Expert tips to consider before buying a CDP for your martech stack

According to MarTech speakers, it is important to understand your internal capabilities before you start shopping.

As organizations increasingly struggle with the abundance of data generated by marketing channels, it’s no wonder Martech’s stack managers weigh the pros and cons of customer data platforms.

These platforms are generally designed to collect customer data from all sources, normalize the data, and create unique unified profiles for each customer. Before we get started, however, there are a few things to keep in mind when starting the buying process.

Look in the mirror

Before you begin to gather information on solutions to improve data management, make sure you understand your current capabilities, said Craig Howard, vice president of technology architecture and solutions at Merkle. He told MarTech in a session about the CDP acquisition.

“What you need to get from a platform is often a reward for organizations if they want to make a choice. Some platforms require you to provide clear and legitimate information. Other platforms offer many real-time tools to help you with the data quality problem on the platform.

Then, gain a thorough understanding of the existing architecture, resources and staff, and the sophistication of both. On the other hand, if you provide a team with resources that they can’t use, they won’t take full advantage of the platform.

“And if you don’t provide enough resources, it will be just as unfortunate,” said David Raab, CEO of the CDP Institute.

Do the research

Now that you’ve thoroughly tested your skills and needs, it’s time to build your sales list, which you can do with the help of a variety of resources, such as the Martech Intelligence Report, which is maintained on MarTech. . Tuesday fair session. Prepare for many webinars, read more than a handful of white papers, and search for spreadsheets across multiple platforms.

But to make it more effective, you need to think more about what’s possible and find information about solutions.

“See what they solve in these case studies,”  To understand the areas they have truly felt in the past for this problem-solving approach that I am trying to solve on my own.

It is worth it

Once you’ve narrowed down your supplier list, it’s time to move on to the demo process. But to get the most out of the experience, there are a few things to keep in mind.

“More than one demonstration is very important,”. 

Equally important, make sure the demo meets your specific use cases.

“It doesn’t matter if you have excellent data scanning or not. If my real problem is identity matching, I’ll see the functionality of the identity application,” Raab said. ‘It is very important that you as a buyer take the reins because your time is limited. Make sure you see what you need to see, not just what you want to show.

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