Customer data platforms are not just facilitator technology, CDP are a multi-faceted facilitator. This is why there is a tremendous lack of understanding of what a CDP can do, or what it will specifically do for any one organization.
Researching customer data platforms, you quickly bump into someone comparing CDP to tag management solutions (TMS). Almost always, there is then a reference to Tealium's AudienceStream, sometimes mParticle and others who have grown out of that area. Certainly, tag managers and CDPs are both facilitator technology for marketing, so the comparison makes a lot of sense. While TMS vendors are stretching into the CDP category, there is not much feature overlap between the two distinct categories of technology. There is quite a bit of overlap in spirit and in the approach that vendor marketing & sales teams are taking, however.
Remember an oft-made promise of tag management, especially early on... this is going to take IT out of the picture. Imagine being able to change tracking on your websites and mobile apps without being in the queue! Sound familiar at all? Continue reading