<p>10 Ways Customer Data
Platforms Differ From Data
hey music loversle
Table of Contents
What’s a customer data platform again? ..................... 3
CDP vs. DMP: The bascis ............................................ 4
10 ways CDPs and DMPs are different ........................ 5
We get this question a lot (like, a LOT): How is a Customer Data Platform
like BlueConic different from a Data Management Platform?
This is a totally legit question. To provide a descriptive response requires a certain level of
sophistication when it comes to customer data management. There are a number of valuable
similarities between customer data platforms, like BlueConic, and data management platforms,
like BlueKai, Krux, and Lotame, to name a few. There are also a few key differences that affect
the utility, implementation, function, and value of each. So, how are CDPs different from DMPs?
This ebook will provide some clarity so that you know what you’re getting and why.
First, let’s revisit what a customer data platform is, courtesy of the one and only David Raab. Back
in 2013, Raab defined a CDP as “a marketer-controlled system
that builds a multi-source customer database and exposes it to
external execution systems.” In particular, Raab wrote that the
name works because:
1. Customer shows the scope extends to all customer-related
functions, not just marketing
2. Data shows the primary focus is on data, not execution
3. Platform shows it does more than data management while
supporting other systems.
“Anonymity is essential to the DMP’s role as a way to exchange information about
audiences without violating personal privacy”
On the surface this CDP concept is pretty straightforward, but it’s not all that hard to find yourself embarking
on an inadvertent thought exercise: which technologies from other categories of martech qualify in some
way as a CDP, blurring the lines that Raab has so convincingly provided? The blurriest convergence is
between CDPs and data management platforms (D