After selecting the CDP vendor, we begin the define and design phase. In this phase, we prioritize business use cases (as we can’t solve them all at once), create the implementation plan, and prepare for the implementation phase.
Certain activities needs to be completed for a successful define and design phase. Let us take a look at them one by one.
In the discovery phase, we suggested noting all business use cases, irrespective of their priority or feasibility. Along with the use cases, it is a best practice to note down the various metrics that will help you track the impact of the implementation on each use case. Now, we need to delve deeper into the list of use cases and prioritize a few of them for the first build.
Note: It is never a good idea to implement all your use cases at once, as it takes a lot of time to demonstrate value to the stakeholders. The ideal approach is to select one to three use cases that can be solved within a six-month timeframe. This way, you will be able to demonstrate the business benefits of the CDP in 6 months. For example, personalized offers for customers can be one such use case. Consider adopting an iterative approach to implementation. Start with a few high-priority use cases, implement them, and then assess the outcomes. Use the learnings from the initial implementation to refine and prioritize the next set of use cases. This allows for continuous improvement and adaptation based on real-world results.
Returning to prioritizing use cases, here are some methods you can use:
- Eliminate the Use Cases Without Metrics: If some of your use cases are in a raw shape, that is, the business does not have a solid idea to track the metrics and measure progress, then it is a better idea to drop those from the first build. Give the business some time to figure out how they want to measure the use cases and then we can accommodate those in the subsequent build phase.
- Assess Data Availability and Quality: Assess if the current data availability and quality are sufficient to solve the use case. If the use case involves significant changes to the way data is stored or requires re-modeling of data to fit the data quality needs, those use cases can be dropped from the first build attempt.
- Consider Complexity and Feasibility: Evaluate the complexity and feasibility of implementing each use case. Take into account factors like data accessibility, technical requirements, integration challenges, and resource availability. Prioritize use cases that are feasible to implement within a reasonable time frame and align with your organization’s technical capabilities.
- Evaluate Impact and Value: Assess the potential impact and value of each use case. Consider the alignment with your business objectives and the expected outcomes. Prioritize use cases that have a higher potential for generating business value, such as increasing revenue, improving customer satisfaction, or driving operational efficiency.
- Customer Journey and Touchpoints: Analyze the customer journey and identify key touchpoints where implementing a CDP can have the most significant impact. Focus on use cases that can improve the customer experience at critical stages of the journey, such as acquisition, onboarding, engagement, retention, or upselling.