At last: The starting shot for digitization strategy has been fired, and marketing is meant to be an important component of this strategy. In the course of implementation, a decision was made to use a customer data platform (CDP) to form a 360-degree customer view and automate marketing journeys in a real-time environment. This decision, in addition to an investment which is not small, has significantly influenced marketing processes and areas (online, e-mail, e-commerce and CRM) at an enterprise. In this third and last part of my CDP-series I would like to focus on the appropriate selection and evaluation of the suitable CDP-tool.
At the core of an evaluation are demonstration workshops with selected CDP providers. Like a good project, these workshops should be properly structured and prepared. For this purpose, the process should ideally be divided into four parts:
During the preparatory phase, the following should be borne in mind and allocated sufficient time for preparation:
The following assessment dimensions, for example, can serve as a basis:
ImplementationAfter preparations for the provider workshops have been completed and the providers have received the corresponding agenda, we can now proceed with the most interesting part of the evaluation: Holding the demonstration workshops with the CDP providers.
For post-processing of pitch events, all information must then be checked for completeness:
A decision about final selection of a CDP is not easy, especially because each CDP has its own strengths and weaknesses and some functions appear to neutralize each other in the solution's big picture. It is therefore all the more important not to be deluded by first impressions of a lower price or a modern interface.
A comparability of all information is crucial for the decision to have a firm basis.
Die Summary
Introducing a CDP might be an expensive indulgence if it later turns out that the wrong solution was selected due to errors in the evaluation process. These errors can be avoided if the evaluation process for selecting a CDP is implemented in a structured and sound manner with the proper lead time. Preparation of the demonstration workshops is certainly the most important part here. The quality of the catalogue of requirements and use cases here decides how thoroughly the CDP is selected.
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Domain Lead Customer Engagement & MarTech
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