Impress Launches 'CDP Construction and Operation Master Course' for SMEs

Impress, a company within the Impress Group that develops IT-related media businesses, has launched a new on-demand course titled 'CDP Construction and Operation Master Course for Business Maximization.' Available starting June 2, 2026, as part of the 'Impress Books Academy,' which offers video-based learning for business skills based on popular books, this course teaches practical methods for building and operating a Customer Data Platform (CDP) that is reproducible even for small to medium-sized enterprises (SMEs).

■ The Necessity of 'CDP' for Maximizing Marketing in the Cookie-less Era

Driven by the phase-out of third-party cookies and globally strengthened privacy regulations, traditional digital marketing activities are being forced to undergo fundamental transformations. Every enterprise is now required to develop a 'CDP (Customer Data Platform),' which integrates and utilizes customer data scattered across diverse touchpoints, centered on 'first-party data' acquired by the company itself.

However, many companies face challenges with CDPs, such as 'having introduced an expensive system but not knowing how to operate it or connect it to actions' or 'the data is collected, but the team cannot take action.' This course provides insights not just to end CDPs as system investments, but to turn them into 'engines for business growth' that generate true business results.

■ Mastering CDP Construction and Operation for Business Maximization

This on-demand course includes the e-book (PDF version) of 'How to Make a CDP: A Practical Guide to Building and Utilizing a Customer Data Platform with GA4 and BigQuery,' which explains reproducible practical construction methods for SMEs, alongside instructional videos by the authors. It condenses the essence of using CDPs in business—covering 'how to build a customer data infrastructure' and 'how to operate it'—into a concise 1-hour and 45-minute format. It enables systematic learning from strategies to transform CDPs into 'engines for business growth,' to requirement definitions that prevent failure, and PDCA cycles for on-site implementation.

■ Action Plans to Ensure Success: Not Just 'Introduced and Forgotten'

The course sets the goal of 'leading a CDP project within one's own company and making the first measures successful,' allowing learners to visualize concrete action plans for 'what to do on-site starting tomorrow.' Rather than waiting for the system to be completed, learners develop the practical ability to demonstrate value within the company by executing 'quick wins' in parallel with CDP construction.

■ Key Features of the Course

1. Realistic Small-Start Methods with Low Man-Hours and Costs
Explains realistic small-start methods applicable even for SMEs. Rather than expecting a 'magic tool,' learners acquire methods to steadily progress from initiatives that yield immediate results (quick wins).

2. Practical Operation Know-How Focused on 'Business Perspective'
Focuses not only on system construction but also on analytical methods and PDCA cycles for executing measures to 'mobilize the field' using the CDP. It covers knowledge directly linked to business outcomes, such as achieving LTV (Life Time Value) management and deploying personalization measures.

3. Requirement Definition and Project Management to 'Prevent Failure'
Presents common failure examples in CDP construction and carefully explains 'business requirement definition' techniques to lead projects to success, including mission visualization, business organization, and formulation of operational structures.

4. Enhancing Practical Ability by Combining Technical Logic and Business Essence
The included book, 'How to Make a CDP: A Practical Guide to Building and Utilizing a Customer Data Platform with GA4 and BigQuery,' explains specific implementation methods to build and operate a customer data infrastructure with low man-hours and costs using Google Analytics 4 (GA4) and BigQuery. It is ideal as a desk reference for learning technical logic—such as data matching and behavior history integration—that has previously been difficult to document. The video lectures focus on the 'business perspective,' condensing the essence of how to apply CDPs to business, allowing learners to intuitively grasp action plans for implementation, stakeholder engagement, and効果検証 (effect verification) in their business environment.