Unlocking the value of customer data
Opportunity
Our major client had invested heavily in a Customer Data Platform (CDP), but it was effectively sitting idle. It was acting as a storage unit for data rather than an engine for growth. Usage was low, and markets were unsure how to get value from it.
Solution
We drove adoption through a “Learning and Scaling” Ecosystem, creating a short list of use cases that markets can adopt and scale. Training was offered to market leads specifically based on the use cases they had identified for adoption and scale.
Results
Our intervention was a significant success, as we identified a 151% increase in campaigns using bespoke Customer Data tool, increased volume of data-led campaigns, and found a 50% increase in markets actively using the first party data.
Overall, we successfully turned the fixed technical cost of the CDP into a scalable revenue driver.
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