CDP implementation: configuring the use cases

CDP implementation: stages of implementation

In our eight-part blog series, you will gain insights into the implementation of a customer data platform. After the initial planning stage, in which the project’s organization and requirements were defined, we are now in the implementation stage. In this stage, specifications have already been decided on, the basic configuration was implemented, and a data repository was created. At this point, the configuration of the use cases can be started.

Configuring the use cases

Most customer data platforms offer so-called journey builders for the configuration of the defined use cases. These are often designed as simple point-and-click interfaces and consist of different elements that can be categorized into three types as follows:

• Triggers: Trigger elements include a variety of ways in which marketing actions are triggered. The parameters can be defined temporally, i.e. for a specific time or date. However, there are also recurring triggers that trigger an action at the same time every day, for example. In addition, there are event triggers that become active, for example, when a purchase is completed and an email is sent to the customer. Depending on how the customer journey is defined, different triggers are used.

• Operators: The operators specify the logic of the customer journey to be followed and determine how users should move through the site. Depending on how website visitors behave, conditions can be defined to specify the further journey. Using AND/OR logic, A/B testing or filtering, individual user behavior can be addressed in order to suggest suitable further content.

• Actions/destinations: The actions determine the display and activation of certain marketing measures. Outbound integrations such as e-mail or text messages can be used to address individual customers directly. With configured webhooks, third-party systems can also be integrated into the CDP to collect customer information.

Data migration: the quantity makes the poison

In order to be best prepared for the go-live – and in addition to the final CDP implementation of the created data repository, some historical data is required, which should be transferred to the CDP. It makes sense to integrate customer data, consents, purchase histories or product data from a certain period. However, which data sets are useful in individual cases depends strongly on the defined use case.

Important: Particular care should be taken when migrating consent forms. In close coordination with the legal department, the period of time that the data may be used for the personalization of content should be defined for all data points.

Once the use cases have been configured in the CDP and historical data has been migrated, the final and decisive phase can begin: quality assurance and go-live.