Akamai

Akamai, a global leader in distributed computing handling up to 30 percent of all web traffic, faced a critical challenge: a marketing strategy fragmented by siloed data sources.

To enhance customer engagement and streamline marketing efforts, Akamai sought MOD+Co’s expertise to unify its data.

The result is a more cohesive marketing strategy across all channels, built on a single customer data foundation.

Capabilities

Industry

Edge and Cloud Computing

Go To Market

Marketing Consulting

Vendor Evaluation & Scoring

Test & Learn

Creative

Content Strategy

Technology

MarTech Strategy

Transformation

Change Management

Digital Transformation

Data

Data Unification

Identity Resolution

01

Introducing the Customer Data Platform

To empower Akamai’s marketing teams with actionable insights, MOD+Co 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.

The initial phase involved educating stakeholders on the comprehensive value of a CDP, ensuring they understood how it could transform their marketing efforts.

02

Crafting a Customized Strategy

MOD+Co 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.

The approach was tailored to Akamai’s needs, ensuring a solution that would integrate seamlessly and provide lasting value. There is no one-size-fits-all software, and MOD+Co builds solutions that stick.

03

Managing the Change

After a thorough evaluation, Akamai opted to partner with an external CDP vendor.

MOD+Co established a robust system of permissions, organized management teams, and coordinated comprehensive training sessions.

This was a coordinated effort to bring in the right teams at the right time, ensuring the right data, technology, and stakeholders were considered and everyone was moving in the same direction.

04

Delivering the Expertise

Post-deployment, MOD+Co continued to support Akamai in maximizing the value of the CDP, with a phased approach starting with foundational data stitching and progressing to advanced audience management.

APIs were integrated to enrich data with first-party sources, enabling more informed testing and personalization in tools like Marketo and Adobe Target.

This positioned Akamai to thrive in a cookieless future by fully leveraging its first-party data.