Why CDPs Fail & How to Succeed: Your Blueprint for Growth, Vol. 3

Introduction

In the previous Vol. 2, we deeply explored practical countermeasures for successful CDP implementation, especially the "quick win" strategy and the "value-up model". However, to execute these strategies, the right technology and a powerful partnership capable of maximizing its utilization are indispensable. This volume will detail how the innovative CDP "Antsomi CDP 365" from Singapore, through its collaboration with Hakuhodo DY ONE (formerly the DAC team), addresses the CDP implementation failure factors analyzed in the previous volume and ensures the sustained business growth of companies.

Chapter 1: Antsomi CDP 365 - Integrated Architecture as an Answer to Failure Factors

Antsomi CDP 365 is more than just a data integration platform. It is an integrated "Delivery CDP" designed to resolve key failure factors in CDP implementation at the architectural level.

1.1. Answer to the Absence of Purpose and Strategy: Seamless Insights to Action

Traditional CDPs focused on "customer understanding," while Marketing Automation (MA) tools emphasized "action," creating a disconnect between insights and campaign execution. This disconnect led to vague objectives and difficulty in calculating ROI.

Antsomi CDP 365's Superiority: Antsomi CDP 365 incorporates native Marketing Automation (MA) functionalities in addition to customer data integration and analysis. This enables seamless, omnichannel campaign execution from customer segment creation to delivery via email, SMS, website personalization, and digital advertising, all without switching platforms. This is like having a high-performance oven (CDP's analysis capabilities) and a service function (MA capabilities) that can immediately deliver freshly baked dishes, all integrated into one kitchen (Antsomi CDP 365).

This eliminates the gap between insights (customer understanding) and actions (campaign execution), fundamentally resolving the ambiguity of purpose such as "we collected data, but don't know what to do with it". Furthermore, campaign results can be directly measured within the platform, making it easier to clearly visualize the ROI of marketing activities and leverage them for future strategies.

1.2. Answer to Data Quality and Organizational Silos: AI-Driven Data Utilization and Enhanced Inter-Departmental Collaboration

Many companies struggle with data quality issues and inter-departmental data silos.

Antsomi CDP 365's Superiority: Antsomi CDP 365 collects and integrates data from all online and offline channels and features AI-powered predictive modeling and segmentation capabilities. For example, it can predict customer purchase segments, churn risk, and calculate Engagement, Recency, Frequency, and Monetary (ERFM) scores. This allows for extraction of actionable insights even from incomplete data, compensating for data quality challenges.

Additionally, Antsomi CDP 365 can flexibly integrate with existing marketing stacks and systems via an API Hub, enabling smooth data exchange with tools used by individual departments and thereby resolving inter-departmental data silos. This connects data generated by specialized tools in each department with a "common language," promoting "data democratization" and deepening company-wide customer understanding.

1.3. Answer to Difficulty in Calculating ROI: Integration of Prediction, Execution, and Measurement

The calculation of CDP investment ROI faced the challenge of accurately identifying its contribution.

Antsomi CDP 365's Superiority: Antsomi CDP 365's "Insights" module uses AI to predict future customer behavior. For example, it can simulate the "potential uplift" in customer behavior if a specific campaign is implemented. These insights are then directly translated into campaigns via the "Marketing Hub," with results fed back into the CDP, creating a "closed-loop system". This establishes a clear line of sight from data-driven insights to tangible financial results, making ROI calculations more accurate and convincing.

Chapter 2: Strategic Alliance with Hakuhodo DY ONE - A Blueprint for Certain Success

The technical superiority of Antsomi CDP 365 alone does not guarantee CDP implementation success. When combined with Hakuhodo DY ONE's unparalleled marketing strategy planning and execution support capabilities, CDP investment is positioned not merely as a cost, but as a strategic investment that accelerates corporate growth.

2.1. Alliance Structure: Fusion of Technology and Strategy

In August 2023, DAC, the predecessor of Hakuhodo DY ONE, formed a capital and business alliance with Antsomi. This is not merely a loose collaboration but signifies a deep and strong commitment as a "shared destiny," where the success of both companies is directly linked to each other's financial success. This powerful alliance acts as a strong hedge against the two major risks in CDP implementation: "technology risk" and "execution risk".

Hakuhodo DY ONE, as a "digital core" leading the digital advertising industry, provides comprehensive services that consistently support overall marketing activities, including strategic consulting, system integration, data enrichment, analysis, campaign execution, and on-site support. By positioning Antsomi CDP 365 as the prediction engine and Hakuhodo DY ONE as the "economic translation layer" that converts these predictions into tangible revenue growth, a high-resolution ROI blueprint that satisfies CTOs and CFOs can be drawn.

2.2. "Experience Integration Engine" for One-Stop Service

This alliance jointly offers services under the name "Experience Integration Engine". This is an end-to-end solution that provides one-stop support from customer data integration and analysis to marketing strategy planning and execution.

• Antsomi CDP 365 Offerings (The "What"): Integrates siloed data to build a single customer view. Enables precise customer segment creation via a GUI and omnichannel campaign execution with MA features.
• Hakuhodo DY ONE Services (The "How"): Designs data schemas, ensures data quality, develops audience strategies and analysis, manages campaign operations, and defines overall data strategy and roadmaps.
• Resulting Business Value (The "Why"): Achieves a 360-degree customer view, improved campaign relevance and engagement, increased marketing agility and time-to-market, clear and demonstrable ROI, and maximized long-term value.

This integrated model frees companies from the complexity of coordinating with multiple vendors, significantly reducing communication errors and project delays.

Chapter 3: Antsomi's Ultra-Flexible PoC Support and Marketing Hub Plan

For successful CDP implementation, as emphasized in the previous volume, a "small-scale PoC to verify ROI" is essential. Antsomi has established a system to provide this PoC in an extremely flexible manner, customized to the customer's needs.

3.1. "Custom-Made PoC Just for You"

Antsomi, without being constrained by standard PoC packages, thoroughly interviews customers about their specific industry challenges, business goals, existing data infrastructure, and system environment. They then propose a PoC plan with freely customizable elements such as necessary functions, verification items, duration, budget, and organizational structure. For example, it is possible to design a PoC that focuses on what the customer truly needs, such as verifying data integration for specific channels, testing integration with existing MA tools, or intensively evaluating privacy management functions. During the PoC period, expert consultants provide detailed support, including progress management, issue identification, and improvement proposals, allowing customers to experience the value of CDP with confidence.

3.2. "Marketing Hub Plan" Suitable for PoC

Cost is a crucial factor when starting a PoC small. Antsomi CDP 365 offers the "Marketing Hub Plan" as an affordable option ideal for PoC implementation.

• Features:
  • Ideal for starting with minimal engagement tactics, such as tracking website/app visitor behavior, running basic website/app notifications and banners, and sending email/SMS messages.
  • This plan does not include CDP features (data integration, single customer view, data analysis, etc.) and specializes in marketing automation functionalities. Therefore, it is highly suitable for PoCs focused on "verifying marketing campaigns" before full-scale CDP implementation.
  • The billing is based on "Monthly Active Users (MAU)," ensuring no unexpected price fluctuations.

By leveraging this Marketing Hub Plan, customers can, with minimal investment, verify the effectiveness of data-driven marketing campaigns and demonstrate their impact with concrete figures. This will serve as an extremely strong basis for securing executive approval for full-scale CDP implementation.

Conclusion

This volume has detailed how Antsomi CDP 365's integrated architecture addresses major CDP implementation failure factors, and how the strong strategic alliance with Hakuhodo DY ONE maximizes its effects to draw a "high-resolution ROI blueprint" that accelerates client business growth.

Antsomi's "ultra-flexible PoC support" and the "Marketing Hub Plan" perfect for PoC, serve as powerful backing for clients to take their first step towards CDP implementation with low risk and certainty.

The combination of Antsomi CDP 365 and Hakuhodo DY ONE goes beyond merely providing state-of-the-art tools and consulting services. It embodies "a state-of-the-art kitchen facility" united with "renowned chefs and a menu development team" to deliver exquisite course meals tailored to each customer's preferences. We can confidently state that this is the best option for transforming CDP investment from a mere IT infrastructure cost into a strategic asset driving business growth.