ADOBE REAL-TIME CDP

Consumer data integration is a series of protocols and processes that combine and organise customer data from multiple sources. CDI connects with multiple databases and imports the information into a single silo.

Information gathered in one place is easier to manage, access and secure. Even more importantly, customer data gathered in one place enhances the organisation’s ability to analyse and visualise the data — and do so in minimal time.

CDI is a crucial component of any business strategy that seeks to make decisions based on consumer behaviour.

The main difference between a DMP, CDP and CRM is the primary purpose for which customer data is stored and organised. Between managing existing customers, marketing to potential customers or integrating that information to create a unified customer profile, each platform uses data in different ways.

A customer data platform (CDP) builds a robust, varied picture of customers by collecting data from a wide array of sources. A CDP combines customer data from your website, customer service interactions, mobile app visits, physical visits to a shop and even a CRM or DMP.

The focus of a customer relationship management (CRM) platform is managing relationships with existing customers and leads. It helps organise data such as purchase history, customer contact information and any communications that might have happened with that individual.

A data management platform (DMP) pulls user data from third parties to target audiences more efficiently and segment key attributes. It captures user data, anonymises it and then exchanges it with other companies for targeted advertising.