According to Gartner, less than a marketing of in five marketing specialists said that the great use of CDP platforms. Although this indicates that CDPs find it difficult to find a niche with their users in certain organizations, there is a more important problem facing many CDPs even before users are getting their hands on technology – deployment.
Business software applications are known for complex deployments. Ask someone in finance how their ERP deployment worked, and you are probably in a long history.
Why then? Complexity.
Each time you deploy a system that affects other systems and, in particular, draws a number of data sources, there will be complexity. So, yes, the sale argument on a “single glass component” or “the only source of truth” is certainly intriguing, but to get there, there are many mobile parts in the background.
Some of the challenges that organizations are faced with their CDP deployments are technical, and others are organizational. Here are some of the most common challenges that companies face in CDP deployments.
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Define use cases and requirements
Many organizations have existing data capabilities that overlap a CDP. Greg Kihlström, a Martech contributor And the director of the Agile brand, emphasizes the definition of use cases and clearly defined requirements are essential when examining a CDP. The investment may not be worth it without a clear understanding of how CDP will meet specific commercial needs and improve marketing performance or reduce costs.
Overcome the challenge of the use case
Companies should make a complete self-assessment of their needs, staff and resources capacities. They should develop specific use cases demonstrating how CDP adoption will result in measurable improvements in marketing performance or cost reduction. Ask: “What would only one view of your customers for you?” can help in this process.
Organizational preparation
The CDP Institute noted that organizational preparation, not technology, is the biggest challenge for new deployments, with 25% of respondents who cite it as a problem. This includes the clarity of use cases and customer journeys and the possibility of educating and involving all relevant teams (like it, marketing and customer service).
Overcome the organizational preparation challenge
Organizations must ensure that they have sufficient clarity on their use cases and their customer journeys before choosing a solution. They should educate all the teams involved in the potential value of the CDP and identify the first adopters within the organization to provide evidence. It is also essential to obtain management membership, starting with small short -term objectives that demonstrate the advantages of the CDP.
Integrate with existing systems
Marketing leaders often manage many Martech applications, leading to problems of data redundancy, precision and integration. Steve Aventi, marketing advisor, notes that “the biggest challenge would be to act the data … It is a high milk to have all your data cleaned and put in a CDP. Then, once it did, you have to act. Many occasional solutions can solve this problem, but you then connect APIs, and certain data engineering works are involved. The process is complex… ”. As the Martech batteries become larger and more complex, the integration of rationalization becomes a central advantage of a CDP.
Overcome the integration challenge
Companies must inventory All their databases and Martech applications and prioritize the data and integration of the system are the most important. They should look for CDP suppliers that offer many connectors and loaks to use for faster and more transparent integration. During the selection of suppliers, it is crucial to ask questions about the CDP approach to integrate into the company specific to the company and to check whether the “essential” integrations are robust.
Quality and data management
The consolidation and standardization of disparate data of several contact points in individual customers profiles are a main CDP function. However, cleaning all your data and a CDP can be “high milk”. CDPs vary in their ability to manage structured and unstructured data, data ingestion frequency, identity resolution, data increase, own data and data hygiene rooms.
Overcome the challenge of data quality and management
Companies must assess the needs of each data management capacity according to their commercial objectives and their customer interactions. They should find out about the identity resolution capacities of the CDP (how it covers data points together) and its ability to manage structured and unstructured data. It is also crucial to understand the data ingestion methods of the platform and the approach to data hygiene.
Ongoing data
As AVENTI points out, cleaning and integration of data into a CDP is only the first step; The later challenge is “action”. This involves using unified customer data to customize interactions and optimize marketing campaigns.
Overcome the challenge of data action
Companies must plan how they will use CDP data to create segments, customize messaging and orchestrate campaigns on channels. They should explore the orchestration features of the CDP for personalized messaging and dynamic interactions. It is also essential to understand how the CDP distributes customer segments to external martech systems for the execution of the campaign.
Cost and resources
A CDP represents a significant investment and the total cost of possession (TCO) must be carefully taken into account. This includes license costs, data management and integration work, support, deployment and continuous improvements. Marketing specialists may still need intervention or developer for the analysis and complex data integrations.
Overcome the challenge of costs and resources
Organizations must include pricing models of different CDP suppliers, which are often based on SaaS and depend on factors such as data volume and active customer recordings. They should also take into account integration costs, training and additional modules. In terms of support for the supplier, it is also essential to assess whether they need a self-service, complete or intermediate solution.
Definition and understanding of success
It is to determine how the success of the CDP will be measured and which key performance indicators (KPI) will be followed is crucial.
Overcome the reference challenge
Companies should set commercial objectives in advance to compare success after the implementation of the CDP. They should identify the KPIs they want to measure (for example, reduce data redundancy, the execution of the faster campaign) and their decisions according to the impact of the CDP.
By proactively noting these challenges thanks to meticulous planning, specific requirements and in -depth assessment of suppliers, companies can increase their successful chances of deployment of the successful CDP.
Download the Martech Intelligence report to Customer data platforms (CDP).
This buyer guide includes Profiles of 21 CDP sellersAN Overview of CDP trends and tIPS for CDP buyers.
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