That doesn’t mean you shouldn’t rack up quick wins. But while you’re taking advantage of low-hanging fruit, it’s also important to make space for learning from the wealth of customer data you can now access and analyze with a CDP. Take some time to ponder what your company should do with this knowledge and formulate plans so that you can make the most of the data for both you and your customers.
No ongoing measurement plan
Test and measure is the name of the game. Even if your brand has already begun to see improved results from use of the platform, a larger assessment plan will give your business an amazing opportunity to learn what’s working and what’s not, and to then optimize accordingly.
Tactics like holdout groups and suppression audiences are extremely effective for finding out what’s working. Sometimes companies shy away from this because it feels like leaving an opportunity on the table, especially if they’ve invested in great creative that they want everyone to see. But by using these controlled tests, your brand can form a deeper understanding of what your customers like makes and craft even better experiences for them.
No cross-functional governance team
In our first installment, we recommended having a full range of users and stakeholders represented in the purchasing phase. This advice applies to the ongoing use of the CDP as well — without representatives from key groups contributing to the use of the platform, it’s easy to fall back into silos.
This goes beyond operations and workflows, extending into culture and outlook, as mentioned above. Having leaders from across the organization involved in steering the ongoing use of the CDP means they can continue to drive adoption and best practices in their areas of the business. Data is a team sport. With a strong cross-functional oversight group working towards a common set of goals, your company will be headed on the path to true data-driven transformation.
The takeaway: Customer is king
Now that you’re aware of what mishaps to look out for when using a CDP, you can truly embrace the transformative power of the platform’s tech. With this new driving force behind your business, you have the chance to radically upgrade the way you serve your customers, who are the life force of your brand.
In the end, everything comes back to the customer: better business results come from satisfied customers. Customer satisfaction comes from treating them as unique individuals. Personalized treatment comes from using what you know about them. What you know about them comes from them agreeing to give you their data in the first place. A CDP and a customer-centric culture supporting it are the keys to unlock all of this.
If you’d like a refresher on the earlier stages of deploying a CDP, we've touched on planning and buying and implementation and early usage.
To learn more about powering up your customer data use, get in touch.