You must have a good consumer data to drive successful marketing campaigns, accurate analysis and accurate reporting, which is the marketing of universal truth. Today, the driving data to support technology becomes very complicated, and leads many marketers are confused. In addition to core marketing database or CRM database, marketers now need data management platform (DMP) and customer data platform (CDP) to properly manage their data needs. This has three important features of each platform, architecture should work together to create a powerful data-driven MarTech Stack.
CRM database
Data is the most mature platform for CRM marketing database. For decades, the brand has been using CRM to promote direct mail and email campaigns. Large consumer brand marketers always have a clear understanding of the 360 ° view of the importance and value analysis to discern passengers. However, the traditional marketing database is generally regarded as the traditional techniques of modern marketing personnel, and even is considered obsolete and unnecessary. When a newer technology can improve the effectiveness and efficiency of the overall marketing plan, a single source of data is critical to the process.
Almost every company has a holding place for customer data, known as CRM. If it can be said to be used in the marketing campaign then it can be defined as a marketing database. Marketing database provides several key features not available on other platforms. These include offline ID management, data hygiene (data hygiene), big data analytics and real-time interaction potential support. When marketing data to the primary stage of development, DMP appeared.
Data management platform (DMP)
DMP更多属于AdTech的范畴。DMP对于管理付费媒体和自有媒体的Cookie、设备ID、受众群体至关重要。通过从展示广告、网站、移动设备等收集实时Cookie、设备ID等数据，品牌可以实实在在地对他们真正关心的受众展示广告，从而提供出色的个性化相关体验。比如，极诣常常提到的再营销。DMP也是第二方和第三方数据的门户。品牌使用此平台购买第三方数据或与其他组织合作共享第二方数据。当受众数据被用于个性化网站体验时，DMP的最大价值就来了。
在程序化购买，尤其是RTB中，DMP的作用非常重要。它决定了广告的投放是否精准。DSP这玩意连的不是CDP而是DMP，虽然CDP可以为DMP提供数据。
DMP的最大优点是它推动了广告和网站体验的“千人千面”，但是DMP也局限于Cookie、设备ID这些Proxy。这些数据多为匿名数据，生存期不长。由此我们可以直观认识到DMP的最大缺点——缺乏个人身份信息（PII）。
绝大部分品牌并不具备建立DMP的能力，这需要非常大的第三方脚本覆盖和SDK覆盖。因此，往往只有大型互联网公司、媒体、大型广告代理和专注于第三方广告跟踪的企业具备建立有效的DMP的实力。在国内，媒体往往已经提供了部分DMP的功能，以提升自身平台投放的效果。
客户数据平台（CDP）
DMP缺乏个人身份信息的这一局限性恰恰是客户数据平台（CDP）的优点。CDP是营销数据格局中的新玩家。像Google，Facebook还有墙内的BAT有着大量的PII数据，这也是为什么他们一定会近水楼台建立CDP来增强DMP的原因。CDP是人们最容易混淆的区域，因为它在三种技术能力之间引入了重叠 – 或者更糟糕的是重叠的错觉。有些功能听起来像是相同的，但是当你进入部署时，你会发现它们不是。添加PII或者说第一方数据会增加围绕技术决策的复杂性。
CDP提供了前两个数据解决方案中未提供的两个非常有价值的功能。第一个是基于PII的实时受众管理。使用从您的网站或其他自有媒体收集的信号，您可以创建基于真人的受众，所谓人本营销（People-based Marketing），并将其用于个性化的优惠或体验。 CDP还提供实时身份解析。大多数品牌都通过客户数据集成（CDI）来确定离线ID管理以连接消费者，但很少有人能够有效地确定数字数据集成的管理，更重要的是，将这些数字交互连接到离线CDI端。这是了解消费者跨媒体和渠道互动点的关键部分，准确的分块归因也需要它。
还没搞清楚？抛开略显陈旧的CRM，我们来比较下CDP和DMP的差异。
CDP和DMP的四大差异
1. 功能
DMP旨在为广告平台提供一种功能。它从不同来源收集数据，然后对该数据进行分类和分类。然后对数据进行细分，以便营销人员和广告客户可以定位客户。
另一方面，CDP用一个记录系统来管理公司的真实客户。 CDP从公司数据库，CRM，网站，app或交易系统收集数据，来准备优惠、促销和自定义电子邮件。 CDP还可用于创建客户在登录网站时查看的自定义Web内容。
2. 运营数据类型
CDP和DMP主要处理三种类型的数据——第一方，第二方和第三方数据。
- 第一方数据直接来自真实客户并与公司网站或应用程序进行过互动的客户。它也可以从CRM生成，通过公司网站购买交易或通讯订阅注册。
- 第二方数据是从另一家公司购买的他们直接收集的数据。
- 第三方数据来自不同来源的集合，它经常伴随着隐私问题。
DMP的主要目标是第三方数据，并使用匿名标记，如IP地址、设备和cookie。但是CDP的主要目标是第一方数据并存储个人身份信息，如姓名、电子邮件、邮寄地址和联系电话。
3. 用户肖像
DMP的用户肖像专注于对客户进行细分和分类，并且很少会维持持续超过90天生命周期的Cookie。由于数据是匿名的，因此DMP会基于若干被称为概率匹配的字段值进行数据选择。
另一方面，CDP消除了猜测并根据特定的客户标识符（例如电子邮件地址）进行数据选择。由于此匹配在整个数据集中是一致的，因此称为确定性匹配。
CDP可以集成在线和离线数据，并使用客户分析和机器学习来创建有针对性的营销活动，而DMP只能为广告提供匿名受众。
4. 数据捕获
DMP在捕获通用数据时很有用。例如当特定用户访问网站时记录它们在页面上的时间长度。 CDP可以更进一步分析用户是否可以转换为客户或根据客户访问文章和搜索特定产品的倾向和上下文来理解兴趣和需求。
DMP对广告渠道非常有帮助，可以根据特定受众做出迅速的营销主动性决策。CDP允许访问社交媒体网站，离线交易，甚至可以捕获社交情绪，因为它们被标记有唯一的客户标识符。
DMP只能显示与细分数据相关的投放绩效，然后需要将其提取到外部以进行客户分析。CDP存储历史数据，使其能够捕获客户通信，产品或服务交易，甚至利用机器学习和人工智能将情绪与客户行为相关联。
DMP主要推送（Push）数据以添加网络，而CDP能够同时提供拉入（Pull）和推出（Push）数据。 CDP还具有接入Facebook、Google广告等的额外优势，甚至可以将数据发送到DMP（Data Onboarding）。
在CDP或DMP之间进行选择
Customer Data Platform (CDP) and data management platform (DMP) sounds very similar and share some common attributes. But as described above, very Yi, these platforms fact, there are many differences.
Many factors need to be considered when selecting CDP or DMP. Understanding your desired results and objectives will contribute to the decision-making process. Once you have clear expectations, to determine the best platform to meet your needs is very simple.
Although they complement each other in many cases, CDP and DMP, but if you are looking for major suppliers from third-party data, it may be a suitable platform DMP. However, for long-term customers can take advantage of your first-party data, you need a CDP.
For large organizations, all of these tools is essential for a strong MarTech ability. They need to focus and get all the data in the database marketing insights. Management of large media spend across the DSP, the use of third-party data in the DMP, finally, the use of real-time ID management by CDP to connect the audience between the other two platforms. For small organizations with very little MarTech of, CDP is a good starting point. They have a lot of audience management functions that typically appear in the campaign automation tools, but also software licensing and deployment costs are a major cost.
Many vendors are committed to providing an amazing data solution that can address all the needs of the data in the cloud. Remember, still requires a database to collect data from different sources or confusion operational data platform. This should be a place for raw data analysis and health. Each organization will have the most appropriate for their CRM, DMP, CDP three tools of the "right" combination. Organizations should try to understand their positions and combinations thereof as the development direction of the enterprise, so they can confidently determine the tools for them is what.
So if you are not very busy very useful resource Ideally, I recommend that you start with the CDP start, DMP things to the media on the first and third-party platforms it . After all, access to the population and population expansion (Lookalike) from CDP input has been very valuable results, is not it?