DMP vs CDP: Overlapping & Unique Features in Data Management Platforms and Customer Data Platforms.
Understanding the Basics: DMPs and CDPsA DMP is a platform that gathers, organizes, and configures data, making it available to various users and systems. Marketers primarily use DMPs to improve ad targeting, personalization, channel integration, and audience retargeting. While some DMPs have incorporated CDP features, it is crucial to understand that their original design did not. A CDP ingests customer-related data from multiple sources, and cleans and unifies it to create a single customer view. It makes the data available for other marketing systems to use. Some CDPs also provide additional functions, such as analytics, predictive modeling, content recommendations, and campaign management.
What are the essential differences between DMP and CDP?
- Data Anonymity: DMP cookies are generally anonymous, whereas CDP records are linked to identified individuals.
- Data Granularity: DMPs store attribute lists, while CDPs store more detailed information. This information can be purchase transactions, CRM data, web/mobile behavior, and offline data like PoS.
- Functionality: DMPs primarily function as data warehouses or data lakes, while CDPs, in addition to the data layer, incorporate a “Decision Engine” and “Delivery Integration” to make data actionable, enabling user journey creation and seamless integration with existing marketing systems.
- Cross-Channel Identity Resolution: DMPs do not perform the cross-channel identity resolution needed to create a single customer view. On the other hand, CDPs are specifically designed for this purpose, including bulk processing and data extracts.
- Customization and Flexibility: DMPs are enterprise-wide projects tailored to each organization. On the contrary, CDPs offer a more flexible format, with input and output connectors for both data and interaction systems.
- Implementation and Cost: DMPs typically take 10 to 18 months for full setup at a cost of over $100,000. CDPs can be implemented within 2-4 weeks for a monthly recurring fee between $3,000 and $12,000. The rapid ROI of CDPs can be demonstrated in a few months using A/B testing.
- Technical Requirements: DMPs necessitate significant involvement from the vendor or a service partner to handle technical work, while CDPs provide connectors and interfaces that simplify the process for marketers, minimizing organizational challenges.
The Synergy of DMPs and CDPs: Enhancing the User JourneyAs the marketing landscape becomes more data-driven, the distinctions between DMPs and CDPs become increasingly important to understand. While DMPs have long been the go-to solution for managing and organizing data, the introduction of CDPs brings a new level of depth and personalization to marketing efforts. By effectively integrating both solutions’ capabilities, businesses can unlock the full potential of their data. Furthermore, they can create a more comprehensive and tailored user journey for their customers. CDPs create detailed profiles, while DMPs manage broader data, complementing each other. When used together, these platforms allow marketers to develop highly targeted, cross-channel campaigns that drive customer engagement and loyalty. Moreover, CDPs offer flexibility and quick implementation, making them appealing for adapting to marketing changes. The added value of CDPs lies in their ability to integrate seamlessly with existing marketing systems, allowing businesses to maximize the return on their data investments.
2017 Hype Cycle for Digital Marketing: Prioritize AI-driven tech investments for tailored, real-time engagement. Source: Gartner.