Building and further developing a Customer Data Platform (CDP) to optimize digital marketing campaigns. The goal is to create a 360-degree view of the customer.
- Typical tasks: Designing the CDP strategy, defining use cases, integrating data from various sources (CRM, web analytics, email marketing), segmenting target audiences, setting up and monitoring personalized marketing automation workflows, performance analysis and reporting.
- Relevant technologies, tools or methods: CDP systems (e.g. Segment, Tealium, mParticle), CRM systems (e.g. Salesforce), web analytics tools (e.g. Google Analytics), email marketing tools, A/B testing frameworks, SQL, data visualization tools (e.g. Tableau).
- Industry-specific KPIs or success metrics: Conversion rate, customer lifetime value (CLV), churn rate, marketing ROI, engagement rate, number of customer profiles captured in the CDP.
- Special challenges, risks or specifics: Ensuring GDPR compliance, data quality and harmonization, complex system integrations, building internal expertise, platform scalability.
- Concrete examples of deliverables: Implemented and configured CDP, documentation of data flows and use cases, set-up automation campaigns, regular performance dashboards, training materials for the marketing team.