The 8-Point Enterprise Customer Data Platform Evaluation Checklist


According to HubSpot, a Customer Data Platform (CDP) is a software that aggregates and organises customer data across a variety of touchpoints and is used by other software, systems, and marketing efforts. A enterprise customer data platform offers brands the chance to thrive. The ability to collect, aggregate, and analyse data to produce unique customer profiles make moving from old-school to hyper-personalised marketing possible in a few steps.

But not all customer data platforms are created equally. Many offer primary analytics functionality but fall shy of providing the powerful rich data unification and synthesis you need to make sense of a large data set.

In this article, we’ll demystify the process of identifying the best enterprise customer data platform. Our eight-point checklist will share the critical criteria you must satisfy when evaluating CDP solutions.

Here are the eight essential functions your CDP solution must offer.

1. In-depth data unification

While CDPs are designed to aggregate large amounts of data, yours must be able to leverage various data sources (online and offline). Through the use of smart integrations, you should be able to track customer interactions like email communications, customer service calls, and track any purchase history. Your platform must also be capable of refining customer data by customer attributes, presenting you with complete customer profiles.

2. Powerful data standardisation

Primary data is gold, but your CDP solution must be able to develop a holistic view of the customers using third-party data. To make sense of this data, your CDP must be capable of developing centralised customer data with standardised data schemas for artificial intelligence, business intelligence, and business processes.

3. Constantly enriched profile creation

CDPs should offer the ability to continuously enhance customer profiles as more data becomes available over time. It should enable the creation of holistic customer profiles using primary data and enrich them by leveraging third-party data (think social media platforms, website activity, subscriptions, browsing history, location, and demographics).

4. Deep insights

Powerful marketing comes from the ability to derive deep insights from data. Given the sheer volume of data enterprises have to wade through, your CDP solution must take the lead. It should be able to create and discover new customer measures and segments and identify set KPIs to track the health of your business and customer relationships.

Today, all of this should be backed by powerful AI and machine learning, but shouldn’t require expert-level data science or coding knowledge. Your solution also needs to be flexible enough to give you the chance to integrate your own AI and machine learning should you choose to.

5. Actionable data

The best data is fresh data. Your CDP must provide real-time, cross-channel, and data-driven engagement across your marketing, sales, and service teams. It should also offer seamless integration with other MarTech tools for smart campaigning, like the ability to run direct marketing you know campaigns or send out medications to customers. And all this needs to be backed by AI and machine learning to help you become a more proactive brand.

6. Flexibility

Because of the nature of technology today, the need to have a flexible ecosystem is critical. Your CDP should fit in perfectly with the rest of your technology stack. Allowing for easy integrations with custom applications you may be running will give you the chance to develop custom dashboards and reports that help you see and do more to move your business forward.

7. Quick implementation

Implementation of new solutions is often a thorn in the side of many an organisation. Typically, shortcomings are linked to limited support for applications. To get the best out of your CDP solution, it should come with a strong partner ecosystem. Having access to a network of industry experts can help you accelerate any developmental customisations you need in your environment, minimising the costs of trying to go at it alone.

8. Control

As the world continues to move more personal data online, questions around privacy, security, and access to sensitive information continue to loom. Your CDP solution must be on top of these issues. It should meet all data privacy, cloud security, and GDPR compliance requirements.

Doing so will give your brand the ability to scale and process larger audience of data without worrying about data loss. Your CDP choice should also give you the ability to control access to data your brand collects by offering strong encryption to protect from external attacks.

Choose the right tool

Investing in an enterprise customer development platform can seem daunting but don’t let industry jargon overwhelm you. Find a CDP solution that meets this eight-point evaluation checklist and you’ll be well on your way to empowering your brand.

Get in touch with our experts for more information.

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