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Data Model for a Customer Data Platform (for Digital Transformation)   
We would be glad to have your comments.
Joined-up Data for Marketing with IBM's Universal Behaviour Exchange
CMI and SVOC are provided by Oracle's Customer Hub.
Partner with Ensighten for their Customer Data Platform

This Screenshot shows that Bobby Caldwell recorded details of his Publish and Subscribe requirements, Master Login and User Profile.

Conceptual Data Model Customer Data Platform POC TABLES



Marketing Issues :-
In the marketing component of our Platform we aim to close the gap between
raw data, meaningful insights and real-time action in this way :-
  • Connect real-time data to Customer touch-points to turn those insights into
    increased conversion rates and customer loyalty
  • Gather Customer data about identities, profiles, purchase history, preferences,
    and transactions
  • Transform this data into a Single View of the Customer (svoc) with relationships,
    and interactions, segments, scores and forecasts.

    Functions of a CDP include :-
  • Collect and reconcile customer data about identities, profiles, purchase history,
    preferences, and transactions
  • Transform and augment this data into a 360 view of the customer with context,
    intentions, relationships, and interactions
  • Turn data into insights, with segments, scores, forecasts and recommendations
  • Connect in real time to the customer touch-points and turn those insights into
    increased conversion rates and customer loyalty
  • A Single View of the Customer from Acxiom

    Single Customer View
    Run-Time Architecture

    Customer Data Platform
    Conceptual Data Model

    Customer Data Platform
    Innometrics Data Sources
    Here's an interesting perspective on 'How it Works' from Innometrics

    Innometrics Data Sources
    Logical Data Model

    Closer to Apex

    Logical Data Model
    Potential Partners
  • Domo
  • Dream Factory (Architecture)
  • Innometrics (see below - office in Regent street)
  • Oracle BI Analytics
  • Redpoint (Luton) - looks good
  • Tealium (Reading)
  • Umbel
    Here's a great Paper from David Raab dated April, 2013, about a new class of system called "the Customer Data Platform"
  • Getting Started with Self-Service
    --------Using Domo ---------------------------using ORCL
    --------with Social Media ---------------------with Barry's KPI Framework
    Approach to a Customer Data Platform
    I am helping a number of Clients to undertake a digital transformation program, with a strategic commitment to be more customer centric.

    The challenge is to evolve from being a product driven, B2B business into a services and contractual business with an evolution to become a B2C business model.

    To achieve these goals, a programme has been established to drive a Customer focused CRM initiative, involving the implementation of Oracle EBS, SAP and Salesforce.

    A team consisting of internal stakeholders and SMEs is usually created and can be augmented with additional skills in CRM, Data Governance, Data Modelling and Architecture.
    I sometimes recommend 'Getting Started with Self-Service, by Gooogling for 'Self-Service a Customer Data Platform'.
    This usually starts by building a Customer Data Platform
    The UK Government has a good blog on "Building a Platform"

    Functions of a CDP include :-

  • Collect and reconcile customer data about identities, profiles, purchase history, preferences, and transactions
  • Transform and augment this data into a 360 view of the customer with context, intentions, relationships, and interactions
  • Turn data into insights, with segments, scores, forecasts and recommendations
  • Connect in real time to the customer touch-points and turn those insights into increased conversion rates and customer loyalty
  • Our Plans
    The comments on the right will help you understand
    our plans for our Customer Data Platform.

    We will be adding Data Models for
  • a 'Do-it-Yourself' Customer's Journey
  • a Single Customer View
    Features include :-
  • Cross-device Profiles
  • Customer Experience Management
  • Customer Touchpoints, including Online, offline, Mobile and Internet
  • Disparate Data Sources
  • Internet of Things
  • Omnichanel Customer Segmentation
  • Unified Customer View
    Interesting external links include :-
  • Progress Software asks What's your Plan ?
  • We have included features from :-
  • Customer Experience Management
  • Customer Journey Mapping (Basic) and (Complex).
  • Customer Lifetime Value
  • Customer Master Index
  • CRM Customer Metrics
  • Know your Customer
    Our Customer Experience Management Layer ensures a consistent User Interrface.
    Proof-of-Concept (POC)
    Priorities :-
    1) Create Reference Data
    2) Create Master Data
    3) Create Transaction Data
    4) Create Generic (Data) Platform
    Development Environment :-
    Oracle Login(dba/m3)
    Development Tools :-
    We will develop PoC Applications using Oracle with Apex and SQL, IoT and reviewed against (alphabetically) :-
  • Domo
  • IBM Bluemix Garage in London
  • NetSuite
  • Salesforce
    In the Conceptual Data Model on the left We have incorporated Data Models for :-
  • Know your Customer
  • Customer Journey Mapping

  • Barry Williams
    Principal Consultant
    Database Answers Ltd.
    London, England
    July 3rd. 2016


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