How does a Tag Management System differ from a Customer Data Platform?

Customer Data Platform series: 5 of 5

Over the next 5 weeks, read a new blog each week from our CDP Series as our CMO helps you to understand the CDP landscape, capabilities and functionality.

Let's just get something straight; it's common (and understandable) to assume that 'tag management' means organizing either the tags that make blogs more searchable or the meta tags used to improve the SEO of a web page. That isn't what we're talking about here.

This blog focuses on management of the snippets of code (tags) embedded into a web page to record information when a customer accesses and interacts with a company’s website or mobile app, or to help launch the functionality of marketing technology products. In the latter case, the vendor of the martech will request that the customer embeds the code. Just like a Customer Data Platform, the main function of a Tag Management System is to help manage large amounts of first-party information collected by companies about their customers. 

Topics: BlueVenn Marketing customer data personalization Customer Data Platform marketing data data unification marketing database cdp Tag Management System

Is a Customer Data Platform the Same as a Master Data Management Solution?

Customer Data Platform series: 4 of 5

Over the next 5 weeks, read a new blog each week from our CDP Series as our CMO helps you to understand the CDP landscape, capabilities and functionality.

The basic raison d'être of both a Master Data Management (MDM) solution and a Customer Data Platform (CDP) is similar. Both exist to ensure that a business has a supply of carefully curated, unified, accurate and reliable corporate data, a single trusted view to deliver insights and drive business innovation, but that's where the similarities end.

For a start, MDM is a discipline and a set of processes designed to transform organization-wide data, especially in large companies, while a CDP is a packaged software product with a specific purpose to deliver a single view of the customer that the marketing department can use for the improved personalization of marketing campaigns. Another key difference is who stands to benefit from their use and how they are managed within the organization.

Topics: BlueVenn Marketing customer data personalization Customer Data Platform marketing data data unification marketing database cdp

How CDPs can drive cross-channel, real-time marketing opportunities for retailers

According to Gartner, “Access to customer data, in real-time, unifying profiles across channels and ability to measure comprise the competitive playing field that will define the coming years,” allowing retailers to effectively personalize cross-channel customer journeys.

A Customer Data Platform, or CDP, helps by bringing in huge amounts of online and offline customer data from a multitude of sources, then cleansing, deduplicating and unifying this information into a Single Customer View that can then be accessed by all other marketing channels, platforms and business intelligence tools.

To then unify these profiles across channels, look for a CDP with ‘orchestration’ or campaign management capabilities, which will function as a ‘smart hub’ to orchestrate and trigger all your channels from a central decision-making point.

Topics: predictive analytics retail personalization Customer Data Platform data unification cdp