In this post, we highlight some key differences between a Customer Data Platform (CDP) and other tools generally used in a marketing tech stack. We also tackle the all-important question on many companies’ minds: “should I build or buy a CDP?.”
At first glance, many tools in the marketing tech stack appear to be the same. These include the Customer Data Platforms (CDPs), Data Management Platforms (DMPs), Data Warehouses, Customer Relationship Management (CRM) systems, Marketing Automation tools, Analytics tools, and other systems for managing customer data.
The similarity often comes from significant overlap in features. For example, many of the above tools give you the ability to build audiences and review performance reporting.
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