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To choose a customer data platform, first ensure the CDP you’re considering aligns with your budget. Then, research the CDP to ensure you can collect data from the customer touchpoints that are relevant to your brand. Finally, dig a little deeper to confirm you can reach your business goals based on your use case for the CDP.
Many CDPs do not list prices publicly. You must visit their website and follow their instructions to request a custom quote. As you do, remember that not all features are included in the core plans. Some are only available as add-ons. So, make a prioritized list of the features and tools you need and be sure to ask what add-ons are available to complete your list and their added cost.
Different CDPs offer the ability to integrate a unique list of tools and platforms. This means that some of the platforms your company uses to house customer data (your CRM, for example) may not be able to be integrated with all CDPs. Make a list of the key platforms, data sources and tools you need to integrate with your CDP and be sure to give that list to the CDP provider to ensure your integration needs will be met.
Some CDPs will go over your company’s use cases to determine your business goals with your customer data. They will then ensure that those goals can be met with the software they offer you. To prepare, preliminarily bring together all of your key stakeholders who are likely to use your CDP and make a list of their goals, then prioritize them from critical to nice-to-have. Also consider best practices, such as how your data should be protected by your chosen CDP.
Once you have a few CDP providers that align with your budget, offer the tools and features that you need and can help your stakeholders reach their goals, it’s time to formalize your selection. Look at past customer reviews to narrow down the best provider for you. Then, to formalize your decision, reach out and schedule a meeting to start a conversation…
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