All businesses has the priorities between teams, departments, timelines, systems and success metrics. A list of company objectives can be acquired by series of interviewsbetween various stakeholders including leadership groups, key team members and partners. Also a technical features or requirements come into play for theses stake holders.
While acquiring a CDP platform you have to also see if you have team and process in place to support the initiactive along side the technology.
These are some of the business goals that a company should consider while acquiring the CDP platform-
Conslidating Customer Data– Collecting a customer data from various sources such as email, website, social media and purchase history and unifing the customer profile that can be used for better decision making, customer segmentation and personalization.
Improving marketing & advertising performance – More targeted and relevant marketing and advertising campaigns can be created by better understanding customer preferences and behaviours abd their needs.
Personalize customer expereinces – Creating a personalized expereince for the customers across various cahnnels by a CDP with the collected data to increase the customer loyalty, satisfaction and retention.
Increase Sales – Business can identify cross sell and up-sell opportunities using insights provided by CDP where a customer is interested in an offer or service which results in incresed customer statisfaction and loylaity, ultimately increasing sales.
Offer strongest match products or services to customer – Business can identify and offer services a customer are most likely interested in product and services using CDP. This helps in customer retention and increase in revenue.
Avaliability of data – Another factor to consider is to see if the data taht will used in the CDP originates in the organization.
Although the choosen CDP platform best fits for the business goals it mainly the people and proccess makes a biger difference in determining the success or failure of the CDP implementaion. Understaing which people, departments or teams will need access to platform and theis usage is crucial before acquiring the CDP platform. Apart from thsi training s to the teams invloved and how their day to day work changes with thew new platform should be given including the tehcnology team for security and technical support.
Hence here are some of the CDP requirements needs to be considered-
CDP platform integrates with the comapny systems – CDP can integrate with other ssytems such as CRM, narketing automation and ecommerce platforms to get the complete view of customer and enable seamless data flow across different departments.
Real-time data processing is possible – Business should be able to respond to customer quickly on their behaviour and personlaised expereince . CDP should be able to process this seamlessly.
Able to structure organization data – Data in the organization may not be structured and come from multiple channels. CDP should be able to organize data in a structured way.
Audience Segmentation – Based on customer location, behaviour and interests, CDP should be able to segment the data. These helps in creating a targetd campaigns and peronlaized messages that relates to specific groups or customers.
Customer journey orchestration – Customer journey orchestration (CJO) is the process of coordinating a customer’s experience in real-time, and driving the customer’s individualized experiences from their first interaction with your brand through purchase and lifetime support.
Data Exports to marketing & advertising platforms – CDP can export customer data to marketing and advertising platforms such as Google Ads, Facebook. This helps in creating an effective campaigns and reach customers across different channels.
Compliance specifically security and privacy – CDP ensures GDPR and CCPA compliance. This helps to build trusts with customers that their personal data is secured and compiant. This avoids any legal issues.
Sitecore CDP allows you to collect, connect and activate customer dataacross all the digital channels for the organization
