This document outlines the key components needed to build personalization capabilities using a data management platform (DMP), including establishing a strategy, securing funding, implementing governance, establishing data controls, and defining operational processes. The strategy defines objectives, scope, and expectations for using the DMP. Funding is required to obtain buy-in, financial support, assurance, and executive sponsorship. Governance involves program management, accountability, tracking responsibilities. Data controls include defining data, mapping signals, testing data points for accuracy, consistency and confidence. Operations entail process mapping, conventions, building and sharing segments, profile rules, dashboards, approvals, policies and frameworks, and stakeholder engagement.

1. Personalisation Capability Building via DMP (Data Management Platform)
DMP
Strategy
• Sets the objective
• Defines scope
• Sets the expectation
• Provides definition
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Funding
• Buy-in
• Financial support
• Assurance
• Executive sponsorship
Governance
• Program management
• Accountability
• Tracking
• Responsibilities
Data Controls
• Data definitions
• Mapping signals
• Fetching data points
• Testing and validation
• Accuracy
• Confidence
• Consistency
Operations
• Process maps
• Conventions & taxonomy
• Building & sharing segments
• Profile rules
• Dashboards
• Getting approvals
• Policies
• Frameworks
• Stakeholder engagement