The integration of a Customer Data Platform (CDP) plays a pivotal role in many companies when it comes to developing and executing data-driven marketing strategies. However, implementing a CDP can be a challenging endeavor for some. In this blog insight, our expert Adrian Müller, Project Manager for Personalization and Engagement Services, sheds light on essential aspects of CDP implementation and how to effectively engage the daily users of the tool, who are the essential stakeholders.
More is better, and best is everything – is not effective
During the initial phase of implementation, these fundamental questions typically arise:
1. What data should we connect?
2. What do we actually need?
3. What is the data quality?
4. Do data need to be harmonized? If so, which ones?
In many organizations, the approach often resembles a hungry shopping spree: “More is better, and best is everything.” However, this approach leads to several challenges, including increased effort in data collection, data modelling, and documentation due to data redundancy. It is much more effective to identify the necessary data points from a future standpoint, starting with business questions, project goals, and use cases. This may sound more complicated than it is.
The better approach in the initial step
The first step is to understand the kind of questions the customer wants to ask the CDP and the answers they expect. For example, if the question is, “How can the CDP help me create retargeting segments for my social media channels?” from this, we can deduce the implementation context (Performance/Social), the required identities (e.g., email or mobile number), and the relevant stakeholders (the performance team). All these considerations are helpful for looking at the project from a future perspective and developing data models and training for employees. Through qualitative methods like workshops and, especially, expert and end-user interviews, an Implementation Blueprint or a Solution Design Reference is created, capturing all data points per channel with example values and formats, based on the questions, project goals, and specific use cases.
Technical Standardization and Guiding Principles
Once the requirements are clearly defined, the implementation phase begins. Standardizing technical concepts to make them universally applicable across different channels is very helpful, especially for enterprise customers who can reuse the same solution. This saves a lot of time and resources both initially and in maintaining data models. There are also guiding principles that should always be followed, regardless of the customer, such as “Only track what you need,” “Names follow Ids,” or “Use client conventions if existent,” which help implement technical solutions with minimal friction.
A CDP implementation is always a change project
Previously isolated data that is now centrally available and can be used by various departments is undoubtedly a positive development. However, it also means that employees need to familiarize themselves with the tool and understand the data context in the CDP’s data models. This is where the challenge lies, and from our experience, the best way to achieve this is through the joint use of the platform with customers. This way, employee training is not done in the traditional sense but rather, they learn to use the platform out of intrinsic interest and their own motivation.
Key Principles for Successful CDP Implementation
The implementation of a Customer Data Platform (CDP) should always consider the end goal and the needs of end users. A phased approach in the initial phase, the establishment of technical standards, and adherence to core principles are the keys to successful implementation. This approach enables answering defined business questions and effectively implementing use cases. In addition to the points mentioned earlier, there are other aspects to consider when implementing a CDP, such as data privacy, identity resolution, and reporting. This aspect has been deliberately omitted as it would exceed the scope of this article.
Join us at the Salesforce World Tour Düsseldorf
If you want to learn more about the Customer Data Platform and its implementation, feel free to reach out to us or visit us in person. For example, at the Salesforce World Tour on November 16th in Düsseldorf. You can find us at Booth No. 5. Additionally, I – Adrian Müller – coincidentally, will also be giving a talk on this topic on the Codey Stage at 12:45.
* We would like to point out that despite isolated instances of non-gender-neutral language, we value and prioritize gender diversity and equality.