We are talking about data & activation platforms, to encompass all the categories Data Management Platform (DMP), Customer Data Platforms (CDP), Marketing Automation (B2C/B2B) and personalisation tools. It is important to explain the recent positionning of "Data & Activation Platforms" by looking at previous market developments.
The main purpose of marketing automation and personalisation tools has always been to activate campaigns and enable marketers to target their customers and prospects in different channels.
Traditionally, a DMP does not activate natively; instead, it reconciles anonymous data around a cookie and connects to activation platforms (marketing automation, personalisation tools, DSP, etc.) via connectors.
Its main goal is to reconcile and segment data, thereby enabling marketers to increase and refine their media audiences.
A CDP, the latest arrival in the category, deserves particular attention and a few clarifications regarding its original positioning.
It is positioned as a platform that incorporates the technological capabilities of a DMP and a CRM. A customer data platform collects and brings together digital and anonymous data from the DMP universe with the CRM's individual data around a user ID with the aim of providing a complete, persistent and customer-oriented view.
Through predefined business rules, a CDP can be used to orchestrate the customer experience via features specific to the activation tools, such as marketing automation (in B2C or B2B), omnichannel personalisation or the media features of a DSP.
Although CDP straddles the capabilities of a DMP and CRM, it nevertheless differs on several aspects:
This introduction is an extract from the chapter dedicated to Data & Activation Platforms - CDP Focus in the Yearbook 2019 (Colombus Consulting); click below to download the long version:
Resources on CDPs
Video of the @Berlin2019 conference
In the past decades, the Data Marketing market changed quite a lot: from legacy CRM systems, managing Sales and Customer support, to Marketing Automation, and then DMP to manage digital profiles ... and now CDP (Customer Data Platform) as the new thing in the MarTech and AdTech landscape.
Is that a real revolution or a simple evolution?
We will answer that question, by detailing the market trends and explaining how to build an ecosystem around "Data & Activation platforms", such as CRM, Marketing Automation, DMP, CDP, Customer repository, Personalization, DSP...).