---
title: "Retail Media Success: Zeotap CDP's Crucial Role in Douglas' Data-Driven Transformation"
description: "Retail Media Success: Zeotap CDP's Crucial Role in Douglas' Data-Driven Transformation
Interview with Jessica Wegner, VP New Business & Retail Media at DOUGLAS with Zeotap"
---

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# [Retail Media Success: Zeotap CDP's Crucial Role in Douglas' Data-Driven Transformation](https://www.lxahub.com/stories/retail-media-success-zeotap-cdps-crucial-role-in-douglas-data-driven-transformation)

 Written by [Daniela Damonte, Marketing Manager, Zeotap](https://www.lxahub.com/stories/author/daniela-damonte-marketing-manager-zeotap) | 27 February, 2024

***Partner Content***

### Interview with Jessica Wegner, VP New Business & Retail Media at DOUGLAS

When we embarked on our [partnership with DOUGLAS](https://zeotap.com/news/zeotap-cdp-and-douglas-to-enhance-omnichannel-customer-experience/), their primary objective was to establish a robust data and ad tech architecture. This architecture would enable internationalisation, introduce new marketing solutions, and explore secure channels for the future. DOUGLAS sought a solution to enhance their Retail Media strategy, focusing on unlocking first-party data both on-site and off-site to achieve a comprehensive 360-degree brand activation.

In our exclusive interview with Jessica Wegner, VP of New Business & Retail Media at DOUGLAS, we delve deeper into:

- DOUGLAS Retail Media strategy
- The indispensable role of a CDP in Retail Media
- Why DOUGLAS chose Zeotap as their trusted partner

[Join us as we explore these critical topics in detail during this interview.](https://youtu.be/YDEs_S-xGJQ)

### **Which role does a CDP play in this project?**** **

*“Within our adtech architecture, a CDP holds a central position. In 2023, with the decline of third-party cookies and metrics, transitioning from a DMP to a CDP solution became imperative. This shift allows us to scale up, utilise multiple identifiers, and improve targeting quality, ensuring precise messaging to our audiences at the right moment.”*

### **Which advertising and marketing channels do you plan to connect with the CDP?**

“*Ideally, we aim to connect all channels to create an interconnected ecosystem for a holistic 360-degree view of our customers. Initially, our focus will be on digital channels, including social media networks, display and programmatic channels, on-site retail media inventory, and later email and CRM. Future plans include exploring additional channels like digital out-of-store and mobile in-app, utilising first-party data for effective campaigns.”*

### **What advantages do you expect from using a CDP in Retail Media?**

“*It’s not just about advantages; it’s a necessity. The transition from a dying DMP technology to a state-of-the-art CDP is crucial. Multiple identifiers and real-time effects are significant, enabling precise targeting. We anticipate benefiting from the CDP’s ability to facilitate learning and adaptation on the fly.”*

### **Where does DOUGLAS utilise the CDP? Which teams are involved?**

*“Initially, digital media teams, including digital and activation managers in retail media and performance marketing, will use the CDP. Subsequently, CRM teams, analytics, business intelligence, and A/B testing teams will also be integrated.”*

### **How did you prioritise the different use cases at the beginning of the project?**

*“Prioritising use cases is crucial. We recommend focusing on 3 to 5 top use cases for effective implementation and impactful results. Urgency played a vital role for Douglas as they needed to replace the DMP with the CDP swiftly to address first-party data and audience utilisation in a cookieless future.”*

### **Why did you decide on Zeotap CDP in the end?**

*“We chose Zeotap CDP for three key factors. Foremost was the assurance of safety and privacy – a shared philosophy deeply ingrained in our German vendor’s DNA, ensuring our client data is protected at all costs. Ease of use was another crucial element; the most sophisticated tools are ineffective if they aren’t user-friendly and embraced by our teams. The third aspect was urgency – the need to get started swiftly, prioritising out-of-the-box integrations and connectors. Lastly, the human factor played a vital role: effective communication, collaborative interaction, and mutual trust were paramount in our decision-making process.”*

[View full post](https://www.lxahub.com/stories/retail-media-success-zeotap-cdps-crucial-role-in-douglas-data-driven-transformation)

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