The benefits, differences and similarities between Master Data Management and a Customer Data Platform.
Every organization dealing with substantial amounts of (customer) data, has most likely considered establishing a data warehouse structure. The main reasons to do so, often include:
However, reality proves that the amount, complexity, and application of all data are growing fast. An (in-house developed) data warehouse lacks the ability to process these streams.
Why a data warehouse isn’t always the solution
Every day, (customer) data flows in from all angles through a variety of channels. It ranges from new data, such as first party cookies and device IDs, to merges of existing data like customer groups. A data warehouse fails to convert all this data into useful information. So, without intelligent software in place, it’s difficult to connect the whole and identify new and existing customers. On top of that, there’s a gap between the needs of marketers and departments such as IT and BI. Marketers aim to capture, apply, and analyze customer knowledge to the fullest extent, whereas IT and BI prefer to use an accurate customer view.
In order to monitor each customer and meet the different departmental needs, stronger platforms like Master Data Management (MDM) and Customer Data Platforms (CDP) exist as a possible solution.
Master Data Management: continuously identify customers
When you’re focused on continuously identifying data and customers across all organizational processes, a Master Data Management platform serves as a solution. This type of platform is particularly useful when the identity of a customer must be targeted correctly and ‘mistakes’ are unacceptable. Agencies that use this platform in their daily operations are the Dutch Tax and Customs Administration and the Dutch National Police.
There are plenty of MDM platforms, each with their own strengths and assets. Human Inference, which is also part of The Data Agency, has developed a solution that specifically solves this aspect of data management. This solution is already being used by the BKR Foundation and others.
Customer Data Platform: achieve more with your customer data
Marketers always strive for more. They search for solutions that enable them to capture, interpret and apply customer data along the entire customer journey – and preferably by means of a platform that is easy to work with. Gartner® describes this as easy-to-use marketer-management solutions. We know it as Customer Data Platform technology.
A Customer Data Platform allows you to effortlessly gather customer data, interpret the information and use it again whenever required. This means that it provides you with everything you need to swiftly apply customer data, for example when working with campaigns, analyses, reports and dashboarding.
The strengths and weaknesses of both platforms. Our insights from the Gartner® report
Gartner® has studied both platforms, compared their features, and identified the strengths and weakness of each individual platform. An overview, as drawn from this study, indicates clear differences.
Yet, technology pushes forward. Apart from the fact that these platforms grow closer to one another, Customer Data Platforms are increasingly equipped with MDM functionalities. The Invenna Customer Data Platform is a great example of this development. The other way around, there are Master Data Management platforms that focus on creating CDP features.
Do I need to choose between the platforms? And how do I make the right choice?
The straight answer to the first question is: no. Organizations dealing with a diversity of complex (customer) data streams can benefit from both platforms. In other words, one doesn’t exclude the other – especially in a time when an increasing number of platforms are being developed to unite the best of both worlds.
In making your choice, consider:
Gartner®, We Have MDM Software, So Why Would We Need a CDP, Malcolm Hawker, 12 August 2021. GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved. The used graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document.
With our data platform technology we are going above and beyond: you organize thousands of (marketing) actions, create analyses, complete missing information and control and monitor all customer data. And these are merely examples.
Discover how we make your organization data-driven and what you achieve with the unique customer view. Tell us more about yourself and we'll contact you soon.
The Invenna platforms are suited for small and large companies. For marketing, analytics, compliance and IT. And for diverse industries such as autmotive and charity.
Because of the numerous options and organization's individual needs and wishes, we'd like to show you what you can do and achieve with our platforms. Leave your details and we'll contact you to schedule a (digital) demo. Free and without strings attached.
Whether you're already working with or are interested in our data platform: we believe it's important that all your sources and channels are connectable.
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In the brochure you read what the Invenna Customer Data Platform offers you and the benefits of working with a unique customer view. And to get you started, we also share a few use cases.
Leave your details and we'll send you the brochure via email.
Whether you’re looking to improve your operational processes or gain a quicker response to marketing and sales activities: the Customer Data Platform helps to achieve goals.
Get in touch with us and we’ll tell you more about merging all your customer data into a unique customer view. And equally important: what you achieve with the platform.
In the brochure you read what the Invenna Customer Data Platform offers you and the benefits of working with a unique customer view. And to get you started, we also share a few use cases.
Leave your details and we'll send you the brochure via email.
The possibilities of the Invenna Customer Data Platform B2C are limitless. Because of organization's individual needs and wishes, we'd like to show you our platform and its features so you get an idea of how it helps to achieve your goals.
Leave your details and we'll contact you to schedule a (digital) demo. Free and without strings attached.
In the brochure you read what the Invenna Customer Data Platform offers you and the benefits of working with a unique customer view. And to get you started, we also share a few use cases.
Leave your details and we'll send you the brochure via email.
Whether you’re looking to improve your operational processes or gain a quicker response to marketing and sales activities: the Customer Data Platform for B2B helps to achieve goals.
Get in touch with us and we’ll tell you more about merging all your customer data into the unique customer view and how you can benefit from the platform.
In the brochure you read what the Invenna Customer Data Platform offers you and the benefits of working with a unique customer view. And to get you started, we also share a few use cases.
Leave your details and we'll send you the brochure via email.
The possibilities of the Invenna Customer Data Platform B2B are limitless. Because of organization's individual needs and wishes, we'd like to show you our platform and its features so you get an idea of how it helps to achieve your goals.
Leave your details and we'll contact you to schedule a (digital) demo. Free and without strings attached.
In the brochure you read what the Invenna KYC platform offers you and the benefits of working with a unique and complete customer view. And for inspiration, we also share extra content.
Leave your details and we'll send you the brochure via email.
Whether you’re looking to improve your operational processes or respond more swiftly to potential risks: the KYC platform helps to achieve goals.
Get in touch with us and we’ll tell you more about merging all your customer and transaction data into the unique customer view.
The possibilities of the Invenna KYC platform are limitless. Because of organization's individual needs and wishes, we'd like to show you our platform and its features so you get an idea of how it helps to achieve your goals.
Leave your details and we'll contact you to schedule a (digital) demo. Free and without strings attached.
In the brochure you read what the Invenna KYC platform offers you and the benefits of working with a unique and complete customer view. And for inspiration, we also share extra content.
Leave your details and we'll send you the brochure via email.
We work with and for over 75 of The Netherlands’s finest brands every day. From Mediahuis and Nissan to the Tax and Customs Administration and Dutch police. So we've grown considerably, but still don't shy away from any customer data challenge.
Would you like to know more about is? Or are you wondering how we make your organization more data-driven? Tell us more about yourself and we'll contact you soon.
With our data platform technology we are going above and beyond: you organize thousands of (marketing) actions, create analyses, complete missing information and control and monitor all customer data. And these are merely examples.
Discover how we make your organization data-driven and what you achieve with the unique customer view. Tell us more about yourself and we'll contact you soon.