Get Maximum Value from Your
Customer Data Platform
9 July 2025 | Manchester, UK
Get Maximum Value from Your
Customer Data Platform
9 July 2025 | Manchester, UK
Overview
Join David Raab, founder and CEO of the Customer Data Platform Institute, for a deep dive into the skills needed to get the most value from your customer data systems.
What you will learn:
- how to match business goals with customer data technology requirements.
- how to decide whether to build or buy your customer data system.
- how to secure cooperation across your organization for your customer data project.
- how to design the optimal deployment plan for your customer data system.
Workshop Agenda ( 9 July, 2025 | 1 - 4 PM )
- Identifying requirements: learn to match business goals with customer data technology requirements.
- Making the right choice: learn how to decide whether to build or buy your customer data system.
- Building alignment: learn how to secure cooperation across your organization for your customer data project.
- Planning a successful deployment: learn how to select the optimal deployment sequence of use cases for your customer data system.
Workshop Modules
Identifying CDP Requirements
Activity: Match Requirements to Use Cases
Objective: build CDP requirements based on actual business needs.
Summary: use cases must be properly designed to serve as the basis of system requirements. We present a comprehensive use case format that supports this goal.
You’ll learn how to derive CDP requirements from a set of CDP use cases.
Making the Right CDP Choice
Activity: create a build vs buy comparison matrix
Objective: develop a complete analysis of factors to consider when deciding what type of CDP project to select.
Summary: CDPs vary in the breadth of features they offer and how they fit within your company’s technical architecture. We present a process for making the right choice among competing options, and for selecting the best vendor among companies that are similar.
You’ll learn how to make a sound choice among confusing CDP possibilities.
Building Alignment for Your CDP Project
Activity: deliver a CDP proposal to company leaders.
Objective: develop plans to build support for your CDP project across all levels of your company.
Summary: the most common causes of CDP failure are organizational, not technical. Readiness assessment, business cases, and alignment techniques can ensure that stakeholders are effectively engaged throughout your project.
You’ll learn how to build a convincing case for your CDP to present to board members, department heads, and marketing leads.
Planning a Successful Deployment
Activity: build an optimal use case deployment sequence.
Objective: create a thorough analysis of all the factors that go into a successful CDP deployment.
Summary: successful deployment requires careful planning, taking into account existing resources and the incremental value of each use case. A comprehensive deployment plan will include all factors necessary for project success.
You’ll learn what factors to consider when selecting the deployment sequence of your CDP use cases.
Key Takeaways of the Workshop
- Understand the importance of zero- and first-party data in driving customer retention and personalisation, with insights from leading brands.
- Learn how to organise and unify your data for better personalisation and campaign activation, identifying and addressing system gaps.
- Discover how customer segmentation and data strategies power multichannel campaigns, with a focus on A/B testing and refining engagement.
- Explore the roles and team structures crucial to CRM success, and learn how to foster collaboration and upskill teams to drive scalable growth.
- Learn how to track and align key metrics like retention, CLV, and ROI with broader business goals, ensuring stakeholder buy-in.
- Participate in practical exercises to map your data ecosystem, design campaigns, define team structures, and pitch CRM initiatives.
Workshop Leader
David Raab - Founder and CEO | Customer Data Platform Institute
David Raab is the Founder and CEO of the Customer Data Platform Institute, a vendor-neutral organization dedicated to helping organizations make the best use of their customer data. Mr. Raab has had a long career as a marketer and marketing technology consultant to global enterprises in retail, hospitality, communications, financial services, healthcare, and other industries.
Workshop Pass (£499/ Pass)
Exclusive access to a practical workshop led by David Raab, Founder & CEO of the CDP Institute.
Entry to the main conference day, featuring:
- 15+ sessions on AI, CX, Data Privacy, Personalisation and more
- Access to 150+ Senior Martech Leaders, CMOs, VPs and Heads
- Engage with Solution Providers redefining Marketing Innovation
- Curated Networking over Refreshment Breaks
Note:
- No consultants or solution providers are eligible for this pass – exclusive to end users representing a primary market.
- The organising committee reserves the right to reject your registration if you do not meet this criteria for the summit.
