This is the first CDP workshop in Belgium by the CDP Institute and authority David Raab. The panel debate and netwoking event is organized by NGDATA and Business & Decision.
Today’s marketers have more data available than ever but struggle to pull it together in a usable format. Customer Data Platforms promise to solve this problem by offering easy-to-deploy systems specializing in customer data unification and intelligence, decisioning and orchestration. Still, marketers are rightly wary: can CDP really deliver on its promise?
This workshop will equip you to answer that question. You’ll understand the definition and features of a CDP, the most valuable CDP use cases, how to select the right CDP and how to manage a successful deployment.
A mix of lecture, discussion, and exercises ensures your questions are answered and you come away with a working understanding of key issues and opportunities.
The workshop is aimed at senior professionals and decision makers in marketing, e-commerce, CRM and CX positions and will cover:
Why CDPs matter
• How CDP fits into the larger marketing data architecture
• Key benefits provided by CDPs
• An overview of the CDP industry and trends
How CDPs create value
• How CDP relates to business and marketing strategy
• Developing CDP use cases
• Uncovering requirements for CDP success
Selecting the right CDP
• Requirements definition
• Key differentiators
• Specific features to look for
• Running an effective selection process
CDP deployment planning
• Readiness checklists
• Overcoming organizational roadblocks
• Project planning
• Finding the right deployment sequence
Key takeaways include:
• Clear understanding of CDP capabilities
• Structured approach to defining CDP use cases
• Checklist of marketing technology functions needed to benefit from CDP
• Mapping CDP use cases to CDP system requirements
• 27 key CDP features and how to know which you need
• Technical considerations in CDP design and implementation
• Toolkit of vendor selection techniques
Attendees who complete the CDPI workshop will receive a certificate of completion from the Customer Data Platform Institute. The workshop will be in English.
10:00 – 15:00
Workshop with Lunch offered by NGDATA and Business & Decision.
15:00 – 17:00
Panel Debate and Networking Event offered by NGDATA and Business & Decision (FREE EVENT).
The cost for this event amounts € 295,- per participant if registered before December 24th and € 395,- after that date (amounts ex VAT).
Registration closes Friday, January 18, 2019.
About David Raab
David M. Raab is the founder of the Customer Data Platform Institute, which educates marketers and technologists about customer data management. Mr. Raab coined the term Customer Data Platform in 2013 and has been a leader in developing and explaining the concept.
As Principal at Raab Associates, Inc., Mr. Raab has been helping marketers to understand, find and deploy appropriate technologies since 1987. Clients have included major firms in retail, insurance, banking, media, telecommunications, hospitality, technology, and other industries. Typical projects include marketing process analysis, architecture planning, needs definition, and vendor selection. Mr. Raab also consults with industry vendors on product and business strategy.
Mr. Raab regularly speaks and teaches at conferences around the world. He has published hundreds of articles on marketing technology and is the author of Marketing Performance Measurement Toolkit (Racom Books, 2009). Additional research appears regularly on his blog.
Mr. Raab holds a bachelor’s degree from Columbia University and MBA from the Harvard Business School. Prior to Raab Associates, he held senior marketing positions in the publishing and continuity industry.