CDPs are not replacements for these tools
CDPs are not replacements for these toolsCDPs rarely replace existing tools within the larger martech stack. Instead, they complement them and amplify the overall stack’s effectiveness. While that sounds simple on the surface, brands routinely confuse CDPs with the other tools listed on this page because these tools initially promised to deliver some of the same capabilities a CDP delivers. For example, a unified view of customers was sometimes promised by CRMs, EDWs, DMPs, and MDMs. Also, DMPs and MAPs often promised to be enablers of omnichannel personalization. Because these tools could not fully deliver on these promises, CDPs were architected with those capabilities as their primary design. And since these ancillary tools continue to provide complementary capabilities that a CDP doesn’t offer, CDPs integrate with them rather than replace them.
