Evolving the audience center of excellence.
As the platforms that facilitate customer data management evolve, so must the processes that support these platforms.
An audience center of excellence (COE) model has long been considered the ideal management solution, but with the advent of the customer data platform (CDP), these same COEs must now be able to harness the full power of unified customer profiles that CDPs enable. They need to be able to bring new teams into the fold, update key performance indicators (KPIs), and expand programs to accommodate the full scope of customer data management.
Read our report Evolving the Audience Center of Excellence to find out why and how centers of excellence must change to meet our modern data needs.