5 Essential Guidelines for a Seamless and Successful CDP Implementation
Establishing clear expectations is crucial during any tech implementation, and Customer Data Platforms (CDPs) are no different.
During the MarTech Conference this fall, Kristina Kalpokaite, who leads strategy for technology and data at the independent consultancy Leap Horizon, discussed how to set realistic expectations and prepare your team for a successful CDP rollout.
Kalpokaite emphasized that CDPs focus on “data in,” meaning the ingestion of data from multiple sources and its subsequent transformation within the platform. In the last decade, the CDP landscape has expanded to over 200 platforms, featuring a plethora of new modules and functionalities, making the selection of the right platform a more challenging task.
Common reasons for implementing a CDP within an organization can include optimizing first-party data, moving away from reliance on third-party cookies, and enhancing personalized customer experiences, according to Kalpokaite.
In the video clip, she presents data showcasing the benefits businesses experience when they take the time to properly align expectations and execute their CDP deployments effectively.
Explore further: The underlying factors contributing to your CDP project’s struggles
Where and how do you establish your CDP expectations?
Kalpokaite offered five straightforward principles to guide this process.
Your CDP is merely a software tool
Your CDP cannot function in isolation; it requires integration. The surrounding martech solutions you utilize can provide context, allowing you to determine the type of CDP that will best fit your needs.
The importance of trustworthy data
The data you input into your CDP is crucial. Achieving reliable data necessitates proper people and processes, as Kalpokaite pointed out. Businesses that strategize effectively can significantly reduce their time to achieve ROI.
How will you ingest, transform, and activate your data?
These queries are pivotal.
- What is your method for ingesting data?
- What actions will you take with the data stored in the CDP?
- How will you activate this data?
- Who is responsible for these tasks?
- What are the sources and destinations of your data?
When discussing data in the context of a CDP, Kalpokaite explained, we are referring to data readiness and source selection, followed by identifying the specific data points you need and their locations.
Your comprehensive martech ecosystem
Kalpokaite noted that the other tools in your martech ecosystem will inform your CDP integration choices. Complementary platforms will determine the modules required within your CDP. For instance, if your journey orchestration is strong, you might not need certain functionalities within your CDP.
Personnel and workflows
- Who will handle data ingestion?
- Who will oversee the transformations within your CDP?
- How will you manage data activation?
Dive deeper: Understanding the composability revolution’s impact on CDPs
Eliminating silos and integrating flexibility
In the accompanying clip, Kolboketian emphasizes the significance of breaking down silos, grasping identifiers, and considering flexibility when planning your CDP initiatives.
Kalpokaite stated that companies that have effectively implemented a CDP witness remarkable enhancements in their operations, gaining a competitive edge and transforming their customer service approach.
Their success often hinges on thorough planning and appropriately managing expectations regarding the potential of a CDP in their organization.
Email:
See terms.
OptiPrime – Global leading total performance marketing “mate” to drive businesses growth effectively. Elevate your business with our tailored digital marketing services. We blend innovative strategies and cutting-edge technology to target your audience effectively and drive impactful results. Our data-driven approach optimizes campaigns for maximum ROI.
Spanning across continents, OptiPrime’s footprint extends from the historic streets of Quebec, Canada to the dynamic heartbeat of Melbourne, Australia; from the innovative spirit of Aarhus, Denmark to the pulsating energy of Ho Chi Minh City, Vietnam. Whether boosting brand awareness or increasing sales, we’re here to guide your digital success. Begin your journey to new heights with us!