1 - Audience Management - Intro

Intro

Audience management is part of the complete campaign framework

Audience Management is an important part of creating the perfect impactful Campaign. Creating the perfect audience but with a non impactful creative concept wont work.. Creating the perfect creative concept but targeting the wrong targetgroup will not result in an impactful Campaign. Choosing the wrong channel will not result in an impactful Campaign

What is a CDP (Customer Data Platform)?

"Is a software that will help in organizing our audiences. Create insights. Offer Self Service possibilities. Offering advanced audience management possibilities. Delivering them in a unified way to different channels."

For the Proof of Concept, we will use this setup. After the 6 month evaluation it can be stopped, continued, expanded, ..... with more sources, more destinations.

• We integrate Salesforce data in the Marketing Data Hub. (by Clemens Siebenhaar)
• In the Marketing Data Hub we transform these data to actionable Audiences and Attributes (by Clemens Siebenhaar)
• Based on these official Audiences and Attributes a campaign can be filled.

Why a CDP?

Towards better campaigning by creating better audiences....

• By offering a catalogue with clear official defined definitions and audiences. That translates internal complexity into easy to use Audiences.
• Shorter go to market timings, so more time to create a better audience. 
• More interactive transparency on the possibilities and the size of the audiences and attributes
• Foundations for more advanced, structural, scaleable audience management.

Critical Success Factors of a good implemented CDP...

With the implementation of the CDP 4 critical success factors are defined. Balancing those 4 factors will be critical

• Importing too many fields, dimensions, .... will make the CDP un-useable.
• Importing too little data, will limit the actionability, user friendliness
• Commercial / Technical Campaign/Audience guidance is important when needed.
• A CDP is most valuable when you use it to plan and orchestrate always-on cross-channel campaigns.