As a business, your broad-based transformation efforts are likely executed through specific growth programs – like promoting new revenue streams, testing and iterating new customer engagement tactics, and/or more generally enabling your growth-focused teams (e.g. product, marketing, innovation, customer experience, ecommerce) to work faster and smarter. After interviewing hundreds of BlueConic CDP customers over the last 10 years, we’ve seen that companies like yours thrive when they have accessible, unified customer profiles that offer both confidence and utility to enable their growth programs and the business teams that run them. Our assessment is designed to evaluate your readiness for a CDP based on each of the following dimensions: Data Confidence – Your level of confidence that the customer data you have is accurate, complete, and accounts for individual privacy preferences. Data Access – Your customer data’s accessibility to your entire tech stack, and the degree to which it is designed for speed, scale, and flexibility. Data Utility – Your ability to use customer data to improve growth programs across channels – like campaigns and customer engagement strategies. Think of “readiness” as a score or checkpoint along the CDP journey – there’s no right answers so much as there are focus areas to right-size the approach to your implementation and beyond. In the next 9 questions, we’ll ask you to select the answer that most closely aligns to (even if it’s not exact) your business’ current situation. Your Strategic Vision Please select the statement that best describes (even if it’s not exact) your business’ current situation. Which of the following best describes the primary, active strategic vision at your company?* My company’s primary goal is to create a single view of the customer for our organization. My company wants to accelerate our efforts to be more omni-channel. My company has a strategic effort underway to transform the business to be more customer-centric and data-driven in order to create a competitive advantage. When it comes to solutions that will support your strategic vision, which of the following growth initiatives best describes your approach?* My marketing team’s goal is to enable true cross-channel customer lifecycle orchestration. My digital product and experience team(s) is looking to execute on real-time personalization and dynamic content. My commerce and consumer teams want to build on our direct-to-consumer diversification efforts. My monetization team wants to create revenue-driving audiences and/or ad products. My analytics team wants to democratize data and insights to eliminate unnecessary data hand-offs and increase real-time customer engagement. It’s hard to choose just one because all seem relevant. None of these apply. Data Confidence Please select the statement that best describes (even if it’s not exact) your business’ current situation.Data Quality*As a data-driven organization, you want to use data to inform business decisions. Using customer data more effectively could have a tremendous impact on how you understand customers and how you build engagement programs, but when you get data from a system or it’s handed off to you, how confident are you that this data is accurate, complete, and up to date? In general, you would say: Our customer data is too siloed or inaccessible to assess how accurate and up to date it really is. Our customer data is clean within particular systems/channels but it’s not unified across those systems to create a single, accurate person-level record. Our customer data is unified in a single repository (e.g. MDM, data warehouse) but we need a better way to get more data connected to that record and make it usable for activation (e.g. to orchestrate end-to-end customer experiences) Customer Data Risk*Privacy and consent are growing concerns among businesses and consumers alike. As a business, your current approach to complying with ever-changing and evolving privacy legislation is: Consent and privacy management is not something stakeholders/groups outside of IT and legal have involvement in. Privacy and maximizing consent/opt-ins are a factor in how we design and deliver our digital customer experiences, but not a primary one. Consent management is a top priority and we include it in all of our marketing, product, data, and technology planning. Data Access Please select the statement that best describes (even if it’s not exact) your business’ current situation.Business Agility and Flexibility*When there is a fundamental change to your business goals and objectives that triggers a need to target a new audience segment, quickly adapt customer engagement strategies, and/or launch new programs in support of a new revenue stream, you often find: The majority of data-oriented changes to a customer engagement program or channel must go through IT or an outside agency. Data-oriented changes to a marketing program and/or customer engagement channel typically take weeks or months to complete, often involving multiple handoffs (e.g. targeting a new segment of customers requires requests to refresh customer scores and create new lists). As business users, we can make data-oriented changes to a marketing program and/or customer engagement channel, but we have limited capacity to do so continuously or at scale, which prevents us from adopting an iterative test and learn approach. Insights and Analytics*Transforming customer engagement requires real-time insights about your customers. But insights and reporting can often be delayed or misinformed by data siloes due to disparate channels (web, email, mobile, ecommerce) and/or disconnected systems (CRM, POS, ESP) that each have a different and therefore incomplete view of the customer’s preferences, behaviors, interactions, etc. When it comes to insights and reporting, you’d say: We have standard reporting based on aggregated data, but it lacks the underlying granularity necessary to understand differences between audiences’ attributes and behaviors that could impact our customer engagement strategies. We have some audience-based reporting, but it's channel- or technology-specific only (i.e. ESP, campaign management, etc.). We are able to do a satisfactory amount of customer analysis and predictive modeling in our advanced analytics tools (e.g. Tableau, Data Studio, etc.), but the insights lack real-time actionability outside of that system. Data Utility Please select the statement that best describes (even if it’s not exact) your business’ current situation.Smarter Customer Engagement*Delivering valuable, bespoke customer experiences requires an ‘outside-in’ approach to customer engagement. Organizations need to start from the perspective of the customer to meet their needs and exceed expectations. Putting your customer at the center can be a challenging feat; so, when it comes to customer engagement: Our approach to customer engagement is inside-out: we build around what we know and want to achieve rather than starting with a single view of the customer. We use aggregated views, like high-level personas or product-centric audiences instead of individual-level views of the customer to inform the engagement programs and products we put into market. Our engagement programs and products start with and are fully built around customers – their preferences, behaviors, and demographics, but we have yet to achieve truly consistent and interdependent cross-channel experiences. Improved Growth Outcomes*Growth programs are the programs you deploy across channels that map to your transformational growth initiatives. For example, you may execute a new customer onboarding program in support of a new revenue stream. What the program looks like matters less than how you launch a new program. Generally, you’d say: Our ability to personalize our growth-focused programs is limited by a lack of data / lack of actionable data / lack of quality data. We can do personalization in certain channels, but the data doesn’t support our ability to orchestrate these experiences across channels. Our growth programs are already highly personalized but time and/or resource-intensive to scale across channels and touchpoints. Great! Thanks for sharing. We are determining your CDP starting points based your specified business needs. Where can we email your results?Evaluation Team*Our research shows that where a CDP evaluation originates in the organization has a meaningful impact on what use cases you’re looking to achieve. To help us understand how we can best assist you, which of the following scenarios best describes your involvement with your CDP evaluation. I am anticipated CDP end-user within a marketing/product/commerce team I am part of a centralized analytics team I am part of an IT team that evaluates technology on behalf of business teams I am part of a cross-functional team that will be selecting a CDP I am responsible for creating audience-based products Other Please describe Company* Email*Please enter your business email. Enter Email Confirm Email Name* First Last Job Title*
