Assessing Foundational Success

Congratulations! You’ve made it through the first level of the customer data maturity model framework. By now, you should be familiar with the core concepts of customer data collection, unifying profiles, and building simple audiences which can be activated in real time.

We’ve covered a lot of ground, so let’s quickly recap what you’ve learned:

• Foundational Data should be outcome-oriented (anchored on business goals), succinct, consistently named, focused on engagement, and aligned with your privacy policies.

• Foundational Profiles should have identifiers well-aligned across data sources, enable the creation of compliant audiences consistent with your privacy policies and consent preferences, contain explicit user-provided preferences to fuel engagement, and should reside in thoughtful spaces which reflect your dev, staging, and prod environments.

• Foundational Engagement focuses on simplicity by targeting only one channel at a time, single-step journeys, and timed-out suppression for advertising destinations so you can improve return on ad spend.

Next up, we’ll move on to the Advancing stage, where we’ll take our customer journey to the next level.