Start With the Decision, Not the Data
Explain why a CDP use case should start with a decision and success measure before source ingestion.
The profile is not the product. The improved decision is the product. A CDP gives teams the ability to collect, unify, segment, and activate customer data. That sounds like a data project, but the operating question is managerial: what repeatable decision gets better because the profile exists? The framework CRISP-DM begins with business understanding, then data understanding. In CDP terms, business understanding is the use case: decision, owner, audience, channel, and value. Data understanding is the feasibility check: which sources, IDs, latency, rights, and quality levels can support that decision. The trap If the team starts with connectors, every source…
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