A Data Management Platform, also known as CDP, is indispensable within your omnichannel strategy for creating and managing marketing campaigns that you deploy via the various channels. In the early stages of Ecommerce attracting visitors was relatively easy. You put enough information and/or products online and the indexation of the search engine did the rest. With little competition, this was a fine model. But soon competition intensified and visitor conversions dropped. That is why it was necessary to 'buy' more and more traffic, via all kinds of online marketing channels, such as Email, Adwords, Affiliate Marketing, Display Advertising and Social Media. But the sheer amount of different channels made it increasingly difficult to determine which channel contributed to the final conversion at which stage of the customer journey. There is now a solution for this: Data Management Platform or DMP. A DMP system gives online marketers a tool to efficiently manage online marketing campaigns on various channels and to build anonymous profiles in the run-up to a conversion. Also, some DMP systems have built-in attribution tools to identify which resources are involved and which have contributed effectively. As soon as an anonymous profile makes a purchase, you can enrich the profile with customer-specific data. This allows you to build a 360-degree customer view. To be able to bundle this data, a Customer Data Platform or CDP system necessary.

The advantages of a Data Management Platform are great. First of all, you simply save a lot on your marketing expenses because you approach visitors and customers in a much more targeted way with a commercial offer. As a result, the so-called waste significantly. You need fewer marketing channels per visitor to achieve interest and conversion. The second big advantage is that your customers receive more relevant messages, so that they no longer have the feeling of being 'spammed'. This ensures a better image and ultimately higher customer satisfaction. And that in turn results in repeat purchases and higher spending. A Data Management Platform improves the dialogue in the customer journey and thus increases the return on the various (online) marketing channels.