Setting appropriate expectations is an important part of any technology deployment. Customer Data Platforms (CDP) are no exception.
In the fall MarTech ConferenceKristina Kalpokaite, Head of Strategy for Technology and Data at independent consultancy Leap Horizon, spoke about setting expectations and preparing your team for success with their CDP deployment.
CDPs are all about “data ingress,” meaning ingesting data from various sources, and transforming the data within the platform, Kalpokaite said. Over the past 10 years, the CDP industry has grown to include more than 200 platforms. A wide variety of new modules and capabilities are available, making choosing the right platform more complex.
Common factors behind deploying a CDP in your business can range from leveraging your first-party data and helping you move away from third-party cookies, to creating personalized and consistent customer journeys, said Kalpokaite .
In this clip, Kalpokaite shares data that demonstrates the success companies experience when they take the necessary steps to properly set expectations and successfully deploy a CDP.
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Where and how do you set your CDP expectations?
Kalpokaite said it helps to start with five simple principles.
Your CDP is just software
Your CDP is powerless on its own. It must be integrated. Surrounding martech tools can determine context and help you understand the type of CDP you need.
The need for reliable data
What goes into your CDP is vitally important. Reliable data requires people and processes, Kalpokaite said. Businesses that plan ahead can cut their time to return on investment in half.
How will you ingest, transform and activate data?
These are important questions.
How do you ingest your data? What will you do with the data contained in the CDP? How will you enable data? Who will you need to do this? Where does your data come from and go?
When we discuss data as part of the CDP journey, Kalpokaite said, we talk about readiness and the sources of your data. Then you choose the exact data points you need and where to find them.
Your broader martech stack
Kalpokaite said the other tools in your martech stack will drive your CDP integration. Additional platforms will dictate which CDP modules you need. For example, you may not need it in your CDP if you have strong journey orchestration.
People and processes
Who will work on your intake? Who will determine what transformation will be carried out within your CDP? How will you activate your data?
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Break down silos and build flexibility
In this clip, Kolboketian discusses the importance of reducing silos, understanding identifiers, and thinking about the flexibility of your CDP plans.
Kolboketian said companies that have successfully deployed and implemented a CDP are seeing a phenomenal impact on their business, driving competitive advantage and changing the way they serve their customers.
The key to their success is often planning well and setting expectations correctly for what a CDP can do for their business.
