Know How a Customer Data Platform is Different From Others

One thing all us marketer can agree on is that modern marketing heavily relies on data. A customer data platform is a system that creates persistent unified customer database accessible to all the other marketing systems. Essentially, CDPs aims to combine all the customer data and stitch it together to make unified customer profiles that can be easily worked upon. 

A customer data platform is getting more popular than any other marketing technique. Without data and its management, a marketing brain cannot function. CDPs offers marketers the key to comprehensive data-driven marketing. Also, another entity called identity resolution is a DMP through which any identity is analysed between different data sets to find a match. 

How Customer Data Platform is Different Than Other Systems 

The significant differences between CDPs and other systems like CRM or DMP are explained below: 

How CDPs are different than DMPs 

A Data Management Platform (DMP) is designed to serve advertisements and start retargeting with the help of cookies. DMPs focus more on anonymous categories and not single customers. On the other hand, CDP creates a persistent customer profile. 

How CDPs are different than data warehouses 

Data warehouses are something built and run by IT teams that are high at technology and low at marketing. No doubt that the data warehouse brings data together, but a marketer has to heavily rely on the IT department, which leads to a delayed execution. 

How CDPs are different than CRM 

CRM, i.e., customer relationship management systems are built purely to engage with customers to create a resolute customer profile. CDPs can connect all types of customer data allowing us to form a much more comprehensive idea and act on it in real-time.

 

The transactional data include data from e-commerce, administration and sales systems. Behavioural, web and mobile data is data collected from products and categories browsed, interaction data, number of pages visited, clicks, store etc. Profile data decipher who customers are and what they want for more effective marketing. Product data is not customer data but still used to include and execute personalised engagement with a customer. 

How CDPs are different than custom integrations 

CDPs are not just databases like custom integrations, but they package hidden features that contain pre-built database and tools to make data creation and operation more comfortable. 

How CDPs are different than delivery platforms 

In CDPs, the systems interacting at channel touchpoints are called delivery/engagement platforms. The touchpoints are email marketing software, website, and other marketing systems. 

The systems interact with CDPs to send out messages and collect campaign data. Thus, CDPs have high integrations with delivery platforms that make it possible to send out messages directly from them.