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Peel Away Big Mystery from DMP and CDP

To get ahead of the curve, businesses have to understand how their customers make buying decisions. Without this knowledge, it is hard to analyze campaign efficiency to make a move towards the optimization of expenses. Putting customers first and giving them what they expect has become the cornerstone of business success.

Today, brands are looking to collect insights about audience using technically advanced platforms. Organizations can reach practically every prospective client using Customer Data Platform (CDP) and Data Management Platform (DMP). Many however are confused about this alphabet soup wondering if the two technologies differ or overlap.

Both platforms leverage various data sources to understand consumers’ digital behavior and provide “building rocks” for specialists to target particular audiences. But they work with drastically different types of data sets and thus can address different marketing needs.

Why Choose DMP

What Is Data Management Platform?

DMP refers to a centralized technological platform that is used to collect disparate audience data from second- and third-party sources and categorize them for further analysis and allocation. DMPs work with anonymous audiences or new customer categories rather than familiar customers.

Types of Data Sets

DMPs work with second- and third-party data but rarely with first-party data. The platform mostly uses non-PII (personally identifiable information) data, like cookies or IP, to communicate with other systems compatible with third-party data. DMP data doesn’t provide a connection to particular identities but rather builds a temporary customer profile based on anonymous third-party data.

How DMP Works

DMPs are used to target and retarget users with the help of cookie IDs. DMP can track a cookie ID and collect the data about user behavior as he or she continues browsing the Internet. The tool records anonymous customer data and categorizes it as a relevant data segment. Then this data is retained until the cookie lifetime expires in a 90-day interval. Eventually, DMP analyzes the data to craft look-alike audiences, which helps to enhance marketing campaigns.

Purpose

DMP is your choice when you need to access the audience segments most suitable for the given campaign. As third-party data is collected and retained under one hood, DMP lets you run more efficient advertising and marketing campaigns. Using DMP-enabled data, you can determine how to tune your targeting for the most important marketing needs and control expenditures.

Why Choose CDP

What Is Customer Data Platform?

CDP is a tool used to build a unified customer database that is accessible to external MarTech and AdTech tools and systems. CDP integrates various data from any data source, and further uses it to create personalized profiles.

Types of Data Sets

CDP works with any type of PII be it transaction data or email. The tool relies on first- and second-party data and unifies numerous identifiers into one profile. CDP stores detailed data in chronological order and has unlimited storage capacity as well as strong data retention capabilities.

How It Works

CDP data collection occurs in automated fashion across different channels in the MarTech ecosystem. The technology allows a full 360-degree view of customer profile to be created, and ensures user profile data refresh with the help of real-time segmentation feature. CDP then activates that data for various marketing purposes.

Purpose

CDP is your choice if you want to connect every customer touchpoint with your brand to craft a superior cross-channel customer experience. Thanks to CDP’s outstanding accessibility functions, it is easy to consolidate every marketing effort and respond to every marketing challenge.

DMP or CDP: Which Tool to Choose

Used in isolation, each platform can become a valuable AdTech and MarTech asset.

If you are still confused about CDP or DMP for your next marketing effort, start with considering a particular use case.

For example, if you aim to engage with customers unfamiliar with your brand, use a DMP. It helps to collect anonymous data about your best customers. With a CDP, your reach to individual customers will become more targeted through unified customer profiles.

As a leading AdTech and MarTech development company, Geomotiv will help you unlock the full potential of advanced data-driven platforms that bring true value to the business. Our skilled and experienced team can design and build a custom DMP and/or CDP from scratch, or integrate other AdTech and MarTech tools into your existing platform.

References:
https://digiday.com/
https://www.martechadvisor.com/

Olga Demidenko

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