We’ve heard a lot about how to choose a solution for your martech stack, but a little more about what you do when you make a decision. At a recent MarTech Special Database virtual event, a meeting was held on the topic: "So, you have a new CDP… How is it now?" “We chose a vendor, everything would be fun,” said Ben Thompson, director of e-commerce analysis and tag management for Bluestem Brands, parent of Fingerhut. “But that doesn't always work, Special Database does it?” Even after Bluestem’s commitment to building Tealium’s CDP Audience Stream, Thompson described a situation in which key participants were reluctant to deploy the technology. “We had strong opposition to the CDP,”
Thompson said. Bluestem’s IT team Special Database wanted to maintain strict control of the data and the processes around it; The law department was concerned about the GDPR and CCPA. So Thompson shared how Bluestem overcame these challenges and explained what he learned along the way. The current process Before you take on technology, there may Special Database be someone in your company who is taking the wrong and pointless step of gathering data and Special Database understanding it before using it in marketing. This is how Thompson described the status of Bluestem: “This is how any of these campaigns, whether email, social media or otherwise-have the you have all these silos, and you need to take something from each of them.
So what you do is you query it and integrate it Special Database using SAS SQL or whatever tool you like best. You will export it from there. You will transfer the file to an FTP site, etc. You’ll integrate it into another system. ”Then and only then can you move and execute your planned campaign. “For us, gathering a campaign like this means we have to spend a lot of time and money to create a unique campaign that hasn’t helped us build a customer’s profile,” Thompson said. “It took skilled coders. And finally, it simply slowed down. ” At Bluestem, social Special Database media executives have taken that step, and you might think you’ll feel threatened by the new technology coming to embrace it. Instead, Thompson advised, you need to ask that person to determine what data items should be included in the CDP.