Customers interact with your company

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Choosing between these two systems depends on what your organization needs for marketing, sales, and business efforts. But first, let's define what these terms mean: A Customer Data Platform   CDP   is software that aggregates and organizes customer data across multiple touch points. CDPs then unify data into centralized customer profiles to improve marketing efforts and the customer experience. Master Data Management   MDM   is the practice of consolidating data that drives business value across the organization   i.e., many departments, not just marketing  . With these definitions in place, let's dive into the pros and cons of each method so you can better understand which one is right for your team. Customer Data Platforms: How Do They Work? A Customer Data Platform, or CDP, is software that autonomously collects and organizes customer data across multiple touchpoints and channels. cdp vs mdm. Customer Data Management. Definition, a software that aggregates and organizes customer data. Analyzes, identity, descriptive, behavioral, and qualitative data.

Advantages, business a unified customer experience. Disadvantages, inconsistent data Phone Number List quality. CDPs gather information from a variety of first-, second-, and third-party data sources through pixels and tracking tools. With this data, CDPs analyze customer behaviors and journeys to provide a -view of your customers, which ultimately helps improve customer-centered marketing. The types of customer data a CDP will analyze include: Identity. Data that helps identify a customer including name, address, social handles, location, and contact information. Descriptive. Data that further describes the customer. This can include interests, career, or lifestyle information. Behavioral. This type of data helps to understand how . Behavioral data can include online activity, transaction history, and email communication.

Qualitative. This type of data is provided by the customer and helps businesses understand their attitude toward the company or products. Qualitative data can include opinions and motivations shared by the customer. After collecting a variety of information from multiple channels, a CDP will then unify that data to create centralized customer profiles. Your team can rely on these profiles to better understand your customers, predict their actions, and ultimately improve your customer relationships. The Advantages of a CDP With the right CDP tool in place, your team can receive immense value when it comes to your marketing and sales efforts. The biggest advantage of a CDP is how it helps build a unified customer experience. A typical customer goes through multiple channels and countless touchpoints throughout the sales funnel. Without aggregating all of this data in one place, it can be challenging to fully understand who your customer is and what they need.