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You’ve decided to implement a CDP? That was the first important step. There are five more key steps to integrate a CDP really deeply and unlock the full potential of the software. Let’s go!

Data for the win: The best customer experiences are data-driven. And one of the best solutions for data-driven marketing is a Customer Data Platform (CDP). For it to truly work with you and for you, it needs to be deeply integrated into your processes – and that’s not really something you can do on the side. You’ll probably need professional help from dedicated MarTech experts, either a MarTech agency or MarTech consulting. Below, we’ll prepare you for your data transformation and show you five essential steps for as smooth a transition as possible, so the investment really pays off for you in the end. Let’s dive in!

Step 1: Define the target initiative

Together to success: Throughout the implementation process, make sure the key stakeholders work closely together. Data collection can be used for many purposes. To avoid losing focus on what’s necessary, define goals for the CDP together. This way, you set up the new system correctly from the very beginning.

For example, you can map out specific use cases to define as precisely as possible how the software should help you and your customers. Be clear about how a given case increases revenue, improves customer service, creates better reports, or helps you develop new product ideas. This way, you’ll find out which functions a CDP must fulfill.

But no worries: It’s enough to start with simple goals. You can refine and adjust them later.

Step 2: Prepare the data transfer and involve the team

Implementing a new CDP doesn’t happen overnight. Instead, good organization is required. This includes assigning responsibilities within your company. The vendor, in turn, must get a solid overview of the data architecture to prepare the implementation. What data is collected, and how can it then be exported and formatted?

In this context, you can also evaluate how well you and your employees even know the data. It’s important that you inform everyone about your strategies and plans. Be transparent from the start and explain how the goals of the CDP implementation align with the company’s goals. Yes, switching systems can be challenging – for everyone. But in the end, you’ll reward them with modern software for a more effective workflow and happier customers. Worth it!

Step 3: Configure or replace existing systems

To ensure a smooth system change and data transfer, when choosing a CDP make sure it offers an easy transition. Missing functions shouldn’t be an obstacle. In most cases, they can be integrated later so that the platform meets your company’s needs.

To completely replace an old system, the new CDP should first be fully implemented. Accordingly, you use the tools in parallel for a while. This way, you can calmly transfer all important data and migrate processes step by step. For example, solutions such as web analytics, marketing automation, customer relationship management (CRM), enterprise resource planning (ERP), web shops, and service databases can be connected to a CDP.

Step 4: Plan synchronization

Next step: connecting the systems. Once you know which systems should be connected, in the next step you select the right adapters. At the same time, a plan for synchronization is created. Should it be triggered by an event or run on a schedule? And at what frequency should which data be transferred? Decide what works best for you!

Ideally, you avoid major programming effort by taking a no-code approach. We recommend a step-by-step approach: This way, you can transform the data, add additional entries, and define which actions should be triggered in the new CDP. No code therefore means no programming, at least for you – feel free to make your life easier.

Step 5: Create the Golden Record

Now it’s time to get down to business. The existing data must be cleaned and consolidated in the CDP. From this, you get the Golden Record. If previously, for example, two different customer profiles, M. Mustermensch and Maxi M., were created for the same address, afterwards you should have only one profile for Maxi Mustermensch. 

You can enrich the Golden Profiles with transaction and interaction data as well as revenue and many other types of information. Bidirectional synchronization also makes it possible for you to access the cleaned, enriched customer data in all source systems as well.

Pro tip: Use Robotic Selling

Modern CDPs offer automated and intelligent sales processes across all systems. That’s where Robotic Selling comes into play. Thanks to technologies such as machine learning and predictive analytics, your CDP supports work at the interface between marketing and sales. This allows the potential of customer data to be leveraged effectively – and you can look forward to increased revenue.

On to the data revolution with a CDP!

Implementing a new CDP involves a fair amount of effort and time. The work is absolutely worth it: As soon as you organize and enrich the customer data, the system offers you benefits you’ve never had before. With a modern CDP featuring Golden Records and Robotic Selling, you’ll be able to tap into entirely new markets in the future.

That’s why it’s crucial to choose the right process as early as the software selection stage. And Matchilla helps you with that: The matching process saves you the tedious research across search engines, comparison lists, etc. You tell us your requirements and we’ll suggest the three most relevant CDP providers. Simply use the form, enter “CDP” at the top (and optionally a few more details), and we’ll take care of the rest for you! Just a few minutes of your time to take a huge step closer to your new Customer Data Platform.

Match CDP providers now

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