Products related to CDPs are Data Management Platforms (DMPs). Historically, they have evolved from the advertising environment and have performed similar tasks for user profiles of programmatically delivered ads. However, since the advertising environment is mostly anonymous, cookie-based user profiles, DMPs do not normally have the ability to store people-based data. However, they still function as a supplement to CDPs in order to make users on third-party platforms accessible on a cookie-based basis. Due to the progressive restriction of cookies by browser manufacturers on the one hand and legal provisions such as the DSGVO on the other hand, DMPs based on 3rd party cookies will increasingly lose relevance. Analytics systems also collect behavioral data for the owned channels, usually in a more granular manner than DMPs or CDPs. These user profiles are usually created on an anonymous basis, so that analytics systems cannot replace CDPs, but complement them.
The transition from CDP to CRM is similarly fluid. The main difference is that a CRM system generally does not contain anonymous contacts, but CDPs can contain them. This is precisely the reason why a CRM system does not replace a CDP – because for many marketing activities such as advertising or content targeting, it is precisely the stored knowledge about anonymous contacts that is decisive. Nevertheless, the value of the people-based data is of course further enhanced when CRM data of known contacts is fed back to a CDP. In many cases, only integration enables the linking of customer-specific information collected during the entire purchase history including offline channels such as call centers or points of sale. In order to use the people-based data stored in CDPs for marketing activation, AdTech and MarTech tools such as e-mail automation systems, content targeting systems or Demand Side platforms (DSP) access them. These systems can use the data to achieve consistent personalization or display the Next Best Action in their respective channel. For example, a demand side platform can now display an ad for Scandinavia holidays to the user because the user has shown interest in it in a call center call, even if he originally clicked on the Tuscany ad. However, it is precisely such use cases in the advertising environment that are becoming more unreliable as cookie restrictions increase. Here again, the key to a solution lies in identified user profiles - on both the advertiser and publisher side.