How does CDP feed into my marketing automation tools

Assignment Help Management Information Sys

Reference no: EM133127199

An answer must not exceed beyond a 2-Page limit.

Question 1. What are Customer Data Platforms, and what types of CDPs are there?

Question 2. How is data collected and standardized in a Customer Data Platform (CDP)?

Question 3. How are customer profiles built in a Customer Data Platform (CDP)?

Question 4. How does a CDP differ from CRM, DW and Data Lakes?

Question 5. How does CDP feed into my marketing automation tools?

Case Study Assignment

Case Study 1: Retail Compliance Campaign Investment Optimization

I. Background
- An American manufacturing company that produces batteries and smart power systems is present in 4500+ Walmart stores across US and currently engages with a partner called PRS which provides them "fleet on the street" to ensure these stores are under compliance with respect to stocks, visibility, availability at their stores. Given the huge size of the operations it becomes difficult to track and maintain the ROI of this whole
- The company would like to estimate the ROI of this whole engagement by resorting to data driven decisions on optimizing the routing to stores. This would eventually lead to cost decrease in terms of fleet on street requirements or/and sales increase at stores with higher than current level sales potential

II. Business Challenges
- Multiple factors play part in growth (in volumes/values) for the company
- Across initiatives, it becomes difficult to understand which investments are still paying off to the brand growth
- Rapidly changing external environment and economic conditions make the prediction difficult and understanding the diminishing impact is unknown

Case Study 2:

AI Driven HCP Engagement
I. Background
- A Danish multinational pharmaceutical company is a global healthcare leader in diabetes care. In addition, the company has a leading position within areas such as haemostasis management, growth hormone therapy and hormone replacement therapy. It manufactures and markets pharmaceutical products and services that make a significant difference to patients, the medical profession and society. The company is exploring data driven advanced analytical tools such as using AI to improve its HCP Engagements.

II. Business Challenges
- To provide different types of predictions, for instance: on sales, prescribing behavior, dynamic target lists, best channel/time/message based on market/product/competitor/health/disease data and sales data at an account level.

Most interested in creating dynamic target lists.
- The focus of the category is to create dynamic sales target lists and provide sales prediction on a regular basis at an account level to estimate level of return and business impact. The category is aimed to be an AI-driven engagement focusing on the following (not limited to): Leverage activity and CRM data to predict the best time to engage with priority HCPs, Use AI to recommend the best channel for engagement to drive optimal customer journey, Prioritize most relevant content using tagged content as well as dynamic HCP profiling and engagement outcomes & Prioritize accounts by combining patient, prevalence and treatment data with environmental data. The existing data needs to be supplemented by relevant external data.

Attachment:- Data Management for Analytics.rar

Reference no: EM133127199

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