Managing customers through a holistic marketing data platform

What is a Marketing Data Platform?

A marketing data platform is a holistic platform or technology stack for managing all available customer and prospect data—across channels and media—to enable targeted marketing efforts, advanced analytics, audience creation and measurement. To do this, a marketing data platform requires a customer data platform (CDP).

Components of a Marketing Data Platform

A marketing data platform addresses the following critical elements of customer experience.

Advertising platforms and networks, Supply Side Platforms (SSPs), and Demand Side Platforms that leverage data for targeted ads across channels.

Marketers employ web personalization solutions to test, vary and optimize content users are served based on behavioral, geographical, and custom information.


Tag management platforms enable tracking of user behavior, then leverage the tags to target users with ads based on previous browsing behavior.

CDPs can integrate data from a variety of sources to drive more effective experiences through other marketing delivery platforms.


Direct marketing platforms and multi-channel marketing tools deliver email, text, and other messages directly to customers using segmentation and behavioral data as guides.

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Collecting data from multiple sources gets messy.

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Customer loyalty isn't a given.

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CDP benefits

Manage marketing processes and multifunctional campaigns, across multiple channels, automatically, targeting customers with automated messages across email, web, social, and text. 

With Enterprise resource planning (ERP) an organization can systematically use integrated applications for managing business and automating functions related to technology, services, and human resources.

The modern marketing mix isn’t limited to price, product, promotion, and place; the most impactful marketing takes additional actions, or tactics, into consideration when promoting products or brands

Predicting the likelihood that visitors, leads, and customers will perform certain actions requires a marketing data platform with propensity modeling capabilities.

Customer Relationship Management (CRM) connects all sales leads and customer data in one place, analyzes that data, then uses the findings to improve service, sales, and revenue.

Unstructured data is increasingly prevalent in IT systems and can be used in a variety of business intelligence and analytics application

A robust marketing data platform helps identify clusters of consumers who will respond similarly to marketing strategies and share interests, needs, or locations.

The next logical product approach to cross selling where you try to identify the product that the customer is most likely to buy next and then present them with a well-timed offer to make the purchase.

The Only Enterprise-Class CDP

Vantage CX is the only enterprise-class CDP that delivers a full view of customer data, turning data into customer insights and insights into actions.

See all the benefits of CDPs with Vantage CX