The customer data platform (CDP) category has been in the news a lot lately, with major announcements of mergers and acquisitions, funding for new and existing vendors, and new functionality being added. With the surge of recent activity, CDPs are one of the biggest trends in marketing technology these days.
And it makes sense. In so many companies today, customer data exists in many disparate systems – from CRM applications and analytics tools to marketing automation platforms and point of sale (POS) systems. It’s difficult for businesses to fully understand and engage their customers with disjointed data.
CDPs have the potential to provide a consolidated 360-degree view of every individual customer and prospect, so businesses can analyze and respond to them in relevant ways that build and maintain long-term relationships.
However, before integrating a single byte of data, companies must first identify the right CDP vendor to suit their business objectives, long-term strategies and internal stakeholders. The arduous and time-consuming process is only compounded by the fact that, for most companies, they’re not even sure what to look for in a CDP.
Fortunately, there’s good news on that front. The team at Publicis Sapient, which has worked on CDP RFPs with its clients, recently introduced a detailed RFP template to help companies navigate the unfamiliar domain of customer data platforms.
The template is designed to give companies a broad set of requirements to consider when evaluating potential CDP vendors. In it, you’ll find 90 questions divided into the following categories:
- Data Capture & Integration
- Customer Data Management
- Identify Resolution
- Reporting & Analytics
- Machine Learning
- Cross-Channel Activation
- Implementation & Usability
- Enablement & Support
Thanks to the generosity of Publicis Sapient, the template is free to download from Evergage’s website. Once downloaded, it’s yours to add and remove questions to suit the specific needs and objectives of your business.
Use this template to help you evaluate CDP vendors to find the one that best meets your needs. Good luck in your search!