近几年CDP客户数据平台的热度水涨船高，一提起这个概念，大家可能会想到DMP、CRM、MA、SCRM，实际上它们之间存在着千丝万缕的关系。而在这其中，关系更加密切的是CDP客户数据平台和DMP，CDP客户数据平台和DMP之间既有相似之处又有不同之处。理清二者的定位和区别，有助于企业的数字化经营发展。
CDP客户数据平台与DMP之间的区别有哪些呢？
A. CDP客户数据平台与DMP的数据来源不同
DMP数据源主要是第三方数据，所以DMP提供的服务是把企业网站的匿名数据标签与品牌的数据相结合，方便企业在制定营销策略时预先构建目标人群。
CDP客户数据平台则把更多的注意力放在一方数据，包含品牌在线上线下收集的实名、匿名用户信息，可能记录了用户的喜好、行为、操作等，通过沉淀的一方数据对人群进行细分，然后根据人群圈选结果，同步更新至营销工具，实现对于营销的精准触达，让品牌能够自由地构建和定义受众。
B. CDP客户数据平台与DMP的应用场景不同
DMP是为了提高广告的展示效果，通过构建受众群体，强化品牌的获客营销策略。CDP客户数据平台则是通过分析用户的各类数据，构建丰富的数据模型，发现前瞻性指标（比如复购周期、用户流失等），帮助品牌进一步增强营销的针对性，实现以消费者为中心的定制化营销体验。
C. CDP客户数据平台与DMP带来价值不同
DMP虽然能够帮助品牌更好地了解受众群体，更好的定位广告内容，但是同样的信息数据也可以被竞争对手获取，所以DMP的数据具有公开性。
CDP客户数据平台可以创建品牌独有的一方数据池，将二方、三方的数据进行私有化，并且能够针对类似或不同的场景快速复用，帮助品牌占领市场、超越竞品提供具有可持续性的竞争优势。
根据数字化转型网（搜索栏输入：中国数字化转型网，即可了解详情）的资料，CDP是企业数字化转型非常重要的一环。数字化转型网有大量的关于CDP的资料和方案，比如介绍CDP的定义、CDP的功能、CDP的价值、CDP的优秀案例、CDP与DMP的区别等等知识，找数字化转型资料上数字化转型网。若您对CDP数字化感兴趣，想和更多对企业CDP数字化的感兴趣的同道者们进行交流，也可关注第五届华东CIO大会&2023数字化转型展，搜索栏输入：华东CIO大会，即可了解报名和参会详情！
本文为科普类文章，不作为选择建议或投资建议。
翻译：
What are the differences between CDP’s customer data platform and DMP?
In recent years, the popularity of CDP customer data platform has increased, and when we mention this concept, we may think of DMP, CRM, MA, SCRM, in fact, there are inextricably linked between them. Among them, CDP customer data platform and DMP are more closely related, and there are both similarities and differences between CDP customer data platform and DMP. To clarify the positioning and difference of the two is conducive to the development of digital management of enterprises.
So, what are the differences between CDP’s customer data platform and DMP?
A. The CDP customer data platform and DMP have different data sources
DMP data source is mainly third-party data, so the service provided by DMP is to combine the anonymous data label of the enterprise website with the data of the brand, which is convenient for the enterprise to build the target group in advance when formulating marketing strategy.
CDP customer data platform pays more attention to one party data, including the real name and anonymous user information collected by the brand online, online and offline, which may record the user’s preferences, behaviors, operations, etc. Through the precipitation of one party data, the group is segmented, and then updated to the marketing tool according to the crowd circle selection results, so as to achieve accurate marketing reach. Give brands the freedom to build and define their audience.
B. The application scenarios of the CDP customer data platform and DMP are different
DMP is to improve the display effect of advertising, strengthen the brand’s customer acquisition marketing strategy by building audience groups. CDP customer data platform analyzes various types of user data, builds a rich data model, and discovers forward-looking indicators (such as re-purchase cycle, user churn, etc.) to help brands further enhance the targeting of marketing and achieve a customized consumer-centered marketing experience.
C. CDP customer data platform brings different value from DMP
Although DMP can help brands better understand the audience and better target the advertising content, the same information data can also be obtained by competitors, so the data of DMP is open.
CDP customer data platform can create a one-party data pool unique to the brand, privatize the data of two or three parties, and can quickly reuse for similar or different scenarios, helping the brand to occupy the market and provide sustainable competitive advantages over competitors.
