Understanding CDP and MDM Integration in Marketing

Introduction

In marketing, data management is critical. Two key tools for effective data management are Customer Data Platforms (CDPs) and Master Data Management (MDM). This article explains how these two systems can be integrated to enhance marketing strategies.

Definitions

CDP (Customer Data Platform): A system that collects and consolidates customer data from multiple sources to build a single, comprehensive customer profile.

Data management: A discipline or process that consists of managing different types of data.

Master data: Often called reference or master data, this is the shared data that supports an organisation’s day-to-day operations (or more broadly, the activities of any organisation) and its decision-making processes.

Master Data Management (MDM): A discipline or process focused on identifying and managing a system’s master data. To do this, organisations often rely on a dedicated master data management system, commonly referred to as an MDM system.

MDM system: A system that ensures the consistency, accuracy, governance, semantic coherence and accountability of an organisation’s shared master data assets.

Key capabilities of a CDP

Custom data models: Unlike standard CDPs, the Scal-e CDP allows you to design fully customised data models that can use any type of data, both internal and external.

No-code configuration: The Scal-e CDP provides a user-friendly interface that lets you configure most functions without writing code (no-code), while still offering more advanced features for technically skilled users.

Bulk and real-time data processing: The platform can process large data volumes as well as real-time streams.

Built-in activation and reporting: Scal-e includes native activation and reporting features so data is immediately actionable.

Shared benefits of CDPs and MDM systems

• Accessibility: Make data accessible and understandable for business users.
• Customer journey identification: Visualise data and give it meaning through visualisation tools, audience building and segmentation.
• Downstream activation: Activate data through email campaigns, push notifications and other conversion-focused activities.
• Audience creation and segmentation: Build detailed customer audiences and segments.
• Integration: Connect to other tools in just a few clicks and automatically import audiences and segments into activation tools.
• Real-time insights: Quickly view calculated attributes and user profiles directly in the system.

Use cases and applications

Retail and e-commerce: Improve the customer experience by providing a 360-degree view of each customer, managing wish lists, orders and appointments, and launching highly personalised marketing campaigns.

Luxury goods: Deploy clienteling strategies in luxury boutiques to deliver personalised service and manage customer relationships more effectively.

Marketing automation: Use the Scal-e CDP to centralise data from multiple sources (websites, points of sale, social networks) and automate personalised marketing initiatives.

Conclusion

Integrating a CDP with an MDM strategy delivers significant benefits for the business. The Scal-e CDP stands out thanks to its unique features and advanced capabilities. Marketing teams should seriously consider combining CDP and MDM solutions to strengthen their marketing performance and data management strategies.