The DMP and CDP often co-exist and overlap somewhat. It is therefore sometimes difficult to know what the different systems do and how they can be combined.
Data Management Platform (DMP)
A DMP is a data management platform. The DMP is primarily aimed at marketers to make sure they better understand their online visitors. It is a software that analyzes by means of cookies how a user behaves online, how the user moves and how often this user returns. This also allows you to see how these visitors deal with advertisements placed on other sites. In principle, a DMP stores anonymous data from users so that you can divide it into segments. However, a DMP does not have to store personal data, which a Customer Data Platform does. This gives a picture of your audience, you can analyze the data and it integrates well with existing paid advertising channels.
Customer Data Platform (CDP)
A Customer Data Platform, such as tritonX, is somewhat like a DMP. A DMP collects anonymous data while a CDP creates a 360 degree view of known customers. To do this, the CDP uses as many sources and channels as possible at your disposal. This means that not only data from the website is included, but also offline interaction in the store including purchase history and also e-mail conversations. A distinctive factor of the CDP is that it collects all kinds of data, including data from its own sources. All this data is linked together by the CDP to create a 360 degree view of each customer.
The CDP is used for data-driven marketing and therefore uses customer data to control marketing communications. The collected customer data is used for personalization on all different channels. The CDP stores the data of identified, known customers. These visitors have already logged in before, registered for the newsletter and therefore left an e-mail address or made a purchase before. With every visit, users are linked to their e-mail address, creating a customer profile.
CDP vs DMP
So, what are the most important differences?
|Use Case: all marketing purposes||Use Case: advertising, personalisation|
|Data: own data sources with relatively little 3rd party data||Data: 3rd party data supplemented with anonymized data from own sources|
|Profile indicator: marked with personal data such as an ID, name, e-mail, address, etc.||Profile indicator: marked with anonymized IDs such as cookie ID, IDFA, etc.|
|Data retention: data storage over a long period so that analyzes are possible over the customer lifetime||Data retention: relatively short period of data storage because it is mainly used for advertisements|
Also interested in tritonX as a CDP? Then do not hesitate to contact us!
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