While the DMP is primarily a collection and conversion solution, it has nevertheless been enhanced with new features that go beyond the pure aspect linked to the purchase of advertising space. These include content personalization, email campaigns, retargeting on social networks, etc. However, the problem is that digital is only one of the influencing factors today. The big trend remains ROPO. This is the acronym for Research Online Purchase Offline . In short: finding out information online before buying in a store or physical location. And FEVAD data confirms this year after year: on average, e-commerce only represents 10% of purchases. And this is one of the limits of the DMP. While it is effective for targeting, communicating and reaching the right people on digital, it lacks a real omnichannel dimension.
Despite all the efforts in the world, the data managed and argentina mobile database generated by companies remains very scattered. While the fight against atomization intensifies, neither CRM nor DMP are effective in defining a single, common, real-time updated and truly exhaustive vision of all customer interactions.
And this is where the CDP (Customer Data Platform) comes in. Its role is to reconcile and group online and offline data to have a true 360-degree view of a customer. The information from the CDP can be used to refine sales processes, anticipate a risk of losing a customer, align the customer experience across all points of contact and create a single repository. The quality of the prospecting, conversion and loyalty work often depends on the quality of the data.
CDP is able to store and manage data in a unified environment, based on a Data Lake architecture, which makes it flexible and quick to analyze. Raw data can therefore be used in many different scenarios to contextualize the customer journey. It is both a compass and a map for marketers. CDP accurately indicates the current state of a situation, while providing actionable information to achieve the set objective.
In the digital age, technologies are changing rapidly. Enough to disrupt organizations that must regularly review their procedures and strategies. However, this evolution only follows the changes of the customers themselves. The DMP is not an improved CRM, any more than a CDP is a DMP pumped up on steroids. They are different tools, which complement each other and which meet a different need. If you want to optimize and enhance the data you hold, the CDP will quickly become indispensable.