In 2018, customer data platforms (CDPs) rocketed to the forefront of the martech conversation. With tag managers, data warehouses, and analytics platforms (among others) joining the new world of CDPs every day, it can be difficult to keep track of who does what, and how various systems either complement, replace, or interact with each other. One of the questions that we hear on a regular basis is in regards to how CDPs and data management platforms (DMPs) differ or overlap. Namely, if you have a DMP, do you need a CDP? How are they different? How are they similar? It is our belief that CDPs and DMPs are unique and complementary platforms. The purpose of this article is to help marketers understand the typical feature set of each platform and highlight how they can work together to drive an improved [...]
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