What is CDP (Customer Data Platform)? Differences with DMP and its features

Will you be able to answer your boss’s sudden question, “What do you think about the introduction of CDP?”

A characteristic of many marketing terms is that they are expressed with three initial letters.

In order to avoid having to ask your boss, “CDP…?”, this time we will explain about CDP (Customer Data Platform), its contents, how it differs from DMP (Data Management Platform), and its characteristics.

What is CDP (Customer Data Platform)?

CDP (Customer Data Platform) is a system that collects and integrates customer information and behavior data recorded on various devices and platforms, regardless of whether the company or other companies It refers to the reconstructed one.

Information about individuals and companies exists everywhere.

Let’s start by looking within your company.

BtoB companies accumulate a variety of information about their customers, their business partners.

Specifically, the online and offline information listed below.

Next, in addition to your own company, there is also external data such as information recorded by other companies. This is also specifically the online and offline information listed below.

If you respond individually to this disparate information, you will not be able to grasp the true needs of your customers.

It is necessary to take in all the scattered information and compile it into customer-specific information. In other words, a customer data platform collects not only your own company’s data but also external data from outside your company, integrates all the information, and reconstructs it into information for specific individuals and corporate units.

Difference with DMP

So what is the difference between DMP (Data Management Platform)?

The commonly referred to “DMP (data management platform)” is a general term that combines public DMP and private DMP.

A public DMP is a data platform that collects and manages data from other companies on the Internet.

On the other hand, a private DMP is a data platform that collects and manages information mainly stored within the company, but also data from other companies.

Given this amount of information, it can be said that CDP and private DMP are very similar concepts.

However, there is a difference between the two in that the key information is significantly different.

In the case of a CDP, information is reconstructed on a customer-by-name basis as information about specific individuals and companies. For example, it picks up all the data linked with “Tanaka Solution Co., Ltd.” and integrates the information.

On the other hand, DMP uses browser cookie information as a key. For example, it picks up and reconstructs information linked to things like “Tokyo, unlisted, scale of 100 people or less, manufacturing.”

There is a decisive difference between CDP and DMP in how detailed the information units for reconstruction are narrowed down.

Characteristics of CDP (Customer Data Platform)

Now, the feature of CDP is that it can be used by marketers when implementing marketing measures. All customer information, including behavioral data, is centralized and can be accessed from external systems.

In other words, it is the marketers who use this information to think about marketing strategies.

Especially in BtoB marketing, companies (organizations) are the customers, so it is important to be familiar with their decision-making processes.

In other words, information about the departments, positions, and people in charge involved in decision-making at client companies is extremely important.

Accurately understanding what issues our client companies are facing, where the interests of multiple people involved in decision-making are focused, and the culture and vision of our client companies will help us differentiate ourselves from other companies. It will also be.

By formulating specific marketing strategies based on this information and coordinating with relevant departments within your company, you can dramatically secure your market advantage.

Looking at it this way, it can be said that the quality of marketing measures is determined by the skill of the marketer, and the information that serves as the basis for this can be said to be important.

Measures will depend on whether the information is detailed and unique to each customer company.

Therefore, the number of companies considering the introduction of CDP is increasing.

“Customer first” is now common sense in the business world.

However, from the side of providing products and services, it is essential to know what customers actually want.

Especially now that the number of touch points is increasing due to the evolution of IT technology, it is only possible to realize a “customer-first” approach by collecting and integrating all information and reconstructing it for a specific individual or company.

CDP is indispensable for implementing marketing measures that respond to the needs and wants of client companies in a more timely manner.

Why not take this opportunity to consider introducing CDP?

summary

◆ CDP is information that collects and integrates customer information and behavior data recorded on various devices and platforms, regardless of whether the company or other companies are involved, and reconstructs it as specific company information.

◆ CDP and private DMP are similar, but the key information is different.

◆ CDP can be accessed from outside and can be used by marketers for marketing measures.