Customer data platforms (CDPs) are the hot thing in marketing tech right now, but many of their functions are not that novel. CDPs are similar to other types of data storage vendors such as data management platforms (DMPs), which are used to manage advertisers’ and publishers’ audience data.
Vendors who sell CDPs claim that their differentiation comes from dealing exclusively with first-party data and having use cases that extend beyond media and advertising. In a survey by The Relevancy Group conducted in June 2018 of 204 US executive marketers who are currently using a CDP vendor, about six in 10 respondents said that they integrate customer relationship management (CRM) data into their CDP. Other types of data like offline spending, email marketing and mobile behaviors are also integrated into CDPs but not at as high of a rate as CRM data. Read the rest at eMarketer.