Personalization & CRM
Personalization & activation strategy
Give every customer their own journey
- Dynamic Yield
- AB Tasty
- Braze
- and 3 other tools
Personalization & CRM
CDP activation
Finally make your CDP profitable
Turn your CDP into an activation engine: audited setup, segments synchronized across your channels and use cases put into production, measured against a control group.
The need
What you tell us
« My CDP is in place but underused: unused segments, poorly connected channels. I want to turn it into an activation engine, with segments, flows and measured use cases. »
- « My CDP is underused »
- « My segments are useless »
- « I want to connect the CDP to my channels »
- « I want to prove my CDP's ROI »
Our response
- Audit of the CDP setup and data
- Segments and channel branching
- Use cases activated and measured
Method
Our method in 5 steps
Our stance
Measured by its activations
The value of unified data is measured by the use cases it activates and their proven uplift.
- Segments
- Channels
- Uplift
Step 01 : Audit
Review of your CDP setup and data, identity resolution, consents and actual usage of existing segments.
- CDP setup and data
- Identity resolution
- Consent and compliance
- Existing segments and actual usage
Step 02 : Strategy
Prioritization of use cases by business value, definition of the segment strategy, activation roadmap and measurement KPIs.
- Use cases prioritized by value
- Segment strategy
- Activation roadmap
- KPIs and measurement defined
Step 03 : Connection
Connection of your channels (email, ads), segment synchronization, choice between real-time and batch flows, and synchronization testing.
- Channel connection (email, ads)
- Segment synchronization
- Choice between real-time and batch flows
- Synchronization testing
Step 04 : Activation
Production launch of the first use cases with control groups, pressure and eligibility rules, and scenario documentation.
- First use cases in production
- Control groups set up
- Pressure and eligibility rules
- Scenario documentation
Step 05 : Measurement & iteration
Measurement of uplift against the control, ROI assessment for each use case, rollout of winners and establishment of governance rituals.
- Uplift measured against control, by device
- ROI assessment of use cases
- Rollout of winners
- Rituals and governance in place
Deliverables
What you get
Audit & activation plan
Current state assessment, priorities.
Operational segments
Synchronized across channels.
Use cases in production
Activated and documented.
Measurement framework
Uplift vs control by device.
Who is it for?
Who is this offer for?
Tools used
- Segment
- mParticle
- Imagino
- Actito
- Braze
- Klaviyo
- Brand with a CDP in place or planned
- Customer base to activate across multiple channels
- Sponsor: CRM Manager, Head of Data, Customer Director
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