Tools, platform, and resource optimizing your data’s impact — Tom Treanor // Treasure Data

Quotes

• “One of the things that a company has to think about when they are on the process of onboarding a CDP is, who is going to own and manage it. There was a Gartner study a couple of years ago that showedthat, for MarTech in general, companies that had a single MarTech leader were much more successful than companies that didn’t have a single MarTech leader.” -Tom “A company that has a leader for data and the CDP will be much more successful than a company that tries to do this by committee. They need to know who has the power and the ability to get things done in this space because there’s a lot of compromises to be made because it is often cross-functional.” -Tom “You have to have somebody with enough clout in the organization to take on a project like onboarding a CDP.” -Ben“If you look at one of our customers AB inBev, who has operations in multiple countries, with multiple brands, the considered person to lead the CDP needs to have an influence that goes across those different brands and countries which is often a challenge.” -Tom “They have to have that executive support that allows them to have those tough discussions about the compromises, alignments, what are the top priorities of the company because otherwise, these big projects can get slowed down if they don’t have that alignment.” -Tom “You need to start an inventory of all of the systems that have customer data and then what type of data it has. And then start to think about some of those primary use cases that you are going to want to do once you get started with the CDP.” -Tom “It’s really good to have a clear vision versus just saying, ‘Oh, we’ll just implement it and figure it outnow.’ Again, you should have those use cases.” -Tom “We did a study with Forresterwho did an interview with four of our customers and what they came out is in ROI of 800% for the CDP from that set of four different customers. There are some factors that are harder to calculate so there is even more value because the privacy and compliance that it enables are very hard to quantify.” -Tom“We find that most of our customers have because they picked out the use cases, pretty clear cases of ROI for the things that are easy to measure, and then they’ve told us that there is a ton of valuethat they can’t always articulate.” -Tom “The product team and customer support team can use the CDP so that they can really understand the complete view of the customer when they talk to a customer. IT team starts to appreciate having a very flexible system to have all the data and basically do some of the analysis as well as saving a lot of time in answering requests from the marketing team. It speeds up the work that the data analyst can do.” -Tom