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 conversion 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.