Implementing a CDP to achieve a step change in its business model

Introduction and initial brief

In 2021, Acxiom started a consultancy project as a component of the client’s Digital Transformation Programme. The project involved discussions with various stakeholders to grasp the customer’s business goals. This included setting up a ‘Direct to Consumer’ e-commerce sales channel on their websites in their six main markets: the US, UK, Germany, France, Spain, and Italy. This marked a significant shift in their business approach, as they had traditionally sold their products only through retailers, which had been their sole sales channel for a long time. The customer initially asked us to understand, document, and report back on their requirements, and to provide a recommendation for marketing technology in line with these needs. They were already deliberating whether a Customer Data Platform (CDP) would be the appropriate solution and sought Acxiom’s expert advice on this matter.

Responding to the brief with recommendations for best delivery and timings

The primary objective recognised was the customer’s desire to manage their own first-party data. This is a common goal for product companies that rely on a retail distribution network, including channels like Amazon or Pets at Home. They had recently invested in an e-commerce platform, allowing them to sell their products directly on their websites rather than merely suggesting third-party retailers. As a result, the ability to identify, understand, and communicate directly with their customer base was poised to be a significant milestone in their business strategy.

The introduction of the new e-commerce channel was set to greatly enhance the collection of first-party data, especially since previously there was minimal customer insight obtained from retailers. Acxiom assisted the client in assessing both their current data and technology setup, as well as the future framework needed to realise their vision and fully leverage their first-party data strategy. Part of this process involved helping the client review the CDP market, leading to several technology recommendations that aligned with the client’s specific goals. We also worked closely with the client to outline their use cases and map the customer journeys they envisioned would contribute to achieving their desired customer experience.

Acxiom suggested an optimal delivery model and timelines, tailored to our understanding of the client’s organisation. We took into account the ongoing IT projects that could affect the implementation of a CDP, with the main focus being on the rollout of the e-commerce platform.