8 CDP Best Practices When Selecting, Implementing and Using a CDP
Establishing and following CDP best practices when evaluating any large software project is the first step to a successful implementation. This is even more crucial when establishing best practices for a customer data platform (CDP) since it serves as a centralized data management system that all areas of an organization will feed data sources into to try and produce a 360 view of the customer.
The CDP.com staff talked to the leading customer data platform (CDP) industry luminaries and trend-setters, getting advice and suggestions for best practices when selecting, evaluating, implementing, and using marketing technology like a CDP.
- Engage Future CDP Users
“A top CDP best practice is to engage potential users before the CDP is purchased, so you can base requirements on their actual needs. Too often, the CDP project is run by a small team of “true believers” who move quickly but fail to build a base of support among the people who will ultimately use the CDP data. This results in delays after the acquisition as these people are brought up to speed.” – David Raab, CDP Institute; @draab
- Invest in Data Hygiene
“Investing heavily in your underlying data hygiene is key to realizing the power of your CDP. As is committing the time and planning to fully define your data strategy and the business use cases you’re focused on delivering.” – Carlos Doughty, Martech Alliance; @CarlitosDghty
- Integrate Facebook
“It may sound obvious, but connecting Facebook as both a source and as a destination is crucial. It opens up a tremendous amount of use cases. It’s one of the most powerful ways to calculate the CLTV of a marketing campaign and create profitable custom audiences based on your data.” – Greg Blackman, Product Pair; @imgregblackman
- Define Your North Star
“As with any transformational practice, it’s important to define a vision statement and identify the targeted business outcomes for a CDP implementation. This creates a north star for the stakeholders involved in selecting, implementing, and iteratively improving a CDP.” – Isaac Sacolick, Star CIO; @NYIke
- Understand Your Data
“Making sure the data is clean before ingesting into the CDP platform. If you do not control the data cleansing aspect and need to use the CDP platform to clean it, then make sure you understand the ins and outs of the dataset you’re bringing into the CDP. If you do not understand the data from the ingestion stage, then you run a high risk of having low stitch rates, or very inaccurate profiles in the Profile Pool.” – Jason DeBalso, Sogeti; @sogeti
- Use Variety of Data Types
“Don’t limit yourself to just email marketing data. There’s so much data available within an organization, along with data vendors like Acxiom that you can create robust profiles and really deep personas based on data, not just an educated guess. This can influence you marketing strategy, channel plans, even your content strategy when you start learning more about your customers.” – Zack Wenthe, Treasure Data; @zwenthe
- Use Location Data
“CDP is made far more useful with the addition of rich audience and human movement data to understand consumer behavior in the moment in both the physical and digital world. – Karen Steele, Near; @karenmsteele
- Create a Clean Data Feed
“Making sure you have standardized and clean data to feed into a CDP. Good data needs to be complete, timely, relevant and reliable. Cleansing your data with a CDP involves validation and sanitization, merging of duplicates, and purging of out of date information. Don’t forget that the value you get out of a CDP is only as good as the data that goes into it.” – Brian Carlson, RoC Consulting; @bcarlsonDM
Getting the Most From Your CDP
A CDP is a big investment. While it’s important to have the right technology solution in place, there are other factors that have a big impact on whether you’ll realize the business value you’re seeking from your investment.
Spend the time to do the planning and align stakeholders before, during and after implementation to help break down silos and maximize use across the organization to realize ROI.
A CDP is only as valuable and useful as the data that is fed into it. Knowing how critical data preparation best practices are, not surprisingly our group of industry leaders all see getting data properly prepared for ingestion as a top CDP best practice.
Do the proper planning and due diligence up front to ensure a successful CDP implementation that will realize business objectives for your organization quickly.