Setting A CDP (Or Any Tech) Up for Success
Last week I wrote a piece on how first-party data is growing in value to marketers and how publishers should respond. As a follow-up I wanted to highlight one of the presentations made during a webinar we hosted earlier this week on How Publishers Are Using CDPs to Better Engage & Monetize Audiences.
Many publishers are eyeing (or have already invested in) CDPs as a game-changing tool to connect and act upon customer data. What often goes overlooked in the implementation of any technology are the People, Process, and Culture factors that will determine success. Earlier in the year, we released a research report on how technology investments can be improved by focusing on the people, process and culture factors. And it’s a topic we’ll cover more in 2019 because the question when it comes successful digital technology integrations often has little to do with the technology itself.
In this case, the very benefit of the CDP – its ability to unify disparate data points in a format that they can be understood and acted upon more broadly in the organization – also carries the organizational burden of working according to an audience-centric playbook. Bill Levine, commercial director of Mary Ann Liebert Publishers, said in his presentation that the CDP really forces publishers’ hands to come together over a common tool, work more cross-functionally, and adapt processes and skillsets.
Mary Ann Liebert Publishers’ motivations for investing in a CDP were the common publisher objectives: creating a 360-degree profile of subscribers, identifying anonymous browsers, building scale in key audience segments, and gleaning actionable marketing insights for internal audience engagement/development and for productization (developing and executing marketing campaigns on behalf of clients).
Levine focused his talk on the organizational changes required to make a CDP implementation successful. The changes include new mindsets (culture), skillsets (people), and workflow (process) that must be adopted by everyone from the marketing/AD, editorial, and sales teams and beyond. For example, the adjustment of the marketing/AD team could be likened to taking more of an “agency approach,” orienting around customer personas/segments, being more client-facing, and conducting multi-channel digital marketing campaigns (A/B testing, monitoring, reporting).
Levine also emphasized that leadership buy-in and clear strategy communication to the entire company were imperative to his company’s success with a CDP.
Denis Wilson is the content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzes and reports on the fundamental changes affecting the media and marketing industries and aims to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.