Setting up and further development of a Customer Data Platform (CDP) to optimize digital marketing campaigns. The goal is to create a 360-degree view of the customer.
- Typical areas of responsibility: conceptualizing 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-typical 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 know-how, platform scalability.
- Concrete examples of deliverables: implemented and configured CDP, documentation of data flows and use cases, deployed automation campaigns, regular performance dashboards, training materials for the marketing team.