Data Collection,

Processing & Organization

with USPA framework
How to think in the age of Dataism
Roadmap
How to think in the age of Dataism with USPA framework ?
1. Unified Data Collection, Segmentation Processing, Personalization model and Activating your business

2. How to collect customer data

3. Data Segmentation Processing for flexibility and scalability

4. Data Organization for personalization and business activation

 Data about myself

● Former Lead Software Engineer at FPT Telecom and FPT Online

● Former Head of Platform at Blueseed Digital
● Former Backend developer at Tiki
● In 2020, founded USPA.tech as Software Technology Company

Details at https://www.linkedin.com/in/tantrieuf31/
Roadmap
How to think in the age of Dataism with USPA framework ?
1. Unified Data Collection, Segmentation Processing, Personalization model and Activating your business

2. How to collect customer data

3. Data Segmentation Processing for flexibility and scalability

4. Data Organization for personalization and business activation

 What is the Data-ism ?

https://en.wikipedia.org/wiki/Dataism
Source: https://witanworld.com/blog/2019/05/23/database-a-general-introduction/
 Fact: Data is invisible asset.
You can feel it only when it explodes in your brain
One of best books about Dataism for everyone
Dataism is a new ideology that has main focus on the “intelligent reality
design” with big data, digital platform, human identity and smart algorithms
How to apply dataism in practical business
(Google, Facebook, Amazon and Ad Tech Industry)
 The first question:
“How to think
in the age of Data-ism”
 Customer Data is the new gold
for business in 21st century

Source: https://www.amazon.com/Predictive-Marketing-Marketer-Customer-Analytics/dp/1119037360
The second question:
“how to adapt to new
normal World ?”
Fact: We must adapt to “new normal World” in 2020

https://news.cgtn.com/news/2020-02-29/New-Business-Trends-Brought-by-Covid-19-Ou0gExnYju/index.html
Roadmap
How to think in the age of Dataism with USPA framework ?
1. Unified Data Collection, Segmentation Processing, Personalization model and Activating your business

2. How to collect customer data

3. Data Segmentation Processing for flexibility and scalability

4. Data Organization for personalization and business activation

Data Collection Flow in Customer Data Platform
 To build a Customer Persona, you can apply OODA loop for
target market research and customer data seeding
Pilot campaign
with small budget
Sample data from social media source
Sample data from social media source
Roadmap
How to think in the age of Dataism with USPA framework ?
1. Unified Data Collection, Segmentation Processing, Personalization model and Activating your business

2. How to collect customer data

3. Data Segmentation Processing for flexibility and scalability

4. Data Organization for personalization and business activation

 Collect right data from Customer Journey to do segmentation
is the key action for successful campaign

First-party data source from owned media

Third-party data source from shared media

Types of customer segments in retail industry
Purpose of data segmentation to do personalization better
RFM Analysis For Successful Customer Segmentation
Source: https://github.com/joaolcorreia/RFM-analysis
Segmentation Process for Social Marketing Campaign
Roadmap
How to think in the age of Dataism with USPA framework ?
1. Unified Data Collection, Segmentation Processing, Personalization model and Activating your business

2. How to collect customer data

3. Data Segmentation Processing for flexibility and scalability

4. Data Organization for personalization and business activation

 Customer Data Model in the 21st century

Source: https://www.computer.org/publications/tech-news/research/customer-data-platform
 Leo CDP uses the multi-model database technology due to:

1. Graph data model can be used for customer journey management

2. Homogeneous document model can be used for customer profile
3. Flexibility of ArangoDB is the key to scale system easier
4. Scalability of ArangoDB can help business analytics grow faster

Document + Key-Value Graph database

Explicit data is easier to gather and analyze
because it is usually provided to the company
directly from the customer.

Implicit data is gathered by predictive analytics

from second-party data and third-party data.
It also includes loyalty, length of relationship,
purchasing history, and prior responses to
marketing campaigns.
Example of customer journey flow in book retail
 The final question:
“Why do we need to unify
data into a single
database or CDP ?”
Remarketing example flow

What if Bob already

bought your offered
product ?
Example of a Digital Advertising Efficiency Use Case
Example of a CDP Integration for Personalization
Example of an Outbound Marketing Re-engagement Use Case
Key takeaway
 How to think
in the age of Data-ism
How to adapt to new
normal World ?
Why do we need to unify
data into a single
database or CDP ?
Customer Data Platform (CDP) is the right technology trend in Dataism age
Thank you!
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