with a handful of use cases that have agreed upon value and socializing the roadmap across extended teams.

Defining appropriate CDP goals

Many organizations fail to establish appropriate CDP goals. Well-defined goals typically fall into one or more of three broad categories:

1. Increasing revenue: Focus on driving measurable growth through goals such as higher purchase frequency, increased repeat purchases, greater average order value, improved customer retention, and faster conversion rates.
2. Decreasing costs: Cost efficiencies by leveraging automation to reduce manual efforts, optimizing advertising and marketing spend for better ROI, and freeing up resources for higher value tasks.
3. Reducing risk: Minimize the likelihood of errors stemming from poor data quality and suboptimal processes. Strengthening adherence to data privacy regulations like GDPR and CCPA, while also meeting industry-specific compliance standards. 

Moore said business leaders should also recognize that CDPs are enterprise initiatives, and strategic enablers for you to build the business of the future. Along with identifying common use cases, take time to think about how to use the insights from your data in the CDP to identify future opportunities, such as market expansion opportunities.

After setting appropriate goals, Moore suggested two specific next steps. First, mapping of CDP goals back to measurable KPIs, as it is important to take snapshots of baseline measurements to properly understand the impact of the CDP solution over time. Second, leverage analyst insights (McKinsey, Gartner, Forrester, etc.), the 10-Ks of publicly traded competitors, and your own professional network to compare goals you have set against industry benchmarks. It’s important to not aim too high or too low, as these are the benchmarks against which CDP success should be measured.

Get your data and tech foundation right

One of the primary drivers for investing in a CDP is the ability to deliver personalized experiences. However, organizations must understand that data is the foundation of successful personalization. Achieving meaningful outcomes depends on the availability of high-quality, contextually relevant information.

Organizations should develop a first- and zero-party data strategy to collect meaningful information that powers personalization. Be intentional about what data you collect, when you collect it, and always maintain transparency with customers about how their information is used. The ultimate goal is to build trust—so only gather the data necessary to deliver the experiences you aim to provide.

It is also important to understand your organization’s data landscape before committing to supporting a specific use case. Moore recommends analyzing and profiling data early in the process to assess availability, record volumes, and overall data quality. This will allow for more informed use case prioritization based on available data. Certain use cases—such as machine learning or predictive analytics—often require deep, well-structured datasets. Additionally, recognizing when third-party data sources may be needed to fill gaps is key to ensuring success. Moore also talked about a lack of focus during data onboarding. He said that you do not want to make your CDP a solution in search of a problem. Instead, your CDP data should be tied back to one or more of the following:

• Is it useful for segmentation?
• Is it useful for activation?
• Is it useful for identity resolution and creating a single view of the customer?
• Could the data be a valuable input variable for any predictive analytics and machine learning models?

Map the CDP into your enterprise architecture

You probably already have an idea of where the CDP will sit in your enterprise architecture. It sits in the center, with source systems on one side and activation systems on the other. It’s a basic model most organizations consider. 

However, too often, there isn’t enough due diligence on how a CDP will impact enterprise architecture. What happens if you have a master data management system (MDM) or an enterprise data warehouse (EDW)? What if you already have a data science team doing predictive modeling? Or if an existing system provides functionality that your CDP offers?

It’s critical to spend time upfront mapping out cross-system interactions and understanding the CDP features and functionality your people will use to perform their jobs.

Moore also advises partnering with key stakeholders across your IT organization, including enterprise architects, legal, data governance, networking, information security, and your CDP provider and systems integration (SI) partner, to understand where the CDP will sit in your enterprise landscape and the integration strategy for engaging with inbound and outbound systems. Do this before you get too deep into your implementation.

Drive change and adoption across the organization

Implementing change is different for every organization, but effective change management is critical to succeeding in your CDP program. Moore offers a few suggestions to get you on the right path.

First, identify one or more CDP champions who understand the value of the solution. The CDP champion(s) should socialize and act as a liaison across different groups to ensure alignment, gather ongoing feedback, and intake new use cases and requests.

Second, implement stakeholder and end-user training early and upfront. Awareness is crucial, as is skill development and knowledge transfer. By bringing your groups along for the entire implementation process, you will help them become more comfortable with the CDP and understand how it will change the way they work.

Finally, there is often a lack of big-picture planning related to operational change management and solution adoption. To help, Moore recommends focusing on four basic organizational change management (OCM) principles to drive successful CDP adoption:

1. Form a collaborative, cross-functional team to create shared value and understanding of ownership across teams.
2. Invest in training and support, and capture feedback throughout the entire lifecycle of the CDP.
3. Prioritize stakeholder engagement. CDPs are living, breathing solutions, and your business partners’ needs will change over time. It is vital to build advocacy, gather feedback, and address concerns.
4. Implement a communication plan that regularly shares the value of the CDP, along with the KPIs and OKRs it is helping to unlock.

Final thoughts and next steps

Implementing a customer data platform (CDP) is never just about the technology; it’s also about strategy, process, and people. Align your teams, build trust in your data, and set clear, measurable goals that drive value over time. As Moore shared, the most successful CDP implementations don’t chase shiny use cases; they start with a solid foundation and a roadmap that everyone can rally behind.

If you’re planning a CDP rollout or reevaluating an existing implementation, now’s the time to pause, reflect, and refocus. Ask yourself: Are we clear on what success looks like? Do we trust the data we’re feeding into the system? Is the organization ready for change?

 Want to go deeper? 

• Watch Moore’s full talk at CDP World for real-world advice from seven years of implementation experience, and learn more about Treasure Data and Infoverity’s partnership.
• If you’re unhappy with your CDP implementation, take advantage of Treasure Data’s CDP Trade-Up program, now including the Migration Agent for a 4-week, AI-powered migration.
• Infoverity offers CDP solution audit services or complimentary discovery sessions to ensure your platform is optimized for maximum impact and can also work with Treasure Data to support your migration strategy.
• Join us at CDP World 2025 to hear from more experts and peers.

The post How to Approach Your CDP Implementation first appeared on Treasure Data.

By joining forces together, and combining the power of Treasure Data Customer Data Platform (CDP) with Artefact’s end-to-end consultancy support services, brands can generate more business value from their marketing campaigns by offering data-driven personalized experiences.

“Artefact recognizes the benefits of leveraging Treasure Data’s innovative Customer Data Platform, and we are proud to work closely with them,” said Kazuki Ohta, CEO and co-founder at Treasure Data. “Our partnership reinforces both companies’ commitment to providing enterprises with a holistic view of their customers, along with unified customer insights that effectively support their marketing strategies to drive engagement and business results.”

By using Artefact in combination with the Treasure Data CDP, users can fully leverage their first-party data to deliver business value and maximize ROI. Artefact supports clients by providing a clear vision of their data maturity and readiness to implement a CDP. In addition, Artefact teams run Booster Programs to measure the ROI of marketing actions from your CDP.

“Customer data platforms are powerful tools that are increasingly being adopted as organizations realize that to build a sustainable and futureproof ecosystem their first-party data must be the focal point of their marketing operations,” stated Vincent Luciani, Artefact CEO and co-founder. “Working with Treasure Data’s state-of-the-art technology, Artefact’s expert teams ensure that customers maximize their investment and demonstrate value by delivering tangible and relevant results, as well as enhanced customer experiences.”

Treasure Data interviewed Amit Erande, Partner, North America at Artefact to better understand this strategic partnership and how their experts can extract enhanced business value from the Treasure Data CDP.

Treasure Data: Can you tell us about yourself and Artefact?

Amit Erande: My name’s Amit. I’m a Partner here at Artefact. I have more than two decades of experience in the technology industry and my areas of specialization are consumer data strategy, first and second-party data, as well as customer data platforms.

Artefact is an end-to-end data strategy and consulting firm. We help customers identify the right customer data platforms for them, identify their first-party data strategy, as well as execute that strategy by choosing the right tool, making sure the right use cases are chosen and prioritized as well as executed on the platform.

Treasure Data: Artefact is a treasured partner for Treasure Data. Can you describe the partnership and the value of working together?

Amit Erande: Honestly, it’s been such a rewarding partnership in both directions. I used to work for Treasure Data before I moved over to Artefact, so I know the best of both words and the fact these companies are just conjoined twins together right now. Treasure Data produces a best-of-breed customer data platform in the market and Artefact is in the business of helping customers make the most out of that platform.

And so for us, Treasure Data becomes a valued partner in our journey to help customers identify the right solutions for their own customer data ecosystems and get the most ROI from their platform.

Treasure Data: How are the two companies, in partnership, helping customers solve challenges and what are some of the use cases that you’re helping address?

Amit Erande: Brands want to drive the best customer experience possible for their customers throughout every channel. The challenge to doing this has been disparate and siloed data.

It’s not just about how much data you can bring in, but whether you can actually make the most of the value of that data, drive the right behavior across channels and personalize those interactions and reactions with the customer. And so that’s where I think Treasure Data and Artefact together can drive the best customer experience for our joint customers and get them to significant ROI, whether it be on their websites, improving click-through rates across social media, and making sure that there is better engagement on those platforms.

Treasure Data: What do you see as some of the future trends in this industry and how is the partnership with Treasure Data going to help solve some of these trends?

Amit Erande: I think the industry is moving to one-to-one personalization at the moment where the consumer is, and that’s where I see Treasure Data going as well. We’ve been advisors and partners in this journey with Treasure Data, in making sure that the product roadmap takes us to, in the moment, real-time personalization.

Treasure Data: Can you share what a successful implementation leveraging the strength of the partnership looks like?

Amit Erande: I think one of our biggest joint successes has been Nestlé. Nestlé really didn’t have a great understanding of their customers at the start of this engagement. The reason that they wanted both Treasure Data as the platform and Artefact as a partner is that we understood their challenges. We understood that they had a problem across some of their different brands. They had multiple different brands, they had multiple different locations, and each of the different teams that were operating in those regions and locations had their datasets which weren’t really unified together in the right way.

So this is where Artefact came in and we brought together the right people first. It must start with the people. So we brought together the right people across the organization who were owners of the right dataset and the right activation channels to help them understand the value of deploying a customer data platform.

Meet Our Partners

A customer data platform is made even more powerful by the strength of its partnerships.

Treasure Data CDP Partners Program enables service providers and independent software vendors (ISVs) to take full advantage of Treasure Data resources and establish a firm footing in what is fast becoming the foundation of marketing technology.

Learn more about Treasure Data’s partners through our partner spotlight blog series, see them all here.

The post Partner Spotlight: Artefact Helps Deliver Enhanced Value from Your Treasure Data CDP first appeared on Treasure Data.

Treasure Data is thrilled to share our strategic collaboration with Amazon Web Services (AWS), a partnership intended to accelerate organizations’ digital transformation by delivering omnichannel customer experiences at scale.  

Built exclusively on AWS, Treasure Data’s ongoing partnership with AWS increases collaboration between the companies across sales, marketing, customer support, channel programs, training, and enablement. This new level of seamless support and service enablement will make it easier for new customers to realize ROI from their CDP investment by allowing them to leverage their customer data more efficiently and effectively.

“Treasure Data shares a commitment to deliver exceptional customer outcomes with AWS, and we’re excited to strengthen our longstanding relationship,” said Kazuki Ohta, CEO of Treasure Data. “Our priority is to expand Treasure Data’s reach and make it easy for all customers to discover, deploy, and harness customer data and insights, whether for marketing, sales, or services across any industry. This multi-layered AWS collaboration furthers that aim and increases our ability to better serve our customers.”

To stay on top of ever-changing consumer needs and behaviors, enterprises have accelerated their digital transformations with a strong focus on data insights and analytics. Treasure Data and AWS are committed to a variety of joint activities and investments across certain key verticals, including retail, consumer packaged goods (CPG), automotive, travel and hospitality, finance, media and entertainment, and life sciences. The partnership will bring increased product and service integrations and business alignment to deliver better products and services to both Treasure Data and AWS customers.

“Customers tell us the ability to securely use data to drive deeper audience engagement to align with changing customer behaviors is a key differentiator for them,” said Chris Casey, Director and General Manager of Industry Software & Data Alliances at AWS. “We’ve been working closely with Treasure Data for many years, and are pleased to expand this relationship so customers across industries can use Treasure Data’s solutions on AWS to solve more use cases.”

Treasure Data interviewed Ronak Shah, Senior Partner Solution Architect, AWS, to better understand this new strategic partnership and how customers can realize more ROI from their CDP investment.

Treasure Data:  Tell us about yourself and how you work with Treasure Data.

Ronak Shah:  I have been with AWS for more than two years and in my role as a Partner Solutions Architect I work with strategic partners in retail and CPG. 

At AWS, we work with Treasure Data on marketing cloud integration and connectors with various AWS services to make it easy for our customers to use products not only on AWS but with Treasure Data.

Treasure Data:  How does the partnership provide value to customers from both companies?

Ronak Shah:  One good thing about Treasure Data is their open mind to not only work with AWS but also Pay Amazon, which is Amazon ads. The specific proof-of-concept we did with a mutual customer, Mars, was that we built an integration that allows Mars to pull in the signals from AMC based on the first-party signals they have and create unique insights. The end game of which was an increase on the return on ad spend, which wouldn’t have been possible without the integration.

Treasure Data:  What do you think is unique about the AWS partnership with Treasure Data?

Ronak Shah:  Treasure Data is part of Amazon Ads partner network, retail competency, and digital experience competency. We are trying to connect not only the technology but the bigger problem, which is bringing all this data and creating insights for the customers. And that’s where it differentiates in my mind.

Treasure Data:  How does the partnership help companies deliver better experiences to customers from an ROI perspective?

Ronak Shah:  It is one thing to implement a CDP and get the data in. But the real value is what are you going to do after that? What does my inventory look like, what does my supply chain picture look like? That data might be sitting on AWS data Lake. So whenever I’m doing the activation, I’m not sending something out where I’m going to run out of the product. That’s the uniqueness or the value proposition we are trying to get to with the mutual customer.

Treasure Data:  Is there anything else you would like to share with us today? Any closing thoughts?

Ronak Shah:  The thing I’m super excited about is some of the new GenAI work, which we are doing with Treasure Data. Eventually, every application will be infused with some sort of generative AI capability. And I don’t think marketers just go and say, I want to use GenAI. Marketers want to do their job with a CDP, but they want options. They want suggestions that could be generated through GenAI. The work we are doing with Amazon Bedrock, and Amazon SageMaker for Bring Your Own Model is super exciting, and kudos to the Treasure Data Team for investing that time and preparing for the future.

Meet Our Partners

A customer data platform is made even more powerful by the strength of its partnerships.

Treasure Data CDP Partners Program enables service providers and independent software vendors (ISVs) to take full advantage of Treasure Data resources and establish a firm footing in what is fast becoming the foundation of marketing technology.

Learn more about Treasure Data’s partners through our partner spotlight blog series, see them all here.

The post Partner Spotlight: AWS Partners with Treasure Data to Help Companies Get More ROI from their CDP first appeared on Treasure Data.

With complex technical stacks, brands often struggle to fully capitalize on their CDP investment. You need access to experts who can help you gather use cases, design architecture, and workflow, implement the platform, and ensure the right metrics are being tracked. External service partners like Acxiom offer the technical and marketing experience to help brands implement, manage, optimize, and scale their martech stacks.

When every department in your company has the data and insights they need, they can work together to create connected customer experiences and improve business value – that’s a reality with a Treasure Data CDP and Acxiom.

Treasure Data interviewed David Skinner, Chief Strategy Officer, Acxiom to get a better understanding of this new strategic partnership and how their experts can optimize your Treasure Data CDP.

Treasure Data: Tell us who you are and what Acxiom is about. 

David Skinner:  I’m David Skinner, Chief Strategy Officer for Acxiom. As part of my role, I head up our technology partnerships and a very important partner that I’m here to talk about today is Treasure Data. 

To tell you a little bit about Acxiom, we help brands understand their customers. We work with enterprise brands in customer intelligence, and ultimately what that means for me is we help them acquire, retain, and grow the customer base.

So, by helping brands through the use of data, through the use of a high fidelity identity of their consumers or prospects, and then modeling and analyzing that data and ultimately putting a marketing message in front of them, we help them drive higher return on ad spend, higher performance of their marketing, and ultimately help them grow their customer base.

Treasure Data: Tell us about Acxiom’s partnership with Treasure Data.

David Skinner:  Our Treasure Data partnership goes back about four years. Treasure Data was one of the first CDPs and was the first CDP which Acxiom partnered with. Our thinking behind CDP partnerships is that we’ve been managing our bespoke technology environments in support of these marketing data outcomes throughout our history. The change we’ve seen in the marketplace in the last five to seven years has been that the buying decision for the CMO has shifted to the technology platform first. We’re now seeing the CMOs thinking about technology partner decisions first and technology provider decisions first. So with that change in the market, we’ve actively taken what we do well and surround Treasure Data with those capabilities.

We find the flexibility of Treasure Data has been a nice combination for our businesses. And then another real differentiator is just the breadth and depth of the Treasure Data ecosystem. So the number of integrations that Treasure Data has means that our joint customers can get their data where they want it to easily without a lot of overhead.

Treasure Data: Where do you see the CDP industry headed?

David Skinner:  The future big trend is data in the cloud. Moving to the cloud is a trend that we’ve embraced. And if you think about the digital advertising industry for the first 15 or so years of the industry’s lifespan from the late nineties through the early-mid two thousand, it was about applications moving to the cloud. And we’re now in this next phase of data moving to the cloud. We’re now seeing that it’s not a matter of if data’s going to the cloud, it’s a matter of when data’s going to the cloud and then how the marketer and the IT organization can most seamlessly manage that transition. So that’s a trend we feel we’re still in the early innings of that data to the cloud trend, whereas perhaps the marketing tech and applications in the cloud, the growth is starting to slow a bit there.

Treasure Data: How does Acxiom’s partnership with Treasure Data support customers in regulated industries?

David Skinner:  In the more regulated industries where the importance of either industry self-regulation or in cases like healthcare or financial services where there are country-by-country regulations around how customer data can be used in financial services, there are attributes that you’re prohibited from marketing with to acquire new credit customers. As an example things like race and gender and where someone lives. These are all highly regulated in terms of what data you can use.

And of course, in healthcare, HIPAA regulations around the use of customer data are also highly regulated. So we’ve found that Treasure Data has been a robust platform for us to be able to manage those harder challenges around regulated data in regulated industries. And also the ability to easily manage differences across geographies or countries because again, to the point of complexity, we’re seeing that different regions and different countries have different rules around how the data can be used. Treasure Data has been a great platform for being able to manage that complexity with efficiency and seamlessly.

Treasure Data: What does CDP data readiness look like?

David Skinner:  We work with our clients and prospects on something we call data readiness or CDP data readiness. And what that’s looking to help them address is, look, a CDP will not be your system of record for all data. You will still have a data warehouse, you’ll still have data lakes and CDP fits into data you want to action with to drive a marketing campaign, a personalized website, or a paid media campaign. 

So you want to know you have your arms around which data you have today, be able to map that up against what the use cases are that you’re trying to drive, and look for gaps between the data you have and use cases you’re trying to drive. Fortunately, there are a lot of ways to supplement your data with data from companies like Acxiom or other third parties. So going down that journey of data readiness is where we tend to really start a CDP discussion because though this is a technology decision, it is heavily a data decision as well.

And those really are two different worlds. Customer data really is a different world than SaaS. There are a lot of SaaS companies that’ve gotten into the space, but a strong SaaS engineer will struggle to bring a lot of value to customer data. Just like a strong customer data engineer would struggle to build a high-performing SaaS platform. So understanding your data and being able to have a core set of customer data that will then allow you to execute on the campaigns that you want to execute on is really the starting point.

And that can be a great place to start to then go down the CDP path and roadmap. But you do want to ensure you have that core data to begin with. Otherwise, you can spend a lot of time just spinning your wheels.

Meet Our Partners

A customer data platform is made even more powerful by the strength of its partnerships.

Treasure Data CDP Partners Program enables service providers and independent software vendors (ISVs) to take full advantage of Treasure Data resources and establish a firm footing in what is fast becoming the foundation of marketing technology.

Learn more about Treasure Data’s partners through our partner spotlight blog series, see them all here.

The post Partner Spotlight: Acxiom Helps Brands Optimize Their Treasure Data CDPs first appeared on Treasure Data.

Treasure Data spoke with Brandon Moore, Managing Consultant, Infoverity to take a deeper look at this strategic partnership and Infoverity’s experience delivering Treasure Data CDP solutions across various brands.

Treasure Data: Can you tell us about yourself and Infoverity?

Brandon Moore: Infoverity, founded in 2011, is a global enterprise data management consultancy and a Treasure Data systems integrator partner. Infoverity supports Treasure Data customers throughout the entire CDP lifecycle, from strategy and use case generation through incident management and enhancements. Infoverity’s heritage as a globally recognized master data management (MDM) solution leader has continued to expand with investments in the marketing technology, customer experience, and digital experience space.

I spend my time as a client strategy and solution delivery advisor across marketing technology and data management solutions, and I manage the relationship between Infoverity and Treasure Data. Many of our joint customers understand the value of a CDP, but struggle to understand the steps necessary to meeting their business goals. I help my clients define measurable KPIs and goals, build martech program roadmaps, understand tool-for-task and best practices across sprawling technology solutions, and pull forward change management and resourcing conversations early to ensure long-term solution adoption.

Treasure Data: Infoverity is a top-tier partner for Treasure Data. Can you talk about the value of the partnership and how you’re working together?

Brandon Moore: Treasure Data is a strategic partner for Infoverity. We recognize the importance of digital transformation initiatives for broader business transformation, and we also realize the need for data-first services partners that can connect the dots between technology and marketing / CX outcomes. Treasure Data CDP is recognized as a market leader for a reason, as it is fully featured and provides a uniquely flexible and scalable framework. Treasure Data provides coverage of both foundational and advanced use cases, while catering to industry-specific demands across verticals.

Over the last decade we have continued to see digital and marketing initiatives fail due to a misalignment between brands and IT, a lack of understanding of technology capabilities & best practices, and poorly defined business goals and appropriate measurement. Treasure Data CDP sits at the intersection between data and customer engagement, and we believe we are uniquely positioned to help businesses reap the benefits promised by CDPs to drive tangible value.

Treasure Data: What are some of the challenges you are seeing with customers who you’re implementing CDP solutions for, and how do you typically go about addressing those challenges?

Brandon Moore: The most frequent challenge we see with our CDP clients is a lack of first- and zero- party data capture and broader data capture strategy. Many of our clients aim to use a single customer view (SCV) to drive personalization, but they aren’t collecting enough meaningful demographic, firmographic, engagement, loyalty, and other relevant data to drive the outcomes they are looking for. In some cases, our clients have asked us to drive personalization from a list of emails alone. These conversations always lead to more detailed discussions around engagement channel strategy and the value of collecting context specific first- and zero-party data.

The CDP evaluation process can be daunting, and it can be unclear when clients should expect value and tackling of various use cases. Many of our clients beginning their CDP journey struggle to define the problems they are trying to solve and what they are looking to achieve. We spend a lot of time with our clients defining up-front CDP programs and data strategy. We recommend collaborating on defining KPIs and time-bound goals, and socializing the CDP program roadmap across marketing, CX, IT, digital, analytics, and other teams.

Our most successful client engagements are when our clients are open to early collaboration on a CDP program roadmap and we have aligned on a collective definition of success. Our clients also benefit from up front conversations around solution adoption, and the best resourcing structure to effectively manage their marketing technology landscape.

Treasure Data: Are there any common use cases that you’re seeing from customers?

Brandon Moore: Nearly all our CDP clients begin their journey with a focus on the creation of a trustable and accurate unified customer view to drive personalized customer experiences. As the number of digital marketing channels has rapidly expanded, the management of customer audiences and engagement has become siloed across applications and channels, making it difficult to deeply understand customers and drive meaningful personalization. CDPs provide a solution to this problem by creating a single source of truth for all of marketing operations and facilitating true omnichannel engagement and connected customer experiences.

We have seen an increased interest in journey automation and predictive AI / machine learning. We continue to guide our clients to focus on foundational use cases before expanding their CDP to support these more advanced CDP features. As the CDP market has continued to mature, we are excited to share that we have seen an (anecdotal) increase in buy-in from marketing teams and the business really leading the charge on defining the CDP program goals – whereas previously IT would really drive the CDP conversation without immediate business buy-in, oftentimes delaying CDP value recognition.

Treasure Data: What are some of the common misconceptions about customer data platforms in general when you’re in early consulting with clients?

Brandon Moore: Because of how rapidly the CDP space has evolved, there are a lot of misguided opinions on what CDPs are, how they should be used, and what the best operational structure looks like to get the most value out of a CDP.

We regularly encounter the following:

• “The CDP should be owned and ran by my IT organization.” Like other enterprise systems, the most successful CDP solutions require shared ownership across IT and business partners. We have consistently seen CDP implementations fail to deliver value when the CDP becomes a solution in search of a problem. Instead, we recommend prioritizing business impact and alignment with business stakeholders in the CDP procurement process. Operational change management (OCM) should be at the forefront of discussions and should include everything from use case intake and ownership, through finer details on how individuals’ jobs will be impacted by the CDP solution.
• “CDP will help my business personalize customer interactions in a vacuum.” The value of any CDP is going to be directly tied to the quality, volume, and context of relevant enterprise data. A well-executed CDP should become the brains of marketing operations, but the insights and value a CDP can bring to an organization requires the collection of meaningful customer information. In other words, CDPs adhere to the adage, “garbage in, garbage out”. Many of our clients don’t have incredibly wide or clean customer data. This is okay to start, but businesses who lean into first- and zero-party data capture strategies will see an amplification of their CDP results. We also believe that marketing teams that lean into rapid testing and experimentation maximize the value of their CDP investments. CDPs enable cross-channel A/B testing, the driving of deep customer insights to drive personalization (e.g. churn risks, high value customers, predicted lifetime value, etc.), and the improvement of results from conversion rate optimization (CRO) tools. We guide our clients to start small with foundational CDP use cases and more mature clients to shift focus to experimentation and testing, following fail fast methodology.
• “CDPs are the next evolution of operational customer data management.” Although successful CDP implementations require robust data management skillsets, CDPs are purposefully built to service marketing and CX teams, rather than the entire enterprise. We are always concerned when we hear our clients and prospects talk about using their CDP to synchronize golden records across operational (and non-marketing systems) and acting as a Master Data Management (MDM) tool. MDM tools are built to service the data governance and IT organization and provide fine-tuned controls for data stewardship, data standardization and validation, the quarantining / rejecting records that don’t meet defined criteria, fuzzy matching, and upstream syndication to operational systems. We take a more detailed stance on CDP vs MDM, and CDP best practice usage in this blog.

Meet Our Partners

A customer data platform is made even more powerful by the strength of its partnerships.

The Treasure Data CDP Partners Program enables service providers and independent software vendors (ISVs) to take full advantage of Treasure Data resources and establish a firm footing in what is fast becoming the foundation of marketing technology.

Learn more about Treasure Data’s partners through our partner spotlight blog series, see them all here.

The post Partner Spotlight: Infoverity and Treasure Data Empower Data-Driven Marketing first appeared on Treasure Data.

The increasing complexity of the regulatory space, as well as potential technical solutions, makes it difficult for even established companies to reach their customers with the personalized interactions they desire. When your growth strategy calls for enhancing your understanding and use of your customer data cloud, you may realize you’d benefit from bringing in a partner for execution. Treasure Data has a network of trusted partners–one such partner is Artefact, a global services company specializing in consulting for data transformation, as well as data & digital marketing. Artefact supports some of the world’s largest brands, including Nestle, Sanofi, and Samsung.

Treasure Data recently interviewed Vinicius Guimaraes, Senior Data Consultant, and Alexandra Mangeard, Partner at Artefact, to get a better understanding of how Artefact partners with Treasure Data to help businesses leverage data for tangible impact across the entire value chain.

Treasure Data: Tell us about Artefact.

Alexandra Mangeard: Artefact’s approach is unique. We sit at the intersection of consulting, marketing, and data science, and our data-driven solutions put consumers at the heart of companies’ digital transformation strategies.

Our 1000+ people are experts in data consulting, data marketing, and digital media, and our teams work together to help our clients innovate effectively. We use proprietary cutting-edge AI technologies and an agile machine learning operations (MLOps) methodology to deploy AI projects rapidly, scale efficiently, and guarantee success.

We have teams of specialists who collaborate on projects to ensure our clients’ success. This includes:

• 350+ Data Consultants who identify the problem, design the solution, and serve as the key link between the business challenge and the technical solution
• 150+ Data Scientists who create statistical modeling of Artificial Intelligence and Machine Learning
• 100+ Data Engineers who automate and industrialize models and digital products, and construct/adapt the infrastructure and data pipeline
• 100+ Data Analysts who analyze numerical data and use it to help companies make better decisions
• 300+ Data & Digital Marketing who are experts in media channels and help clients design the best possible marketing strategy, audience planning and cross-channel campaigns

Treasure Data: What’s the most important challenge you’re helping your clients with today?

Alexandra Mangeard: We have found that our clients face three main problems in data marketing:
1. Measuring whether the impact of their data marketing strategy is aligned with their business objectives, through the building of Marketing ROI and CLTV (Customer LifeTime Value) measurement methodology and dashboards.
2. Guiding their marketing team and external partners in adopting new technologies and data-driven best practices, which requires a change of habits/process and the development of a new set of analytical skills.
3. Adapting their paid media activation, mainly based on third-party cookie activation, to the future cookieless world.

Artefact helps our clients solve these challenges by building their first-party data strategy, implementing the right tools to centralize their data, and building an Audience Engine dynamic to accelerate and optimize campaign personalization.

Treasure Data: How do you see CDPs playing a critical role in helping companies grow in the future?

Vinicius Guimaraes: Investing in a CDP is a key driver to help companies move from a “product-centric” approach to a “customer-centric” one. Before CDPs, it was harder for companies to have a assertive customer-centric approach, as they lacked visibility of who the customer was and where the customer was in their journey with the company. This prevented companies from efficiently reaching them at the right time, through the right channel, with the right message.

The CDP is resolving those blocking points. Beyond its technical value in centralizing all the different customer data sources and building the 360 customer view, a CDP empowers the marketing team to become autonomous and proactive in their customer journey activation. It is an end-to-end solution that reconciles all the different actors within the organization (IT, Brands managers, Marketing operations, etc.) around one centralized approach.

With this solution, customer data becomes reliable and democratized, and therefore actionable, generating value for companies to grow with consistent and relevant customer-centric strategies.

Treasure Data: How does the Treasure Data CDP fit with your company’s offerings?

Alexandra Mangeard: Artefact is a service company, not a product company, therefore Treasure Data CDP is very complementary with our offering. Treasure Data resolves the technical aspect of the customer data strategy, and offers a very comprehensive tool for clients to use in centralizing, processing and activating their customer data. Artefact creates the right ecosystem for this tool to bring its full value for the company.

As I like to say, even if you own a Ferrari, if you don’t know how to drive, don’t have the right fuel, and don’t have the right map, you might not win the race. Artefact is here to help you design the best customer strategy, define and run the use cases to support your customer-centric approach, optimize the Treasure Data CDP to deliver those use cases, and build the right operating model and data governance for your team to be effective.

Treasure Data: What is the most interesting difference between your teams/value offering, and that of your competitors? Is it unique in some way?

Alexandra Mangeard: Artefact is well placed to assist clients in any industry vertical and any market. Our company has a unique approach, and we differentiate ourselves from the competition through the following:

1. End-to-end data and digital expertise:
While everybody talks about data, at Artefact we act. We have a problem-solver’s mindset and value transparency above all else. Before pushing any technology or use cases, we always begin by understanding the business challenges. We support our clients from strategy to operations: Design, Build, and Run. Not only do we guide our clients in their transformation journey, we also ensure we are developing a sustainable approach that does not create a dependency on Artefact’s continued services. To do so, we make sure to integrate our AI solution within the client’s legacy system and provide business continuity (change management, adoption, and training).

2. People excellence: multi-disciplinary competencies
Artefact has proprietary methodologies and a team with the expertise to work together on all our projects. It seems trivial, but in our view it is one of the biggest challenges between business and technical teams. Our feature teams are able to understand both business and technical requirements, and accelerate the identification and construction of solutions.

3. Advanced AI technology & MLOps agile methodology
We are tech-agnostic, combining advanced custom codes with open source and proprietary software. We know how to select and deploy the right technology and AI use cases to better answer our client’s business challenge. But mostly, we know how to boost our clients beyond the POC and into fully operationalizing the best of MLOps agile methodology.

4. Successful global track record
We have designed and implemented 80+ data platforms world-wide, and are a key expert in Treasure Data technology. We have implemented TD for both B2C and B2B companies, multi-brand /multi-BU organizations, and multi-region scope. Our operating model and tech expertise allow us to be able to implement TD according to our clients’ specific needs and context.

Treasure Data: Can you talk about how you solved one or two customer problems with customer data?

Vinicius Guimaraes: There are several problems that can be leveraged through a CDP and for which the quality/efficiency is boosted by the customer unification model. Some examples using Treasure Data that we solved are:

1. How do I personalize communication based on customer’s engagement with my brand?
We created a unified ‘engagement metric’ by applying several business-driven rules (e.g., purchase or interaction behavior). Here, we explored different types of data available on a customer level, and after the creation of this ‘engagement score’, we made this available in Treasure Data’s Audience Studio to allow segmentations using the new score as a rule (e.g., “High Engagement Customers”). Under the new scoring, more engaged segments impacted positively in both open and click rate in over 50%. Using the unified engagement metric and adding other signals/rules on top allows the brand to achieve a more enhanced level of personalization on a customer level.

2. How can I leverage and prove value of first-party data in paid media campaigns?
Treasure Data’s CDP and its native connectors were key for running this use case. For a pilot activation, first-party segments were segmented inside Treasure Data’s Audience Studio according to specific brand rules and exported to Facebook Ads via native connector, which were then easily activated. This process helped the marketing team to prove value of the first-party data and compare performance vs. third-party audiences. In terms of results, first-party segments were activated via customer match solution and lookalikes were also created, which generated a CTR between 2x-4x higher than the third-party activation.

Treasure Data: How has Artefact been using change management to drive greater use of data in enterprise marketing?

Alexandra Mangeard: With new data and new technologies, comes new innovative use cases and ways of working. In order to deploy them successfully, the marketing team and partners need to adapt their operating model for a more dynamic and proactive process. With that being said, the involved teams need to be more data driven, run analysis and extract insights on a frequent basis. Tools such as CDP give you a great advantage to start your use case, but without the right people and process to support it and optimize it, you are soon losing the competitive advantage that the tool was offering.

To learn more about the impact of privacy regulations and cookie deprecation for ad targeting and data strategies, read Artefact’s e-book, The rise of the Customer Data Platform in a cookieless world. For more information about Artefact, visit https://artefact.com

Vinicius Guimaroes | Senior Data Consultant

Vinicius graduated from University of Sao Paulo (Brazil), then worked on the commercial team of Raccoon Marketing Digital (now Raccoon.Monks, part of S4 Capital) where as a New Business Specialist he gained experience in digital marketing topics. He has been working at Artefact’s Brazilian office for almost 2 years now. As a Senior Data Consultant, he helps clients to transform data into business value through several different offers, such as Data Marketing, CDP, Data Migration and Data Factory.

Alexandra Mangeard | Partner LATAM

Alexandra graduated from ESCP European Business School. She worked for two years as a consultant at Accenture Strategy where she developed expertise on marketing strategy topics and digital migration. She then joined Artefact France 5 years ago to specialize in data-driven strategy methods, and develop her technical & media expertise. She has now been working for 2.5 years in the Brazilian office, sharing her expertise with the LATAM market.

The post Partner Spotlight: How Artefact Helps Clients Build Their Customer Data Platform Strategy first appeared on Treasure Data.

In our latest Partner Spotlight, Silverbullet’s Managing Director, Americas, Andrea Ghibaudi talks about navigating the new privacy-first era, what it truly means to deliver meaningful customer experiences through first-party data and data enrichment, and how Customer Data Platforms (CDPs) can help.

Treasure Data: What’s the most important challenge you’re helping your clients with today?

Andrea Ghibaudi: This is a tricky one to answer simply, as it covers a huge spectrum of challenges (and opportunities)! The main area of concern is “how to deliver powerful, trusted customer experiences.” Now, this may seem like an obvious statement, but, in today’s climate, it’s becoming increasingly difficult to harness the power of compliant, rich data—at scale—while ensuring the consumer gains your trust and loyalty.

In the modern marketing era, “how” we interact with brands and “what” we need from them as consumers, has transformed exponentially. We are navigating constant change amongst external economic, environmental, political, and social forces—and amid so much disruption, we are continuously re-evaluating what is important to them.

In addition, businesses also need to have the enterprise-wide imagination, vision, and empathy for the customer that will drive them to find creative ways to engage and serve people who crave simplification and agency. By evaluating what brings value to customers and reconsidering how a brand promise fits with customer needs, companies can refocus their efforts to drive growth and relevance.

And, a large part of understanding customers and prospects lies within the power of data and technology.

Treasure Data: What do you see as the greatest hurdle to greater use of data-driven marketing in enterprises?

Andrea: The first challenge is governance. Designing and executing cross-channel customer experiences requires the involvement of several teams both in and outside of an organization. A rigorous and well-thought out governance is the key ingredient for success. All stakeholders need to be very clear on what their role is and what responsibilities they carry, as well as which shared KPIs they need to work towards. A lack of clarity on the other end, could translate into misalignment, delays and lack of effectiveness.

The second potential challenge (and fantastic opportunity) is understanding how to create a well designed, ever improving ROI value framework. It is paramount that every small tactical data-driven marketing activation works towards business goals that mean something for the company as a whole. Many marketing practitioners start measuring campaigns against marketing efficiency KPIs.

That is a perfectly fine approach for a pilot or for the first phase of a data-driven marketing program. However, the risk of maintaining that as the only measurement approach in the long term is that the wider business could struggle to appreciate the real value that can be realized by personalized customer experiences delivered with data and technology like a CDP. A better approach would be to design a data driven marketing program that can be measured against business goals that everyone in the company can get behind (e.g., sales, retention, share of voice).

Treasure Data: How do you see CDPs playing a critical role in helping companies grow in the future?

Andrea: CDPs are going to be a key tech component of the martech industry as we edge ever closer to a privacy-first era. Considering how quickly technology is evolving as well as the exponential growth of available data, these platforms will play a critical role in enabling companies to perform data-driven marketing actions and to make informed decisions. Marketing and advertising without data will not be an option anymore.

Treasure Data: How does the Treasure Data CDP fit alongside your company’s offerings?

Andrea: Silverbullet relies on Treasure Data as our most valuable enterprise CDP offering. Treasure Data’s CDP allows our clients to collect, store, and activate first-party data, but it also has impressive computational capabilities, as well as plenty of possibilities for custom development.

In our view, Treasure Data is:

• An established platform: Treasure Data has a solid history in the CDP ecosystem, long before it became a trending category.
• Versatile: Most of Treasure Data’s functions (e.g., models and workflows) accept custom code if what’s already available OOTB doesn’t fit your needs.
• User friendly: Treasure Data CDP makes it easy to perform complex operations (such as data model normalization) instead of burdening your IT team. The result is democratized data for marketers to use.
• Secure: Treasure Data CDP has an industry-recognized framework. Once in the Treasure Data infrastructure, your data will benefit from enhanced security.

For modern marketers, the explosion of digital communications has created massive amounts of data streams which overwhelm their internal organizations. Huge pools of data can be found throughout businesses and are packed with customer insights. Treasure Data helps Silverbullet’s customers leverage these untapped business opportunities.

Treasure Data: Technically, how is your product used with Treasure Data CDP? Which tasks does it handle?

Andrea: At Silverbullet, our core business is centered around expert services that wrap around technology platforms such as Treasure Data’s CDP. The Silverbullet CX team takes the “heavy lifting off a client’s hands,” delivering complex enterprise implementations and services for its global clients. In fact, Silverbullet is one of the few independent gold services partners within the Treasure Data partner roster globally, and offers proven expertise across the entire Treasure Data technology suite, from TD Console & Toolbelt, Data Workbench, Workflows, Treasure Insights, and reporting.

However, further to our services layer, we do in fact have a Treasure Box offering with our advanced contextual targeting and insights product, 4D. Silverbullet built 4D back in 2019 in response to the shifting market towards a cookieless, first-party data centric future. With the onset of the humble cookie deprecation, legacy methodologies such as contextual targeting are making a huge comeback—and for good reason. I won’t do the full 4D sales pitch now (I’ll encourage your readers to reach out to me for further details!) However, in short, 4D enables businesses to tap into advanced machine learning and AI capabilities, to target consumers based purely on their interests and the digital environments that they spend time in. No personal IDs, no cookies, nothing. It is the next generation contextual solution helping add scale and insights to an existing first-party data strategy.

The 4D Treasure Box is an industry-first approach in combining contextual data insights with the Treasure Data CDP, which enables marketers to activate data enrichment across their customer profiles. You can find out more about the 4D Treasure Box here.

Treasure Data: What is the most interesting difference between your solution and that of your competitors? Is it unique in some way?

Andrea: The beauty of the Silverbullet offering is that it’s unique by design. We act as a new kind of service layer; one that provides a variety of bespoke specialisms, from consultancy services and system integrators to data-driven marketing activation and measurement.

Our collective expertise originates from the world of agencies, traditional consultancies, system integrators, technology vendors, and marketing teams. This crossover of professional backgrounds, expertise, and exposure to different areas of marketing puts us in a very unique position in the marketing industry. A true example of “the whole being greater than the sum of its parts.”

Treasure Data: Can you talk about how you solved one or two customer problems with customer data?

Andrea: A leading British television network and broadcaster has spent the past few years accelerating its digital strategy to ensure it stays relevant for the consumers of today. Part of its digital transformation journey is focused on creating a subscription based streaming service that will offer ad and ad-free options to help improve user experiences.

To fully unlock value out of digital marketing and ad sales, the leading broadcaster understood it needed to utilize technology to unlock its data for better customer experiences. Subsequently the client placed the Treasure Data platform at the very centre of a modernizing consumer experience tech stack.

Once selected, Silverbullet implemented and integrated the Treasure Data CDP on behalf of the client, and successfully completed the below projects:

• Ingested all data from various source systems (customer data, metadata, and other) via a secured methodology and then built the required orchestrations to process the data.
• Configured the CDP so that the audience building tools could deliver totally new audiences to take marketing to the next level, driving measurable consumption & subscription growth with bespoke reporting. This included brand new comprehensive data capabilities, advanced modeling opportunities and ultimate control over granular segment builds.
• Designed a Data Matching and Ad Sales offering which enables the broadcaster’s own advertisers to target their first-party data audiences via their streaming service, with powerful reporting for the client’s bespoke campaign conversions. This was also compounded by insights and prospecting to prospect out to the entire broadcaster’s audience with a coverage across 45% of the market users, and ability to deliver against an additional TD-powered predictive conversion model.

To learn more about key trends in the market, check out Silverbullet’s DataTalks Blog series, including Andrea’s discussion with Treasure Data’s own Andy Gremett. Discover Silverbullet’s full thought leadership library here.

Andrea Ghibaudi  | Managing Director, Americas
Silverbullet’s Managing Director, Americas, Andrea Ghibaudi has over 10 years’ experience in the digital marketing and martech industry. At Silverbullet, he focuses on building bespoke and successful data strategies for a variety of clients, as well as developing key partnerships with enterprise organizations and technology vendors. You can reach Andrea at andrea@wearesilverbullet.com

About Silverbullet
Silverbullet is a leading Boutique Customer Experience (CX) Partner, designed to support organizations in the delivery of transformative marketing customer experiences across multiple touchpoints. In essence, we help our clients to better communicate with their customers, whilst maximizing their investment in data and technology. For more information, visit www.wearesilverbullet.com.

Editor’s note: An earlier version of this blog was published in 2021. This blog was revised on 6/15/23.

The post Partner Spotlight: How Silverbullet Uses First-Party Data to Deliver Trusted Customer Experiences first appeared on Treasure Data.

Data a récemment interviewé Vinicius Guimarães, Consultant Data Senior, et Alexandra Mangeard, Partner chez Artefact pour la région LATAM, afin de mieux comprendre comment Artefact s’associe à Treasure Data pour aider les clients à mieux exploiter leurs données et à avoir un impact tangible sur la chaîne de valeur du client.

Treasure Data: Parlez-nous de votre entreprise.

Alexandra Mangeard: Notre positionnement est unique. Nous incarnons l’alliance parfaite entre le conseil, le marketing et la data science, et nos solutions data-driven placent les consommateurs au cœur des stratégies de transformation numérique des entreprises.Artefact compte aujourd’hui plus de 1 000 collaborateurs à travers le monde, spécialisés en conseil & stratégie data, data marketing et activation média, et nos équipes travaillent main dans la main avec nos clients pour les aider à innover efficacement. Nous maîtrisons les technologies IA de pointe, ainsi que les méthodologies agiles & les pratiques MLOps pour déployer rapidement des projets d’IA, les porter à l’échelle et en garantir le succès.Nos équipes d’experts réunissent :

• Plus de 350 Consultants Data en charge de comprendre la problématique du client pour concevoir la réponse adaptée, et de traduire son besoin business en solution technique ;
• Plus de 150 Data Scientists qui construisent et entraînent des modèles de machine learning performants en réponse à ces problématiques
• Plus de 100 Data Engineers qui automatisent et industrialisent ces modèles & produits data, et sont capables de définir et construire l’infrastructure ainsi que les pipelines de données adaptées ;
• Plus de 100 Data Analysts qui analysent les données et les exploitent au mieux pour aider les entreprises à prendre de meilleures décisions
• Plus de 300 experts en Data Marketing, spécialisés en activation média sur différents canaux, qui aident les clients à concevoir la meilleure stratégie marketing possible, à construire les audiences pertinentes et à piloter des campagnes cross-canal.

Treasure Data: Quel est le défi le plus important que vous aidez vos clients à relever aujourd’hui ?

Alexandra Mangeard: Nous remarquons que nos clients sont confrontés à trois problèmes principaux en matière de data marketing:1. Mesurer l’impact de leur stratégie marketing & data, et s’assurer que cette dernière est alignée avec les objectifs de l’entreprise via la création de tableaux de bord et de méthodes de mesure du ROI marketing et la CLTV (Customer LifeTime Value).2. Accompagner leurs équipes marketing et partenaires externes dans l’adoption de nouvelles technologies & de meilleures pratiques data-driven, ce qui implique un changement dans les habitudes et les processus métiers, ainsi que le développement d’un nouvel ensemble de compétences analytiques.3. Adapter les stratégies d’activation sur les médias payants, qui reposait jusqu’à présent principalement sur l’activation des cookies par des tiers, à un monde sans cookie. Nous vous aidons à élaborer votre stratégie data 1st party, à mettre en œuvre les bons outils pour centraliser vos données, et à créer un moteur d’audience permettant d’accélérer et d’optimiser la personnalisation de vos campagnes.

Treasure Data: Quel rôle clé les CDPs vont-elles jouer à l’avenir dans la croissance des entreprises ?

Vinicius Guimarães: Investir dans une CDP est un facteur clé de succès pour aider les entreprises à passer d’une approche “centrée sur le produit” à une approche “centrée sur le client”. Avant l’émergence des CDPs, il était difficile pour les entreprises d’élaborer une stratégie marketing robuste centrée sur le clients, car elles n’avaient aucune visibilité sur ce dernier ou son parcours. Cela empêchait les entreprises de cibler leur client efficacement, au bon moment, via le bon canal et avec le bon message.La CDP résout ces obstacles. Au-delà de sa valeur technique, qui consiste à centraliser toutes les sources de données clients pour créer une vue 360°, une CDP permet aux équipes marketing de devenir autonomes et proactives dans l’activation du parcours client. Il s’agit d’une solution de bout-en-bout qui réconcilie les différents acteurs de l’organisation (IT, responsables marketing, de marque etc.) autour d’une approche centralisée.Grâce à cette solution, les données des clients sont fiabilisées et démocratisées, et donc plus exploitables, ce qui permet aux entreprises de développer des stratégies cohérentes et pertinentes centrées sur le client.

Treasure Data: Comment la CDP de Treasure Data s’intègre-t-elle aux offres de votre entreprise ?

Alexandra Mangeard: Artefact est une société de services et non une société de produits, c’est pourquoi la solution de Treasure Data est très complémentaire à notre offre. Treasure Data résout le challenge technique d’une stratégie de données clients unifiée, et fournit un outil très complet que les entreprises peuvent utiliser pour centraliser, traiter et activer leurs données clients. Artefact crée l’écosystème adéquat pour maximiser la valeur que cet outil peut apporter à l’entreprise.Comme j’aime à le dire, si vous possédez une Ferrari mais que vous ne savez pas comment la conduire, que vous n’avez pas le bon carburant ni la bonne carte, vous risquez de perdre la course. Artefact est donc là pour vous aider à concevoir la meilleure stratégie data pour le client final, à définir et à mettre en place les bons cas d’usages, à optimiser la CDP de Treasure Data mais aussi à créer le modèle opératoire & une gouvernance des données adaptés pour que votre équipe soit efficace.

Treasure Data: Quelle est la plus grande différence entre votre proposition de valeur et celle de vos concurrents ? En quoi êtes-vous uniques ?

Alexandra Mangeard: Artefact a le positionnement idéal pour accompagner les clients de toute industrie et de tout marché. Notre entreprise a une approche unique, et nous nous différencions de nos concurrents sur les points suivants:

1. Une expertise digitale et data de bout-en-bout:Alors que tout le monde ne cesse de parler des données, chez Artefact nous agissons. Notre mentalité est orientée “résolution de problèmes” et nous adoptons une approche 100% transparente. Nous commençons toujours par comprendre les défis et la situation de l’entreprise avant de mettre en œuvre une technologie ou un cas d’usage. Nous fournissons un soutien à nos clients de bout-en-bout, de l’audit et la mise en œuvre de la stratégie jusqu’à son pilotage opérationnel : nous concevons, nous développons et nous activons. Nous ne nous contentons pas de guider nos clients dans leur parcours de transformation, mais nous nous assurons également que nous développons une approche durable qui ne crée pas de dépendance vis-à-vis d’Artefact. Pour ce faire, nous veillons à intégrer durablement notre solution d’IA au cœur de l’écosystème existant du client, et à assurer la transition avec les équipes internes (accompagnement du changement, adoption et formations).

2. L’excellence et la variété de nos profils Artefact dispose de ses propres méthodologies et de compétences pluridisciplinaires pour travailler efficacement sur tous les projets. Cela semble trivial, mais selon nous le plus grand défi est de faire collaborer les équipes commerciales et techniques. Nos équipes multi-facettes sont ainsi capables de comprendre à la fois les exigences business et techniques, et d’accélérer l’identification et l’élaboration de solutions.- 350+ Consultants- 150+ Data Scientists – 100+ Data Engineers- 100+ Data Analysts- 300+ experts en Marketing digital et data-driven

3. Technologie IA avancée, méthodologie agile & MLOpsNous sommes agnostiques en matière de technologie, et combinons du code sur-mesure de haute qualité avec des logiciels open source et des technologies propriétaires. Nous savons comment sélectionner et déployer la bonne technologie et les bons cas d’usages IA pour répondre au mieux aux défis business de nos clients. Mais surtout, nous savons comment propulser nos clients au-delà du simple PoC et opérationnaliser le meilleur de la méthodologie agile / MLOps.

4. Une success story globale Nous avons conçu et implémenté plus de 80 plateformes de données dans le monde, et nous sommes des experts techniques de premier plan vis-à-vis de la solution Treasure Data. Nous avons mis en œuvre la CDP Treasure Data pour de nombreuses entreprises B2C et B2B d’envergure globale. Notre modèle opérationnel et notre expertise technologique nous permettent d’implémenter la CDP Treasure Data de façon personnalisée selon les besoins et les contextes spécifiques de nos clients.

Treasure Data: Pouvez-vous nous présenter une ou deux problématiques clients que vous avez résolues grâce à l’utilisation des données clients ?

Vinicius Guimarães: Il existe plusieurs problèmes qui peuvent être adressés grâce une CDP, et pour lesquels la qualité/efficacité des campagnes se voit nettement améliorée grâce à l’unification des données clients. Voici quelques exemples de cas d’usages déployés avec la solution Treasure Data :

1. Comment personnaliser ma communication en fonction de l’engagement des clients envers ma marque ?Nous créons une “mesure d’engagement” unifiée, sur base de diverses règles business (ex: comportement d’achat, interactions…). Pour cela, nous exploitons différents types de données disponibles au niveau du client, et après avoir créé ce “score d’engagement”, nous le rendons disponible dans l’Audience Studio de Treasure Data pour pouvoir construire des segmentations spécifiques (par exemple, “Clients à fort engagement”). Grâce à ce nouveau score, les segments les plus engagés ont vu leur taux d’ouverture et de clics augmenter de plus de 50 %. L’utilisation de cette mesure d’engagement unifiée et l’ajout d’autres signaux/règles permettent ainsi à la marque d’atteindre un niveau plus élevé de personnalisation à la maille client.

2. Comment puis-je exploiter et démontrer pleinement la valeur des données 1st party dans mes campagnes de paid media ? La CDP et les connecteurs natifs de Treasure Data ont joué un rôle déterminant dans la réalisation de ce cas d’usage. Pour notre campagne pilote, les audiences 1st party ont été segmentées dans Audience Studio de Treasure Data (sur base de règles spécifiques à la marque) et exportées vers Facebook Ads via le connecteur natif, pour être ainsi facilement activées. Cette démarche a permis à l’équipe marketing de prouver la valeur des données 1st party en comparant leurs performances avec des audiences 3rd party. En termes de résultats, les segments 1st party (qui ont aussi été activés via la solution de customer match ainsi que des lookalikes), ont généré un CTR 2 à 4 fois plus élevé que l’activation des données 3rd party.

Treasure Data: Comment Artefact a-t-il capitalisé sur les changements de mentalité chez ses clients pour favoriser l’usage des données dans le marketing d’entreprise ?

Alexandra Mangeard: Les nouvelles données et les nouvelles technologies s’accompagnent de nouveaux cas d’usages et de méthodes de travail innovantes. Pour les déployer avec succès, les équipes marketing et leurs partenaires doivent adapter leur mode de fonctionnement en faveur d’un plus grand dynamisme et proactivité. Ainsi, les équipes concernées doivent être prêtes à prendre des décisions qui s’appuient de plus en plus sur les données, à effectuer des analyses et à extraire des informations clients plus fréquemment. Les outils tels que les CDP sont un véritable atout pour démarrer des cas d’usage à valeur, mais sans les bonnes personnes et les bons processus pour les soutenir et les optimiser, vous perdrez rapidement l’avantage concurrentiel offert par l’outil.Pour en savoir plus sur l’impact des réglementations sur la vie privée et la disparition des cookies tiers dans les stratégies de ciblages data & publicitaires, lisez l’e-book d’Artefact, The rise of the Customer Data Platform in a cookieless world. Pour plus d’informations sur Artefact, veuillez consulter le site https://artefact.com

Vinicius Guimarães | Consultant principal en donnéesDiplômé de l’université de São Paulo (Brésil), Vinicius a travaillé pendant 1 an dans l’équipe commerciale de Raccoon Digital Marketing (aujourd’hui Raccoon.Monks, qui fait partie de S4 Capital) où, en tant que spécialiste des nouveaux marchés, il a acquis une première expérience en marketing digital. Il travaille maintenant au bureau brésilien d’Artefact depuis presque 2 ans. En tant que consultant data senior, il aide les clients à transformer leurs données en valeur business via différentes offres telles que le Data Marketing, l’implémentation de Customer Data Platforms, la migration de données et la Data Factory.

Alexandra Mangeard | Partenaire LATAMDiplômée de l’ESCP European Business School, Alexandra a travaillé pendant 2 ans comme consultante chez Accenture Strategy, où elle a développé une forte expertise en matière de stratégie marketing et de transformationdigitale. Elle a ensuite rejoint Artefact France il y a 5 ans pour se spécialiser dans les stratégie data-driven et développer son expertise technique & média. Elle travaille depuis deux ans et demi au sein du bureau brésilien, où elle partage son expérience du marché latino-américain.

The post Coup de projecteur sur notre partenaire : comment Artefact aide ses clients à constuire leurs stratégies CDP. first appeared on Treasure Data.