Customer Data Platform (CDP) Implementation Checklist

April 20th, 2023

Joe Stanhope VP, Principal Analyst

Katie Linford Principal Analyst

Cole Walsh Researcher

With contributors:

Emily Collins , Andrew Pelletier , Bruna Venicio , Shayna Neuburg

Summary

Customer data platforms (CDPs) are billed as plug-and-play solutions, but in practice, they include a complex array of data management, data warehousing, orchestration, and integration capabilities that require significant effort to properly deploy. Firms need a comprehensive implementation plan covering data ingestion and governance through to customer profile assembly and audience selection. B2C and B2B marketing teams should use this checklist to plan for a successful CDP deployment and track the progress of their implementations.

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