近年来，CDP客户数据平台的普及率不断上升，提到这个概念，你可能会想到DMP、CRM、MA和SCRM，但实际上它们之间有着千丝万缕的联系。 其中，CDP客户数据平台与DMP的关系更为紧密，CDP客户数据平台与DMP既有异同。 明确两者的定位和区别，有助于企业发展数字化运营。
那么，CDP和DMP有什么区别呢？
a.CDP 客户数据平台与 DMP 中的数据不同
DMP数据源主要是第三方数据，因此DMP提供的服务是将企业的匿名数据标签与品牌的数据相结合，使企业在制定营销策略时能够提前构建目标群体。
CDP客户数据平台将更多的注意力集中在数据的一侧，包括品牌**线上线下收集的实名和匿名用户信息，可以记录用户的喜好、行为、操作等，并通过沉淀的派对数据对人群进行细分，然后根据人群选择的结果同步更新到营销工具中， 从而实现营销的精准准入，使品牌能够自由地构建和定义受众。
b.CDP与DMP的应用场景不同
DMP旨在通过建立受众来提高广告的有效性并加强品牌的用户获取营销策略。 CDP客户数据平台分析用户各类数据，构建丰富的数据模型，发现前瞻性指标（如复购周期、用户流失率等），帮助品牌进一步提升营销针对性，实现以消费者为中心的定制化营销体验。
c.CDP 客户数据平台无法带来与 DMP 相同的价值
虽然DMP可以帮助品牌更好地了解他们的受众，更好地定位广告内容，但竞争对手也可以获得相同的信息和数据，因此DMP的数据是公开的。
CDP客户数据平台可以创建品牌独有的一方数据池，将两方和三方的数据私有化，并能快速复用用于相似或不同的场景，帮助品牌占领市场，提供相对于竞争产品的可持续竞争优势。
根据数字化转型网络的信息（进入搜索栏：中国数字化转型网络，可以了解更多），CDP是企业数字化转型中非常重要的一环。 数字化转型网络有大量关于CDP的资料和解决方案，如介绍CDP的定义、CDP的功能、CDP的价值、CDP的优秀案例、CDP和DMP的区别等。 如果你对CDP数字化感兴趣，想和更多对企业CDP数字化感兴趣的同事交流，也可以关注第五届华东CIO大会暨2023数字化转型展，在搜索栏中输入：华东CIO大会，了解更多注册参会信息！
本文是一篇科普文章，不作为选择建议或投资建议。
译本：
what are the differences between cdp's customer data platform and dmp?
in recent years, the popularity of cdp customer data platform has increased, and when we mention this concept, we may think of dmp, crm, ma, scrm, in fact, there are inextricably linked between them. among them, cdp customer data platform and dmp are more closely related, and there are both similarities and differences between cdp customer data platform and dmp. to clarify the positioning and difference of the two is conducive to the development of digital management of enterprises.
so, what are the differences between cdp's customer data platform and dmp?
a. the cdp customer data platform and dmp h**e different data sources
dmp data source is mainly third-party data, so the service provided by dmp is to combine the anonymous data label of the enterprise website with the data of the brand, which is convenient for the enterprise to build the target group in advance when formulating marketing strategy.
cdp customer data platform pays more attention to one party data, including the real name and anonymous user information collected by the brand online, online and offline, which may record the user's preferences, beh**iors, operations, etc. through the precipitation of one party data, the group is segmented, and then updated to the marketing tool according to the crowd circle selection results, so as to achieve accurate marketing reach. give brands the freedom to build and define their audience.
b. the application scenarios of the cdp customer data platform and dmp are different
dmp is to improve the display effect of advertising, strengthen the brand's customer acquisition marketing strategy by building audience groups. cdp customer data platform analyzes various types of user data, builds a rich data model, and discovers forward-looking indicators (such as re-purchase cycle, user churn, etc.) to help brands further enhance the targeting of marketing and achieve a customized consumer-centered marketing experience.
c. cdp customer data platform brings different value from dmp
although dmp can help brands better understand the audience and better target the advertising content, the same information data can also be obtained by competitors, so the data of dmp is open.
cdp customer data platform can create a one-party data pool unique to the brand, privatize the data of two or three parties, and can quickly reuse for similar or different scenarios, helping the brand to occupy the market and provide sustainable competitive advantages over competitors.