{"id":13326,"date":"2022-06-30T08:26:54","date_gmt":"2022-06-30T08:26:54","guid":{"rendered":"https:\/\/customlytics.com\/?p=13326"},"modified":"2022-07-07T12:58:00","modified_gmt":"2022-07-07T12:58:00","slug":"difference-cdp-crm-dmp","status":"publish","type":"post","link":"https:\/\/customlytics.com\/de\/difference-cdp-crm-dmp\/","title":{"rendered":"These 3 diagrams will help you understand the difference between CDP, CRM and DMP"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\"><strong>Author: <\/strong>Steffen Meyer, Mobile Marketing Content Specialist<\/h3>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">To be successful in the app market, you have to know how to handle your data. Extracting insights from all these numbers will significantly improve your strategies to attract and retain customers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are various systems you can employ to do so, and you should understand their differences. Most commonly, these three count as the most important ones:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Customer Data Platforms (CDP)<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Data Management Platform (DMP)<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Customer Relationship Management (CRM)<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">To get a first grasp on how they differ, look at this pyramid:<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"906\" src=\"https:\/\/customlytics.com\/wp-content\/uploads\/2022\/06\/diagram-1-1024x906.png\" alt=\"\" class=\"wp-image-13412\" srcset=\"https:\/\/customlytics.com\/wp-content\/uploads\/2022\/06\/diagram-1-1024x906.png 1024w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/06\/diagram-1-300x265.png 300w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/06\/diagram-1-768x679.png 768w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/06\/diagram-1.png 1298w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">The CRM is situated at the basis because it mostly deals with people who already downloaded and use your app. By engaging with users, you avoid user churn and raise loyalty. A CRM with a <a href=\"https:\/\/customlytics.com\/user-engagement-with-mobile-crm-strategy\/\"><span style=\"text-decoration: underline;\">well thought out retention strategy<\/span> <\/a>builds the foundation of your app\u2019s success.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With a DMP, you manage lots of anonymized data, mostly from second or third parties, meaning other companies or ad networks like Instagram or Google Ads. Advertisers use this data to promote your app to gain new users which are then handled by the CRM.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the top of it all sits the CDP which basically builds upon the data from DMP and CRM and is kind of a mix of these two. Via machine learning and artificial intelligence, a CDP merges data from various sources and creates very granular user profiles which marketers can use to target prospects and customers. Think of the pointy tip of the pyramid as a symbol for this pinpoint method.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, other than what the diagram may suggest, you don&#8217;t necessarily need a CRM before you can use a DMP, and you can have a CDP without relying on a CRM or DMP. There are overlapping features and depending on the provider you choose, you can get a hybrid of all these systems.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Look at it from this perspective:<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"509\" src=\"https:\/\/customlytics.com\/wp-content\/uploads\/2022\/06\/diagram-2-1024x509.png\" alt=\"\" class=\"wp-image-13414\" srcset=\"https:\/\/customlytics.com\/wp-content\/uploads\/2022\/06\/diagram-2-1024x509.png 1024w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/06\/diagram-2-300x149.png 300w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/06\/diagram-2-768x382.png 768w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/06\/diagram-2-1536x764.png 1536w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/06\/diagram-2.png 1746w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here, the CDP acts more like a bridge between the DMP and the CRM, which makes sense as well, since a CDP\u2019s main task is to gather data from various sources to create single customer profiles. This <a href=\"https:\/\/customlytics.com\/cdp-introduction\/\"><span style=\"text-decoration: underline;\">allows marketers \u2013 among other things \u2013 to highly personalize their messaging.<\/span><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In contrast to a DMP though, a CDP mainly uses first-party data acquired by the company to create granular profiles. A DMP mainly relies on second- or third-party data to target broad audiences.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The CRM uses first-party data as the CDP does but differs from the other two, since it uses this data to stay in contact with existing customers, not to get new ones.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A similar but still different way to look at the relationship between the three system, is this:<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"846\" src=\"https:\/\/customlytics.com\/wp-content\/uploads\/2022\/06\/diagram-3-1024x846.png\" alt=\"\" class=\"wp-image-13417\" srcset=\"https:\/\/customlytics.com\/wp-content\/uploads\/2022\/06\/diagram-3-1024x846.png 1024w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/06\/diagram-3-300x248.png 300w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/06\/diagram-3-768x634.png 768w, https:\/\/customlytics.com\/wp-content\/uploads\/2022\/06\/diagram-3.png 1354w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this diagram, the CDP doesn\u2019t act as a bridge but more of a data collector. While it is true that data may flow from the CDP to other systems, it is mostly the CDP that grabs all the information from online and offline sources, combines them and makes sense of them.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This depiction is close to the CDP\u2019s origins. DMPs, CRMs and other systems have been around for quite some time, creating data silos which couldn\u2019t interact with each other.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Then the CDP got on the stage to unify this data jumble and \u2013 with the help of machine learning and artificial intelligence \u2013 make good use of it.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Different systems, different views<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s not one right way to illustrate the relationship between these three because they are all complex systems on their own. However, with these diagrams in mind, you are able to distinguish them broadly. For a deep dive, <a href=\"https:\/\/customlytics.com\/contact-us\/\"><span style=\"text-decoration: underline;\">have a chat with our consultants<\/span><\/a> who are experts in all of these systems.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\ud83d\udca1 Knowledge sharing is at the core of what we do. Get our <\/em><a href=\"https:\/\/customlytics.com\/marketing-master-map\/\"><em><span style=\"text-decoration: underline;\">Marketing Master Map<\/span><\/em><\/a><em>, sign up for our <\/em><a href=\"https:\/\/customlytics.com\/newsletter-sign-up\/\"><em><span style=\"text-decoration: underline;\">newsletter<\/span><\/em><\/a><em> and become part of <\/em><a href=\"https:\/\/www.linkedin.com\/company\/customlytics\/\"><em><span style=\"text-decoration: underline;\">our community on LinkedIn<\/span><\/em><\/a><em> to learn how to make apps succeed in the competitive mobile landscape.<\/em><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Helpful Links:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/customlytics.com\/user-engagement-with-mobile-crm-strategy\/\"><span style=\"text-decoration: underline;\">Customlytics Blog: How to keep app users engaged with a mobile retention strategy<\/span><\/a><\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/customlytics.com\/cdp-introduction\/\"><span style=\"text-decoration: underline;\">Customlytics Blog: Unify data streams with a CDP to optimize your app marketing<\/span><\/a><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>To be successful in the app market, you have to know how to handle your data. Extracting insights from all these numbers will significantly improve your strategies<\/p>\n","protected":false},"author":18,"featured_media":13327,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[63],"tags":[222,73,226,225],"class_list":["post-13326","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm-2","tag-cdp-de","tag-crm-de","tag-data-systems","tag-dmp","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>These 3 diagrams will help you understand the difference between CDP, CRM and DMP<\/title>\n<meta name=\"description\" content=\"The three most important data systems are CDP, CRM and DMP. 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