A question that I’ve started to get asked a lot recently is whether Master Data Management (MDM) and a Customer Data Platform (CDP) are interchangeable. More specifically, if you have a Master Data Management system in the business, can it be used to deliver the same results as a Customer Data Platform? And if not, then why is a CDP different to an MDM solution?
To answer this you really need to think about the fact that MDM is a discipline and a set of processes to transform organization-wide data. However, a CDP is a packaged software product with a specific purpose to deliver a single view of the customer from multiple data sources that marketing can use for improved personalization of marketing campaigns.