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Getting the right people to support your CDP implementation

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Getting the right people to support your CDP implementation


A lot of research and planning goes into selecting the right customer data platform. But once you’ve decided on a CDP to implement, you have to know who else is going to help steer the ship, according to Amanda Cardona, owner of ALC Renaissance Consulting, who spoke at our spring MarTech event.

Broadly speaking, you will look to the vendor’s CDP implementation team, internal stakeholders and, if necessary, an external consultant.

Connecting with your CDP implementation team

Once your organization has decided on a CDP, the vendor will assign you a CDP implementation team.

“However,” Cardona said, “as the client, you are the owner and subject matter expert of your organization, of your data, of your teams.”

Representatives from the vendors are a helpful source of guidance because they are they know their particular platform inside out.

Read next: Why marketers need a CDP

Identify the champions

“It’s definitely a partnership, and you want to make sure that you have the right folks internally so that you can partner in the most efficient way with your CDP implementation team,” said Cardona.

Leaders within the organization have a stake in CDP success, so make sure they are included in the implementation.

“Let’s face it, it’s the people who sign on the dotted line, who approve the budget and who, at the very top levels, approve this initiative,” Cardona said. 

She added, “And then probably even more important than leadership are your business champions. These are the folks who are going to evangelize and open the pathway for the CDP to be implemented and used within their specific teams.”

After all, one of the main reasons to get a CDP onboard is to connect data across silos. So the teams need to be connected as well.

It also helps to bear in mind how work might be affected within these teams.

“If you’re bringing together these siloed systems of data, then you will most likely be impacting those teams’ day-to-day business,” said Cardona. “So if you’re able to identify those business champions who will really be the cheerleaders for the CDP, your process will be a lot smoother.” 

Pick the execution team and the ‘connectors’

Below your organization’s executives and team leaders, there are the people on the ground who will really make all the connections happen.

CDPs are a marketing- and IT-led initiative, so these CDP allies could be on a marketing operations team or a dedicated martech team. So they should have a strong presence in the implementation process.

Beyond that, there will be people on additional teams in the organization who play the role of “connectors.”

For instance, it’s a good idea to recruit someone on the legal team as a connector. This helps because data privacy and legal compliance are always important considerations when customer data is being stored.

Read next: 3 challenges of building customer trust in a privacy-focused world

Consultants can help

Smaller organizations might not have all the pieces internally. In this case, it’s a good idea to look outside of the organization for guidance.

“A martech consultant or services agency is able to come in with that outside view,” said Cardona. “They have functional experience that can really help.”

Behind every technology, there are people in teams who can make or break the success of its implementation.

“It will behoove you to make friends and really bring members into your CDP implementation team that kind of stretch across these various teams,” Cardona said.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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MARKETING

2022 YouTube and Video SERP Result Changes

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2022 YouTube and Video SERP Result Changes

When you think of video results on Google in 2022 (and video optimization), you might think of something that looks like this (from a search for “flag football”):

In mid-October, we noticed a drop in this type of video result, and that drop became dramatic by late-October. Did Google remove these video results or was our system broken? As it turns out, neither — video results have split into at least three distinct types (depending on how you count).

(1) Video packs (simple & complex)

The example above is pretty simple, with the exception of “Key Moments” (which debuted in 2019), but even the familiar video packs can get pretty complex. Here’s one from a search for the artist Gustav Klimt:

All three of the videos here have Key Moments, including a pre-expanded section for the top video with thumbnails for each of the moments. Some specific SERPs also have minor variations, such as the “Trailers & clips” feature on this search for “Lion King”:

Video packs are still often 3-packs, but can range from two to four results. While only the header really changes here, it’s likely that Google is using a modified algorithm to surface these trailer results.

(2) Branded video carousels

Some videos are displayed in a carousel format, which seems to be common for branded results within YouTube. Here’s an example for the search “Dave and Busters”:

While the majority of these “brand” (loosely defined) carousels are from YouTube, there are exceptions, such as this carousel from Disney Video for “Lightning McQueen”:

Like all carousel-based results, you can scroll horizontally to view more videos. Google’s mobile-first design philosophy has driven more of this format over time, as the combination of vertical and horizontal scrolling is more natural on mobile devices.

(3) Single/thumbnail video results

Prior to breaking out video into separate features, Google typically displayed video results as standard results with a screenshot thumbnail. In the past month, Google seems to have revived this format. Here’s an example for the search “longboarding”:

If you hover over the thumbnail, you’ll see a preview, like this (edited for size):

In some cases, we see multiple video results on a single page, and each of them seems to be counted as one of the “10 blue links” that we normally associate with standard organic results from the web.

There’s also a variant on the single-video format that seem specific to YouTube:

This variant also shows a preview when you hover over it, but it launches a simplified YouTube viewing experience that appears to be new (and will likely evolve over time).

(4) Bonus: Mega-videos

This format has been around for a while and is relatively rare, but certain niches, including hit songs, may return a large-scale video format, such as this one for Taylor Swift’s “Anti-Hero”:

A similar format sometimes appears for “how to” queries (and similar questions), such as the one below for “how to roundhouse kick.” Note the text excerpt below the video that Google has extracted from the audio …

While neither of these formats are new, and they don’t seem to have changed significantly in the past month, they are important variants of Google video results.

(5) Bonus: TikTok results

Finally, Google has started to display a special format for TikTok videos, that typically includes a selection of five videos that preview when you hover over them. Here’s an example from one of my favorite TikTok personalities:

Typically, these are triggered by searches that include “TikTok” in the query. While it’s not a standard video format and isn’t available outside of TikTok, it’s interesting to note how Google is experimenting with rich video results from other platforms.

Does YouTube still dominate?

Back in 2020, we did a study across 10,000 competitive Google searches that showed YouTube holding a whopping 94% of page-one video results. Has this changed with the recent format shuffling? In a word: no. Across the main three video formats discussed in this post, YouTube still accounts for 94% of results in this data set, with Facebook coming in at a distant second place with 0.8%. This does not count specialized results, such as the TikTo results above.

What does this mean for you?

If you’re tracking video results, and have seen major changes, be aware that they may not have disappeared – they more likely morphed into another format. This is a good time to go look at your SERPs in the wild (on desktop and mobile) and see what kind of video formats your target queries are showing. Google is not only experimenting with new formats, but with new video-specific markup and capabilities (such as extracting text directly from the soundtracks of videos and podcasts). You can expect all of this to continue to evolve into 2023.

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