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Difference between CDP and DMP

Nowadays, there is one factor on which everyone is competing that is “customer experience”. Every brand puts their brands first. 

To offer what your customers want and expect, you must be able to gather data across the customer journey touchpoints and utilize the data to provide the right experience further. 

Hence, most of the organizations are investing in Customer Data Platforms (CDPs) and Data Management Platforms (DMPs). So, that they can collect, correlate, and manage their customer data easily. 

So what is CDP?

Customer Data Platform is the latest technology solution. It is capable of gathering data and from several online and offline communications and matches them with a single customer profile. One best feature of CDP is they can easily create a profile based on interactions from anonymous customers and successfully tie that data to a customer once it is identified, which is also known as reverse stitching.

Use cases of CDP

Personalization features would improve the customer experience and help in delivering a consistent brand message. Your CDP can also be used in retargeting incentives or support GDPR compliances. 

What is DMP? 

Data management platforms are launched quite a time in the Martech world. And they are ideal for creating campaigns as they work best with new audiences. 

Use cases of DMP

DMP collects and organizes your customer data. And when you know that your best customers are female between age 20-30, then you can easily target your ads through a Demand-side Platform (DSP) to audiences, who look like your ideal customers. DMPs and DSPs are designed in a way that they could work together and get the highest match rate to your DSP from a DMP.

The primary difference between a CDP and a DMP is its main features and functions. DMPs are designed to be advertising platforms, whereas CDPs concentrate on the first-party data to target customers across their journey. 

CDP Vs. DMP

CDPs work with anonymous and known individuals and store personally identifiable information (PII). For example, email addresses, phone numbers, postal addresses, and more. Whereas the DMPs work exclusively with anonymous entities such as devices, cookies, and IP addresses. And anonymity is necessary, as the role of DMP is to exchange information about the audiences without violating the privacy policy. 

What has changed is that the CDPs are integrating more with advertising systems, and storing types of data DMP stores such as cookie IDs with audience tags. Sometimes DMPs also store PIIs. But only adding PIIs won't enable DMPs to work like CDPs, as they will still face problems as CDPs have more flexible data storage and advanced identity matching into their systems.

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deleting your facebook is such a spiritually liberating experience