Where Does a Customer Data Platform Fit In Your Tech Stack?
How CDPs compare to DMPs, Master Data Management, Data Lakes, CRM and other systems
Most likely, your marketing technology stack includes dozens of systems that manage all types of customer data. These systems fall into three broad categories:
- Source systems, including web content managers, mobile apps, ecommerce systems, retail points of sale, email, text messaging, chatbots, and other sources.
- Assembly systems, such as tag managers, data pipelines, API connectors, webhooks, integration platforms, data quality, identity management, master data management, data lakes, data warehouses, and unified profiles.
- Data activation systems, like business intelligence, statistical analysis, predictive models, recommendations, personalization, campaigns, orchestration, interaction managers, websites, mobile apps, ecommerce, retail point of sale, email, messaging, DMP, and CRM.
So where does a Customer Data Platform (CDP) fit in all of this?
The core function of a CDP is to maintain unified customer profiles. As a result, CDPs fill an important business need: providing complete, sharable customer profiles to power a unified, optimized customer experience.
This practical guide from the experts at the CDP Institute explains how Customer Data Platforms (CDPs) compare to DMPs, Master Data Management, Data Lakes, CRM and other systems—and where a CDP fits in your martech stack.
