© 2018 All Rights Reserved. MarTech Advisor. Page 1

THE EXPLAINER CDPA 12-part monthly series by MarTech Advisor in associa�on with the CDP Ins�tute

Unpeeling what CDP means to you, one ques�on at a �me

Issue 6 of 12 | June 2018

CDP DEPLOYMENT – PART 1 | GETTING OFF TO THE RIGHT START

IN THIS ISSUE: SUCCESSFUL DEPLOYMENT - PART 1

— Best prac�ces for CDP deployment: dis�lled down to the must-haves for deployment success

— Key milestone in the deployment journey: know when and what to celebrate

— Deployment �melines: 6 weeks? 12 weeks? 24 weeks?

— Possible deployment models: various approaches and which ones might work best for you

SECTION 1: THE DEFINITIVE DEPLOYMENT BEST PRACTICES CHECKLIST

We spoke to mul�ple experts in the CDP space and based on all the responses, put together a check list of deployment best prac�ces that can help set you up for the greatest success. We consolidated recurring themes and points, as well as highlighted some useful contribu�ons in the quotes peppering this sec�on. This is the ul�mate, unbiased, vendor agnos�c check-list dis�lled to the must-have aspects for CDP deployment success.

1Name the Project Manager – the custodian and executor of the deployment

Assemble a project team – SPOC for each stakeholder named, with clear role, authority, KPIs

Stakeholder Teams usually include:• Leadership Sponsors• Marketers• Users (marke�ng, sales, product, engineering, finance)

• Technical teams: • Data scien�sts, BI & Analysts • Business and Marke�ng Ops • System owners • Data owners

• Third par�es: data vendors, systems integrators, consultants

PEOPLE

OMER ARTUN, CEO, AgilOne

“The roadmap will incorporate data, business goals, how feasible the use cases will be to execute, and how impac�ul they will be. The roadmap should be developed before deployment, and treated as a living document during and a�er deployment.”

KABIR SHAHANI, CEO, Amperity

“Think about long-term goals and quick wins —peppering big challenges with quick wins is a smart recipe to change management. Keep a learning mindset…and a tes�ng mindset.”

ANDREW BROWN, Senior Manager - Customer Success, BlueConic

“Use cases may be company - or industry -specific; but there are also use cases that span industries, such as libera�ng first party data from a fragmented tech stack, crea�ng a single view of the customer, and keeping pace with consumer intent.”

TASSO ARGYROS, CEO and Co-founder, Ac�onIQ.

“Iden�fying use cases will anchor deployment efforts to specific goals to show quick results and avoid loss of confidence; while a one-year roadmap will ensure con�nuous trac�on of the CDP.”

CDP

© 2018 All Rights Reserved. MarTech Advisor. Page 2

2DOCUMENT THE PROJECT PLAN

• Define Business Goals of the CDP deployment• Define Success Metrics• Define Timelines – test phases, sprints• Document the risks and vulnerabili�es• Get sign-off on the Project Plan (scope, outcomes, metrics, and rollout) from each team SPOC

CLARIFY DATA RELATED SPECIFICS: current status, desired status, workflows, vulnerabili�es and risks around:

• Data accuracy• Data currency • Data ownership• Data access• Data control

TEST & VALIDATE:

• Data access• Rules (data en��es and a�ributes)• Match (all sources connected, all aggrega�ons and calcula�ons working)• Basic UI working

PROCESS

ANTHONY BOTIBOL, Marke�ng Director, BlueVenn

“Scoping is an essen�al part of the process to safeguard both client and vendor. Details of the scope should be included within any contract agreement to ensure there are no surprises on both sides and helps kick-start a great rela�onship.”

IAN WOOLLEY, Chief Revenue Officer, Ensighten

“Granular 1st party data is much more ac�onable than 2nd, 3rd and 4th party data. Therefore, capturing 1st party data across all channels and touchpoints massively increases your ROI as compared to relying on bundled 3rd party data.”

3

EXECUTION

DOCUMENT AND GET SIGN-OFF ON USE-CASES

• Iden�fy and priori�ze specific Use Cases - what use cases will bring the most incremental business value? What use cases can help show early wins to keep the momentum going?

• Confirm that the ‘Ac�va�on Layer’ is ready and aligned (the tools which will execute the campaigns based on the data)

• 30-60-90 day execu�on plan for these use-cases

• Structure, schema and workflow sign off

DOCUMENT AND SIGN-OFF ON ‘ADOPTION PLAN’

• User Training plan (including corporate sponsors)

• Weekly on-boarding mee�ngs of stakeholders/ project team

• Clear documented expecta�ons (build deliverables into job KPIs)

ANDY ZIMMERMAN, CMO, Evergage

“Begin tes�ng with a single data source - don’t try integra�ng everything at once. Proceed with the integra�on of addi�onal data sources, one at a �me, and validate the value of the incremental data and insights toward achieving your CX goals.”

JAMES MCDERMOTT, CEO, Ly�cs

“A good approach is to execute deployment in short itera�ons with a focus on learning and evolu�on.”

PAUL MANDER, VP Professional Services, mPar�cle

“Create and execute a “future proof” (as possible) data plan to guide implementa�on. The data plan will dictate what data you collect, when and where it will be collected, the nomenclature and the technical methodology used to collect it.”

PINI YAKUEL, Co-founder and CEO, Op�move

“Knowledge management is important. The Project team must document all outstanding issues, decision-making logic, comments and notes inside the code.”

MARIANNE VAN LEEUWEN, Co-founder, Prdct

“Accessing internal data sources (such as ERP) through the pla�orm clarifies where the work is needed, i.e. on data cleansing and defini�ons for repor�ng.”

4 Specify and document the mandatory and voluntary protocols for the data and that they are being met

QA, SECURITY, COMPLIANCE PLAN

SECTION 2: DEPLOYMENT JOURNEY MILESTONES

Final Project Team Named

Project roadmap, goals and metrics signed off by all stakeholders (30- 60- 90 days)

CDP Use Cases Iden�fied and Priori�zed (first few phases)

Training completed

— Admin— Users— Sponsors

Data Strategy Signed Off

— Sources— Collec�on— Normaliza�on/ nomenclature— Onboarding— Ac�va�on

© 2018 All Rights Reserved. MarTech Advisor. Page 3

AJAY KHANNA, VP of Marke�ng, Rel�o

“Based on the goals, create a holis�c data strategy. How you will use the data for opera�ons and analy�cs? Do not think of master, opera�onal and analy�cal data in silos but as parts of a cohesive strategy.”

PREETHY VAIDYANATHAN, Chief Product Officer, Tapad

“Aside from just the CDP implementa�on — there is a dedica�on to moving towards data-driven marke�ng overall. This might sound like a given, but we’ve seen it act as an important prerequisite for successful deployment by our clients.”

JIM HARTLEY, Senior Director, Customer Solu�ons, Tealium

“Technology will work itself out eventually, but you need the right mindset to change the way you do business. This is, and always will be, more about the people than the tech - organiza�ons must focus on their teams before they ini�ate a successful deployment.”

DAVID RAAB, Founder, CDP Ins�tute

What are the best prac�ces (people, processes, logis�cs etc.) for CDP deployment?

— Engage all par�es including management, users, and IT, to ensure agreement on goals and priori�es. This takes real work; you can’t do it without assigning real resources.

— Deploy in small steps, delivering value at each step along the way. First steps are o�en just data analysis, since that doesn’t require changes to marke�ng ac�vi�es or integra�on with delivery systems. Even analysis can provide fresh insights if the data has never been assembled before.

— Track results and broadcast success. Very important to building momentum.

— Don’t hide problems. If you can’t do something you expected, then look for a way to get value without it. If there’s no workaround, look at cancelling the project.

ROB GLICKMAN, CMO, Treasure Data

“Establish your ‘ac�va�on layer’ – the tools where you can send the segments created (by the CDP) for ac�va�on.”

What are the key milestones in the deployment journey?

R

R

R

R First Unified View of Customer Data Emerges

Data Security, Compliance, Enrichment QA completed & signed-off

Ini�al data use-cases successfully executed

Broadcast early wins so all stakeholders see what success looks like

Ac�va�on of unified data on martech tools successfully executed (test campaigns)

R

R

R

Migra�on to live environment

Upstream and downstream data integra�on and flow tested successfully

Scale campaigns

Stabilize and maintain

Set up roadmap for new / future use cases and test

R

R

R R

R

R

R

R

SECTION 3: DEPLOYMENT TIMELINES

The good news is that unlike large, strategic technology ini�a�ves of the past, something as game-changing as a CDP has not just a short deployment �meline, but even the ability to show quick wins with immediate business impact. Assuming, of course, that your project team and project plan are both water�ght.

6 weeks to 6 months.

The deployment �me range for a CDP.

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That said, the ini�al deployment is just one piece of the mix. CDP – like CX itself - is an ongoing journey - not a one-�me installa�on. While the �me taken for the ini�al deployment and quick wins is undoubtedly short – what ma�ers is the ability to keep folding in increasingly complex use-cases and more diverse data sources.

While 6 weeks to 6 months seems quite a wide range, we found most vendors claiming the ‘6 to 12 week’ range for the ini�al deployment. Why the diversity in deployment �melines?

OMER ARTUN, CEO, AgilOne

“For enterprise brands, deployment is con�nuous as enhancement of the CDP is ongoing. When a CDP becomes a company's central hub for all customer data, op�mizing the way teams can leverage that data becomes a journey, not a des�na�on.”

ANTHONY BOTIBOL, Marke�ng Director, BlueVenn

“Normaliza�on is a requirement of CDPs that is rarely talked about. This is the transforma�on of meaningless data into something that is meaningful and standardized for the marke�ng team to be able to act on.”

ANDY ZIMMERMAN, CMO, Evergage

“If a CDP takes 6 or more months to begin showing value, the ini�al scope was probably too large. At 6 months, a company should be up and running at scale and delivering measurable results.”

Here are the 15 key factors that impact the �me taken for CDP deployment:

1. Size of the company

2. Number of data sources

3. Business Model (online, offline, both, global, regional, local etc.)

4. Industry

5. Volume of use cases defined at each phase, especially launch phase

6. Complexity of business rules and use cases at each phase

7. Number of phases/ increments in complexity defined

8. Industry or geography specific compliance, security or regulatory requirements

9. Degree of customiza�on and data aggrega�on

10. Volume, accuracy and currency of first-party data - Scope and extent of the data transforma�on required

11. Access to the data – does it reside inhouse, in another func�on (ERP or Finance system), in another system (third party ecommerce system or marke�ng cloud) and what access control is exercised on it/ what barriers come up in accessing the data?

12. Involvement of legacy systems

13. Access to ac�va�on tools and pla�orms

14. Organiza�onal challenges: lack of alignment, resources or process owners

15. Technical Development calendars (Quarterly cycles for change requests, Sprint cycles etc.)

DAVID RAAB, Founder, CDP Ins�tute

What are the key milestones in the deployment journey?

1. Kickoff: c l ient mee�ngs to define goals and requirements, build project plan, assign project team

2. Business Discovery: client interviews to document current processes and systems, define detailed requirements

3. Data Discovery: connect to exis�ng systems; assess exis�ng data; define data feed requirements

4. Database Build: provision hardware/ so�ware; set up data structures; set up data transfer processes; set up load/update processes including iden�ty management; ini�al data load and audit; create automated load/update processes; parallel tests as needed; final user acceptance

5. Data Access: create automated extract processes; d o c u m e n t a n d d e p l o y d i r e c t c o n n e c � o n s (APIs/queries); design and deploy access tables

6. Applica�on Deployment: provision and configure applica�ons (analy�cs & customer engagement); user acceptance tests

© 2018 All Rights Reserved. MarTech Advisor. Page 5

JAMES MCDERMOTT, CEO, Ly�cs“Most of our clients are execu�ng ini�al use cases and showing results within 30 days from kick-off, while more advanced use cases may take up to 60 days to show results.”

PATRICK TRIPP, VP of Product Strategy, RedPoint Global “Larger and more complex CDP and full engagement deployments will generally be split into phases, so that produc�on go-live for phase 1 can happen in 12-18 weeks. Addi�onal phases are done as Agile sprints every 4 weeks or so.”

VISHAL RANA, Global Head of Customer Success, Segment“This is your core customer data infrastructure, so you want to give the �me necessary to do it right. Ge�ng it right is more important than speed. Larger enterprises can take longer depending on the scope (up to 4-6 months) but on average, small to midsize companies can deploy in 2-6 weeks.”

JIM HARTLEY, Senior Director, Customer Solu�ons, Tealium“If you’re in the ‘how quick is deployment?’ mindset, you need to instead consider the long-term roll out and con�nual itera�ons required to ensure your pla�orm is constantly changing and adap�ng to real-�me requirements.”

CHRIS MALONE, VP, Technical Services & Analy�cs, QuickPivot“The moment of ‘First Value’ is a key milestone – and it is generally delivered in 3-5 weeks.”

AUSTIN HAY, Founder & General Manager, The Growth Prac�ce (TGP)“We worked with a Fortune 100 company to deploy a CDP with 10+ events, 3 SDK Kits, deferred and regular deeplinking across 2 vendors, and setup feeds and data outputs to 6 tools. It took 1 iOS engineer, 1 Android engineer, and 1 consultant a total of 2 months from start to deployment.”

SECTION 4: DEPLOYMENT MODELSDeployment is hardly one size fits all. Most CDP vendors would be flexible enough to take your unique requirements into considera�on as well as work closely with your Project team to arrive at the best deployment model. Here are some useful direc�ons to consider in your discussions with the vendor:

1. Deployment based on current business reality/ priority: This decides the scale, complexity and phases/ �melines of CDP deployment. The op�ons include:

a. Phased approach based on maturity level: one of the most important considera�ons when it comes to choosing a deployment model is the data readiness and maturity – including the availability, access, ownership, control and compliance. Less mature enterprises tend to start with a minimum viable product (MVP), a smaller team, limited use cases and data sources; and scale as they learn and progress. More data-mature organiza�ons can begin with a higher degree of complexity and integra�on in the deployment use cases.

b. Business priority: some enterprises may have defined high-priority goals that need immediate ac�va�on, such as reten�on, CLV op�miza�on, customer support etc.

c. Channel priority: variable maturity on certain channels may suggest higher chances of success if the deployment starts on the mature channels, such as digital, offline retail, CRM, mobile, email etc.

d. Use-case priority: the nature of the industry may dictate the urgent need for a unified view, iden�ty resolu�on, campaign orchestra�on etc. which may help decide the focus of the deployment

e. Regulatory compliance: some industries have unique regulatory and compliance requirements, needing customized deployments/ on-premise hos�ng

2. Internal orienta�on: some enterprises prefer to approach CDP deployment as a technical opera�on rather than a marke�ng one.

a. Marketer oriented deployments usually place a greater emphasis on out-of-the-box func�onality/ ease of use and early wins with data and ac�va�on outcomes

b. Product / Developer/ Data scien�st-oriented deployments could emphasize the data, APIs and programma�c capabili�es

3. Architecture: depending on the industry regula�ons; enterprise and data size and complexity; and the flexibility and control requirements, there are mul�ple architecture op�ons possible. Your vendor will be able to provide the pros and cons of each model

a. SaaS model (mul�-tenant but data-secure environment) b. Cloud (Azure, AWS, Google Cloud etc.) c. Private cloud d. Hybrid clustered e. On-premise (very large, mature and complex, global enterprises may choose this)

TASSO ARGYROS, CEO and co-founder, Ac�onIQA cloud-agnos�c CDP can truly support deployment op�ons on any cloud environment (Amazon, Google, or Microso�) to meet specific security, governance, opera�onal or other preferences of an Enterprise. To allow this, an Enterprise CDP should have its own tech stack built on top of a virtualized infrastructure, versus relying on proprietary public cloud infrastructure, such as Redshi� (Amazon AWS), Big Query or Spanner (Google Cloud), or Cosmos DB (Microso� Azure).

KABIR SHAHANI, CEO, AmperityDifferent customers approach CDP deployment in different ways. Some look to start with a narrower lens of iden�ty resolu�on, using a CDP to create the no�on of best-in-breed iden�ty within their opera�ons. Others use a CDP as an end-to-end marke�ng solu�on — unifying new data sources, crea�ng a richer view of the customer, powering iden�ty - handing the keys of data straight to the marketers.

OMER ARTUN, CEO, AgilOneCloud deployment offers real-�me, infinite scalability and automa�c product updates; which is impossible with on-premise deployment models. Security used to be a reason for on-premise deployments, but in today's world the cloud is actually more secure than on-premise. Even financial ins�tu�ons, the last holdouts for on-premise technology, have moved their infrastructures to the cloud.

ANDREW BROWN, Senior Manager, Customer Success, BlueConicEach organiza�on’s deployment of a CDP will differ depending on where they are on their customer data journey. When we receive this ques�on from brands, we o�en quote tennis great, Arthur Ashe - “Start where you are. Use what you have. Do what you can.

ANTHONY BOTIBOL, Marke�ng Director, BlueVennCDP ownership - what happens if the vendor rela�onship ends - is a crucial considera�on. With 100% hosted or cloud-based CDPs, vendors tend to retain the matching, deduplica�on and unifica�on processes; but would give back the raw data. With CDPs that offer a more flexible approach to hos�ng, you can purchase the IP of the en�re CDP, including the schema and matching rules.

ANDY ZIMMERMAN, CMO, Evergage The most flexible model these days is a cloud-based solu�on that provides its own tracking, segmenta�on, analysis and personaliza�on capabili�es, and uses out-of-the-box integra�ons along with APIs and webhooks for non-standard integra�ons.

PATRICK TRIPP VP of Product Strategy, RedPoint Global , Big Data deployments are designed to handle extremely high volume, velocity, and variety of customer data (across mul�ple brands; with many custom enterprise data sources, including IoT and other fast streams; with large amounts of data in unstructured documents and NoSQL databases; and/or with sub-second response �mes for customer record update and ac�va�on).

JIM HARTLEY, Senior Director, Customer Solu�ons, TealiumWhen we are asked about length of deployment, our answer is we’ll work as fast as you can. Phased approaches enable a company to start small and expand over �me, or we can implement a full deployment over a longer period - it all depends on the customer’s project model and how agile they can be.

AUSTIN HAY, Founder & General Manager, The Growth Prac�ce (TGP)A common misconcep�on in the industry is that you have to do everything at once, flawlessly. Or that if you don’t have enough resources for everything you need, then you might as well not try.

© 2018 All Rights Reserved. MarTech Advisor. Page 6

DAVID RAAB, Founder, CDP Ins�tute

How long does it take from signing on, before its up, running and showing results?

Six weeks to six months. Some�mes quicker if you’re just connec�ng to an exis�ng data stream and analyzing the results. Usually it takes longer because of the �me to research data sources and decide how to treat them. Even longer if you need to create or change marke�ng programs to take advantage of what you find.

Are there mul�ple deployment models possible? If so, what are they?

It’s always going to be incremental. What varies is the dimensions you expand in. Assuming you start with a few sources of input, do you then move to deeper analysis, more sources, more execu�on channels, more user departments, more geographic regions, more marke�ng programs, etc.

NEXT ISSUE: JULY - HOW DO I DEPLOY A CDP SUCCESSFULLY? - PART 2

— What can make a CDP fail?

— Project plan framework

— 6 examples of companies that did it successfully and what their project plan looked like.

Disclaimer: all responses are based on inputs from vendors and may have been edited for brevity and flow. These responses are intended to highlight some aspects of the vendor solu�on. Buyers are advised to speak to vendors directly to get a complete picture of their solu�on.

© 2018 All Rights Reserved. MarTech Advisor. Page 7

GET ISSUE 1 OF THE CDP EXPLAINER (WHAT IS A CDP) HERE

GET ISSUE 2 OF THE CDP EXPLAINER (DO I NEED A CDP?) HERE

GET ISSUE 3 OF THE CDP EXPLAINER (AM I READY FOR A CDP?) HERE

GET ISSUE 4 OF THE CDP EXPLAINER (BUILDING THE BUSINESS CASE) HERE

GET ISSUE 5 OF THE CDP EXPLAINER (CHOOSING THE RIGHT VENDOR) HERE

ACKNOWLEDGEMENTS

1. Tasso Argyros, CEO and co-founder, Ac�onIQ

2. Omer Artun, CEO, AgilOne

3. Kabir Shahani, Co-founder, Amperity

4. Andrew Brown, Senior Manager, Customer Success, BlueConic

5. Anthony Bo�bol, Marke�ng Director, BlueVenn

6. Ian Woolley, Chief Revenue Officer, Ensighten

7. Andy Zimmerman, CMO, Evergage

8. James McDermo�, CEO, Ly�cs

9. Paul Mander, VP Professional Services, mPar�cle

10. Pini Yakuel, Co-founder and CEO, Op�move

11. Marianne van Leeuwen, Co-founder, Prdct

12. Chris Malone, VP, Technical Services & Analy�cs, QuickPivot

13. Patrick Tripp, VP of Product Strategy, RedPoint Global

14. Ajay Khanna, VP of Marke�ng, Rel�o

15. Vishal Rana, Global Head of Customer Success, Segment

16. Preethy Vaidyanathan, Chief Product Officer, Tapad

17. Jim Hartley, Senior Director, Customer Solu�ons, Tealium

18. Aus�n Hay, Founder & General Manager, The Growth Prac�ce (TGP)

19. Rob Glickman, CMO, Treasure Data

20. David Raab, Founder of and MTA Category Advisor for CDP The CDP Ins�tute

We would like to thank all the contributors who responded to us and so generously shared their thoughts and knowledge to help put this issue on Deployment Best Prac�ces together.