CRM vs CDP: understanding the differences

Customer Relationship Management (CRM) is a well-established type of software that enables a business to collect data from all interactions with its customers and prospects in a single datastore, enabling it to analyse, segment and communicate with groups of customers, prospects and suspects appropriately.

A Customer Data Platform (CDP) enables a business to identify customers in diverse channels, and build a 360 degree view based of activity detected across any and all digital and offline channels. The key component of a CDP is identity matching, where the software makes assumptions on visitors to digital properties and collates them into clear profiles that enables marketing messages to be targeted to highly focused groups.

Examples of CRM include Salesforce Sales Cloud and SugarCRM

Examples of CDP include mParticle and Adobe CDP



This article was updated on November 13, 2022

M Ryan

M Ryan is an ecommerce consultant with twenty years experience working with retailers, consumer brand manufacturers and other consumer-facing businesses helping them to develop their ecommerce strategy, implement ecommerce technology and improve their ecommerce operations. He works extensively throughout US and Europe, with clients including global brands, large retailers and household names in consumer goods.