Are you ready for a CDP? What Softcrylic, Adobe and ActionIQ think you should know before implementing

In our recent webinar our Sr. Director of Data Activation, Jerry Helou was joined by two friends in the CDP space to address the questions and concerns we all hear from clients around the topic. Jerry was joined by Dave Bilbrough, Sr. Manager of Enterprise Architecture and Innovation at Adobe and James Meyers, the Head of Martech Strategy at ActionIQ. With these big names, understand this webinar is not a comparison of Adobe versus ActionIQ, but rather the gathering of two great CDPs to help you understand what needs to be considered before migrating to a CDP. In this webinar, we will address things you need to have on your list to ask your existing organization or your vendors to make sure you are making the right investment and that you set yourself up for success with your CDP!

Below you can find the times of highlighted topics and questions the panel addressed. If you have further questions about CDPs you can learn more here.

Few things that the panel discussed and collectively agreed on during this webinar:

• IT and Marketers need to work together to select and implement a CDP.
• Regardless which CDP you pick, your data needs to be clean and ready before ingested in the CDP.
• CDP will not replace your Datawarehouse. If you don’t have a DW today, get it in place before adding a CDP to the mix.
• Standing up a CDP is time consuming on the vendors and the customer. Plan to have a technical and business lead to oversee the CDP standup.
• CDP will disrupt your organization structure. If it doesn’t, then it is either you are already setup to be a cross-functional organization, or your CDP ROI will be minimal.

What you need to know:

• 4:45-6:43 The definition of a CDP, the simplest way we can think of to define what a CDP is and what it does for you.
• 6:50-9:23 ActionIQ’s opinion on why CDPs are just now becoming popular. What has changed in the market? Why now for CDPs?
• 9:25-11:47 Adobe’s angle on what the catalyst is behind the surge in CDPs lately.
• 11:48-13:10 What are some of the biggest questions customers come to you with about CDP?
• 18:49 Customers have strong IT departments, Data Lakes, and in many cases, they have their own instance where they centralize their data, what is your advice for clients who want to build their CDP rather than move it to Adobe or ActionIQ etc.? What do you tell this group?
• 25:07 Who do you see mainly coming to you to discuss CDP needs? Marketers or IT people? Is there a specific group in an organization that you see as a better fit to discuss moving to a CDP?
• 28:05 How do you prep your data to be ready for a CDP?
• 33:07 How much time can you expect a CDP implementation to take? How much time is the organization investing in this migration? Who from my organization needs to be involved?
• 40:25 How do you prepare for the disruption implementing a CDP will cause your disruption? How does the CDP cause disruption?

Viewer Q&A:

• 48:19 What kind of volume is ideal for a CDP? Less volume? More volume? Is there a threshold to be aware of?
• 51:55 While thinking about CDP adoption do you think any scenarios where consolidation standardization of other tech components and tech ecosystem?