Customer Data Platform
May 1, 2024
If you’re reading this, you probably already recognize the value of a Customer Data Platform (CDP). But for those who don’t know about CDPs, we’d like to introduce you to your golden ticket to unified, trusted customer data in real-time (and yes, it is as glorious as it sounds).
However, it can be tough getting others in your organization to see the value of a CDP and getting their buy-in. That’s why in our panel with consulting firm Credera we shared crucial steps for not only getting buy-in but also staffing your CDP dream team!
Keep reading to see the key takeaways from the panel or watch the on-demand session here.
Panelists from the Live Webinar included: Phil Lockhart – Partner & CDO at Credera, Greg Gough – Principal of Customer Strategy and Analytics at Credera, Richard Morrow – Director of Customer Success, Dustin Horning – Director of Customer Solutions and Delivery at Tealium
5 crucial steps for building a CDP dream team while getting internal buy-in!
Of course, before you can even begin using your CDP, you need to get the right people on board. In order to get this buy-in, you’ll need to emphasize the value of a CDP and the best way to do that is by creating a roadmap that highlights different use cases. However, it’s important to show the benefits a CDP will bring to not only your overall business, but also to the specific departments that will be involved in the process.
Additionally, your roadmap should have multiple steps that highlight use cases that are quick wins with readily available data. While a CDP can help you accomplish larger goals, it’s critical to emphasize the immediate value this tool will bring.
When it comes to who will actually be on your team, it really depends on your organization. Regardless of who you choose, the bottom line is that they want to know exactly how this tool will benefit them.
So start by canvassing the various stakeholders that have something to gain from a CDP. Have them pinpoint specific use cases and describe how they want those experiences to look – internally and externally. By fully understanding the pain points each department faces, you’re able to create a stronger roadmap that shows how a CDP can reconcile them.
Now that everyone is on board, it’s time to determine which use cases you want to tackle. Start with use cases that are quick and easy to roll out so your team can immediately see the value of the tool. To determine where to start, you should identify what data you already have access to.
You have your team and use cases ready — now it’s time to gather the data needed to achieve the goals you’ve just set. In the long run, you should maintain a wide and deep approach to data collection. This enables you to fully understand your customers’ journeys and recognize anomalies in their experience (including internal ones) over time.
When it comes to getting started, there are three major areas you should focus on. The first is identity resolution, or establishing a set of tags to recognize repeat purchasers or window shoppers.
The second is vendor requirements. Recognizing what data is needed from the other pieces of your tech stack not only helps you determine which tags to use but also reduces initial setup time and confirms that none of your data is getting stuck.
The third is segmentation. Again, this goes hand-in-hand with deciding on tags. By choosing which segments you are going after early on, you can make sure to label certain behavior to align with those segments.
You’ve invested in this powerful tool, now let’s make sure you’re seeing its success. There are really two main components to this. One is measuring the actual KPIs of the use cases you’ve deployed, which will vary according to your organization’s goals. The other is evaluating the CDP’s initial impact on your business.
More specifically, take a step back to see how your setup is holding up. For example, has operational efficiency improved? Have you had to expand your team and if so, has that been a positive or negative cost? It’s important to evaluate these baseline metrics when getting started with a CDP so you can make adjustments before taking on bigger use cases.
At Tealium, we’re known as customer allies. Why? Because we’re there for you from start to finish to ensure you get the most out of not just our tools, but your entire tech stack.
Learn more about how Tealium’s AudienceStream CDP can help you reach your organization’s goals by requesting a demo today!
