Customer data platforms and data management platforms both handle second-party data.
Posted: Tue Apr 22, 2025 9:56 am
Data management platforms often feature data exchange capabilities to streamline the sharing and selling process between companies.
Third-party data.
Finally, third-party data is data gathered and sold by companies that don’t directly connect with the data sources.
Although getting information from a data collection company can broaden your access to anonymized data, third-party data is less valuable because anyone can purchase it. Competitors might use the same information, so it won’t necessarily give you a better advantage. This data type is also inherently riskier, as data collection companies can’t ensure that all the data meets privacy standards.
Data management whatsapp number list platforms primarily use third-party data to generate insights about unfamiliar audiences and build targeted advertising campaigns.
Use cases and examples.
The key differences between crms, cdps, and dmps mean that, while the three platforms are related, individual use cases are well-defined. Each type of platform has a range of capabilities, but here are a few examples of what they can do.
Crms can manage leads through the sales funnel.
Turning leads into customers can be a lengthy and sometimes complex process from start to finish. Nurturing each lead appropriately, based on its stage in the sales funnel, can quickly become challenging, especially with a large list and a lengthy buying cycle.
A customer relationship management platform makes this less complex. You can adjust your treatment of each contact based on the stage of each lead in the journey. Emails can be triggered in large batches based on specific behaviors. Or leads can be assigned scores to move them from cold to warm to hot — initially based on parameters such as company size or job title — and ultimately triggered by an action like an opened email or an answered phone call.
Cdps can connect digital behaviors to in-person cx.
Back in the heyday of billboards and magazine ads, marketing took a somewhat shotgun approach — with wide funnels and unreliable analytics. Web analytics and digital advertising have changed that.
But what if you want to match online information to a customer when they’re away from the digital space? What if a company wants to bring the precision of online analytics into their stores or other points in a customer’s experience?
For example, if a customer makes a specific query or views a product on the company's website, real-time feedback from a customer data platform can make that information available to sales representatives, customer service, or even in-store employees. This can make each interaction feel connected and like it’s coming from a unified brand. It can also create a customer profile that is far more precise and actionable, moment–to–moment.
Third-party data.
Finally, third-party data is data gathered and sold by companies that don’t directly connect with the data sources.
Although getting information from a data collection company can broaden your access to anonymized data, third-party data is less valuable because anyone can purchase it. Competitors might use the same information, so it won’t necessarily give you a better advantage. This data type is also inherently riskier, as data collection companies can’t ensure that all the data meets privacy standards.
Data management whatsapp number list platforms primarily use third-party data to generate insights about unfamiliar audiences and build targeted advertising campaigns.
Use cases and examples.
The key differences between crms, cdps, and dmps mean that, while the three platforms are related, individual use cases are well-defined. Each type of platform has a range of capabilities, but here are a few examples of what they can do.
Crms can manage leads through the sales funnel.
Turning leads into customers can be a lengthy and sometimes complex process from start to finish. Nurturing each lead appropriately, based on its stage in the sales funnel, can quickly become challenging, especially with a large list and a lengthy buying cycle.
A customer relationship management platform makes this less complex. You can adjust your treatment of each contact based on the stage of each lead in the journey. Emails can be triggered in large batches based on specific behaviors. Or leads can be assigned scores to move them from cold to warm to hot — initially based on parameters such as company size or job title — and ultimately triggered by an action like an opened email or an answered phone call.
Cdps can connect digital behaviors to in-person cx.
Back in the heyday of billboards and magazine ads, marketing took a somewhat shotgun approach — with wide funnels and unreliable analytics. Web analytics and digital advertising have changed that.
But what if you want to match online information to a customer when they’re away from the digital space? What if a company wants to bring the precision of online analytics into their stores or other points in a customer’s experience?
For example, if a customer makes a specific query or views a product on the company's website, real-time feedback from a customer data platform can make that information available to sales representatives, customer service, or even in-store employees. This can make each interaction feel connected and like it’s coming from a unified brand. It can also create a customer profile that is far more precise and actionable, moment–to–moment.