WHAT IS A DATA MANAGEMENT PLATFORM?
In the early days of Ecommerce, getting visitors to the website was relatively easy. You put enough information and / or products online and the indexation of the search engine did the rest. This was a great model with little competition. However, competition quickly intensified and conversion fell on visits. Therefore, it was necessary to "buy" more and more traffic through all kinds of traffic online marketing channels such as Email, Adwords, Affiliate Marketing, Display Advertising, Social Media etc. But because of the enormous amount of different channels, it became increasingly difficult to determine which channel contributed to the final conversion during which phase of the “Customer Journey”. Fortunately, there is now a solution: The Data Management Platform DMP. A DMP system provides the online marketer with a tool to efficiently manage online marketing campaigns on various channels and to build anonymous profiles in the run-up to a conversion. Some DMP systems also have "attribution" tools built in to help identify which resources are all involved and which have contributed effectively. As soon as an anonymous profile proceeds to a purchase, the profile can be enriched with customer-specific data so that a 360-degree customer view can be built. To bundle this data is one Customer Data Platform or CDP system necessary.