Seamless Audience Syndication: Your 90-Day CDP Roadmap

Audience syndication and CDPs go together like birthday parties and pizza. Like sandy beaches and soft towels. Like tea and your favorite mug. The right CDP implementation just makes audience syndication better. Admittedly, setting up a CDP isn’t always as fun as a day at the shore, but it doesn’t have to be daunting. We’ve created a sample timeline to show how easy it can be to onboard a CDP and get started with audience syndication. 

A few points of order before we begin:

  • ‘CDP’ means ‘Customer Data Platform’ or ‘the platform that unifies your customer data and allows you to build comprehensive profiles and segments.’ Any CDP worth its salt will do this in real time. The best CDPs will also use AI in an actually helpful (not gimmicky) way and allow you to build segments quickly and easily.

  • Audience Syndication means ‘deploying paid media’ – delivering your creative on the right channel, at the right time, for the right customer. A CDP makes it possible to tap into your first-party data to effortlessly build and export custom audiences to paid media channels such as Facebook, Google, TikTok, and other media partners across display, social, paid search, mobile, video, and OTT.

  • This timeline shows 90 days to complete an audience syndication setup, but your mileage may vary. Many of our customers send targeted ads in as little as 60 or even 30 days. Some organizations need a bit more time to get off to the races. The good news is that Blueshift’s onboarding team has seen it all and can create a ‘just right’ timeline for your organization.


Set Up

  • 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.)


Observation, Evaluation, Adjustment

  • 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.


Normalize Reporting, Plan For Improvements, Celebrate!

  • 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.)

Want to reduce your time-to-value?

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.