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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 indexing of the search engine did the rest. With little competition this was a fine model. But soon the competition increased and the conversion on visits decreased. That is why it was necessary to 'buy' more and more traffic, through all kinds of online marketing channels, such as Email, Adwords, Affiliate Marketing, Display Advertising and Social Media. But due to the enormous amount of different channels, it became increasingly difficult to determine which channel had contributed to the final conversion in which phase of the customer journey.
There is now a solution for this: the 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.
Definition
A DMP or Data Management Platform is simply software that uses cookies to analyze how a potential buyer/visitor uses sites or other online applications. In addition, the DMP records how this visitor moves across different online platforms and when, how often and for how long he returns. A Data Management Platform also provides information that shows how visitors deal with advertisements that you place on other sites. A DMP provides anonymous data from users, which can be divided into segments. This gives you a good idea of your target group and allows you to properly analyze the effectiveness of campaigns. A Data Management Platform can be integrated with almost all existing ad servers.
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