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RedPoint CVS OverviewJanuary 2019 RedPoint Global Inc. 2018 Confidential
RedPoint Overview Launched in 2006Headquarters: Wellesley, MassachusettsOffices in US, UK, PhilippinesSeasoned management team165 peopleGlobal customer nces placereferences placeRedPointasasaaleader”leader”- RedPointForresterForrester”RedPoint clients noted itscommitment to delivering value,saying RedPoint operates as if itssuccess is tethered to its clients’satisfaction and results.” - Gartner
RedPoint Partner Profile 2018 Partner of the Year Finalist for Artificial Intelligence Open Garden Customer Engagement Hub Leader and Most Comprehensive CustomerData Platform in the Market Gold Cloud Platform Partner Co-Sell Ready
CVS ProfileCustomer Stats 480 M Extra Care Cards representing 463 M uniquecustomers & 453 M unique households Fortune 500 - #7 before Aetna acquisition, #2 postRevenue - 185 Billion (Pre)Profits - 6.6 Billion (Pre)Market Cap - 63 BillionStrategy: to increase market dominance Vertical integration Aetna Acquisition In store Beauty Experience Target Store in store Enterprise Digital Transformation4 RedPoint Global Inc. 2018 Last 12 months: 77.6 M active Extra Cards 75.4 M active Customers 72.1 M active HouseholdsLast 24 months: 96.6 M active Extra Cards 93.0 M active Customers 88.8 M active Households 1.5 M eCommerce Profiles, representing 3 M online ordersand 7 M items 115 email addresses and preferences Over last 5 years: 6 B store visits and 20 B items purchased representing400K SKUs 125 B coupons generated for customers 60 B mailers sent outConfidential
Digital Transformation in HealthcareTherapeutic ComplianceCDP from Pharma,pharmacies, payors, EMR’sData analysis and machineLearningBehaviorally targetedstrategies across all channels 5 RedPoint Global Inc. 2019Chronic In-Home Care Ingestion of streaming & batchdata including IoT streamsReal-time decisions based onstatic and ephemeral dataCommunications across alltypes of devices and channelsConfidentialBehavioral Modification Broad CDP data with lifestyleand demographicsMachine learning andpredictive targetingHealth care messaging andhealthy living incentives
The Microsoft Digital Transformation POV6 RedPoint Global Inc. 2019Confidential
The State of the Market – FragmentationHas:Needs: Fragmented and incomplete data Incomplete and inconsistent view across the enterprise Customer Data Platform with consolidated and cleanseddata from all channels and all customer sources Difficulty getting a consolidated, persistent picture of theCustomer Customer Golden Record Flexible solution and environment Dependency on costly technology/infrastructure Easily identify most valuable customers and marginabusersLoyaltyWeb Managed by OLTP team Run by Web/eCommerceteam SMS and Email Lots of data but noassociation to knowncustomers Metrics focus on sent,open, bounce and clickthrough Rich customer data dueto completeness anddata validation controls Preference data by emailcapturing opt-in andpreference – not currentlyleveraged by marketing Currently, Marketing hasno access or insight todata Represents majority of thedata Front of Store retailtransactions Data quality issues andduplication due to lack ofdata ingestion andvalidation controls Data hosted outside ofenterprise Not currently leveraged byMarketingDigital Engagement Response data availableeCommerce Run by Web/eCommerceteam Emerging sales channelOLTPAdobeESPeCommerceLoyalty &TxnsWeb Datafrom SiteEmail HistoryeCommerce7 RedPoint Global Inc. 2018Confidential
Using Customer Data to Improve Understanding & AlignmentDATA MATURITY 20%6%3%Product-Centric Historical Product. MixOrganization-Centric Historical Transactional Value to CompanyPersona-Centric Transactional Preferences Historical Survey data PurchasesCustomer-Centric Behavioral across device Usage IoT Sentiment analysis Cross-enterprise 1st, 2nd, 3rd Party Anonymous to KnownResponse RatesSource: Gartner DMCENTERPRISE USAGE ACROSS TOUCHPOINTS AND JOURNEY STAGES
Optimize customer/patient/member engagement across the enterpriseThe EnterpriseRedPoint provides aCustomer Engagement Hub:MarketingMedicalDevice /IoTeComm/MobileSales /CRMAPI InterconnectivityIntelligent OrchestrationExecute a coherent brand promiseOutput Omni-channel PersonalizationIn-Line AnalyticsGenerate goal-based decisionsIntelligent OrchestrationIn-Line AnalyticsOutput Next-Best ActionsConnected DataCreate a dynamic view of the customeracross all data sources and typesCustomer Data PlatformOutput Golden Record9 RedPoint Global Inc. 2019ConfidentialService /SupportReal-timeContinuousIntegration
Customer Data PlatformsUnlimited 1st, 2nd, 3rd party Batch & streaming Structured &unstructuredPOINT SOLUTIONSAGGREGATIONPoint-specific solutionsfor specific process/functionLacks data quality, real-time(latency) & decisioningNATIVE ENTERPRISE mentLimited 3rd party Batch StructuredPoint-specificLatency Ad matching Client-side RedPoint Global Inc. 2017 ConfidentialDMPAd TechPlatformsDataWarehouseDecisionsActivatedData integration(all types and sources)Data qualityData management & MDMReal-time APIEnterprise-levelReal-time OmnichannelDigital and traditionalPersistent key (golden record)Anonymous to known
The Golden RecordSTREAMING DATAWEB APIACCESS LAYERPhysicalHouseholdSocialGolden RecordEventiOTDMPE-CommercePersonal email, Business email,Junk email, Web BrowseDeviceSMS, EMEI, Application,Telephone, IoTSocialTwitter, Pinterest,LinkedIn, YouTubePHI/Behav./TxPurchase history, Returnhistory, RFM , Model ScoresWebProductRegistrationE-comPOSVoCBATCH DATA11Mailing address, PhysicaladdressFamily UnitModelsOPERATIONALPROFILERedPoint Global2019 RedPointGlobalInc.Inc.2018No LatencyAlways-on dataingestionHigh CadenceOn-demand, ully MasteredCanonicalFull contact graph,refreshed metrics &analyticsNo Data LossAll data captured &available for analytics &reuse
The Customer Data Platform (CDP)Customer Data PlatformWeb Service/API AccessReal Time Data Aggregation LayerHigh speed definition and roll outsimple maintenanceEphemeral and persistent data,in-session calculationsDatabase & Cloud Agnostic12 RedPoint Global Inc. 2019ConfidentialSupports real-time analyticsand decisioning
Consolidated Customer Dashboard13 RedPoint Global Inc. 2018Confidential
Only Vendor with All “Y’s” look closely- CDP Institute - Only CDP to predate the seminal Gartner Reportdefining the CDP CDP’s are closely linked to their role in Digitalmarketing or Digital Transformation At it’s core, a CDP must:– Ingest all data knowable about a customer – Noexcuses– Capture, clean, correct, format and perform allneeded hygiene for matching and deduplication– Deduplicate or Master the data into a Golden Recordof customers– Golden Record Contact Graph Transactional Tail– Update Golden Record in minutes seconds or ondemand in order to support real time engagement– Operate in any environment14 RedPoint Global Inc. 2019Confidential
Analyst RecognitionData IntegrationTransactional Data QualityData MigrationAlso Received a #2 Ranking for:1. Master Data Management2. Big Data15 RedPoint Global Inc. 2019Confidential
RedPoint AI StudioTMModel BuildingMachine LearningModel DeploymentContinuous edForwardForwardPowerful modelbuilding studioenables users toeasily configureadvancedmodelsMODEL TYPESand PurposeFeed BackHigh speed,unattended,modelingbased onevolutionaryprogrammingOperationalizedanalytics, providingconsistent customerengagement acrossall touchpointsNext-BestActions asOutputsTesting & tuningthat optimizes tobusiness goalsand atch customer tojourney group, personalDeliver next-best message,offer, product, contentCompose set of actionsto reach goals, e.g.ROI, LTVOPERATIONAL CHARACTERISTICS16OpenGardenEasy to UseHighRelevanceAdaptiveHighCadenceLeverage modelsfrom any source –proprietary, 3rd party,or RedPoint modelsEasy to tunemodels throughattribute selectionAdvanced analytics(e.g. with feed forward andbackward models) deliver themost relevant next best actionsSelf-learning modelsand optimization rapidlyadapt to customer contextAnalytics and selflearning operates at highspeed, keeping pace withcustomer actions andjourney stages RedPoint Global Inc. 2019Confidential
RedPoint AI Studio Know What the Customer WantsPut the Power of AI into the Hands of MarketersHumanize advanced analytics for both marketers and data scientistsSimplify Analytics for MarketersChoose from a library of models,and engage in guided modelcreation and deployment.17 RedPoint Global Inc. 2019Optimize Model ResultsUse evolutionary tactics to trainand optimize fleets of modelstuned to business objectives.ConfidentialPersonalize Path to PurchaseLeverage predictive analytics toscore customers and deliverdynamic customer journeys.
Thousand of Partners participate every year Received award this year out ofthousands that participate from aroundthe world Award based on our proprietarytechnology which companies machinelearning and optimization Results enable optimization of path topurchase and cross channel optimization Currently Top 10 partner in Cloud and AIDevelopment Member of the Cloud and AIDevelopment Board of Advisors Member of the AI Ambassador Program18 RedPoint Global Inc. 2019Confidential
Real Time Capability PyramidEnterprise REAL-TIME (Synchronous) InteractionsDigital InteractionsRewardsPaper MailEmailSMS or PushBatchAnalyticsData19 RedPoint Global Inc. 2019ConfidentialRetailPoS
Intelligent OrchestrationRetailPoSOPERATIONAL rablesPaper MailOpenGardenFlexibility &SpeedLeverage existing andfuture touchpoints toconnect the last mile to thecustomerEphemeral and persistent dataon a variety of optimized datastores including caches,document databases andmemory optimized tablesPrecisionSMS or Push Production responses in single digit millisecondsSmart TVBranch Utilizes both ephemeral and persistent dataAll contacts history written inreal time to a single, unifiedrepository. Interconnect all systems of engagement Enterprise scalable and robustSocial MediaPersonal URLReal-TimeBatchDeliver proactive and reactivemessages via outboundchannelsRewards RedPoint Global Inc. 2019Mobile AppLink behavioral data and resultsback to strategies forperformance tuning, via prebuiltand configurable optionsHybridCadence One control pointHome DevicesClosedLoopUnifiedContactHistoryReal Time Decision Engine20CloudConfidentialPersonalize experiencesacross all synchronouschannelsOn-Premise
Real Time Capability PyramidEnterprise REAL-TIME (Synchronous) InteractionsRewardsPaper MailEmailSMS or PushDigital InteractionsAnalyticsData21 RedPoint Global Inc. 2019ConfidentialRetailPoS
Solution Overviewstrd1 & 3 Party Data MappedDirectly to Marketing CDP/CDIAzure cacheReal Time CacheBatch Data Sourced fromoperational environmentBatch Data Sourced from 3PartiesRedPointInteractionRPI Real TimeNodesApp Server DBInline AnalyticsOrchestrationIntegrationAPIsrdRedPoint AnalyticsWorkbenchData Sourced from API (1stor 3rd parties)Azure Service Bus Queue(posted transactions)Azure StoreSimple(blob storage)RedPoint DataManagementCDPCosmos DBModel LibraryRedPoint ProprietaryMachine LearningAzure SQL databaseCDP/CDI ODSHDInsightMachine LearningWork SpacesRedPointMDMComputation1st & 3rd Party Data Mappedto HadoopYARN Application &Project distributionDataLakeStorageAzure SQL DatawarehouseCosmos TimeMachineMarketing ODSMachine LearningWeb Services
Why RedPointRobustness – We do the Heavy LiftingVersatility – Really good at more than one thingInnovation – We Never StopFlexibility – Architected for Change & AdaptationScalability – Blinding Performance at Scale23 RedPoint Global Inc. 2019Confidential
Typical RedPoint Entry PointsClients decide how much they need andwhen they need it.Data ManagementMaster Data ine Learning RedPoint Global Inc. 2019Confidential
Final Thoughts Our enterprise real time decision engine is the most advanced and scalable in the market The RedPoint Customer Data Platform is the unique enabler to the large scale EnterpriseEngagement The RedPoint Open Garden Architecture is unique in the industry in its ability to nondisruptively integrate into an existing marketing ecosystem Our CDP will provide the flexibility and accessibility to unify customer data acrosschannel-specific silos and manage a dynamically updated single, composite view of thecustomer Our software works as advertised and our people deliver as advertised.”RedPoint clients noted its commitment to delivering value, saying RedPointoperates as if its success is tethered to its clients’ satisfaction and results.”- Gartner25 RedPoint Global Inc. 2019Confidential
Where to Learn MoreNew web .com/cdpwww.redpointglobal.com/aistudioContact ointglobal.com RedPoint Global Inc. 2018 Confidential26
Thank YouThank you27 RedPoint Global Inc. 2019Confidential
Example DMP Integration28 RedPoint Global Inc. 2018Confidential
Real-Time SolutionREDPOINT REAL-TIMECUSTOMER ENGAGEMENT SOLUTIONReal-Time DecisionsMachine LearningJourney OptimizationBusiness rules orienteddecisioning for inbound andoutbound channels.Model building, model training,algorithms for automatedrecommendations.Customer journey optimizationleveraging both business rulesand machine learning. Real-Time Decisions Goal-Driven Assets A/B/n testing Model building Model training Product recommendations Customer journey scoring Customer journey optimization Optimal journey path design RedPoint Global Inc. 2018 Confidential29
SOLUTION Customer Engagement Hub powered by Customer Data Platform Integrated 25 sources of data to create an enterprise wide Golden Record Added 300 attributes to drive deeper understanding Implemented real-time decisions Deployed a product recommendation engine to consistently deliver offers acrossall touchpointsR E S U LT S 144% LIFT in average order revenue over previous baseline REVENUE hit stretch goals for new offers deployed in holiday season GROWTH in net-new customers INCREASE in order frequency and number of products SPEED TO VALUE went from design to operations in 15 weeks ROI of 3X in first year of full implementation30
Ranked:#15 Mostrelevant brandsin America15 wks.Time-to-Valuefor Holidays70%Lift on carouselconversions144%Revenue increasefrom campaigns RedPoint Global Inc. 2018 Confidential31
Selected Benefit by Client First joint MSFT & RedPoint win Second & largest joint MSFT & RedPoint win World’s 3rd largest DIY conglomerate Implemented CEH in 4 months Phase I – Implementing CDP 160 Mil. Cust. Mastered 160M records across 22 countries POC delivered 144% increase in revenue 50% increase in matching quality Ent. Golden Record updates every 5 min. Over 3X ROI on project within 1st year Resolution loyalty card exploitation Implemented multi-tenanted for 6 brands Replacing Siebel with RedPoint Human App Separate same card users for personal. Marketing ROI increased 69% in first year 50% net new full ID records by 50% in 2 yr. Enterprise expansion in process. R/T decisions across all brands and all sites Hospitality client with 22 properties CEH single point of operational control 1st RedPoint client and still expanding Increased campaign revenue avg. 600% Executing 15M-20M globally decisions daily Increased retention by Avg. 1.75%/yr. Decreased campaign emails by avg 20% Decisions delivered 50ms @ 99th percentile Multi-tenant implementation 6 A&H lines Over 3X ROI on project within 1st year CEH manages .5 Billion of promotions/mo 500 sources integrated in lights out ops. Replacing Siebel with RedPoint Human App Processing billions of records in Hadoop Increased cross-sell by over 500% Over 100 sources integrated in 18 weeks Processing trillions of records in Cassandra Decreased SEM and DMP spend by 75%
RedPoint not Largely Competitive with AdobeAudience profilesDataManagementContent managementMaster DataManagementAdvertisingMachineLearningR/T DecisionsBatchInteractions33 RedPoint Global Inc. 2018AnalyticsCampaign executionConfidential
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Perspective on Real Time DecisionsEnterprise engagement technology that delivers contextually relevant experiences, value, and utility atthe appropriate moment in the customer life cycle via preferred customer touchpoints.”Recognition35Identity resolution at a personalized,individual levelContextHistory merged with real-timecontextual insightDecisionAnalytics to determine action, offer,content, or messageOrchestrationDelivery and dialog management at theappropriate touchpointOptimizationInsights for ongoing interactions andstrategic planning RedPoint Global Inc. 2019Confidential
RedPoint Services Delivery Methodology RedPoint follows atraditional systemsdevelopment life cycle(SDLC)36 RedPoint Global Inc. 2019Confidential
INITIATIVEHotel & adventure services provider, with over 20M visitors a year that wanted toknow their customers more intimately & treat them with high personalizationacross the entire customer journey, from pre-visit to visit to post-visit. They alsolacked this view across all their locations and brands, and across the customerlifetime, and lacked the ability to personalize offers that fit the consumer context.TRAVEL &HOSPITALITYPROVIDER20M Visitors a YearCHALLENGES SOLVED Automate customer journeys, while operationalizing segmentation and predictivemodels into the engagement flows Create a 360-degree view, of the customer customer across 100 different datasources & several customer engagement systems (loyalty, POS, email, website,reservation, operations, CRM) Create a progressive profile of customers: unknown to known, from pre-visitthrough to post-visit, across properties, across stays to hyper-personalizeinteractions in a timely fashion
SOLUTIONSTRAVEL &HOSPITALITYPROVIDER Customer Engagement Hub (Connected Data, In-line Analytics, IntelligentOrchestration) Integrated 100 sources of data across to create an enterprise-wide Golden Recordand brought in 300 additional attributes (income level, home value, job title, etc.) tocreate a progressive customer profile to drive engagement in a segment of onefashion, with 20 different elements that could be personalized in a single email Completed and automated customer journey maps, identifying opportunities tocreate value and automating triggers to personalize messages & offers in whateverchannel they appeared in next Provided inline analytics with machine learning enabled goal-based campaignoptimization (determine best combination of messages, offers & content on landingpages) to optimize to a specific goal (click-through, time-on-page or revenue)RESULTS INCREASED REVENUE over 150% across 3 properties REDUCED MARKETING COSTS of interaction and number of touches by 40% REDUCED DATA PREP TIME BY 80% enabling more time for model andexperience tuning
INITIATIVEDO IT YOURSELF(DIY) RETAILERLarge Global DIY retailer has strategic imperative to create a seamless omnichannel customer experience from catalog, to web, call center, mobile device, andin-store. To power the experience, they needed to create a single unified view ofthe customer across different data sources and customer engagement systems,overcoming fragmented data in operational and analytic data silos. The ability toprocess data in a timel
RedPoint Data Management RPI Real Time Nodes Integration APIs Azure cache Real Time Cache App Server DB Azure SQL database CDP/CDI ODS HDInsight Computation DataLake Storage CDP Orchestration RedPoint Proprietary Machine Learning RedPoint Analytics Workbench Azure SQL Datawarehouse Marketing ODS Cosmos DB
