There are definitely quite a few pitfalls that I have seen, but if I had to think about it, “scope creep” is probably the largest. There is the potential when having multiple owners of siloed data, that bringing this together in a single database will require compromise and may not be easy, but you have to start somewhere. The mentality of “while you’re under the hood , let’s change this and this etc.”, you will never get signoff on the scoping document. You need to put a stake in the ground and say “this is what we need to get started”. Again, all thing scan be prioritized and accomplished in subsequent phases.
The second pitfall is reporting. I’ve seen where platforms have been built out and marketers thought they would figure out at the end what types of reports they wanted to see. However, we then had to change the data model because the data wasn’t there, or because it wasn’t in proper format or no relation linkage existed. We really try to hammer that home and focus on what is needed before the system is designed and build. You’ve really got to understand what kind of data you want in the system to report against. You have to make sure you’re mapping those two things together in the right way and that you have the ability to measure success.