Most everyone likes barbecue, but the taste of the ribs, brisket or pork may vary by region.
Memphis has a rub and a sauce. Charlotte has a thin, piquant sauce. Kansas City likes a thicker, sweeter version, and Texas brings the heat. Tomato sauce is the common ingredient, but the regional variations are developed by understanding the marketplace.
It’s the same with data standards for customer identity.
Corporate data standards exist to maintain a base level of quality across business units. It may be as simple as requiring every region and brand to collect the same user information: name, location and email. We’ll call that the tomato base.
We allow business units and regions to then customize their individual data strategies to respond to regional demand in the same way good barbecue is customized with other ingredients in response to regional tastes.
Information obtained voluntarily via progressive and conditional workflows from customers can be our guide to creating the flavors that uniquely fit each customer.
Optimally, that kind of progressive profiling strategy is driven by a customer identity and access management (CIAM) platform that provides a single customer view to the business unit and to the larger corporate entity.
There are two key benefits to regionalizing or customizing identity data beyond making good ribs:
- Driving adoption of corporate data standards by individual business units and;
- Maintaining agility in marketing and personalization strategies globally.
Technology roll-outs can be painful and are often delayed by individual business units, especially if they interfere with existing marketing and product roadmaps. Regional customization allows business units to continue to pursue their individual strategies, decreasing push-back and time to market.
From a corporate perspective, this means dollars saved in planning and deployment.
To further decrease time to market, communication will be key. Developing a concise message that stresses brand and regional autonomy alongside new corporate data standards will mitigate negative responses and stress within individual business units.
Likewise, outlining how a global data strategy can aid individual business units by allowing access to a greater data set from the corporate level obtained across business units can present an opportunity for business units that did not previously exist.
Much like BBQ pitmasters coming together to taste each other’s products and share tips and tricks, business units that come together under a corporate data standard gain access to a larger marketable base and industry intelligence.
Barbecue would be a lot less popular if the same recipes were used everywhere. Businesses can borrow from this tasty approach to success in allowing the same type of regional standards and customization that have made barbecue so popular across the globe.
By Craig Ferrara