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The Key Differences Between a CDP and DMP

What is the most important aspect of the customer experience?

We get this question a lot. The biggest characteristic that businesses who see brand loyalty share is that their customers enjoy a unified, consistent experience across all the channels in which they interact.

Now what does this look like?

This means that from shopping directly on your website, to seeing your updates on Instagram your branding should tell a complete story of who you are. Messaging should be consistent as should colors and logo. Customers should also expect to receive the same level of service across channels, no matter if they call into customer service, do an online chat via the website, or send in a DM to a social media platform.

How Does Managing Customer Data Provide a Unified Experience?

While it may seem that organizing customer data is more beneficial for your business/employees, it actually helps your company provide a better experience to potential and loyal customers. By understanding user behavior, cart abandonment rates, frequency of return customers, social media engagement, and more, you can learn from your mistakes and create a better experience, and more incentives, for the next round of customers.

What are the Differences Between a CDP and a DMP?

In marketing, the two most common management systems for storing and utilizing relevant data are a CDP (customer data platform) and a DMP (data management platform). While these tools are complementary, they do have some key differences.

Customer Data Platforms

CDPs utilize first party data and store information that is personal to each customer. These attributes can include the customer’s ID number, name, email, location, and other relevant information. This data is stored long-term within the CDP for the life of the customer. A CDP offers a much more comprehensive tool to manage data than that of a DMP.

Use Case: By collecting personal information from customers, you can segment your customer lists based on their interests and create unique email notifications for those segments. Most CDPs can easily integrate with email marketing tools to ensure a streamlined campaign.

Data Management Platforms  

A DMP, conversely, relies on third party data and only stores information that is anonymously collected such as cookie IDs. The information stored in a DMP is used for the purposes of ad targeting, so there is no long-term data storage. Since a DMP is mainly used for advertising, its main focus is on new and unknown customers, rather than nurturing existing customer relationships.

Use Case: Since DMPs are designed to retain information for targeting, you may use information gathered to create a new audience based on a new product offering or a limited time offering. This information allows you to advertise to a new segment of customers you may not have ever interacted with previously.

Both of these tools have a place in advertising, but if you are unsure which is right for your business, it is always best to consult with an experienced marketing professional to ensure you are allocating marketing dollars to the tool with the best ROI for you.

Whether you are interested in a CDP, DMP, a combination of the two, or need a consultation on what is right for your business, the expert team at Mar Dat is here to help. From initial discovery to execution, we are here to ensure the systems you need to accomplish your goals are in place. Schedule a free consultation with us today to get started.

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