2021 is definitely off to an interesting start. Whether you are on social media channels or not, it is very clear there are strong opinions and thoughts on a wide variety of topics … and not just politics. 

So, as a marketer or a digital marketing leader, how do you read your audience accurately? And stay on top of very dynamic preferences that may include everything from changes to privacy to significantly increased purchases of air fryers? It comes down to understanding your buyers and current customers through data. Many of you reading this know it can be stressful to learn how to get started. The thought of purchasing and implementing a CDP may seem daunting but it doesn’t have to be. 

Here are some basic points to consider:

  1. Audit: Identify where customer data is housed today and who owns that data. In many cases it may be spread across several different groups and it’s important with any new technology evaluation to be inclusive. As an example, if you are in Marketing, include IT when discussing goals and objectives. Everyone likes to have a shared understanding for what needs to happen and also the outcomes. 
  2. Goals: Have a viewpoint on how you would like to use customer data. It’s helpful to build out a simple road map. As an example, maybe start with creating a single view of a customer and then follow that with a multi-channel campaign that is personalized based on behavior. It’s critical to work with key stakeholders on the use cases, timing, and also what a win for the company would look like. 
  3. People: Owners of technology and initiatives seem obvious, but are often not defined clearly. For any new piece of technology, it is important to identify who owns the day-to-day operations, but which other teams need to be informed of ongoing progress, etc. The outcomes a CDP can deliver are in many cases game changing – from lower customer acquisition costs, to helping drive growth through targeted cross-sell campaigns, to personalized campaigns for loyalty. Be clear and thoughtful around the groups that need to be informed of the progress (like executives — “Are we seeing more cost-efficient growth?”) to teams that are required to meet regularly to review data, or new integration points. 

Customer Data Platforms are a proven and modern way to ensure you are prioritizing customers and creating relevant experiences, by understanding them through data. While the digital environment may be noisy and chaotic, your strategy and technology doesn’t have to be.

Post Author

Heidi Bullock
Heidi is the Chief Marketing Officer at Tealium.

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