Best practices for implementing a CDP and how a 75-year-old sports industry did it.
As customer data platforms evolve, there are indications that more marketing organizations are accepting them. They can see that the CDP field is mature, with major releases like SAP and Salesforce in October last year. According to one study, the global CDP market could grow from $ 2.4 billion in 2020 to $ 10.3 billion in 2025.
However, the disruption associated with the implementation of a CDP may lead to hesitation. A survey by CDP Institute found that CDP used 29% last year (they were members of the Institute, so the numbers were probably inflated), compared to 19% in 2017.
With an increasing number of options and additional resources for machine learning and artificial intelligence, there is good reason to expect more organizations to implement a CDP solution. Here are some important considerations to make the implementation process smooth and profitable.
Is now the right time?
To stay competitive and efficient, you need a unified source of customer data. The same research from the CDP Institute above shows that regardless of whether marketers use older or newer CDPs, CRMs, or marketing automation systems, the shift to unified customer data increased by more than 50% in 2020 after remaining stable at 15-20 for several years% remained.
If a marketing team is already considering switching to uniform customer data, they should consider CDPs as an option.
Justin Sharaf, vice president of marketing for the digital experience platform Jahia, refers to a CDP as ‘the brain of the operation’. It is designed to work with additional systems. “If there are database functions in CRM, you can use them from a sales perspective,” Sharaf explained. ‘Marketing automation can be used for nutrition programs. These systems are not meant to bring it together in this way, while a CDP is a hub. ‘
How clean is your data?
Chris Penn, co-founder and chief data scientist at Trust Insights, agrees that a CDP can play a role in data collection and a unique view of the customer. ‘But the success of implementing CDP depends on the quality of the organization’s data, which feeds the advanced tools of the CDP, such as segmentation.
“Many of the vendors now offer machine learning features, depending on the underlying data,” Penn said. He added: “In fact, CDP is an attempt to solve a technological problem for ‘people and processes’. There are mainly gaps in processes and people. Ultimately, you have to solve the underlying problems. To experience, training and compliance. “
In terms of data, marketing options control their own destiny. Justin Sharaf emphasizes the importance of ‘understanding the data sources you want to use and being a data architect’. It warns: “Anyone who says a CDP is plug-and-play has sold an account to you and never implemented it alone.” He added: ‘You still have to pull someone in the ropes and architecture of the data workflow. A CDP does not make it less complicated, but ultimately easier to use. Implementation is about planning. “
Is your team mobilized?
There must also be communication and understanding between all those involved in the implementation. Sharaf pointed out that this could include not only the marketing team but also program managers, web analytics, and end-users across the organization.
With the latest enterprise CDPs, UX can become more accessible to a large number of people in the organization. But it is important that all users of the CDP are involved during the implementation to make sure that it is usable. Businesses can also hire new team members to support implementation.
Massachusetts Sports, an established visitor to Massachusetts stores, expanded its e-commerce system during the pandemic. They appointed the current head of digital marketing Aaron Seitz in 2017 when they just started a CDP developed by BlueConic. The seller also looked up Seitz’s job description.
How connected is CDP?
If you choose the right CDP, you need to take advantage of specific marketing opportunities or channels related to your business. Does the CDP have connections to channels or systems? Early in the implementation of Franklin Sports, Seitz preferred email. “Send an email with a link to the website and the brand and how we focus on it,” he said.
With the BlueConic A / B testing features, Franklin Sports was able to optimize content. With unified customer data, they can create a consistent message across multiple channels. But because CDP creates a so-called 360-degree view of a customer, Seitz can also segment customers by channel. For example, customers who have already made a purchase but no longer open their emails can click on Facebook to visit the Franklin Sports website. Once there, the visitor will see personalized content based on the preferences of other customers.
According to Penn, another important connection is with a DSP. In this way, the customer’s journey can be extended through targeted programmatic advertising purchases. This is exactly what Seitz orchestrates via BlueConic CDP. “We will determine the best way to participate,” he said. “Do we need a Google feature or image ad on YouTube?”
Who controls the ship?
Segmentation, one of the key features of many CDPs, can help you identify and customize marketing options you’ve never seen before. Seitz, also helps his team to prioritize. Why solve a problem that only applies to a set of four customers if you can activate a segment that affects hundreds of thousands of customers?
“The role of [CDP] has evolved where we see opportunities,” Seitz says. One way to see email marketing with your own eyes is to expand our marketing core. It is useful to use CDP as a core.
As Franklin Sports continues to implement CDP in many ways, BlueConic technology continues to evolve. Last year, the entrepreneur began to better orchestrate the customer cycle.
As with previous targeting methods, these features help you to get marketing options to achieve specific goals. In this case, the user can identify the customers based on the indicated steps that determine how they should be shipped.
The more a marketing team uses their CDP, the better they need to understand how to respond to their insights. “The things we talked about three years ago are very different from what we’re talking about now,” Seitz said. “Our ideas evolved, as did the actions and levers [that we designed].”
In irregular times, when buying behavior changes dramatically, marketing options can organize data on a CDP in real-time and figure out how to regulate it. Judging by how the pandemic changed things last year, Seitz predicts things will get better with the expansion of vaccines in 2021.