Last week, Data Activation Guru, Jerry Helou, shed some light on the space of DMP and the rise of CDPs. Yusuf Abbasi, Data & Analytics for Global Growth at Kraft Heinz, joined Jerry for an intimate Q&A on the topic. For those who couldn’t join the webinar live, here is a full recording of the session:
Main Highlights:
DMPs should be rebranded as Data Hubs. Data Management Platform is vague
DMPs are cookie and device based. Yes, Google’s 3rd Party Cookie Demise and Apple’s IDFA awareness will impact them
DMPs are anonymous only and no PII is allowed
DMPs do a lot but in limited fashion such as onboarding offline data, managing identity, activating across multiple channels, bi-directional integrations and social activation. Devil is in the details!
CDPs sound whole a lot like DMPs, just add PII and marketing automation
CDPs started in 2013 but have skyrocketed since 2016
Most of big Enterprises have acquired startup CDPs while few evolved their existing technology and DMPs to keep up
Before you buy the next sexy technology, CDP, make sure you exhausted all the power from your DMP
Main Q&A:
Do you foresee DMP vendors pivoting to CDPs? It seems like they can just add capabilities and create the best of both worlds.
a. A lot of vendors have. For example, Adobe and Salesforce. Although both of these giants had their own light CDP (Adobe, AAM + Adobe Campaign. Salesforce, Krux + ExactTarget) but those didn’t perform so well. Salesforce acquired Datorama and Evergage while Adobe built Adobe Experience Platform (AEP) with Realtime CDP on top.
Is your understanding the changes in Chrome will allow anonymized info to be shared or will all tracking be blocked?
a. This change is good. As a consumer first and a marketer second, I am not happy with the current state of the internet and the way data and privacy is being handled. We need better IDs and a way to move far from depending on cookie for everything. That being said, I don’t think tracking will be blocked but it will evolve. You can see companies such as Liveramp building and using their Identity Link (IDL) as the main identifier in the space.
What is the uplift you would expect in your marketing performance by adding a CDP to the mix?
a. Very loaded question. It depends on many things but most importantly your line business, current stack, people, and current process. If you are a company that has no loyalty program, no 1st party data then adding a CDP will just be another product that will sit on your shelf for a while.
What can you say about CDP and cloud data outside your country?
a. Definitely a discussion to have in your RFP. I wouldn’t even go this far. I would think about who I want to have access to this data? Do I want to take my goldmine, my 1st party data, and put it with another vendor that might host it with another vendor?
Are there the same “cookie matching” problems when trying to activate a CDP audience that were always brought up with a DMP (think Google talking down using AAM audiences)?
a. Always, there is no magic when it comes to sharing cookie based audiences to platforms like Google. When it comes to measurement, it is rarely ever an apple to apple comparison. For instance, AAM accounts for 120 days of TTL while google does 30 days. You will never be able to measure match rate from pulling a report from the UI of each system.
We plan to have part II for this webinar with a larger panel of experts. If you are interested in signing up, join our guest list below.
Jerry Helou leads the Digital Experience Architecture practice at Softcrylic. He helps our clients accomplish advanced digital experiences and strategic business goals by implementing and leveraging multi-solution architecture.
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