CDP best practices: Scoping, ROI, and use cases
We dug into the different aspects of using a Customer Data Platform, including hearing from SPARC Group about building a multi-brand strategy with a unified data foundation, exploring the three pillars of ROI strategy at Vail Resorts, and learning about how CPG company Reckitt makes a CDP work at a global scale.
Sessions with Vince and Citizen Watch walked through a variety of specific use cases for marketing & analytics, with a focus on tying together the customer experience across all touchpoints.
And we heard from Taco Bell collaborating with AWS on how they went from having no customer data to operating seamlessly between digital and in-person channels, using data to understand customer preferences and creating the kind of personal experiences that build loyalty.
And a major automotive brand shared their vision of how using unified data to understand their customers will be the basis of a smoother, more satisfying customer experience.
(There were a lot of really interesting sessions!)
The speakers underlined that what they’re doing with their marketing only works when it’s based on a unified data foundation. They shared their experience of how important it is to be able to feed accurate data to a whole range of tools for various use cases, like omnichannel, multi-databases, and real-time profile API.
On the culture and change management side, speakers agreed that each organization's initial use cases and CDP rollout plan should be tailored to their specific needs, but no matter what they’re trying, they need to be able to see ROI quickly.
There was also a session from David Chan of Deloitte Digital discussing the future of customer data. He explained why brands need to move from Data Management Platforms (DMP), which were previously popular but dependent on third-party data and thus increasingly less viable, to CDP, which maximizes first-party data, and how clean room technology is vital to making that move happen.
Building a data foundation with Amperity
Some of the sessions asked, what does it take to put together a data foundation that can turn customer data into business value?
Databricks joined Amperity on the stage to discuss the concept of a “composable” CDP, which involves solving CDP-related challenges using individual point solutions, also known as a modern data stack. One of the takeaways was that the point solutions within a composable CDP do not create unified customer profiles — which is itself a highly specialized technical problem that needs to be solved to make the other points work more effectively. (And, incidentally, is the problem Amperity was built to solve.)
T-Mobile shared their experience of building their own identity solution and data foundation in collaboration with Amperity, whose platform served as a base around which T-Mobile built their data stack. They discussed best practices for deployment, managing change, and driving adoption, emphasizing the importance of aligning on a business north star, training the team early, and driving a leadership coalition.
And then there was everything else — the river views, the tasty food and drink, the giant lite-brite wall. The people, the tunes. The energy. It was just so great to be together in person again with our customers, partners, and friends.
For those who missed it, or who want more, we’ll have video of the sessions available before too long. And you can catch us in person, when we take Amplify on the road with half-day roadshows in Los Angeles on June 13 and Dallas on June 15.
We’d like to offer our sincere thanks to all the folks who took time out to join us at Amplify and make it such an informative and memorable day. Let’s do it again!