A: One of the first things that an organization should do is take an inventory of what data sources they already have and that they would want to ingest into a CDP. Ask yourself, “What are the systems that my company has that are producing data that will be relevant to our marketing use cases?” These data channels could come from CRM, email software, paid media teams, social teams, and more. And each is likely working with their own systems. It’s important to gather all of that information, because these channels are going to be your inputs into your CDP.
The next thing to do is to think about your company’s use cases, which is very important. Many organizations jump right to deciding the best vendor to work with in order to start building customer profiles. It’s important to define use cases and what success looks like, and to set time-bound, realistic goals to go along with that. The companies who have the greatest success in adopting a CDP are those who have a clear vision for what they’re trying to achieve and by when.
Some companies might want to make sure they have proper governance rules applied consistently across all of their data sources. Some might want to be able to suppress their
existing customer base from the offers they would give to new customers. Or maybe they want to build a new segment of loyalty members who will be delivered a special campaign. Having these types of specific use cases is important because it helps you track your progress and understand the value that you’re getting out of your investment.
One last critical step is to consider organizational structure and the way your organization will use a CDP. What often works best for this is building a team of members that manage different systems, who come together to determine how to prioritize a CDP.