Getting a customer data platform to do what the business case promised
Pal Erik Waagbo · Independent consultant · hello@palerikwaagbo.com
This is you if
- You bought a CDP two or three years ago and it has never done what the business case said.
- The schema is right in places, patched in others, and nobody quite trusts it any more.
- Your segments were built by someone who has since left.
- Marketing does not read the reports.
- Deliverability is quietly getting worse and no one owns it.
- The platform is getting the blame.
Track record
- At Giggling Squid, fixed inconsistent consent categories and found 70,000 consented guests who had never been emailed.
- Built wagamama’s customer data capability to 11 million profiles.
- Led global fan data and personalisation at the WTA, including a CDP at international scale.
- I’ve bought and run these platforms as the client, so I know where implementations tend to fall short.
What I do
I get hands-on with your customer profiles, segments and the data points behind them. The usual problems are things that should be there and aren’t: timestamps, consents, site IDs on shops and restaurants. Then naming that has drifted, like separate in-house and takeaway order events where there should be one order event with an order type.
I start with the data schema and work up from there: segments that match how you sell, reporting that answers commercial questions, deliverability brought up to healthy benchmarks, and email flows tidied where needed. Bloomreach is my deepest platform, and the same logic applies to the others.
What you get
A schema your team can explain, segments marketing can build and run themselves, reporting built around the commercial questions your leadership asks, and healthy deliverability. All of it documented.
How it starts: the paid diagnostic
Two days in your CDP and the data behind it. I’ll need admin access, because finding what’s wrong means building the segments and metrics, not just reading them. £2,500 fixed. You get a findings document listing what is broken in priority order, and a fixed-price proposal for the rescue, both within a week of the second day. Most rescues land between £12,000 and £30,000 depending on scope. There’s no sales pitch before the diagnostic.
Next step
Book the diagnostic: hello@palerikwaagbo.com