The Differences and Similarities of Marketing Data Platforms; CDP, CRM and DMP

There are many different types of marketing data platforms, but they all serve a common purpose: to collect and organize customer data. However, there are some differences and similarities between marketing data platforms that you should be aware of before choosing one for your business.

CRM 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 then be used to personalize marketing messages and improve customer service.

CDP are similar to CRM platforms, but they also include functionality to manage marketing campaigns. This makes them a better choice for businesses that want to create and execute marketing campaigns in a more streamlined way. Also, a core component of CDPs is the ability to connect online and offline data.

DMP are focused exclusively on managing data. 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 target 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 them? 

The first type of marketing data platform is known as a customer data platform, or CDP. This type of platform is designed to collect data about customers 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 mostly 1st party data about customers, while DMPs are designed to collect mostly data linked to anonymous profiles from website visitors. 

Both CDPs and DMPs can be used to create targeted marketing campaigns, but they are not interchangeable. CDPs are better suited for campaigns that target individual customers, while DMPs are better suited for campaigns that target groups of customers, or audiences. 

So which type of marketing data platform is right for you? That depends on your needs and goals. If you want to target individual customers, then a CDP is the right choice. If you want to target groups of customers, then a DMP is the right choice.

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