Implementation of a Customer Dataplatform (CDP)
Introduction
Starling Consultancy focuses on ‘accelerating data-driven business Transformation’ by supporting organizations via strategic consultancy, project management, or interim management. We consult with you and determine the best approach together on the basis of your needs.
The challenge
A mid-sized global asset management company wanted to improve the quality of their ‘Customer View’ for their marketing campaigns and commercial reporting efforts. The primary goal was to facilitate more personalized campaigns and to gain deeper insights from their Customer View data.
What we delivered
Starling Consultancy translated the business requirements articulated by project stakeholders into a comprehensive project plan, complete with a roadmap and budgeting considerations. Following the formulation of this plan, Starling Consultancy, together with the project team, initiated a Request for Proposal (RFP) process to identify and select a suitable Customer Data Platform (CDP).
Once the CDP was chosen, we assembled a cross-functional team comprising IT Delivery, Business, and an external partner to oversee the implementation of the selected CDP, Microsoft Customer Insights. This multifaceted effort encompassed the creation of a data model in Azure, integration of Customer Insights with various channels, and the execution of business-driven use cases. In addition to the technical implementation, we provided robust support to the team throughout the change management process.
The successful implementation of the CDP platform was achieved within a span of just four months.
The outcome
After four months of dedicated effort, we successfully implemented a Customer Data Platform (CDP) based on Dynamics CE. This implementation included configuration of Customer Insights, the development of the data model and integrations with the email campaign platform and reporting platform.
In addition to the technical aspects, the team received comprehensive training, equipping them with the necessary skills to utilize the new platform effectively. The fruits of our labor became evident with the launch of the first campaign.
The initial results have been highly promising. The campaigns, driven by the new segmentation approach, achieved remarkable metrics. Open rates and click-through rates (CTR) for these campaigns were twice as high compared to the previous segmentation method
#Program #Finance #CDP #Personalization #reporting