A programmatic marketing solution is software that provides a way to identify, target, and manage customer data. With solutions like demand-merge programs (DMP) and Customer Data Platforms (CDP) systems, you can do many things. But what is the difference between DMP and CDP?
What is CDP?
CDP is a software solution that provides a way to identify, target, and manage customer data. You can store data in different sources such as CRM (Customer Relationship Management) databases, Web data management systems (WDS), and other sources.
The key point here is to unify the customer data from these sources into one single view. With this vision, companies can have better control over their customer information.
What is DMP?
A demand-merge program (DMP) is a software solution that provides a way to identify, target, and manage customer data. This information gets stored in databases that allow companies to look at the data at any time and take action on it.
The main feature of this type of system is the ability to combine different data from different sources into one single system. This is done by installing rules that determine how you’ll display information.
This is different from CDP because DMP uses data from different sources and shows the data in one single place, whereas CDP is a single system where all the customer information is stored.
Key Differences Between DMP and CDP
1. You Can Use Them for Different Purposes
CDP and DMP can be used for different purposes. The core difference between CDP and DMP is that the former is designed to provide more control over customer data, while the latter is used to integrate multiple data sources. You can use DMP to integrate data from different sources, whereas CDP is a single system that stores all customer information from the company.
2. Data is Stored in Different Places
With DMP, the information stored in databases is used to access it at any time. You can also look for this information simultaneously while looking for other details. However, CDP uses a single database for storing all customer data. In addition, you can store data in different places. You can also have the ability to select certain data that you’ll display only.
3. Data is Viewable at the Same Time
With DMP, you can access the data at any time. In addition, it can be very fast to access data because it manages all of the customer information. In contrast, CDP does not have a lot of flexibility in terms of accessing data. You will need to store and manage all customer information from different sources before you can see this data at any time.
4. Allows for Different Types of Data
The main difference between cdp vs dmp is that the former allows you to combine different data from different sources. In contrast, the latter has a single database that stores all customer information. In addition, with CDP, you can only access one type of information, but with DMP, you can access both business and personal information.
5. Requires More Internal Management
With CDP, you only need to access the customer data from different sources. You do not have to manage this information because the system will take care of the details. In contrast, DMP requires more internal management than CDP since you must look for and manage all customer data.
6. Can Handle Multiple Data Sources
CDP is a single system where all customer information is stored in one place. In addition, you extract data from one source. However, with DMP, you can manage different data sources at the same time. In addition, you can extract information from different sources in a single system. You can keep all customer information in a single place and manage it at the same time.
7. Can Handle Different Data Types
CDP is designed to manage one type of data only. You will need to store all customer data from different sources before seeing this information in a single database. In contrast, DMP allows you to store different types of information in the same place.
You can use this type of system to extract different types of data from various systems. In addition, you can use it to analyze and manage data from different sources.
8. Can Be Used in Different Types of Systems
The main difference between CDP and DMP is that the former is a single system that stores all customer information in one place, while you can use the latter in different types of systems. You will need to use DMP to integrate data from multiple sources, whereas CDP is a single system where all customer information is stored. In addition, you can use DMP in different types of systems, but CDP can only be used in a few types of systems.
Conclusion
DMP and CDP are different systems that you can use in different ways to manage customer data. However, these differences may depend on the type of company where it gets implemented.