Customer data platform is a tool that collects data from all sources, combines information from online and offline databases, and then creates a single customer database. It will store the entire history of each person's interaction with a product, service, etc.
The marketing department analyzes this data and makes selections from the general database depending on two types of criteria:
Static - personal information that does not change over time. This includes gender, place of residence.
Dynamic – data that constantly changes over time. For example, customers who purchased cleaning products from a certain manufacturer in the last week.
After this, marketers only need to develop and distribute offers that uruguay consumer email list match the target audience profile.
Users who have only scratched the surface of the customer data platform's capabilities confuse it with other business software tools.
CRM. The customer relationship management system mainly collects leads and guides them through the sales funnel until it is closed. It does not have data on anonymous purchases, and segmentation tools have limited capabilities.
DMP. The data management platform collects information about user behavior on the site and does not form a single buyer profile taking into account information from all sources. Therefore, it is usually used only for preparing advertising blocks.
Also, don't think of CDP as just a personalization program. It's one of the features, but not the only one. The main advantage is the ability to collect information from all sources, correlate disparate data with a specific user, and track their actions.
- Board index
- All times are UTC
- Delete cookies
- Contact us