Position: Customer Data Platform CDP - Consultant

Years of Exp: 5+ years

Areas of Work: Customer Data Platform, Adobe Experience Platform, Digital Audience Management

Level: Consultant

Location: Mumbai, Bangalore, Gurgaon, Hyderabad, Pune

Qualifications: Master of Business Administration / Post Graduate Diploma in Management

Marketing platform Certifications: such as Adobe Experience Platform, Salesforce Marketing Cloud, Tealium

• Proven working experience (5+ years) in Marketing and digital data management/ audience management with tools like Adobe experience platform (RT CDP), Oracle unity, salesforce CDP, Tealium, etc., and relevant marketing technology solutions (including implementations), particularly within the industry (E-Commerce, Retail, Telecom, Pharma, Banking etc.) 
• Profile & segmentation: Experience building Data management platform capability preferably with tools like Adobe Audience Manager to generate profiles & segments for onsite and paid media activation. 
• Data Partnerships: Identify and build capabilities that enable access to 2nd as well as 3rd party data for activation. This may typically include building secure 2nd party data exchange and activation capabilities, partnership automation platforms, etc. 
• Analytics & Insights: Experience with CDP inbuilt analytics and modelling capabilities to drive insights/ enriched profiles. Experience of integrating external model outputs into the CDPs. 
• MarTech ecosystem: Able to guide and deliver integration of customer profiles and segmentation across MarTech tools like SFMC, Google 360, Adobe Marketing cloud, Real time interaction management tool, Sprinklr for social media, etc. to build end to end customer focused MarTech stack. 
• Experience in ad tech & web/app analytics & their implementations such as cross device and omnichannel consumer experience, paid media (E.g. DSPs, Google, FB etc.) and owned media platform integrations, web/app analytics tools, Omniture, campaign tracking & attribution tools, firebase, Appsflyer also beneficial. 
• Working knowledge of ad serving tools, programmatic channels, tag management platforms (GTM, Launch, Tealium etc.) 
• Experience working with Ads data hub, ad platforms and their API' s i.e., Google API, Facebook conversion API etc. 

Roles and Responsibilities:

• Conduct assessment of client’s current data management and Customer Data Platform (CDP) capabilities. Provide recommendations on optimizing the current stack and develop use cases to improve utilization. 
• Gather business requirements and strategize and build client’s digital marketing data management program that delivers high performance profiles for segmentation, personalization & activation across Digital channels. 
• Identify different data sources, approaches to enrich customer profiles/segments in CDP (customer data platforms) and define use cases across multiple channels/destinations. Design Data cleaning, transformation, and integration approach from various data sources into CDP. 
• Evaluate and recommend new ways of data management through CDP and how it connects into the broader marketing technology landscape (campaign management and insight generation). 
• Work as a BA or a functional consultant as part of CDP implementation. Plan, design, implement & integrate CDP solutions such as Adobe Experience Platform – RT CDP and work with partners to leverage various data management capabilities offered these solutions. 
• Understand and convey the impact of regulations like CCPA, GDPR and client’s own internal or industry regulation on data gathering and management. Should be able to guide towards privacy by design, consent management for customer profile activation across digital marketing channels. 
• Understand and design integrations (including API based/ file-based integrations) b/w tools/platforms of different vendors/ MarTech/AdTech components/ data sources. 
• Stay abreast of MarTech landscape & engage ecosystem players/vendors to ensure best in class digital audience management capabilities for clients. Propose and conduct pilots as needed.