customers and visitors with personalized messages at the right time (in real time). The processing of this personal data is possible because the CDP generally only processes its own data (first party data) and can anonymize the data for distribution to marketing or advertising tools (e.g. hashed email addresses). With a DMP you can identify the diverse characteristics of your most important target groups and use them in your advertising solution for target group-specific campaigns. With a CDP you can also send personalized messages to your customers or visitors.
There is also a significant difference between the
CDP and the data warehouse DB to Data in the data that is stored. The only stores customer or visitor-specific data such as transactions, surfing behavior on the website or opening rates for email campaigns. However, a company’s data warehouse includes much more than customer data. For example, it also stores all product data such as item number, product description and product prices. Supplier information, accounting data, personnel information, production data, etc. are also stored in the data warehouse. The merged data in the can therefore be viewed as part of the data universe of a data warehouse or data lake.
Another important difference can
Be the length of time the data is stored. While a data warehouse SWB Director can store data indefinitely, the storage period for a CDP is limited depending on the provider. Therefore, the data from the CDP is usually transferred to the data lake or warehouse for long-term storage. Why is the CDP not a marketing automation tool? A CDP does not create campaigns or display any content. With a CDP you cannot create email templates or send emails. You also cannot create and display a landing page. However, your marketing automation tool can take over these tasks.
