It can be easy to get started with a CDP without a holistic plan in place. One value-driving feature is all it takes.
There is not a right or wrong way to get started. Even with plans in place before the customer data platform came along, it can become fast-evident that these original plans must be revised. There are various reasons we end up here. A better understanding of new capabilities. Low hanging fruit can only be picked once. Whatever the reason, we end up saying "now what?" when:
- we are developing a revised plan for using our customer data platform, or
- we are seeking to institutionalize a first-party data program with the CDP at or attached to the core, or
First-party data programs by accident
Most don't seek out to build a "first-party data program" by name, but have such programs in place because data has been part of the mission for a while. For example, when:
- Customer data or other proprietary data generated by your business are purposefully used to drive optimization
- Data collection is part of proactive planning -- e.g. what new data could be collected to support or extend our work?
That first-party data program is institutionalized when it extends beyond marketing, usually because one of these things is true:
- Teams with non-marketing functions are actively involved in generating and using customer data
- New products or lines of business are created based on this first-party data