In the early days of Ecommerce, getting visitors to the website was relatively easy. You put enough information and/or products online and the search engine index did the rest. With little competition, this was an excellent model. But soon the competition increased and the conversion on visits decreased. Therefore, it was necessary to "buy" more and more traffic via all kinds of online marketing channels such as Email, Adwords, Affiliate Marketing, Display Advertising, Social Media etc. But because of this huge number of different channels, it became increasingly difficult to determine which channel had contributed to the final conversion at which stage of the "Customer Journey". Fortunately, there is now a solution for this: The Data Management Platform DMP. A DMP system gives the online marketer a tool to efficiently manage online marketing campaigns on various channels and build anonymous profiles leading up to a conversion. Also, some DMP systems have "attribution" tools built in to be able to trace which sources are involved and which have effectively contributed. Once an anonymous profile converts to a purchase, the profile can be enriched with customer-specific data to build a 360-degree customer view. To be able to bundle these data, a Customer Data Platform or CDP system necessary.