Customer Data Platform assessment to activate customer data

The Challenge

The client’s Customer Data Platform was developed using Google Cloud Platform, Google Marketing Platform starting from GA4, and various other systems and applications. The client chose a flexible do-it-yourself (DIY) approach to creating a CDP for decision making, activation, and measurement. The decision to build the platform using Google’s cloud-native services like BigQuery, Cloud Run, and Cloud Composer (Airflow), enabled fast development with a minimal overhead on resource set-up and management.

The client approached Crystalloids to ensure the current set-up and roadmap are not missing vital elements and that the CDP is future-proof.

The Goal

Working towards the goal of CDP advancement, the current implementation was assessed using an audit performed by Crystalloids.

The audit consisted of the following topics, whereafter future enhancements were identified based on business needs:

Current CDP implementation
Data collection capabilities
Data unification capabilities
Predictive Analytics capabilities
Personalization and Activation capabilities
Assessment of the business needs
Stakeholder interviews
Map of the current capabilities
Creating a wish list
Prioritizing the wish list by business value

The Audit Result

Our approach to the client’s CDP assessment was guided by Gartner's Buy-Own-Advocate framework for the customer journey. The client's capabilities of data collection, data unification, predictive analytics, personalization and activation, and the technical stack were analyzed during the audit.

The Roadmap

Based on the audit, the client is now aware of a number of recommendations for the technical implementation of GCP and further development of the CDP that we have identified. The recommendations were presented in the following sections, namely nice to have and must have categories for easier decision making and prioritizing for the client.

Must have recommendations for the client:

Security Posture
CI/CD enhancements
Monitoring and Alerting
Data and Metadata management
Data Quality monitoring
Machine Learning Operations

Nice to have recommendations for the client:

Cost Management
Coding Recommendations

You might want to be sure you are on the right track with your customer data platform. An external assessment of the platform brings you essential insights you need to move your business and technology forward. Crystalloids offers you a CDP assessment of the current implementation and an assessment of your business needs for supporting digital marketing and activation.

Our CDP Assessment Services

With a proven track record in assessing and auditing Google Cloud Platform architecture, technology stack, required skills, journey orchestration, data scientists' alignment, and Machine Learning Operations, we identify gaps and create a wish list by mapping your needs and supporting systems for each step in the customer journey.

Guided by Gartner's Buy-Own-Advocate framework for the customer journey, our approach to your Customer Data Platform (CDP) assessment begins with an audit of the current implementation and an evaluation of business needs for supporting digital marketing and activation. We thoroughly assess systems and custom components involved in the customer journey, engaging with responsible parties, custom component developers, data scientists, and relevant stakeholders.

About the client

The client is a global company known among consumers for personal care products such as electric toothbrushes, sleeping solutions, light therapy, and razors. In addition, the client is a leading provider of health technology in the medical sector focused on improving people's health and achieving better healthcare outcomes, from healthy living and prevention to diagnostics, treatment, and home care.

Multinational technology leader in healthcare and consumer products

A flexible approach to creating a Customer Data Platform (CDP) to activate customer data

Mapping Client's Customer Journey Needs: Identifying Gaps and Creating a Tailored Wish List for Success.