Seamless Audience Syndication: Your 90-Day CDP Roadmap

• Identify Use Cases, Objectives, and KPIs – ‘What does success look like for you?’ is one of the first questions to ask when starting an audience syndication/CDP project. You’ll likely have a mix of numerical and qualitative goals. For example: increase revenue generated by in-app purchases by 13% AND enable marketing teams to create audience segments without IT’s help.
  
  Pro-tip: Don’t skip on capturing objectives that aren’t tied directly to revenue! It’s easy for operations folks to let our work go unnoticed because the headline is always the bottom line, but improved efficiency and better data accessibility are incredibly important. Blueshift has helped some customers calculate hard-to-quantify metrics, like hours saved per week, but even including a line-item like ‘achieve a holistic view of the customer’ can go a long way in amplifying the work of operations teams. 
• Integrate Data Sources – The big selling point of a CDP is that it converts untidy piles of data into neat segments that can be marketed to and measured, so your first step will be getting that data into your CDP. That data can come from many places, including:
  • Data warehouses: Snowflake, Databricks, BigQuery
  • E-commerce: Shopify, Magento
  • CDI: Segment, Tealium
  • Website
  • In-app
    
    This is often the most technical part of the CDP onboarding process, but don’t worry – your solutions consultant will have your back.
     
• Build Customer Profiles and Segments – With the hard work of data onboarding out of the way, now’s your chance to get the first peek at your holistic customer profiles. This is often a pretty cool moment in the CDP setup process, so take a moment to enjoy the view.
   
• Activate Your Data – If you thought building audience segments was cool, wait until you see them in action. At this point, you’ll start to be able to do things like retargeting your high-value customers on social networks or adding target audiences to CX platforms (like Zendesk) or CRMs (like Salesforce.)

• Refine Segmentation and Activation – Open your audience insights reporting and see which segments improve most. Use this info to build on A/B testing and optimization strategies.
   
• Launch 1:1 Customer Journeys – Now that you’re seeing your data in your CDP, you can start setting up more complex customer journeys that span marketing and CX applications.

• Analyze, test, repeat – At this point, your CDP should be able to provide advanced insights about the performance of specific segments and activation strategies. Use this to test, iterate, and improve! 
• Identify Additional Use Cases – With the first ‘wave’ of successful campaigns launched, now’s the time to sit back and brainstorm additional ways to use your CDP. Maybe there’s an audience you’ve never been able to build or target before. Maybe it’s personalizing web and email content in heretofore unimaginable ways. 
• Platform Adoption & Broadcast Success – Now comes the (arguably) hardest part of any install: encouraging platform adaptation. For core teams, we offer training sessions and workshops to get everyone up to speed ASAP. Your dedicated Customer Success Manager will also help you identify critical successes to share with other teams within your organization so everyone knows the implementation was a success (and that you are a rockstar.)

Visit the Blueshift demo instances where you can familiarize yourself with some of Blueshift’s key features and functions before you even begin to onboard.