A customer data platform (CDP) unifies fan data in real time and is built for segmenting and personalising marketing. A data warehouse stores and analyses large volumes of data with custom models and reporting. CDPs are quicker to put to work. Warehouses take longer and usually cost more, but give you more long-term control.
This is part II of our guide for marketing, digital and commercial teams in sport. Part I explains what a fan golden record is and how to build one. Here we compare the two main places to keep it, so you can choose the one that fits your goals, people and data.
Key takeaways
- CDPs suit teams that want to segment and personalise marketing quickly, using real-time data.
- Data warehouses suit organisations with large volumes of data and complex reporting needs.
- Both depend on clean data going in. Neither fixes poor data on its own.
- Both can be expensive. A warehouse is usually the more costly and time-consuming option, but gives greater long-term control.
- You don't always have to choose: some organisations keep a warehouse as the central store and use a CDP or CRM for marketing.
What is a customer data platform (CDP)?
Customer data platforms (CDPs) are data management tools that bring customer data from many sources into one profile per person. For a sports organisation, that means a complete view of each fan, ready for targeted and personalised campaigns. Real-time integration means fan interactions can be captured and acted on as they happen, so messages arrive while they are still relevant.
Pros of a CDP
- Data centralisation. CDPs bring together data from ticketing systems, social platforms, loyalty programmes and more into one view, for complete fan profiles.
- Real-time data integration. Fan interactions and behaviours are captured and processed as they happen, so you can send timely, targeted messages.
- Advanced segmentation and targeting. Segment fans by demographics, preferences and purchase history, then send each group the message that fits.
Cons of a CDP
- Implementation complexity. A CDP needs careful planning and integration with your existing systems, including data mapping and workflow design. You need the right resources and expertise to get it working.
- Data quality. A CDP is only as good as the data fed into it. Incomplete, inconsistent or inaccurate data weakens the insights, so invest in cleaning and quality checks.
- Costs that grow with volume. CDPs usually price on a sliding scale, so costs can rise with the amount of data going through them.
Who is a CDP best for?
CDPs suit sports organisations that prioritise personalised marketing: teams, clubs and leagues that want to target campaigns at individual fan preferences and respond quickly to what fans do. Before you commit, make sure you have the people and expertise to run one, and plan for costs as your data grows.
What is a data warehouse?
Data warehouses are central repositories for storing, organising and analysing large volumes of data. They are built for scale and performance, and let you design data models and reporting around your own objectives. Strong governance and security features help you protect sensitive fan information and meet privacy rules.
Pros of a data warehouse
- Scalability and performance. Warehouses handle large volumes of data and fast queries, for sophisticated analysis.
- Custom data models. Design models that match your own reporting and analysis needs.
- Data governance and security. Robust controls help you comply with privacy rules and protect fan data.
- Long-term control. You decide how your data is structured and used in future.
Cons of a data warehouse
- Data integration complexity. Bringing in data from many sources can be complex and time-consuming, and needs proper processes and tools.
- Longer development cycle. A warehouse usually takes longer to set up than a CDP, with planning, data modelling and ETL (extract, transform, load) processes.
- Vendor lock-in. Once you have invested heavily in one warehouse, switching can be hard. Check how flexible the vendor is before you commit.
Who is a data warehouse best for?
Warehouses suit organisations that prioritise in-depth analysis and reporting: large sports associations, governing bodies and organisations with big fan databases and complex data needs. Be ready for the integration work and the longer build, with the planning, people and technical expertise to maintain it.
CDP vs data warehouse: how do they compare?
| Customer data platform | Data warehouse | |
|---|---|---|
| Main job | Unify fan profiles and put them to work in marketing | Store and analyse large volumes of data |
| Strengths | Real-time data, segmentation, personalised campaigns | Scale, performance, custom data models |
| Time to set up | Shorter, but still needs planning and integration | Longer development cycle |
| Cost | Can rise with data volume | Usually the more costly and time-consuming option |
| Control | Depends on the platform | Greater long-term control, but watch for vendor lock-in |
| Best for | Clubs and leagues focused on personalised marketing | Large associations and governing bodies with complex data |
How do you choose between a CDP and a data warehouse?
Weigh up four things:
- Your goals. Personalised marketing and quick segments point to a CDP. Deep analysis and custom reporting point to a warehouse.
- Your people. Both need expertise to implement. A warehouse needs more technical skills to build and maintain.
- Your data. Volume, the number of sources and complexity all matter.
- Your costs and timeline. Both can be expensive. A warehouse is usually the more costly and time-consuming option, but gives you greater long-term control over your data.
Where do campaigns fit?
Whichever you choose, it needs a steady flow of consented, accurate data. Quizzes, predictors, polls and competitions give fans a reason to share contact details and preferences directly, and that data goes into your CRM, CDP or warehouse, automatically where an integration exists.
- Into a CDP. The Canberra Raiders sync data from their Campaignware quizzes, polls and competitions into their Data Talks CDP, for richer fan profiles and easy segmentation. Read the Canberra Raiders and Data Talks case study.
- Into a warehouse. At St George Illawarra Dragons, structured data such as date of birth, location and fan preferences feeds a central data warehouse and marketing automation platform, so the club can segment and personalise its communications. Read the Dragons case study.
How to run it with Campaignware
- Pick a template. Start with a trivia quiz or a season-long tipping competition or prediction league that brings fans back every round.
- Put it in your brand. Add your logos, colours and fonts in the campaign builder.
- Set prizes and terms. Choose a prize worth entering for and add your terms and consent wording.
- Share it. Promote it on social, by email, in your app or hub, and with a QR code on match day.
- Connect your data. Send entries to your CRM, CDP or warehouse through a standard integration where one exists. Webhooks send them to any other tool that accepts them, and Zapier connects over 2,000 apps.
- Report the results. Use the reporting in the platform to show your team and your sponsors what the campaign delivered.
Frequently asked questions
What is the difference between a CDP and a data warehouse?
A CDP unifies customer data into one profile per person and is built for marketing: real-time data, segmentation and personalised campaigns. A data warehouse is a central store for large volumes of data, built for analysis and custom reporting. A CDP is usually quicker to put to work; a warehouse takes longer and costs more but gives more long-term control.
Is a CDP the same as a CRM?
No. A customer data platform brings customer data from many sources together into one central profile for each customer, and is strong at segmenting. A CRM is designed less for unifying data and more for managing customer relationships and workflow, such as sales follow-ups and service. Many organisations use both, with the CDP feeding clean profiles into the CRM.
Which is better for a sports club, a CDP or a data warehouse?
It depends on your goals and resources. A club focused on personalised marketing, with a small data team, will usually get value from a CDP sooner. A large association or governing body with many systems and complex reporting needs may need a data warehouse. Both need clean data and the right expertise to work well.
Can you use a CDP and a data warehouse together?
Yes. A common approach is to keep the data warehouse as the central store for analysis and reporting, and use a CDP or CRM to segment fans and run marketing from that data. Campaign data can flow into either, so your fan golden record keeps growing with every quiz, predictor or competition you run.
Start with part I
New to the idea? Read part I: what a fan golden record is and how to build one. To see how clubs and leagues grow the data that feeds it, visit Campaignware for sport.
Want to see how campaign data flows into your systems? Book a demo, or talk through your project.
