Workshop: Making the Most of Customer Data Platforms

Monday, June 4, 2018 in Las Vegas
Half-Day: 8:30am – 12:00pm

Today’s marketers have more data available than ever but struggle to pull in together in a usable format.  Customer Data Platforms promise to solve this problem by offering easy-to-deploy systems specializing in data unification and sharing.  Still, marketers are rightly wary: can CDP really deliver on its promise?

This workshop will equip you to answer that question.  You’ll  understand the definition of a CDP, how CDPs differ from other systems, which features are shared by all CDPs and which are found in only some, the most important CDP use cases, how to select the right CDP, how to manage a successful deployment, and where to look next for more information.   A mix of lecture, discussion, and exercises ensures your questions are answered and you come away with a working understanding of key issues and opportunities.

David Raab
David Raab

Founder and CEO

The workshop will cover:

  • why CDPs matter, including how CDP fits into the larger marketing data architecture, key benefits provided by CDPs, and an overview of the CDP industry and trends.
  • how CDPs create value, including how CDP relates to business and marketing strategy, developing CDP use cases, and uncovering requirements for CDP success.
  • selecting the right CDP, including requirements definition, key differentiators,  specific features to look for, and running an effective selection process.
  • CDP deployment planning, including readiness checklists, overcoming organizational roadblocks, project planning, and finding the right deployment sequence.

Key takeaways include:

  • clear understanding of CDP capabilities
  • structured approach to defining CDP use cases
  • checklist of marketing technology functions needed to benefit from CDP
  • mapping CDP use cases to CDP system requirements
  • 27 key  CDP features and how to know which you need
  • technical considerations in CDP design and implementation
  • toolkit of vendor selection techniques

Workshop Pricing

Pre-Event Price – ENDS Sunday, June  3rd – $1,400
Onsite Price – $1,600

SAVE $300 when purchasing with a conference ticket!


David Raab, Founder and CEO, CDP Institute

David Raab is a marketing technology analyst and consultant who has helped hundreds of companies to find their right systems for their needs.  He coined the term Customer Data Platform in 2013 and since then has been a leader in exploring and explaining how marketers can use CDPs to solve today’s most important marketing challenges.  He is founder and CEO of the CDP Institute  He can be reached at [email protected].