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320:(DMP) collects anonymous web and digital data. CDPs collect data that is tied to an identifiable individual. Users of CDP can leverage the intelligence to provide more personalized content and delivery. A DMP enables marketers to serve targeted ads programmatically and at scale using anonymized customer data in the form of third-party browser cookies.
336:. Data warehouses are often updated at scheduled intervals, whereas CDPs ingest and make available data in real-time. In practice, most CDPs use the same technologies as data lakes; the difference is that the CDP has built-in features to do additional processing to make the data usable, while a data lake may not.
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At this time, most customer databases were specially designed to support a vendor's individual software application. Because of this, customer databases could not easily interconnect or interoperate with other layers of the technology stack. Data could not easily be moved from one place to another,
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These platforms became successful, and by 2016 they had become the CDP industry. This industry experienced quick growth, due to marketers recognizing the shortcomings of alternatives like DMPs and data lakes, as well as the capabilities a CDP could offer them. The CDP Institute estimates industry
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systems, though CDPs provide some of the functionality of marketing systems and customer engagement platforms. CDP tools are designed to talk to other systems. They retain details from other systems that the engagement or automation tool does not. This is valuable for trend analysis,
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A main advantage of a CDP is its ability to collect data from a variety of sources (both online and offline, with a variety of formats and structures) and convert that disparate data into a standardized form. Some of the data types a standard CDP should work with include:
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Although similar tools existed in the past, the term
Customer Data Platform was first used in 2010. It was meant to describe a marketing software that could build a single customer view (a collection of all of a customer's data and events into one file).
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collects data, usually from the same source and with the same structure of information. While this information can be manually synthesized, neither type of system delivers the identity resolution needed to build a consolidated
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Because of these limitations, many vendors made the decision to begin adding more advanced integration tools (APIs) to their customer databases and converting them into what we now know as
Customer Data Platforms (CDPs).
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Provide a comprehensive, unified, persistent view of known and anonymous customers. Combine historic and real-time customer data, including customer profile, behavioral, transactional, and brand interaction
129:) is a collection of software which creates a persistent, unified customer database that is accessible to other systems. Data is pulled from multiple sources, cleaned and combined to create a single
133:. This structured data is then made available to other marketing systems. According to Gartner, customer data platforms have evolved from a variety of mature markets, "including
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The power of the database behind these systems eventually became desirable in its own right. They evolved to become full-fledged software. Simultaneously, some
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unified, persistent, single database for customer behavioral, profile and other data, from any internal or external source;
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accessible by external systems and structured to support marketers' needs for campaign management, marketing analyses and
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Customer attributes: Age, gender, birthday, date of first purchase, segmentation data, customer predictions
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In addition, some CDPs provide additional functions such as marketing performance measurement analytics,
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Use deterministic key matching to track customers and build anonymous profiles across digital channels.
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761:"The History of the CDP & CRM - CDP.com - Leading CDP Industry Resource for Marketing & Sales"
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Use sophisticated cleansing and matching algorithms to provide high-quality unified customer profiles.
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Customer events: Browsing activity, actions on a website or in an app, clicks on a banner, etc.
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Main differences between a customer data platform (CDP) vs. data management platform (DMP):
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Continuously processes batch and streaming data to keep profiles up to date and accurate.
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These databases were originally used to power some other type of software, such as a
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revenue at $ 1.9 billion for 2022, up 19 percent from $ 1.6 billion in 2021.
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allow users the capability to predict the optimum next move with a customer.
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A CDP is fundamentally different in design and function when compared with
712:"Data management platforms vs customer data platforms - 4 key differences"
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Software creating a unified customer database accessible to other systems
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Work mainly with anonymous data (cookies, device IDs and IP addresses).
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Customer-company history: data from interactions with customer service,
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Campaign evaluation data: Impressions, clicks, reach, engagement, etc.
570:"Navigating Regulatory Challenges in Analytics, Data Science and AI"
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Maintains an anonymous customer record for a short period of time.
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Updates customer profiles via batch process every one or two days.
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Transactional data: Data including purchases, returns, data from a
379:) and known individual data (e.g. names, addresses, email, phone).
737:"The Rise of CDP and Its Role in the Marketing Technology Stack"
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suite, a personalization engine, or a campaign management tool.
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804:"CDP Market Size By Region, Vendor, Employee Count - CDP.com"
659:"CDP vs. CRM vs. DMP: Best Practices for Marketers - CDP.com"
544:"What is a Customer Data Platform (CDP)? - MarTech Landscape"
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so it could be leveraged to improve business performance.
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Maintains customer golden records that persist over time.
308:, and recommendations that can leverage historical data.
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Manage segments of customers with anonymous profiles.
782:"Customer Data Platform Industry Update: July 2019"
49:. Unsourced material may be challenged and removed.
137:management, tag management and data integration."
497:"The Marketer's Guide to Customer Data Platforms"
635:"CDP with Third-Party Marketing Data Attributes"
522:"What's the Difference Between CDPs and DMPs?"
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229:. Unsourced material may be challenged and
172:group customers into audience segments; and
169:provide a 360-degree view of the customer;
155:consistent identifier that links all of a
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249:Learn how and when to remove this message
109:Learn how and when to remove this message
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596:"The Role of a Customer Data Platform"
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227:adding citations to reliable sources
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477:. Customer Data Platform Institute
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831:Customer relationship management
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680:"Mastering the Marketing Stack"
371:Work with both anonymous data (
34:needs additional citations for
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633:Bruss, Lori (June 23, 2021).
295:Marketing automation systems
612:10.1109/MITP.2018.011301803
594:Earley, Seth (2018-01-01).
422:History of the CDP industry
145:Commonalities across CDPs:
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58:"Customer data platform"
685:. IBECC. Archived from
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334:single customer view
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223:improve this section
43:improve this article
836:Marketing analytics
181:predictive modeling
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550:. November 1, 2016
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806:. 2022-05-02
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475:"CDP Basics"
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398:Data updates
368:Data sources
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36:verification
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554:February 3,
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741:Salesforce
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665:2022-07-14
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461:References
377:IP address
312:CDP vs DMP
284:NPS scores
69:newspapers
716:Piwik PRO
620:1520-9202
579:March 27,
528:April 12,
524:. CMSWire
499:. Gartner
345:Attribute
329:data lake
239:June 2023
210:does not
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639:spondata
481:June 22,
288:chatbots
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231:removed
216:sources
83:scholar
696:May 9,
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373:Cookie
183:, and
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360:data.
351:DMPs
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