Customer Data Clean-up & CDP Set-up

How to set-up a CDP and unlock the power of your customer data for clearer reporting, and hyper-personalised marketing.

The analytics status quo isn't best practice anymore

There is a stock standard out-of-the-box combination of tools that most companies, regardless of industries, will use. This includes:

  • Google Analytics
  • Google Tag Manager
  • Heat Maps
  • Backend / CRM data

This is a great starting point and it is powerful. You can get it up quick & easy, start feeding it into some reporting tools, gather some insights and run some experiments. But in the hyper-personalisation era, this is the bare minimum. You need to make data simple, and you need it in one place—in your own database (instead of it sitting in many different tools). You need to be able to attribute every campaign you run precisely, but this stack above is notorious for its limitations for accurate attribution modelling. You need to have data clearly visible and accessible on-demand, for everyone. Whether that's automated reports pushed to individual teams for day-to-day management, or more specific reports that they can pull on a needs basis. No matter who it is, they can pull the same report and it delivers the same KPIs as a sole set of truth—no more consolidating across different sources of data. Finally, of course, the ultimate reward for the right set-up, you need to be able to create behavioural & personalised campaigns easily, sending unique messaging to customer no matter what channel they're in. To do all of this, you need the right analytics stack, starting with a customer data platform.

Cleaning customer data and setting up a CDP is a huge, cross-disciplinary job

Advances in the customer data space are new, and are difficult to implement correctly. It requires business acumen and funnel understanding, and cross disciplinary expertise in growth, monetisation, marketing, analytics, product development & engineering. Whilst there are best-practice platforms, there is no out-of-the-box solution, especially if you are migrating an existing set-up where your customer data exists in multiple different sources. There are a lot of things that can go wrong (e.g. data interruption) so it becomes a bit like changing the wheel on a moving car. Most companies do not have someone with this skill-set, or are unable to bridge the gap between their teams to make this happen. That’s where we come in.

Get guidance from analytics experts who have done this time and time again

We'll do a complete audit of your analytics stack, looking at how you collect and use customer data and report across your business functions. We'll run through:

  • The infrastructure you need to quickly and accurately track, measure, and report across functions (e.g. marketing/sales or website/CRM)
  • The customer data platform that is right for you and how you should orchestrate its data flows
  • From here, we'll help build out and execute your ideal analytics stack and CDP

FAQs

Can I do this myself?

Possibly, if you have analytics experience and have the time, resources and ability to build-fail-learn your way to a perfect set-up. In most cases, you probably can't (and shouldn't) risk this, especially in larger organisations where the implications are potentially disastrous (e.g. data interruption). We have a lot of experience with the common tools (Google Analytics, Tag Manager), plus the more sophisticated tools (customer data platforms etc.) All of these tools have a lot of gotchas that we've painfully experienced and developed best-practices for. That experience can now be yours, with recommendations and set-ups tailored specifically to your needs.

Are you a data/analytics agency?

Data & analytics is our secret sauce. Most agencies are super-specialised, whether in data-science, performance-marketing or a specific function (e.g. SEO, SEM). We're able to combine it all, we know what is required across analytics, marketing, product and broad strategy to achieve successful business growth.

We don't do marketing.
We deliver growth.

Ikaros has been a great help in driving growth for one of our portfolio businesses, thanks to their deep understanding of growth strategy, analytics & experimentation.

They have the ability to reliably deliver across all stages of projects, whether validating product-market-fit from the ground-up, or scaling growth and unlock new levers.
Daniel Jarosch
Managing Director
& Partner
Ikaros has been the true description of a partner. Providing valuable advice at all times, educating our team where necessary and providing the level of engagement that truly feels like they are one of the family.

Joining us at the outset of a large acquisition, the ikaros team worked on setting up the infrastructure, monitoring and reporting and providing the recommendations that will keep giving us the digital competitive edge.
Stuart Miller
Group CEO
From day 1 ikaros have filled us with confidence that we made the right choice with them. They couple deep growth expertise and strategic advice with the ability to get things off the ground and running super quickly.

Their collaborative attitude has also made them a pleasure to work with. Big thanks to Ikaros for helping us setup the experimentation culture that every start-up needs.
Kathleen Weaver
Co-CEO
The ikaros team have been instrumental in supporting Prezzee on our data and insights journey.

From strategic advice through to best-in-class implementation support of our analytics tools, ikaros has been a true extension of our team. Their strategic, data-driven marketing lens and a real focus on business growth truly sets them apart.
Nico Riahi
Head of Finance & Commercial Ops
The team at ikaros have supported us in transforming a 20 year-old family business into a growth-machine, helping deliver close to 100% new customer growth.

They helped establish a data-driven growth culture, pulling together teams across functions and bridging the gaps between our technical and business challenges.
Markus Albert
Managing Director
Daniel and his team at ikaros are world-class digital and growth professionals.

They are experts in the space of SEO, PPC, analytics and customer lifecycle marketing and were able to align our marketing and engineering team’s direction with their deep understanding of both business and technical requirements.
Dean Jones
Founder & CEO
The ikaros team have been instrumental to CareerTeam's growth, defining and implementing a successful growth strategy for our business.

ikaros quickly delivered results across each stage of our customer journey and continues to do so as part of our ongoing collaboration. We couldn't be happier with them!
Josef Günthner
Partner

Why ikaros

Broad Expertise

We’re a team of experts and entrepreneurs. Together, we bring the skill-set of consultants, marketers, product managers, data scientists and developers to any challenge.

High-Impact Results

We value quick-wins, but we understand what it takes to grow sustainably. Rather than jumping into paid ads, we look at what part of the funnel has the biggest impact on your bottom line.

Candid Comms

We’ve scaled successful businesses—and made painful mistakes along the way. We don’t promise the world; we share our experience and help you make calculated decisions.

Tailored Advice

We’re trusted advisors & teachers to leaders across the globe. We don’t recycle agency tactics, we provide a tailored service from experts who have actually been in your shoes.

Leave it with us.

Data-driven growth and analytics consulting for scale-ups & established corporates