CDPs and DMPs a story of Advertising platforms

Customer Data Platform and Data Management platforms are some of the components of a data-driven marketing technology stack. They provide tools for marketers to target different segments of the population effectively.

Customer Data Platform (CDP)

The Customer data platform is meant as a data store for all internal attributes and events related to a given customer. It is intended to provide a way to unify data across multiple data sources, with potentially different types of customer identifiers, and, as such, needs to offer a way to resolve identities.

Use cases for a CDP:

Single Source of Truth: The customer data platform aims to act as a single source of truth for customer data, offering a 360-degree view of customer behavior across the different touchpoints and identities.

It enables to also structure and standardize the inputs and data models of customers, for instance, with mParticle’s commerce events which structure different product action onto the same schema. Besides the standardization component, part of the CDP’s role during the data integration phase is also to provide better data quality by cleansing and de-duping the data.