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.
Tag management platforms enable tracking of user behavior, then leverage the tags to target users with ads based on previous browsing behavior.
Direct marketing platforms and multi-channel marketing tools deliver email, text, and other messages directly to customers using segmentation and behavioral data as guides.
Marketers employ web personalization solutions to test, vary and optimize content users are served based on behavioral, geographical, and custom information.
CDPs can integrate data from a variety of sources to drive more effective experiences through other marketing delivery platforms.