CDP Selection Scorecard (Onboarding)

CDP Selection Scorecard (Onboarding)

1. 01

   Map the client's data sources and destinations before any vendor conversation

   List every system holding customer data, from CRM and email platforms to the data warehouse, and note which downstream tools need activated segments. This inventory determines whether a composable or full-suite CDP fits.

2. 02

   Score each candidate against a weighted rubric built on the client's top three use cases

   Assign weights to criteria like time-to-value, total cost of ownership, and governance controls. A client needing real-time cross-channel journeys may favor a platform like Braze or Insider One, while one with a mature warehouse might prefer Hightouch or DinMo.

3. 03

   Run a 30-day proof of concept with the top two vendors using the client's own sample data

   Have the client's team build one real segment and activate it to a single channel. Measure setup time, data accuracy, and the effort required to maintain the integration.

4. 04

   Verify identity resolution and data governance capabilities against the client's compliance needs

   Check how each platform handles PII, consent flags, and cross-device matching. For clients in regulated industries, confirm the CDP supports data deletion requests and audit logs.

5. 05

   Calculate the fully loaded cost per active profile, including implementation and ongoing engineering time

   Compare subscription fees, overage charges, and the internal hours needed to manage the platform. A lightweight tool like Jitsu may cost less upfront but require more engineering effort than a managed service.

6. 06

   Interview two reference agencies that have deployed the shortlisted platforms for similar clients

   Ask about onboarding speed, support quality, and any hidden limitations. Peer experience often reveals issues that vendor demos gloss over.

7. 07

   Document the final recommendation with a one-page comparison matrix for the client's decision makers

   Include the weighted scores, cost projections, and a clear rationale for the chosen platform. This artifact becomes the baseline for the implementation phase.