The service model evolving around CDPs

The implementation of Customer Data Platforms (CDPs) has become increasingly common in marketing technology over the past decade. However, many clients and stakeholders have reported feeling oversold and under-serviced by their CDP providers. This discrepancy between expectations and reality has led to frustration and dissatisfaction among users. As a marketing technology practitioner who has been involved in numerous CDP implementations, I have witnessed this disconnect firsthand.

To avoid finding yourself in a similar situation, it is crucial to take control of the implementation process. Running a Request for Proposal (RFP) on your own terms, based on your specific use cases, can help ensure that the vendor can meet your needs. Understanding where you may require additional support beyond what the vendor offers is also essential for a successful CDP implementation.

The rise of CDPs was driven by the promise of various capabilities, including one-click integrations, ID resolution, marketer-friendly segmentation, journey orchestration, personalization, and advanced data science capabilities. However, the reality is that not all CDPs offer the same features, as they are a collection of capabilities rather than a one-size-fits-all solution. This diversity in capabilities has made it challenging for service providers to offer comprehensive support to clients.

While CDP vendors have built large service organizations to assist customers, they often lack the resources needed to provide the level of expertise required for successful implementations. Additionally, the cross-functional nature of customer data success means that collaboration between different teams within an organization is necessary, further complicating the implementation process.

Today, pure-play CDPs face competition from major cloud computing companies, marketing automation tools, and industry giants like Adobe and Salesforce, who offer similar capabilities. This landscape has created confusion for brands seeking the right solution for their needs. To navigate this complexity, involving professional service providers as part of a broader solution tailored to specific client challenges can be beneficial.

CDP capabilities are now considered mission-critical for many organizations, offering essential functionalities such as ID resolution, customer data activation, journey orchestration, and more. By partnering with expert consultancies, CDP providers can help frame these capabilities as part of a broader customer experience strategy, addressing clients’ overarching goals and objectives.

In conclusion, the mainstream adoption of CDP capabilities underscores their value in enhancing customer experience strategies. Brands must embrace the collection and activation of customer data as a core component of their marketing efforts. The collaboration between CDP providers, consultancies, and brands in delivering tailored solutions will drive greater adoption and utilization of these valuable capabilities.

FAQs

1. What are some common challenges faced during CDP implementations?
   • Common challenges include overselling by vendors, lack of adequate service support, and confusion due to the variety of capabilities offered by different CDP providers.
2. How can organizations ensure a successful CDP implementation?
   • Running a thorough RFP process, understanding specific use cases, and partnering with expert consultancies can help organizations achieve a successful CDP implementation.
3. Why is it important for brands to embrace CDP capabilities as part of their customer experience strategy?
   • CDP capabilities, such as ID resolution and journey orchestration, are essential for enhancing customer experiences and driving personalized marketing efforts.
4. How can consultancies help bridge the gap between CDP providers and clients?
   • Consultancies can provide expertise in framing CDP capabilities within a broader solution tailored to specific client challenges, enabling a more effective implementation process.
5. What trends are shaping the future of CDP implementations in marketing technology?
   • The integration of CDP capabilities into mainstream tools and platforms, as well as the shift towards solution-oriented models involving consultancies, are key trends shaping the future of CDP implementations.