Differences and similarities between marketing data platforms; CDP, CRM and DMP
There are many different types of marketing data platforms, but they all have a common purpose: to collect and organize customer data. However, there are some differences and similarities between marketing data platforms that you should consider before choosing one for your company.
CRMs are primarily used to manage customer relationships. They can collect data from a variety of sources, including sales and customer service, and then use that data to create customer profiles. This information can be used to personalize marketing messages and improve customer service.
CDPs are similar to CRM platforms, but also include functionality to manage marketing campaigns. This makes them a better option for companies that want to create and execute marketing campaigns in a more agile way. In addition, a core component of CDPs is the ability to connect online and offline data.
DMPs are focused exclusively on data management. They can collect data from a variety of sources, including website interactions, social media and purchase data, and then use that data to create customer profiles and targeted marketing messages.
When it comes to marketing data platforms, there are a few different types available on the market. But what are the differences and similarities between marketing data platforms?
The first type of marketing data platform is known as a customer data platform or CDP. This type of platform is designed to collect customer data from various sources, including websites, social media and contact lists. The data is then cleansed and consolidated so that it can be used to create targeted marketing campaigns.
A second type of marketing data platform is known as a data management platform or DMP. This type of platform is used to collect data from various sources, including online advertising (primarily programmatic) and website visits. The data is then cleansed and consolidated so that it can be used to create targeted marketing campaigns.
The key difference between CDPs and DMPs is that CDPs are designed to collect primarily 1st party customer data, while DMPs are designed to collect primarily data linked to anonymous profiles of website visitors.
Both CDPs and DMPs can be used to create targeted marketing campaigns, but they are not interchangeable. CDPs are more suitable for campaigns targeting individual customers, while DMPs are more suitable for campaigns targeting groups of customers or audiences.
So what type of marketing data platform is right for you? That depends on your needs and objectives. If you want to target individual customers, then a CDP is the right choice. If you want to target groups of customers, a DMP is the right choice.
