Assessment · 23
CDP evaluation
An assessment of whether a customer data platform is needed and which options meet the requirements.
When this is useful
A team is considering a customer data platform and needs to compare it with its current systems. The useful comparison depends on the functions and timing the team actually needs.
My contribution
I establish the requirements, assess current coverage and evaluate suitable options using evidence from the intended use.
Six requirements across three fictional options, with identity correction highlighted and no aggregate ranking.
What it covers
- Required functions and current coverage
- Suitable products and existing-system alternatives
- Data, identity and integration requirements
- Pricing assumptions and operating constraints
- Evaluation findings and unresolved questions
The output
A recommendation with supporting comparisons, costs, unresolved questions and any further checks needed before a decision.
Checking a proposed customer data platform
An illustrative extract from an evaluation. Each requirement has an evidence check before a product is judged suitable.
| Requirement | Evidence to request | Decision implication |
|---|---|---|
| Update an audience after a purchase | Test the route from purchase record to audience update against the agreed delay. | Compare the observed delay with the intended workflow. |
| Correct an incorrect profile merge | Demonstrate a correction using linked profiles and their event histories. | Establish what can be reversed and what requires manual repair. |
| Estimate cost at expected usage | Apply the quoted pricing terms to event, profile and destination scenarios. | Compare total cost and the assumptions that change it. |
Illustrative example. No product has been evaluated in this table; it shows requirements and the evidence needed to assess them.
For an enquiry, describe the question and the systems involved.
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