A great kick off for a must-read series from Kristina Kalpokaite, our Head of Strategy and CDP expert. Stay tuned for more over the next few days.
1/5: Got asked when deploying a Composable CDP makes sense as opposed to buying a packaged one. Sharing my thoughts below: Composable Architecture has been trending in the CDP space since '22. However, one could argue, that with the CDP industry turning 10 & almost 200 companies calling themselves a CDP, the sector hardly needed additional complexity. ⚠️ Assessing whether or not you need a CDP in the first place can be a tasking exercise. If you then mix in the decisions about the role or your Data Warehouse & how will the two interact, completing such an assessment can quickly become unattainable without a comprehensive list of stakeholders, architecture mapping etc. 💡So here are a few guiding principles that can help you quickly establish the direction: 📶 Your Data Warehouse 📶 Start simple: Do you have a Data Warehouse? ➡️ Does this bring all of your customer data into one place, ➡️ Connecting your Customer Data with your Transactional data? ➡️ The data might not be in a great shape, ➡️ It might not be accessible for Marketers to query, ➡️ But it houses all key UIDs, events & associated dimensions, ➡️ And the DWH acts as your single source of truth ❌If you have answered no – it’s not a CDP you need, it’s a Data Warehouse. ✅ Evidence to indicate a CDP need: access to Marketers. ⚠️Data quality or cleanliness & a single source of truth can be a red herring. 📶 If You Plan To Unify Inside The CDP 📶 Whereas for a company of a certain size (smaller) it might make sense to unify, clean & prepare your data for Activation in your CDP... .... ⚠️Given this will never be a full dataset (it shouldn’t be), you are likely to solve a problem Downstream, while creating another one Upstream with a new data silo. This might work if you only intend to use a CDP for Marketing Activation, however... ... ⚠️Connection into your CRM, especially transactional comms triggering, should be approached with caution, if data lineage is lost. 📶 ID Resolution & Data Modelling 📶 I'll cover these topics in the next post! 💡And if you do want to know more, our next multi-CDP Webinar will tackle Composable in September! 💡 Until then, please share your questions in the comments below or get in touch! #cdp #martech #customerdataplatform #customerdata #data #realtimedata #realtimemarketing #realtime #personalization #digitalmarketing #firstpartydata #cmo #cdo #1stpartydata #vendorselection #datastrategy #rfp #segmentation #crm #cto #cio #customerdataplatform #dwh #technology #teckstack #martech #martechstack #composable #dwh #datawarehouse #idr #idres #idresolution