A data management platform (DMP) collects, organizes, and activates first-, second-, and third-party audience data from various online, offline, and mobile sources. It then uses that data to build detailed customer profiles that drive targeted advertising and personalization initiatives. Alternatively, a customer data platform (CDP) is software that collects and unifies first-party customer data — from multiple sources — to build a single, coherent, complete view of each customer.
Goals and Objectives
While DMPs in general focus on audience data sets, CDPs focus on personalization. The goal of any publisher is to maximize its ROI for its proprietary audience data associated with specific content that the publisher creates. Publishers can create maximum value through the use of both DMPs and CDPs highly integrated and associated with their content.
Structured, semistructured, and unstructured data
Predictive modeling for personalized product recommendations
Personally Identifiable Information (PII) vs anonymous (unknown individual)
First- and third-party data
Use Case Summary
Collect customer data from various sources, standardize it, and create comprehensive customer profiles. Customer profiles may be linked to a known individual for personalized targeting or part of an audience data set to target a broad range of customer types in the case of branding. Create audiences across enterprise to help deliver a consistent, relevant, and trusted customer experience.