Notes from the MarTech Battlefield

  • April 9, 2021
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The martech landscape is evolving year after year with more and more best-of-breed or point solution vendors coming into the fray with their unique marketing technology offerings. Marketers have a variety of tools to choose from that are specifically crafted to solve each and every business goal and objective A Customer Data Platform (CDP) is such a tool that can empower marketers to take control of their data, extract actionable insights from it, and used them to deliver personalized marketing campaigns/offers to their customers.


In February 2021, we hosted a Customer Data Platform Virtual Summit for the South East Asia region. The summit’s aim was to make enterprise marketers understand how they could transform their business using customer data. During the summit, Michael Justin de Vera (Miko), Head of Digital Marketing, Philam Life, delivered an outstanding masterclass session on how marketers could drive data-driven marketing for their companies using a CDP.


Miko's Masterclass Session | Notes from the martech battlefield


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From previously managing digital accounts in MRM//McCann, Miko now leads AIA Philam Life’s digital marketing team – tackling brand-building to performance marketing initiatives. He oversees the Philippines’ premier insurance company’s digital content, paid distribution, performance marketing measurement, and marketing technology. Truly, digital marketing is his passion because he also serves as a lecturer in the leading provider for digital training, Certified Digital Marketer.


Here are some of the important insights from the session:


Notes from the Martech Battlefield






The North Star metric is the starting point



  1. Where is the data located Is it readily available?

  2. What are the minimum data fields needed?

  3. What is the unique identifier across sources?

  4. Is the CDP security and risk compliant?


Integrating a CDP goes beyond connecting various systems

There are 5 parts to a CDP implementation:

  1. Transfer – What’s the frequency of data transfer? How will it be transferred?

  2. Activation – Is the API readily available? How soon can a company go live with it?

  3. Enrichment – What additional data can complement what is already known?

  4. Optimization –  How often and how soon will the changes get reflected?

  5. Attribution – What’s the success condition? Can success be identified in real-time?


Advocate the “Always in Beta” experiment mindset


  1. Analyze – Analyze and learn on metrics that matter

  2. Ideas – Sustain a rich and steady pool of experiment ideas

  3. Prioritize – Select ideas based on a framework (ICE, cost-benefit, action priority, etc.)

  4. Test – Work towards testing more and in high tempo


Critical questions that marketers should ask:



By Bijoy K.B | Marketing Manager at Lemnisk


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