Vendors will start trying to merge customer data platforms and data management platforms.
Achieving a valid point of view of a customer’s purchase journey has been the way to go for marketers and advertisers alike for years now. Achieving that with current technology remains a challenge. Customer Data Platforms (CDPs) will provide a solid means for storing data about existing clients. Data Management Platforms (DMPs) do a good job bringing together data that is anonymous. While many marketers and advertisers would argue it is an advantage to unite the two into a repository of customer information, doing so is not only technically but legally challenging.
Why is that? Well, because these are two significantly different systems that are comprised of hugely different data structures which are designed for their very own reasons. To add to that, because data management platform data has been made anonymous, merging it into a customer data platform with name including data could possibly have huge privacy (and so regulatory) implications for businesses.
There is some data synchronization between the two, with customer data platform pushing audiences to data management platforms, and data management platforms giving results back to customer data platforms for reasons of analysis. However, it is difficult to have one single system that does what both types of platforms are meant to do.
“I predict the large martech vendors will get ahead of this by making needed investments in 2020,” Adobe analysts noted. “The vision of bridging together data from CDPs and DMPs could potentially be a reality if big martech vendors can find a way to unify anonymous and known customer records while also addressing privacy and consent management hurdles.”
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