Marketers everywhere recognize the need for complete, accurate, and actionable customer data. Customer Data Platforms have grown in recent years to fill this need. Following the key note speech of David Raab, founder of the Customer Data Platform Institute, Frans Melenhorst of Netherlands-based Squadra Group will provide additional insight into the state of CDP in Benelux, and he will explain what the key success factors are for selecting, deploying and using the right Customer Data Platform.
Frans speaks about a case from Telenet, a Belgian telecom and media provider. They use their CDP platform to inform their own ‘Netflix’ service in a facts-based way about films and series that they are watching that will soon be unavailable.
Frans Melenhorst is a customer centric business builder. He is a pioneer in enabling companies to make better choices faster by integrating customer data and AI-driven insights into all business processes that drive customer value and engagement.
As an experienced consultant, he has helped marketers and senior management to translate business ambitions into sound customer strategies and subsequently into improved customer processes, new solutions and better skills. As a Customer Engagement Associate at Squadra Group he supports management teams in creating customer insights using unified customer data stored in a Customer Data Platform. Squadra is partner of the Customer Data Platform Institute in the Benelux. Before his consulting career he held senior marketing positions in the retail and ecommerce industry.
Marketers everywhere recognize the need for complete, accurate, and actionable customer data. Customer Data Platforms have grown in recent years to fill this need. We will explore the definition of CDP, how it differs from other customer data tools, best practices, industry development, and future trends. Special guest Frans Melenhorst of Netherlands-based Squadra will provide additional insight into the state of CDP in Benelux.
David M. Raab is founder of the Customer Data Platform Institute. Mr. Raab coined the term Customer Data Platform in 2013. As a consultant and industry analyst, he has helped marketers to understand, find, and deploy appropriate technologies since 1987.
Before his consulting career, he held senior marketing positions in the publishing and continuity industry. Mr. Raab is a graduate of Columbia College and Harvard Business School.
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