My NGO needs a CDP? — Part 2
Taking as a reference, the diagram designed by Gunjan Aggarwal, which explores an evaluation criterion of a CDP (Customer Data Platform) and its potential contexts of implementation, this second post focuses on showcasing use-cases for Data Management (Data Lake), Advanced Analytics and Reporting, as well as comprehensive Customer Profiles fields where a NGO like América Solidaria could deploy it. I am currently testing these capabilities through the Plan Data project.
The importance of a Data Lake for CDP implementation
As it said in the last article, Customer Data Platforms (CDPs) have emerged as powerful tools for consolidating and utilizing customer data effectively, but their success hinges on the foundation of a robust and well-structured data ecosystem. This is where the importance of a Data Lake becomes evident.
A Data Lake serves as a centralized repository for all types of data, from structured to unstructured, in its raw form. It allows organizations to store vast amounts of data without the need for predefined schemas.
In practical terms, the América Solidaria data architecture showcased above is designed with a clear focus on optimizing cost-effectiveness, making Data Lakes an attractive choice for organizations seeking to manage and utilize their data without exceeding their budgetary constraints.
In alignment with the previous point, Data Lakes are purpose-built to scale seamlessly as data volumes grow. As Customer Data Platforms (CDPs) expand and evolve, a well-implemented Data Lake can keep pace, ensuring that growth is smooth and uninterrupted.
The solution developed for América Solidaria leverages Google Cloud Platform (GCP) serverless services, including Cloud Run, Cloud Functions, and Cloud Scheduler. This combination offers a practical and cost-efficient mid-term solution for NGOs looking to strengthen their data management strategies, optimize costs, and expand their reach in the social sector.
Independently of the cloud provider defined, NGOs can establish a robust data infrastructure that not only meets their immediate needs but also sets the stage for future growth. This strategic approach enables organizations to manage their data efficiently while remaining mindful of their financial resources and long-term scalability.
Customer Profile
Customer profiles in a CDP are the gateway to a deeper understanding of your audience. They go beyond basic demographic data to capture a holistic view of individual users journeys. From their first interaction with your brand to their most recent engagement, every touchpoint is meticulously recorded.
This depth of data offers invaluable insights. You can identify your most loyal users, understand their preferences, and track how their needs evolve over time. With a 360-degree view of each NGO’s users, you can deliver hyper-personalized experiences that resonate on a profound level.
In the world of data analytics, BigQuery stands out as a powerful tool for constructing comprehensive user profiles. By harnessing the capabilities of BigQuery, NGOs can gather and analyze their data to build detailed user profiles. These profiles include valuable information such as purchase history, preferences, behavior patterns, and more. This level of insight allows organizations to tailor their marketing efforts, provide personalized recommendations, and enhance the overall donor or volunteer experience.
With BigQuery’s robust data processing capabilities, these organizations can effortlessly compile and update user profiles in real-time, ensuring that their strategies remain agile and responsive to changing user needs. This data-driven approach not only fosters stronger user relationships but also contributes to more effective decision-making and improved business outcomes.
After designing the data model of América Solidaria. As responsible team of the Plan Data project decided to deploy its architecture on BigQuery. For that I showcase you an example of a table that I created to segment its donors and to track their transactional behavior and serve as an input for a CDP.
Analytics & Reporting
Among the key points of the Analytics and Reporting, we can enumerate the next ones:
- Analytics allow you to gain valuable insights from the vast amount of user data collected. By analyzing this data, you can identify trends, preferences, and behavior patterns, enabling more informed marketing and operational decisions.
- With robust analytics, you can segment your customer base effectively. This segmentation enables personalized marketing campaigns and content, increasing engagement and conversion rates.
- Finally, Analytics and reporting help assess the return on investment (ROI) of your marketing efforts, ensuring that your strategies are cost-effective and efficient.
Considering that, our team integrated América Solidaria’s systems and set out to design and implement a donor tracking dashboard.
Final thoughts
Implementing a Customer Data Platform (CDP) and a robust data management system in NGOs opens up a world of opportunities to enhance campaign effectiveness, personalize interactions with donors and volunteers, and make informed decisions. The integration of technology and social strategy represents a valuable step towards sustainable impact.
Looking ahead, it’s clear that these tools can make a significant difference in how NGOs manage and optimize their resources. This translates to more effective support for the communities they serve. As these organizations harness the full potential of the data revolution, their efforts in promoting social well-being will be better equipped to overcome challenges and achieve lasting impact.
This path leads to more effective management and a more substantial contribution to social change.
