In order for organizations to deliver a unified customer experience, they need the appropriate technology platforms in place to allow customer-centric marketing strategies to be implemented.

Customer Data Platforms and Data Management Platforms are built with different technologies to
serve different purposes. Far from competitive, they are complementary systems that often feed data to each other to support business goals.

This white paper clarifies the key differences between DMPs and CDPs to help you make a confident choice for your company's needs.

Included in this white paper:

• How each platform works
• Common marketing applications for each platform
• How to decide which is best for your marketing needs