A CDP business case is the document that justifies the platform to finance. It lists a few measurable campaigns, each with a baseline, a holdout group, and a conservative estimate, sets them against the full cost of running the platform, and ends with the month the platform pays for itself.
Category
CDP Fundamentals
Also known as
CDP ROI case; investment case; CDP payback
The version that survives is built from campaigns you already run and know you run badly, such as an abandoned cart flow with no holdout. It is not built from a vendor's revenue-lift slide.
In practice
For each campaign write four lines: the current result from a report you already have, what the platform changes, a conservative estimate of the gain, and the date you'll read the holdout. On the cost side include everything, including the hours of the person who will own the platform. A case finance can check at month six is the one it approves.
Related
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