How to Decide Between Building or Buying a Customer Data Platform


Published: 30 April 2018 ID: G00348063

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Summary

Organizations seeking to invest in a customer data platform face a strategic decision: Build a CDP in-house, or buy it? To make an informed choice, marketing leaders should assess their business strategy, available resources, marketing capabilities and time-to-market requirements.

Table of Contents

  • Introduction
  • Analysis
    • Determine If Your Brand Will Differentiate on CDP Capabilities
      • Question No. 1: What Is Your Brand's Historical Preference Toward Building Versus Buying New Technologies?
      • Question No. 2: Can a Third Party Supply Greater Than 80% of the CDP Capabilities You Need?
      • Question No. 3: Does Your Brand Operate in a Mature Industry?
      • Question No. 4: Does Your Company Push Technical Boundaries at a Rate Where a Third Party Couldn't Match Your Pace of Innovation?
    • Assess Your Resources and Maturity Relative to CDP Development
      • Determine Team Skills and Maturity
      • Evaluate Your Budget Profile
      • Assess the Strength of Internal Partnerships (Especially With IT)
      • Determine the Urgency of Your CDP Deployment
      • Measure Performance Gaps
      • Assess Whether Stopgap Solutions Can Buy You Time to Build
  • Gartner Recommended Reading
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