Evolving the Audience Center of Excellence
As the platforms that support management of customer data, audiences, and activation programs evolve, organizations must update the processes that support these platforms. In fact, 42% of marketers cite segmentation and personalized messaging at scale as a current leadership gap, according to a CMO Council survey. With the advent of the customer data platform (CDP), audience centers of excellence (COE) need to adapt to help organizations fully utilize the unified customer profiles that CDPs enable.
In the whitepaper, “Evolving the Audience Center of Excellence,” Adobe’s Nina Caruso modeled how to bring new teams into the fold, update KPIs, and expand their people and process programs to fully realize the potential of complete data management with a CDP.