The Evolving Personalisation Series – Part 6: Your Comprehensive Guide to Tech Stack Investment in Customer Data Platforms

Our mission at Noble Five is to help our customers realise the full potential of modern marketing. We often provide consulting services to leading brands at the intersection of data and digital media and work often includes strategies and projects on the topic of digital personalisation. It’s a big topic that is constantly evolving.

In this ongoing series, we’re delving deep into the dynamic landscape of personalisation for marketers. 

Navigating the vast sea of customer data solutions can be overwhelming. Every interaction in today’s digital realm spawns data, and the onus falls on tech teams to harness this data effectively. As seasoned experts in marketing technology consultancy, we offer a beacon for those looking to fortify their digital marketing strategies with informed platform decisions.

Considering the Entirety of Platform Ownership Costs

While exploring customer data platforms, it’s paramount to take a holistic view:

  • Setup vs Ongoing Costs: Beyond the initial investment, factor in the costs linked to continuous maintenance, platform updates, and troubleshooting.
  • Human Resources & Operational Processes: The success of any digital marketing tech stack hinges on the people operating it and the processes they implement. Having guided numerous firms, we vouch for the imperative of aligning tools with teams.

Platform Selection: Vendor Assessment & Robust Data Integration

In the bustling market of data platform vendors, making an informed choice is crucial:

  • Vendor Evaluation: Match each vendor’s offering against your customer data integration needs. Factor in both current requirements and potential future expansions.
  • Roadmap Creation: A well-defined roadmap keeps vendors accountable and internal teams aligned.
  • Prioritising Data Integration: With a roadmap as your compass, concentrate first on the most vital data integrations.

Moulding Tech to Sync with Your Organisational DNA

The real power of customer data platforms lies in how they’re wielded:

  • Tool Appropriateness: Does the platform resonate with your team and company ethos?
  • Genuine Competitive Advantage: The data and platform, when employed creatively, can craft unparalleled customer experiences, setting you apart in digital marketing.

Riding the Digital Wave: Cloud Data Warehouses & CDPs

Cloud data warehousing is the linchpin of modern digital strategies:

  • Leveraging Cloud Benefits: Envision customer data platforms as layers resting atop robust cloud data warehouses, ensuring you’re equipped for the digital marketing challenges ahead.
  • Business Team Empowerment: With this architecture, first-party data becomes an invaluable asset for business teams.

Carving a Niche with Data: Advanced Analytics & Machine Learning

With foundational elements set:

  • Deep Dive Analytics: Mine deeper insights from customer interactions, enabling hyper-targeted digital marketing campaigns.
  • Machine Learning Differentiation: Use ML to predict, automate, and stay ahead of the curve.

Committing to a tech stack investment in customer data platforms is a pledge to remain agile and adaptive. Let our marketing technology consultancy expertise guide your journey to stay ahead in the digital marketing realm.

Join us on this transformative path of modern marketing. Together, we’ll shape the future of digital personalisation. Contact us today or check out the whole series below:

  1. Mass marketing
  2. Customer understanding
  3. Contextual relevance
  4. Personalisation and data
  5. Customer product market fit
  6. Tech Stack investment
  7. The future of personalisation

Published November 10, 2023

Leaders in
Data & Digital


About the Author

Eamonn O'Hanlon Portrait Photo

Eamonn O’Hanlon

Business Intelligence Specialist

Eamonn focuses on data and reporting solutions. He has worked across performance marketing, programmatic display, business intelligence, and tag management during a decade of martech and consulting.

With an academic background in finance and economics, Eamonn is a measurement and analytics specialist and is obsessive about KPI across the full length of a clients’ martech stack. More than just data, Eamonn is innovative and brings practical experience in blockchain technology and helping clients action their insights.

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