From blank slate to blueprint: CDP use case and team design for a global telecoms group
CDP-ready
Partner market
Redesigned
Teams, roles & structure
Defined
Use cases, data & KPIs
The challengeA global telecoms group needed to support a partner market with CDP use-case identification, team design and new ways of working.
Service lines
Marketing TechnologyStrategy & Transformation
The outcomeUse-case priorities, KPIs and team structure defined; baseline CDP data model delivered; collaboration and buy-in secured across the organisation.
Client Situation
- A telecoms group operating across many countries through partner markets is rolling out a CDP in each region. The Group asked Loop Horizon to help one partner market identify and develop its CDP use cases, and, alongside that, to redesign team structures, roles and ways of working for the CDP era.
Our Contribution
- Designed a discovery approach that developed use cases and team structure in tandem, so each informed the other.
- Built tailored templates to assess use cases and map the data each required: sources, activation channels, mechanics and KPIs.
- Used the shared data points to identify further use cases and quick wins.
- Designed an agile, integrated core team structure aligned to group best practice, and ran use-case workshops that built advocates, buy-in and collaboration across the organisation.
Results
- A redefined team structure with new roles and skillsets identified, and wider teams committed to the new ways of working.
- Clarity on use-case priorities, activation plans and how success will be measured.
- A baseline CDP data model ready to feed the initial use cases at launch.
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Loop Horizon has helped us set the stage for an impactful CDP programme.Programme Leader