Most CMOs today understand CDP use cases. It’s clear that a 360-degree view of the customer, privacy, data governance, and customer retention are paramount. And it’s already known by CMOs that there is value in pursuing use cases such as cart abandonment and personalization.

The challenge isn’t in CMOs recognizing the significance of CDP Use Cases—it’s in bridging the gap between broad concepts and actionable strategies.

Where many stumble in transforming these high-level ideas into tangible, realized CDP use cases, we’ve had a great deal of success in carving a clear path.

Our CDP Center of Excellence has leveraged the experience we’ve gained from scores of strategic client CDP engagements to craft a 9-part CDP Use-Case-Detail Framework.

This tool and its accompanying process has been instrumental in propelling our clients along their CDP maturity journeys.

Here’s a glimpse of what our framework encompasses.


CX-CDP framework

  1. Building the strategic objective which the use case is to address.
  2. Defining audience attributes specific to each use case.
  3. Setting the context for use case execution.
  4. Identifying relevant touchpoints.
  5. Highlighting the customer journey stages involved in the use case.
  6. Crafting desired experiences for audience members.
  7. Setting benchmark measures for evaluating use case success.
  8. Designing a robust testing strategy.
  9. Implementing post-action segmentation of results.

Depending upon where you are in your CDP journey, the framework above should already spark ideas.

We share it in the hopes that even at our framework’s highest level, it will help both you and your organization.

It’s time to usher in a new era of CDP excellence and to transform abstract concepts into actionable, results-driven strategies, and to move from Vision to Value.