The ever-more advanced technological capabilities of data marketing tools create considerable opportunities for business lines. This goes hand-in-hand with at-times complex and time-consuming rollouts, which may cause participants to lose sight of business usages and may create disappointment once a tool has been deployed. A structured and properly divided framework means that the rollout and the first business developments can be carried out side by side, thereby ensuring uptake by the various business lines.
Following a call for tenders, we helped our client to roll out and run a DMP, web analytics and attribution tool. The scoping for the roll-out phase enabled us to identify several lots and macro-parameters:
Additionally, to ensure business line uptake, we conducted three developments: