Akamai

Introducing the Customer Data Profile

To empower Akamai's marketing teams with actionable insights, MODintelechy recommended the implementation of a Customer Data Platform (CDP). The CDP would enable effective audience management, content affinity measurement, and customer journey optimization, all while reducing marketing costs. Our initial phase involved educating stakeholders on the comprehensive value of a CDP, ensuring they understood how it could transform their marketing efforts.

Crafting a Customized Strategy

MODintelechy conducted an in-depth analysis of Akamai's existing tech stack to identify gaps and inefficiencies. This involved a full vendor evaluation, tool inventory, and a formal vetting process to select the best CDP solution. Our approach was tailored to Akamai's unique needs, ensuring a solution that would integrate seamlessly and provide lasting value. There is no one-size-fits-all software, and we’re passionate about building solutions that stick.

Managing the Change

After a thorough evaluation, Akamai opted to partner with an external CDP vendor. MODintelechy established a robust system of permissions, organized management teams, and coordinated comprehensive training sessions. This was a robust, coordinated effort to bring in the right teams at the right time—ensuring the right data, technology, and stakeholders were being considered and everyone was moving in the same direction.

Delivering the Expertise

Post-deployment, MODintelechy continued to support Akamai in maximizing the value of their CDP. We developed a phased approach, starting with foundational data stitching and progressing to advanced audience management strategies. We also integrated APIs to enhance data with first-party sources, enabling more informed testing and personalization in tools like Marketo and Adobe Target. This strategic approach positioned Akamai to thrive in a cookieless future by fully leveraging their first-party data.