10 CDP implementation mistakes to avoid

A purchaser info platform (CDP) may very well be a helpful gizmo — nonetheless must you’re not cautious, it could be a disaster. 

Whether you’re merely starting or nonetheless contemplating a relationship with a CDP provider, you’ll regret it must you don’t take some widespread implementation factors into account.

Read through these widespread mistakes rigorously, and have an reliable — and skeptical — dialog about every. (And make certain to share this doc collectively along with your info workers.)

Mistake 1: Rushing it

It’s good enterprise to get early wins and current a quick return on funding, nonetheless a NASA engineer I grew up with used to say, “We’re in a great big hurry, so go slow, take your time, and do it right the first time.” 

Undoing a catastrophe costs rather more than taking your time to get your use situations in order, documenting assumptions, testing hypotheses and pondering points through.  

Mistake 2: Having no concept of identification

The main carry out of a CDP is to create the legendary “golden record” for each of your prospects. In order to do that, you need a method to merge info from utterly completely different sources. On what basis will you merge these info?

Each particular person has a lot of email correspondence addresses (which change over time) and makes use of a lot of models (which can be sometimes shared, and as well as change over time). What ties these info elements collectively in a fashion that elements to a single particular person?


Or not lower than nothing utterly. Get cozy with that actuality, in any other case you’ll drive your self crazy.

Consequently, it’s a mistake to assemble your approach spherical identification. You’ll under no circumstances have one report for one particular person, nonetheless for lots of use situations, it merely doesn’t matter that you just don’t. Develop your use situations and assemble your concept of identification spherical what’s important to drive the use case — not the reverse.

In some situations, the individual’s email correspondence deal with could be the best option. Other selections embrace a novel third-party ID, your particular person distinctive ID, or maybe a postal deal with.

Whatever you make the most of, it needs to slot in with a long-term purchaser approach you could observe over the consumer’s entire lifecycle. But it obtained’t be wonderful it does not matter what you do.

Dig deeper: 19 CDP use situations which will annoy or interact your prospects

(*10*)Mistake 3: Not contemplating completely different ‘sources of truth’

CDPs promote themselves as the one provide of actuality in your purchaser info. That doesn’t suggest you’ve got gotten to use them that method. It’s attainable that you just’ll have utterly completely different sources of actuality for varied use situations. 

For occasion:

  • Your ESP is probably going to be the availability of actuality for e-newsletter sign-ups and opt-outs, regardless that you simply even have that information in your CDP.
  • Your success system may keep the availability of actuality for subscription information regardless that you simply import all of it into your CDP. 

Along these traces, it’s suggestion to tag or label information so that you understand the place it bought right here from. 

Dig deeper: What is a CDP and the way in which does it give entrepreneurs the coveted ‘single view’ of their prospects?

Mistake 4: Overlooking analytics

People say “what gets measured gets done,” so it’s obligatory to measure and report on the problems that drive your enterprise. We’re inclined to suppose that measurement should be simple after we’re dealing with info and pc programs, nonetheless nothing may be farther from the fact. Just take a look on the mess in web advertising.

When dealing with a CDP, there’s quite a lot of info change backwards and forwards between utterly completely different packages. But you don’t always get a 1:1 connection. So regardless that you simply’re importing all your purchaser info out of your disparate packages proper right into a CDP, you need to ask which measurement of that info might be essentially the most associated to your enterprise. It will not always be the CDP. 

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Mistake 5: Organizational silos and lack of inside buy-in

A CDP often falls beneath the purview of the promoting and advertising division, regardless that it requires heavy IT involvement.

Stop and ask your self how correctly your promoting and advertising division will get alongside collectively along with your IT division. Is that going to be a difficulty? (Answer: more than likely.)

Don’t overlook that your particular person organizational silos may turn into your biggest barrier to success.

When you run proper right into a glitch, you don’t want all your directors defending their very personal vendor relationships and pointing fingers at all people else. You need to create an environment the place all the affected occasions have a stake throughout the success of the CDP, in order that they protect one another educated.

This is very obligatory collectively along with your development and operational of us. Make optimistic they’re okay:

  • With the know-how.
  • How it could affect internet web page tempo.
  • How it could mix with present packages.
  • Whether it could impression latency.
  • How your web internet web page lots of.

If you don’t include IT up entrance, blame your self within the occasion that they modify into blockers later.

Dig deeper: 5 strategies promoting and advertising and IT can work increased collectively

Mistake 6: Having nobody in value

A CDP will affect a lot of departments in your group, and whereas all of them have to buy in and cooperate, you proceed to need a single enterprise supervisor. 

“Shared responsibility” can’t suggest “nobody is in charge.” 

Mistake 7: Forgetting time-based info capabilities

Some CDPs give a “right-now,” snapshot view of your purchaser information, which is good for lots of use situations, nonetheless an unlimited draw back for others. 

If you run a subscription site, you want to observe and report on a purchaser’s standing over time. 

If that’s obligatory to you, make certain your CDP can deal with that, and guarantee to incorporate that into your info development.

Mistake 8: Not wanting into functionality factors

If you’ve got gotten 25 producers, and they also all feed into one email correspondence service provider on an as-needed basis, you may hit a hiccup from time to time whereas doing an substitute.

But must you consolidate these 25 producers into one purchaser database, which sends your complete file day-after-day, you may run into functionality points you didn’t anticipate.

The stage of a CDP is to current a central place in your purchaser info. You ought to make it possible for the CDP can cope with all these connections coming in.

At the equivalent time, you even have to listen to the big connection going once more out – from the CDP to all these completely different suppliers. Can they cope with the quantity?

Mistake 9: Believing the CDP’s claims that they will ‘integrate with everybody’

There are so many distributors doing so many points, it’s unreasonable to anticipate your CDP to have an present relationship with every vendor you make the most of. But it’s dangerous to assume they’ll play correctly collectively.

If your potential CDP does not already have experience with definitely one in every of your distributors, be very cautious. Integration teams and customary APIs are no substitute for diligent testing. Make optimistic your CDP can work with all your distributors.

Mistake 10: Not confirming how one can be charged

Billing points more than likely obtained’t flooring all through implementation, when you’re in your honeymoon with the CDP, nonetheless think about rigorously about how they intend to bill you.

Make optimistic you’re being billed for points that are driving your enterprise and contributing to success — not just for “total rows of data,” or one factor you don’t actually care about.

Along these self similar traces, make certain there’s a fashion to purge earlier info that isn’t associated anymore.

Customer info platforms: A snapshot

What they’re. Customer info platforms, or CDPs, have turn into further prevalent than ever. These help entrepreneurs decide key info elements from prospects all through a variety of platforms, which can additionally assist craft cohesive experiences. They are notably scorching correct now as entrepreneurs face rising stress to current a unified experience to prospects all through many channels. 

Understanding the need. Cisco’s Annual Internet Report found that internet-connected models are rising at a 10% compound annual progress worth (CAGR) from 2018 to 2023. COVID-19 has solely sped up this promoting and advertising transformation. Technologies are evolving at a faster worth to be a part of with prospects in an ever-changing world.

Each of these interactions has one factor obligatory in widespread: they’re data-rich. Customers are telling producers just a little bit bit about themselves at every touchpoint, which is invaluable info. What’s further, customers anticipate corporations to use this information to meet their needs.

Why we care. Meeting purchaser expectations, breaking up these segments, and bringing them collectively shall be demanding for entrepreneurs. That’s the place CDPs can be found in. By extracting info from all purchaser touchpoints — web analytics, CRMs, title analytics, email correspondence promoting and advertising platforms, and further — producers can overcome the challenges posed by a lot of info platforms and use the information to improve purchaser experiences. 

Dig deeper: What is a CDP and the way in which does it give entrepreneurs the coveted ‘single view’ of their prospects? 

Opinions expressed on this text are these of the customer creator and by no means basically MarTech. Staff authors are listed proper right here.

About The Author

Greg Krehbiel

Greg’s decades-long career in B2B and B2C publishing has included extended gigs in editorial, promoting and advertising, product development, web development, administration, and operations. He’s an educated at bridging the psychological and cultural divide between technical and inventive employees. Working as a advisor, Greg solves know-how, approach, operations, and course of points for publishers. His expertise consists of Customer Data Platforms, acquisition and retention, e-commerce, RFPs, success, and enterprise administration. Learn further at krehbielgroup.com.