Fewer than one in five marketers report seeing high utilization of CDP platforms, according to Gartner. While this indicates CDPs are struggling to find a niche with their users at some organizations, there’s a bigger problem facing many CDPs before users even get their hands on the technology — deployment.
Enterprise software applications are notorious for complex deployments. Ask someone in finance how their ERP deployment worked out, and you’re likely in for a long story.
Why is that? Complexity.
Any time you deploy a system that touches other systems and, in particular, pulls from a number of data sources, there’s going to be complexity. So, yes, the sales pitch about a “single pane of glass” or “the single source of truth” is certainly intriguing, but in order to make it happen, there are a lot of moving parts in the background.
Some of the challenges organizations face in their CDP deployments are technical, and others are organizational. Here are some of the most common challenges businesses face in CDP deployments.
Dig deeper: Download MarTech’s buyer’s guide to CDPs (registration required)
Defining use cases and requirements
Many organizations have existing data capabilities that overlap with a CDP. Greg Kihlström, a MarTech contributor and Principal at The Agile Brand, emphasizes use case definition and clearly defined requirements are critical when considering a CDP. The investment may not be worthwhile without a clear understanding of how the CDP will address specific business needs and improve marketing performance or reduce costs.
Overcoming the use case challenge
Businesses should conduct a comprehensive self-assessment of their needs, staff capabilities, and resources. They should develop specific use cases demonstrating how CDP adoption will lead to measurable improvements in marketing performance or cost reduction. Asking, “What would having a single view of your customers do for you?” can help in this process.
Organizational readiness
The CDP Institute found that organizational readiness, not technology, is the greatest challenge for new deployments, with 25% of respondents citing it as a problem. This includes clarity on use cases and customer journeys and the ability to educate and involve all relevant teams (like IT, marketing and customer service).
Overcoming the organizational readiness challenge
Organizations must ensure they have sufficient clarity on their use cases and customer journeys before choosing a solution. They should educate all involved teams on the potential value of the CDP and identify early adopters within the organization to provide proof points. Gaining management buy-in is also essential, starting with small, short-term goals that demonstrate the CDP’s benefits.
Integrating with existing systems
Marketing executives often manage numerous martech applications, leading to problems with data redundancy, accuracy, and integration. Steve Aventi, a marketing advisor, notes the “biggest challenge would be actioning the data… It’s a hefty lift to get all your data cleaned up and put into a CDP. Then, once that’s done, you need to action it. Many point solutions can solve this, but then you’re connecting APIs, and some data engineering work is involved. The process is complex…”. As martech stacks get bigger and more complex, streamlining integration becomes a core benefit of a CDP.
Overcoming the integration challenge
Businesses should inventory all their databases and martech applications and prioritize which data and system integrations are most important. They should look for CDP vendors that offer numerous out-of-the-box connectors and APIs for faster and more seamless integration. During vendor selection, it’s crucial to ask about the CDP’s approach to integrating with the company’s specific martech systems and verify if the “must-have” integrations are robust.
Data quality and management
Consolidating and normalizing disparate data from multiple touchpoints into individual customer profiles is a core CDP function. However, cleaning up all your data and into a CDP can be a “hefty lift.” CDPs vary in their abilities to manage structured and unstructured data, data ingestion frequency, identity resolution, data augmentation, data clean rooms, and data hygiene.
Overcoming the data quality and management challenge
Businesses should assess the needs of each data management capability based on their business goals and customer interactions. They should inquire about the CDP’s identity resolution capabilities (how it stitches data points together) and its ability to handle structured and unstructured data. Understanding the platform’s data ingestion methods and approach to data hygiene is also crucial.
Actioning the data
As Aventi points out, cleaning up and integrating data into a CDP is only the first step; the subsequent challenge is “actioning it.” This involves using the unified customer data to personalize interactions and optimize marketing campaigns.
Overcoming the challenge of actioning data
Businesses need to plan how they will use the data within the CDP to create segments, personalize messaging and orchestrate campaigns across channels. They should explore the CDP’s orchestration features for personalized messaging and dynamic interactions. Understanding how the CDP distributes customer segments to external martech systems for campaign execution is also vital.
Cost and resources
A CDP represents a significant investment, and the total cost of ownership (TCO) should be carefully considered. This includes licensing fees, data management and integration work, support, deployment and ongoing enhancements. Marketers may still need IT or developer intervention for complex data analysis and integrations.
Overcoming the cost and resource challenge
Organizations should understand the pricing models of different CDP vendors, which are often SaaS-based and depend on factors like data volume and active customer records. They should also factor in onboarding costs, training and add-on modules. In terms of vendor support, it is also essential to assess whether they need a self-serve, full-serve, or in-between solution.
Defining and benchmarking success
It’sDefining how CDP success will be measured and what key performance indicators (KPIs) will be tracked is crucial.
Overcoming the benchmark challenge
Businesses should set business goals in advance to benchmark success after CDP implementation. They should identify the KPIs they want to measure (e.g., decreased data redundancy, faster campaign execution) and their decisions based on the CDP’s impact.
By proactively addressing these challenges through careful planning, precise requirements and thorough vendor evaluation, businesses can increase their chances of a successful CDP deployment.
Download the MarTech Intelligence Report on customer data platforms (CDPs).
This buyer’s guide includes profiles of 21 CDP vendors, an overview of CDP trends and tips for CDP buyers.
The post 6 challenges businesses face when deploying CDPs appeared first on MarTech.