Leading AI-powered CDP and Consulting Corp

Customer Data & eXperience Platform

(consulting – analytics – performance)

@ Confidential & all rights reserved by PrimeData

Best Customer Experience (CX) & Value ($)
=
Unified Customer Data (behaviors)
+
Personalized Engagement Automation
With BigData & AI/ML

2
PrimeData brings not only CDP but also Customer Success Service
We not only provide SaaS and Inhouse CDP platform
but also with 02 key success services are Analytics & Digital Performance

Consulting CDP Platform Analytics

AssS Digital Service

Digital Strategy • Data Discovery • Digital marketing

Data Capability Unified Customer Profile • Segmentation & Strategy • Performance media
Customer Experience Personalized Experience Automation • AI chatbot

Data Service
PrimeData ecosystem of solutions & services
PrimeData is the lead consulting & strategy team with partners which are market leaders or pioneers

DX, CX strategy, roadmap, solution

Digital Consulting
Data & AI capability + Digital growth

CDP Personalization
Integrated Digital Marketing
Customer 360 eXperience

CDP
Omni-channel Marketing
E-commerce Performance Media
enablement DW, BI Analytics
Data Science

Loyalty Platform

Social Listening & Analytics

Data Enrichment
(lifestyle, browsing, purchase)
Digitally transformed with PrimeData
We provide professional digital transformation consulting
To design the best-fit customized digital transformation vision, strategy, prioritized plan and implementation direction for customer, our
consulting approach are insight & customer-driven process as below.

Assessment Design & Delivery (typically 2-6 months)

Design & deliver

Vision & Strategy
Innovate Build Scale
Prioritized outcomes

Typically 2 – 6 months
People (mindset, skill, Consulting
Talents (people, skill) Talents strategy Mindset & Skill
culture) gap analysis

Organization & operation

Agile organization Agile way of working Agile operation model
model
(structure, SOPs) (SOPs)

Technology & data situation Technology transformation Digital & data platform Specific techs (EC, CDP,..)

Digitally transformed with PrimeData

We advice companies to design & implement digital & e-com ops
We go through 04 stages of assessment, consulting & development, execution/follow up and learning (up to the required scope)

Assessment Consulting, coaching & development Execution (*) and follow-up Learning

Purpose & Strategy

Prioritized Outcomes
Create Customer
Strategy Acquisition Fulfillment Retention
channels Care

Organization Roles, structure TypicallySOPs

2 – 6 months Digital Marketing
SOPs
Digital Marketing
Product. strategy Consulting
Product, Price, Promotion Touch Points (UX, CJ) Engagement
Channels * touch points
Measurement & Reportings Data & Analytics Technology Stack Measurement & Reporting
(Plan, Metrics, Models) (EC, CRM/CDP, Gateway, BI)

Data & Technology

Digitally transformed with PrimeData

Founders & partnered experts
Consulting & implementation domain experts from Vietnam, Singapore, Australia

DX | CX | DIGITAL | DATA DATA SCIENCE | CDP PRACTICES

Nguyen Tran (Nathan) Hung Vu (Brian)

Trieu Nguyen (Charles) Khiem Tran (Jose)
Dan Le (CDP, Digital Marketing) (CDP, data science)
Founder & CEO (Category, E-com) (Digital, Media, E-com)
(DX, CX, Data, Digital)

Huy Le
Tam Ta Fred Dang Nam Nguyen (Scaled & distributed platform)
(Data, BI Analytics) (Data, BI Analytics) (DX, CX consulting)
Australia Singapore Ex Salesforce Consultant
Digitally transformed with PrimeData
About CEO & founder: (Charles) Trieu Nguyen
Co-found, directly lead & grow companies from startups to market
leaders in social tech, data platform & digital consultancy
• Create and grow the No.1 Social Listening business in Vietnam (YouNet
Media, Buzzmetrics, YouNetGroup) 2013-now
• Cofound & grow from zero to 250-staff digital tech agency
(PYCOGROUP Vietnam) since 2001-2011
• Take C-level roles in high digital tech businesses (Wada search engine,
game & OTT)…
Vietnam top influencers in Digital & Martech, Customer
Data Analytics
• Top expert & speaker in Martech, CX & CDP, Data, Digital
Growth in forums: Forbes 2018, CX 2019, MMA global,
Martech Expo, Digital Insight
Distinct in academic records
• MBA (Uni of Hawaii) – Class Valedictorian
• Master of Computer Science (Uni of technology)
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The Context of Digital & Data in Industries
The complex customer journey in retail, e-commerce, real estate, digital banking…
And the need of personalized customer experience for growth
03 Reasons Companies Must Build “Customer Data Capability”

Especially in nowadays uncertainty of off-line channel due to global and local pandemic (COVID-19)

CUSTOMER is the GOLDEN ASSET of COMPANIES

Knowing Customers, Create higher Customer Lifetime Value… are foundation of
growth & profiitability

SILOS of DATA  SILOS of FUNCTIONAL OPERATION

With siloed softwares, channels…. Functional units are dis-connected and lack of
collaboration

Weak of CUSTOMER EXPERIENCE

Not knowing customers, Lacking of Realtime Personalization of Engagement at Scale

10
 Customer Data is the gold asset, and key enabler in Digital Transformation

Strategic Transformation Outcomes

Personalized Customer Experience

Customer is Gold Asset Super-efficient Operation
New Offers, Products & Services
Customer Data is the Gold Mine:

Business Valuation = (Customer Lifetime

Value) * Scale * Growth Rate
Strategy
& Purpose

Good Data: possibilities to transform

(change, grow, increase profit).
Bad Data: Poor customer experience, low
profit, hard to scale
TECH + DATA HUMAN
Data/AI People (Digital Talents)
+ +
Modular Platform Agile Organization

11
 D2C become new or extended model of B2B2C
In the last 5 years, Brands are shifting gradually from B2B2C model into D2C models by going on ”new direct” sales & marketing channels
(digital & social commerce) beside the traditional off-line channels thanks to new marketing and sales technologies

THE PAST B2B2C

Wholesales Retailers Shops

THE FUTURE
Direct-to-Consumers
CUSTOMER
BRANDS Omni-channel Commerce Management

CRM | Contact Center | Chatbot

Unified Customer Personalized

360 Experience

Omni-channel Commerce CX, Marketing & Sales Technolgoies

12
 Complex channels create huge barriers in growth & profit
Complex customer shopping insight + higher acquisition cost
Retention & Loyalty become the new business standard.

Social Media

Offline store

BRANDS
Lazada
E-commerce
Serious Problems:
Shopee
1. Silos of channels & operations
2. Higher CAC (customer-acquisition cost) Tiki

Mobile commerce
3. Limitation of growth & profit

13
A typical Customer Shopping Journey in O2O retail and e-com
Knowing customers, predict intents & trigger personalized offer at the right time & channel

Repeat
Segment Touch Points Discovery Engage Consider Compare Purchase
Purchase
Advocate

Offline Store 30%

Brand
Desktop 70%
E-com
Web
Mobile
80%

Lazada

Market
Shopee
New place
Customer
Tiki

FB

Social Insta

Youtube

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OTHERS
03 NEW KEY CAPABILITIES FOR BUSINESS
The 03 key capabilities to solve all limitations of growth and efficiency for profit

Unify Customer Profile 360

CDP platform to create a single source of customer truth form all sales &
marketing channels (web, app, transactions, external data)

Omni-channel Marketing Automation

The personalized automation tool for omni-channel customer experience, for
scale and speed

Personalized Experience Engine

The recommendation engine to empower personalization of offers, at the right
channel, frequency at controllable journey management.

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CUSTOMER DATA & EXPERIENCE PLATFORM

1. About PrimeData CDXP

2. The benefits for cross-function organization (marketing, e-com, sales, CS and tech)
 The overall view of PrimeData patform
Create unified customer profile  dynamic segments  deliver experience to touch points (online/offline)

SOCIAL & ADS Ads re-targeting (FB, GG, others) Inprove ROAS, CR

Cross-channel Message Automation Reduce CAC

(Push, App notif, EDM, SMS, OTT) Increase RR, LTV

WEB & MOBILE Leads & prospects nurturing CR, ROMI

Personalized Up/cross-sales offers Sales, LTV
Customer 360 Deliver
Ingestion Experience

CRM & SALES Event-based Analytics Studio

INSIGHT ENGAGE • Marketing funnel, trend, attribution Data-driven
• Customer (segment, cohort)
Customer Profile 360 Delivery orchestratrion • Sales
• Customer Service
Dynamic Segmentation ML-based recommendation
OFFLINE
Predictions Next-best decision Business Analytics & Data Feeds Cross-function
• Sales App (lead routing, matching) innovation
(Programatic attributes, • Contact center (profile records)
scores, LTV, churn, ) • BI Analytics
• Engineering (modeling, warehouse)
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 CDI – Customer Data Infrastructure
Creating your Customer Data Platform with high availability for business usecases

SOCIAL & ADS Demographics (nhân khẩu)

Location (địa điểm)
Profile (education, career, income, class)

 Social Media: fanpage dự án Social & Digital Interactions

 Website dự án Lịch sử & hành vi tương tác, kênh thích
hợp (voice, email, web, MXH, sales apps,
 Website bán hàng WEB & MOBILE Real-time chiến dịch mkt)
Customer 360
 Email/SMS,Zalo, Push
Purchase Insight
 Mobile App: Sales, Customer Mr. X Lịch sử mua hàng, hành vi liên quan.
 Contact Center CRM & SALES Loại sản phẩm ưu thích, tier, thành phố,
địa điểm, phân khúc giá,…
 CRM/ERP (SAP) Insight về bán hàng (thời gian, kênh thích
hợp, người bán hàng …)
 Offline: Sales Gallery, Nhà Mẫu,…

OFFLINE Prediction (dự đoán)

Programatic Traits (P-traits), Micro segment,
Affinity of product, price, channel, time.

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Deep Insight + Good Decisioning + Good eXperience delivery = Better ROI
Smart but Friendly Technology makes Progressive Excellent Results
Unified
Customer 360
Realtime | Automated | Unification
Customer Profile 350
Dynamic Segmentation
• profile, interactions, orders
• traits, computed traits (statistic, ML)
 Better ROAS by good targeting
 Better LTV of existing customers with
up/x-sales
 Reduce CAC
AI-powered
 Increase CR in channel by better
Personalized eXperience
personalization
 Better customer relationship & sales
performance by personalized nuturining
strategy
Campaign Operations
 Discover the right SEGMENT with the
(decision, delivery) right STRATEGY to optimize
 Transform business into real data-driven
• X/Channel engagement & digital-led decision process
• Behavior discovery studio
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 CDP empowers cross-function application
Break organization silos by providing a centralized DATA & ENGAGEMENT platform for all fuctions

Deliver unified and seamless Unified customer 360 Create personalized engagement omni- Create future-proof innovation with
experience to uplift Marketing ROI Dynamic Segments channel to increase CSAT, NPS the a insightful source of customer,
by increasing CR, Retention, AOV Predictive models Nuture, up/x-sales existing customers segment, marketing, customer
and LTV satisfaction for

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 CDP integration architecture for O2O sales & marketing
PrimeData CDXP will set tracking or integrate by APIs to touch points or softwares.

Off-line On-line
Touch-points

Online - Offline

Offline Stores E-com Web Mobile App Social Media Marketplace

Contact
POS Center EC Solution Social Care /Chatbot API import

ERP / CRM
systems

API gateway
Loyalty

Customer Data & Experience Platform

Real Estate: Customer Journey and Key Customer Experience Solutions
The role of Sale & Marketing Tech in customer Lead Gen & Sales Process of a typical real estate company

Sources Engage Consider Purchase Nurture / Up-sale

Visitor Lead Lead+ Customer Repeat Sales

Project Website(s) newproject

Sale gallery

CORE

CRM ERP (contract, F&A)

ContactCenter.
Contact Center Sales App

Profiles, segment, personalized recommendation

Track & analyze behaviors

Personalized engagement
Convert to leads Custoomer Data & Personalized
Marketing 22
 PrimeData CDP model for multi-business group

Enterprise CDXP GROUP CDP Centralized customer ecosystem

Master segmentation & up-sales for BUs

BU CDP BU CDP BU CDP BU CDP

(company A) (company B) (company C) (company D)

BU access by workspace
Units can collaborate to cross—sales

Retail Retail Retail

Retail

Company A
Marketing Marketing Marketing Marketing
e-comerce E-commerce
Company B

Contact Contact Contact

Contact
Center Center Center
Company C Center

Loyalty Loyalty Loyalty Loyalty

CDP - platform features & usecases
Typical use cases in marketing – sales – customer care operations with CDP
PrimeData = Good Data + Capability to growth with AI/ML at scale
 PrimeData is end-to-end application platform
Easy & fast integration, segmenting and delivering messages with hyper personalization

Unified profile & segment

Dynamic segment

Omni-channel Personalized Experience

With Data/AI, customers are served by their life stage and behaviors

Customer Lifecyle Stage: Quantity (#) v.s. Future Value ($)

FUTURE VALUE

Visitors New Active From Churn Churn Reactivated

03 steps in creating holistic segmentations

Live engagement behaviors

Segment builder & analytics
Very friendly & powerful segment builder and analytics

Create & view segment

analytics
Easy & powerful segment builder and real-time analytics
Discover data by both historical & live behaviors, purchase and engagement data, with real-time analytics.
Dynamic Micro-segmentation với CDP của PrimeData
Micro-segment is the significant relevant segments to fit each goals (such as Purchase Potential Score for a Product Category)
Standard to advanced campaigns
There are various approaches of campaigns with CDP. Each client will need different priority and volume of campaigns with different ROIs 
that s why consultancy and measurement are critical.
Customized Journeys:
Create Personalized Messages, at
Right Time, Right Channel
ANALYTICS
Sales, MKT, customer, channel
Full Analytic Studio
User can create any type of reporting charts. & dashboards in our studio
Open Dashboard Studio: start
View 1 single campaign in the list of all campaigns (Ads, Email, SMS, Push…)

Steps:
1. Hover menu “Dashboard” (on top)
2. Roll down and click on “All dashboard”
Create any charts: Trend, Funnel, Retention, User Paths

This is do-it-yourself (DIY) reporting studio. User can create any charts to build up a dashboard
 View a full dashboard, with moveable charts

Chart types:
• Trends of events
• Volume of events
• Conversion funnel
• User path

Types of events:
• Web browsing & viewing
• Product & Promotion interaction
• Social engagement
• Add to cart, abandone cart
• Check out, submit lead
• CS ticket (chat, email, social)
• Visit store (wifi, mobile)
• Full sales report by products,
categories, SKU…
03 Best Differentiations of PrimeData

1 2 3

Flexible Hosting Powerful Inhouse CDP Customization

PrimeData support both models:
Micro-segmentation & Personalization PrimeData is side-by-side success
On-Premise & SaaS partner with customers along the
PrimeData support both models:
adoption of CDP:
On-premise: Micro-segmentation:
1. Data science service:
• Bare-mental infrastructure (dedicated servers) • Excellent UI for marketers Customer Models, Analytics
• Dedicated Private Cloud (DPC) • Global-standard schema & predictive analytics 2. Customize features
Public Cloud: Personalization: 3. Open API for more business
- PrimeData Multi-tenant CDP cloud - Empower best ROMI such as CR, RR, Orders apps
- Global or local clouds: AWS, Google, Viettel, - Open API recipe for external tools 4. Digital growth support
FPT…

(*) Most of saas-based data solution do not afford and enable on-premise hosting.
(**) Most of engagement tools do not support server-side integration.
On-boarding & Deployment
03 steps in deploy PrimeData CDXP into businesses
1. BA
2. Integration
3. Validation
Process of on-boarding & applications
A typical application process of CDP to a medium-size business. For enterprise, the integration can take longer time.

1 month 1-2 month

1 2 3
Data Integration Segment & Engagement Scale up

Mục Integrate User Channels and

Softwares Apply usecases with segment and campaign,
Tiêu
workflows Scale up all other use cases

OKRs đạt được:

OKRs đạt được: Mở rộng toàn bộ:
1. Tích hợp data sources:
Thiết lập và thực hiện mẫu: 1. Các kênh, hệ thống
Kết Website sản phẩm, mobile app, social
1. Phân khúc khách hàng chiến lược 2. Các bộ phận chức năng
Quả media, CRM, contact center
2. Dashboard thống kê & báo cáo 3. Hiện thực các nghiệp vụ cho sales,
2. Thiết kế phân khúc khách hàng
3. Thực hiện thử nghiệm thành công 1-2 chiến marketing, relationship, CSKH
Segments theo nhu cầu khởi đầu (theo
dịch ngắn trên nền tang CDP, segmentation Tăng năng lực nghiệp vụ
hành vi, lịch sử giao tiếp, mua hàng, thu
cho 1-2 bộ phận (vd: marketing, telesales) Tăng chuyển đổi, leads, doanh thu: 1.5X-3X
nhập, tương tác …)
so với cùng tập khách hàng.

40
Applying CDP
Going along with customer journey to innovate cross-function
business ops:

1. Creating real-time predictable unified customer 360

2. Strategic segmentations
3. Marketing & Communication
4. Sales & telesales
5. CRM & Loyalty
CDP roles in (digital) growth marketing process from top to lower funnel
CDP support TOP FUNNEL and is the major solution for RETENTION marketing at LOWER FUNNEL

TOP FUNNEL LOWER FUNNEL

Reach & Acquire Engage & Convert Nuturing Up/cross-sales

CDP has #1 role in Retention:

CDP improves ROAS, CAC:
- Best segment strategy
- Segment-based re-targeting
- Multi-touch attribution (channels, tactics)
- Customer nurturing & relationsh
- Frequency of purchase (F)
CDP is key driver to increase conversion: - Increase F * AOV = better LTV
- RR: contextual push message - Smart survey to detect NPS, CSAT
- CR: personalized offers, engagement
- Orders & AOV: offer more.
- LTV: increase LTV
 CDP in customer journey mapping in detail

STAGE Aware Research Consider Purchase Nurturning Repeat Purchase

Persona I want to find houses easily at relevant location, quality, price or with good ROI
Customer experience

• Paid ads • Website

• Search
Touch points • Social • Offline gallery • Sales Person • Management Service • Research again
• Project Sites
(channels) • Videos/TV • Salesperson • At sales event • Sales follow up • CRM follow up
• Sales Gallery
• WOM • Call Center

• Find easily
• Find easily • Inspiration of project (house, location,…)
Customer • Relevant ads Follow-up me with
• Relevant content & • Understand my preference & recommend me actively Keep me posted with new
• Relevant content & inspiring & relevant
Expectation ads • Follow up & inspire me with more offers projects, or living content
topics offers & contents
• Right channels • Take good care of me
• Positive WOM

Good
Satisfaction Neutral
Bad

RR (Retention Rate), CR (Conversion Rate): Visitors to Identified, to Return Rate

Key Performance Brand Health CPC, CPI, CTR Leads Frequency
CSAT, NPS
Recommendation
Metrics CPM, CPC CPL, CAC (Customer Acquisiton Cost) CPL
CIR (Cost In Revenue) CLTV (Lifetime Value)

Recommendation
Partnership, Inbound
CDP: CDP:
Web & Mobile UX  Message Push (Web, Mobile, SMS, Email, Social, Zalo) Retention Marketing
CDP:
Media  Dynamic Segment-based Retargeting Ads Survey engagement Up/cross-sales
Solutions Creative & Content CDP:  Onsite Engagement (Personalized Popups, Inline content) Re-target
during the journey
WOM/community Push & Notification  In-app inline content & popups (Email, App, SMS) Recommendation
Segment-based  Triggered experience automation (Telesales, CS,…)
Retargeting
CDP enhances digital & web conversion

With dynamic segment-targeted media and onsite personalized engagement, CDP helps drive 03 key metrics of growth

Volume x CR% x AOV

CDP tactic: CDP tactic: CDP tactics:
Segmented re-marketing (usually bring 60% of 1:1 CDP-based personalized Offer combo/bundle to up-sales with CDP
total orders) engagement onsite & ads. onsite engagement workflows
Media & content: Media & Content: Promo & Package:
 Relevant target  UX/UI: Optimize shopping  Good promos & prices compare to other
 Creative shopping contents journey on site channels.
 Be aware of other quality traffic sources (out  Product visuals & display  Maximize seasonal promos
of Google, FB)  Well structured content  Trendy destinations, offers
Personalized recommendations (đề xuất qua học máy)
Build & sử dụng các recommendation offers cho content trong các engagement campaigns hay workflows
• Rule-based recommendation
• Personalized ML-based recommendation
 Contact Us

VIETNAM
SINGAPORE
3rd floor, 27 Nguyen Cuu Van, 20A Tanjong Pagar road
Binh Thanh, Ho Chi Minh city

PrimeData.ai (+84) 888818688

/PrimeDataAI Charles.Nguyen@primedata.ai