David Chan

In this episode, Kailey sits down with Jacqueline and David for a panel discussion on the top CX trends, AI predictions for the year ahead, and omni-channel, real-time personalization.

Keep a keen eye on the modular evolution of CDPs. Know that reverse ETL tools are tactical additions, not replacements. Expect to reevaluate the roles of older platforms in your martech stack as CDPs get smarter. And if your organization’s data strategy resembles more of a herding cats scenario than a well-oiled machine, maybe it’s time to look into that dual-zone approach. It’s a way to make sure everyone from your IT folks to your marketing creatives are playing from the same strategic… Show more

Keep a keen eye on the modular evolution of CDPs. Know that reverse ETL tools are tactical additions, not replacements. Expect to reevaluate the roles of older platforms in your martech stack as CDPs get smarter. And if your organization’s data strategy resembles more of a herding cats scenario than a well-oiled machine, maybe it’s time to look into that dual-zone approach. It’s a way to make sure everyone from your IT folks to your marketing creatives are playing from the same strategic playbook. Show less

David Chan of Deloitte Digital explains the shift in usefulness of tech tools, what's coming next, and what you can do to adapt.

Topics include:
The changes taking place in the customer data landscape

The different ways companies are reacting to these shifts

How various tools will work together to deliver value

Practical tips for a DMP to CDP migration

(US and Canada) David Chan, Managing Director of Deloitte Digital, speaks with Kellie De Leon, Senior Director of Marketing at Treasure Data, in a video interview about the probabilistic and deterministic approaches to ID resolution, and the application of AI in creating customer journeys and curating personalized content.

Chan says that a deterministic approach to ID resolution is based on a simple set of rules but the value can lead to ‘under collapsing,’ meaning there might be… Show more

(US and Canada) David Chan, Managing Director of Deloitte Digital, speaks with Kellie De Leon, Senior Director of Marketing at Treasure Data, in a video interview about the probabilistic and deterministic approaches to ID resolution, and the application of AI in creating customer journeys and curating personalized content.

Chan says that a deterministic approach to ID resolution is based on a simple set of rules but the value can lead to ‘under collapsing,’ meaning there might be multiple similar versions of an ID where they can be the same or different people. He says that while a probabilistic approach can lead to one specific person, both approaches are pretty black box in nature. It is usually impossible for people to break it down to even test every single iteration of it.

Again, Chan says that using a set of algorithms that someone built and later left the organization will require reinvestment and rebuilding.

When asked if AI is the future of customer engagement, loyalty, and personalization, he responds in the affirmative. Chan explains that with the explosion of channels, AI not only will have a hand in generating content from a dynamic content generation perspective, but it will also help decide where and what content should be shown to certain people based on their journeys.

He adds that there are journey orchestration tools but the challenge is those journeys are designed by humans. There will be a scenario where at every point a journey splits, they could choose a new adventure and the only way that happens is by leveraging AI and ml.

Chan says that even though AI and ML are more accessible, it does not make things easier. Testing and integrating it back into all the other channels is still challenging.

Organizations that want to create the ultimate orchestrated curated journey have to figure out how to tie all the different AI tools together to deliver that experience, he concludes. Show less

(US and Canada) David Chan, Managing Director of Deloitte Digital, speaks with Kellie De Leon, Senior Director of Marketing at Treasure Data, in a video interview about the customer data platform’s stakeholders, unbundling the platform, and the ideal approach to choosing solutions for the future.

Chan believes that the CMO, the Chief Digital Officer, the Chief Technology Officer, and the Chief Data Officer can lead CDP conversations. They also involve business, sales, service, and more… Show more

(US and Canada) David Chan, Managing Director of Deloitte Digital, speaks with Kellie De Leon, Senior Director of Marketing at Treasure Data, in a video interview about the customer data platform’s stakeholders, unbundling the platform, and the ideal approach to choosing solutions for the future.

Chan believes that the CMO, the Chief Digital Officer, the Chief Technology Officer, and the Chief Data Officer can lead CDP conversations. They also involve business, sales, service, and more. He maintains that everyone seeks a faster path to value but urges stakeholders to start small and think big. Data models should be designed while considering multiple future use cases.

With the CDP, you get a total cost and product support package. Chan notes. As for the idea of "unbundling" the CDP, he says it originated from companies that didn't want to buy a suite of products and followed a "do-it-yourself" mentality. He explains, however, that this approach does not work for everybody because some companies lack the technical capacity. Chan urges clients to think about what they need today and the technology stack required to support the customer data strategy as it evolves. Show less

(US and Canada) David Chan, Managing Director of Deloitte Digital, speaks with Kellie De Leon, Senior Director of Marketing at Treasure Data, in a video interview about the customer data platform (CDP) and its role in digital transformation.

According to Chan, customer data platforms revolve around data, decision, and delivery — unifying disparate data sources, making better decisions based on analytics, and delivering insights through activation channels. The CDP is supposed to help get… Show more

(US and Canada) David Chan, Managing Director of Deloitte Digital, speaks with Kellie De Leon, Senior Director of Marketing at Treasure Data, in a video interview about the customer data platform (CDP) and its role in digital transformation.

According to Chan, customer data platforms revolve around data, decision, and delivery — unifying disparate data sources, making better decisions based on analytics, and delivering insights through activation channels. The CDP is supposed to help get real-time signals faster to ensure customer engagement at the right moment, before the moment is missed.

Regarding the struggle to deliver customer experiences using data, Chan notes that while digital transformation used to be all about on-prem and automation, there is an apparent inclination to be more data-driven today.

Similarly, data strategy used to be more about enterprise data governance but now focuses more on maximizing the effectiveness of first-, second-, and third-party data.

When asked about working with clients to incorporate strategic thinking into the data strategy, he highlights the following choice cascade concept:

What is your strategy?
What are your values and measures?
What are the capabilities you need?
What are the technologies?
What is your organizational construct that can support that?
For Chan, it is not about perfecting the strategy but articulating it so the leaders and teams understand where the organization is going. He says it is most important to have a strategy, not the perfect one.

As for the evolving need for CDP, Chan says it used to be marketing-focused and now serves ad tech applications, CRM, service, care, and commerce. CDP brought IT into the mix, he adds. Show less

Host Leala Shah Crawford (Managing Director & Data Science, Analytics, & Personalization Lead, Deloitte Digital) welcomes guest David Chan (Managing Director & Customer Data Management Lead, Deloitte Digital) to discuss why data is a brand's most important asset for achieving effective personalization.

One-size-fits-all capabilities built into packaged customer data platforms may not fully address technical and business needs across the enterprise

The road to elevated experiences is paved with data pitfalls—but with the right guiding principles in place, organizations can realize the potential in their customer data.