Fabiola Beermann’s scientific contributions

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Publications (1)

Figure 3: Benefits of a customer data platform
Figure 4: Challenges of a customer data platform 5.1 Benefit #1: 360-degree Customer profile Creating a 360-degree customer profile is deemed the most significant benefit of a CDP. 74% of respondents rated the benefit as very high, and a further 21% as high. This is also confirmed by the evaluation of the qualitative analysis according to Mayring. In the category expression is very strong, 14 anchor examples were named, and a further 4 in the category expression
Figure 5: Overall distribution of challenges & benefits of a customer data platform The interviewees recognize the significance of implementing a CDP, acknowledging its potential to enhance customer engagement, product development, and revenue generation. However, challenges persist, particularly regarding data quality, which is crucial for CDP implementation. The decision to adopt a CDP should be carefully considered, considering factors like company size, industry, and customer segment. To maximize benefits during and after a CDP implementation three recommendations can be made.
Customer Data Platform Implementation: Easy task or an impossible attempt?
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November 2024

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70 Reads

International Journal of Business and Applied Social Science

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Marco Schmäh

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Sarah Kern

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Fabiola Beermann

This study explores the adoption of a customer data platform (CDP) in German companies. Lately, customer data has become a crucial asset for companies. However, the increasing amount of data makes it challenging to cluster and evaluate the high amount of customer data from different platforms. Combined in one platform, a CDP centralizes technology solutions that collect customer data from various sources, thus facilitating personalized and automated marketing processes. The study uses a critical realism and deductive approach to explore the subjective meanings of CDP implementation within the selected German organizations. A mixed-method approach has been applied to gathering data through 19 semi-structured interviews and a qualitative content analysis according to Mayring (2020) was conducted. The study investigated how companies perceive the benefits and challenges of implementing a CDP in their organizations. While interviewees recognize the value of CDPs in creating comprehensive customer profiles, challenges such as data quality issues hinder adoption. The findings highlight the need for prioritizing data quality and building expertise and resources to implement CDPs effectively. Recommendations include fostering communities for knowledge sharing and gradually preparing for CDP integration to ensure competitiveness.

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