How to Plan for Successful CDP Adoption

Aug 27, 2019

Very quickly, customer data platforms (CDPs) have become the shiny new toy of the marketing world. With the CDP’s promise of ease of use and potential to fuel omnichannel personalization, it’s easy to see why marketers are so eager to implement a CDP solution for themselves. The marketplace has quickly become crowded with providers, making it confusing for marketers trying to evaluate and determine which CDP is best for them. Of course, there is substantial variance in the category, and each vendor will frame their solution differently. CDPs can provide significant value, but only if marketers take a thoughtful approach to integrating them into their overall martech ecosystem.

Successful CDP adoption depends on numerous factors. Here are some factors for marketers to keep in mind when shopping for a CDP:

Start with use cases

To fairly assess a CDP’s value to their team, marketers should first have a clear understanding of what their existing martech stack can support and enable. Take inventory of current capabilities, then identify the gaps that are hindering your business goals. At this early stage in the evolution of CDPs, each platform’s core strengths and maturity vary to some degree. It’s critical for marketers to understand exactly what they need to find the right CDP to their needs.

Plan accordingly for optimal implementation

A CDP will significantly change how marketers operate in their use of data by centralizing customer profiles for use across multiple channels in real time. With this change, it is likely that the organization as a whole will have to adapt to further changes in processes, insights, and use of content. CDP adoption won’t succeed unless everyone has planned for how the platform will integrate into existing systems, and acknowledged that a level of agility will be necessary throughout the process.

Focus on driving value

The goal with CDP adoption is to move fast on executing use cases. If marketers have strategically identified the right use cases in their planning, the ROI of a CDP will speak for itself in a matter of months. CDP adoption is about efficiency; this comes from optimizing marketing in a variety of ways, whether it’s centralizing customer data, providing real-time insights into individual customers, or enabling omnichannel engagement from a single platform.

Continual optimization

Forward-thinking marketers need to consider ongoing enhancements as thoroughly as the initial release. As marketers add new data sources, expand on use cases, and spread into new engagement channels, marketers will make the most of their CDP investment by understanding and leveraging any capabilities that didn’t influence the buying decision. Maintaining a strategic and agile mindset is the key to setting up a CDP solution that continues to maximize your marketing results. 

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