Transforming Customer Data into Insights

Chapter 6. Takeaways and Conclusion

While Chapter 4 discussed how to align people, processes, and tools for a successful CDP implementation, you learned in Chapter 5 that not all organizations have reached a sufficient level of marketing maturity to benefit from a CDP. This final chapter of the report starts with recommendations for advancing toward a more data-driven, customer-first marketing strategy—regardless of maturity or technology used. It closes with a brief overview of what you’ve learned and where to go from here.

Achieving a Unified Customer Experience: Recommendations

As has been stressed throughout the report, a change in marketing is more than just a change in technology. A successful move to a unified customer experience takes strong cultural realignments. This section offers recommendations for providing more customer-centered marketing, regardless of current data-driven marketing maturity:

Adopt an agile mindset

Chapter 4 briefly discussed MLOps as a practice of continuously deploying, integrating, and adapting machine learning algorithms to power customer personalization. This field borrows heavily from the agile software development framework, which was popularized by the 2001 Manifesto for Agile Software Development. Agile software development emphasizes collaboration between cross-functional teams and continuous product improvement and iteration. This is to be contrasted with traditional, so-called waterfall software development, where software is built ...