Customer data platform (CDP), a useful tool? – Data Strategy > Data

DMP, CDP, CMP (Consent Management Platform)… Information is a more or less fashionable sector, particularly rich in acronyms. More than 2018 Data Management Platforms (DMP), platforms for centralizing data collected by placing cookies on websites, “Deprecated” by Customer Data Platform (CDP)DMPs… but focuses on first-party data owned by brands. In 2022, CDP firmly asserts itself as an on-site personalization tool. in context”without cookies“, CDP allows nothing more than to reconcile online and offline user data within a single platform and activate CRM channels – such as email and SMS – and online media – through the screen.

This is explained by switching from one acronym to another three main reasonsincluding regulatory (especially GDPR and ePrivacy) and technical developments Florian Thiebaut is Partner and leader at Artefact in the Data Marketing Practice. “In relation to the evolution of regulations in Europe and the world, the use of personal data is now limited to the express consent of the user to whom the reasons for data collection need to be explained”, – says the expert. This results in a reduction in mechanically exploitable data… which is further amplified “Planned end of third-party cookie collection in all browsers by mid-2024 and increased focus on users’ personal data,” completes He who says data volumes are falling, says growing revenues are falling. Unthinkable for brands.

Advertisers must therefore adapt quickly to continue building accurate and targeted audiences based on their navigation and to measure their marketing activities. Combining yesterday’s DMP and today’s CDP? Fabien Deriaz, the head of the information department of the 79 agency, gives a negative answer : “The DMP should be considered as the appropriate work baseFirst step before moving to a newer tool which is CDP, analyzes. Nevertheless, this transient double-running phase can be used for A/B testing to compare value generation in an environment with or without third-party cookies. recommends a data specialist.

Betting on the first side…

Rather, brands should accommodate “an ecosystem of CDP tools provided by several providersFlorian Thiebaut advises, to benefit more from CRM-like data that is not associated with Pii, such as cookies or mobile identifiers, whether associated with personal identifiers (Pii) such as email, phone number or date of birth.”

This is the strategy chosen by CMI, a media group consisting of fifteen paper magazines and their digital versions (He, Marianne, Female version and TV 7 days, especially). Collect and centralize data, then activate audience segments and measure results, the publisher thus chose an ecosystem of tools – CRM, big data, media and CDP. A process initiated by CMI six years ago and accelerated in early 2022 by partnering with a data marketing platform 1plusX (TripleLift), the group hopes to reconcile identities with this in a cookie-less context. As a media, CMI needs to know its audience well to increase its readership. But capturing their interests and purchase intent also gives advertisers the ability to better understand their prospects and sell ad space on their media. “In a world where privacy is paramount, we had to as a medium, to continue to segment our audienceis often anonymous and irregular, and to offer advertisers the ability to target their prospective customers as precisely as possible through anonymous targeting or consent, or through “next-generation” contextual targeting as proposed by 1plusX”Priya de Saint Olive, CMI’s Chief Information and Digital Operations Director, explains. Thanks to 1plusX, CMI now offers advertisers not only cookie-based targeting, but also in the mix of logged in user identitiescookies and context. “One of the options is no longer enough”commented Bastien Faletto, 1plusX’s EMEA Sales Director “increasing the first-party data assets of publishers and brandshe says Through CRM data modeling and algorithmic analysis, content and semantics in real-time..

The first use cases were implemented in just 6 weeks with “satisfactory” results: + 50-100% additional capacity. “You can at least double the reach of a campaign with the same performance”, Bastien swipes Faletto. Priya de Saint Olive confirms: “We can ensure better delivery of campaigns. With this combination of targeting strategies, the computational hurdles of being able to reach a minimum number of people have been overcome.”

… and second-party data

“With a well-implemented CDP, marketers have access to compelling user interfaces that allow them to create sophisticated data references and sophisticated audiences”for whom he endorses Florian Thiebout “Nothing can be done without CDP”… about the crucial condition of encoding mastery. The ability is not given to everyone. Then two options pop up: build your own CDP internallyYes “implies human and financial resources and data maturity”Fabien Deriaz describes, or Use an existing solutiondefinitely requires “share your information with a third party”but with dignity“faster deployment”. In the latter case, brands can choose between the “full stack” ecosystem promise of major American players – Oracle, Adobe and Salesforce. “Technologically more mature CDP pure playersshared by Florian Thiebaut, whom Treasure Data, Segment, Tealium or LiveRamp” or, “Smaller DMP players that are flexible enough to develop their offering, such as Weborama, Ysance or Relay42“.

“It is also possible to build CDP functionality with big players like Google, Amazon or Microsofthe says. They don’t have CDP tools, but overlap (cover, editor’s note) Features like Google search tool.“ However, be careful when applying to these tech giants: “Cnil has nailed Google Analytics, but other American solutions through which a lot of personal data passes may also be in its crosshairs. What might lead some brands to build their own internal CDPs“79 informs the head of information.

With the continued disappearance of third-party cookies, the idea may be to look for other data sources. Already, second-party partnerships between companies are proliferating, under the guise of “retail media”especially. “We are currently working on a dynamic to wait for the end of third-party cookies pear to pear with advertisers to expand the pool of prospectsPriya de Saint Olive says. If there are no technical barriers to doing so, we need to address legal and business issues, such as how to share data – is it for analytics or audience expansion? And for this is another techno that is already in vogue: clean room.