What are CRM, CDP, and DMP: Let’s Find Out Together
In today’s business world, data is king. However, the existence of various customer data platforms such as cdp crm and DMP has made managing customer data less straightforward. These platforms are different in terms of functionalities, and they also aim at different areas of customer management and marketing. Being able to tell them apart is a must-have skill for deciding which one is the best fit for your business. Let's explore them one by one.
What is a CRM?
A CRM (Customer Relationship Management) system is a tool that enables companies to systematically oversee, organize, and visualize their dealings with the clientele.
Purpose: To make better customer relationships, increase revenue, and improve the quality of the service.
Key Focus: Handling personal and contact data, managing relations, and following up on sales processes.
Example Tools: Salesforce, HubSpot, Zoho.
Just to put it briefly: CRM is a system for keeping track of the known customers and the dealings with them.
What is a CDP?
A Customer Data Platform (CDP) collects and unifies data from all customer touchpoints to create a single, comprehensive customer profile.
Purpose: Enable personalized marketing and improve customer experiences.
Key Focus: First-party data integration, cross-channel customer view, segmentation for marketing campaigns.
Example Tools: Segment, Tealium, Bloomreach.
In short: a CDP is about understanding each customer as a whole across all channels.
What is a DMP?
A data management platform (DMP) is essentially a tool that gathers, sorts, and studies mainly anonymous data. The main use of such data is to target the right people with the right ads, and marketers get to better segment the audience they want to address.
Purpose: The main goal was to make targeting of ads and audience segmentation more effective.
Key Focus: The DMP heavily relies on third-party and second-party data, uses anonymous identifiers, and is deeply involved in programmatic advertising.
Example Tools: Lotame, Oracle BlueKai, Adobe Audience Manager.
In a nutshell: A DMP stands for managing anonymous audience data for marketing campaigns.
Though CRM, CDP, and DMP are all data-driven, they differ a lot in the ways they function. CRM centers around interactions with named customers, a cdp vs crm builds a unified picture of customers interacting with various channels, and a DMP stores the data of non-identified users for ad targeting. The appropriate platform selection is based on what your business aims to achieve and includes customer relationship marketing, personalization, and efficient targeting of audiences.
What is the difference between a CDP, a DMP, and a CRM?
Grasping the distinctions between a customer data platform vs crm Customer Relationship Management and Data Management Platform (DMP) software is essential as they represent different tools in the same zone of data management and marketing. It would be worthwhile to understand what each of them means from the perspective of their functionalities and use cases.
Feature / Focus | CRM | CDP | DMP |
Data Type | First-party, known customer data | First-party (and sometimes second-party) data, unified profiles | Mostly third-party and second-party, anonymous data |
Main Purpose | Manage customer relationships and sales pipelines | Create a single customer view for personalization | Audience segmentation for advertising |
Identity | Known customers (names, emails, phone numbers) | Both known and anonymous, unified into customer profiles | Anonymous identifiers (cookies, device IDs) |
Key Functions | Sales tracking, lead management, and customer service | Data unification, segmentation, and personalized marketing | Ad targeting, lookalike modeling, campaign optimization |
Data Retention | Long-term (customer history, lifetime value) | Long-term (continuous customer profiles) | Short-term (cookies expire, limited retention) |
Examples | Salesforce, HubSpot, Zoho | Segment, Bloomreach, Tealium | Oracle BlueKai, Lotame, Adobe Audience Manager |
Use Cases
CRM Use Cases
Keeping a record of sales opportunities and sales pipelines
Overseeing customer support and customer engagements
Empowering customer loyalty through relationship management
Keeping track of customer lifetime value
CDP Use Cases
Combining customer data from various channels (web, mobile, email, offline)
Developing individualized customer journeys
Utilizing customer data for marketing campaigns
Enhancing customer loyalty programs through predictive analytics
DMP Use Cases
Collecting anonymous audience data for advertising campaigns
Building lookalike audiences for broader reach
Optimizing media buying and programmatic ads
Segmenting large audiences by behavior or demographics
Even though all customer relationship management (CRM), customer data platform (CDP), and data management platform (DMP) handle customer data, their functions are quite separable: A CRM is instrumental in forming and sustaining relationships with known customers, a CDP integrates data from all sources to deliver tailored customer experiences, and a DMP deals with anonymous audience data for targeted advertising.
The difference between crm and cdp is huge, so finding the suitable platform is contingent upon your business objectives; however, most organizations use them together to have the complete route from loyalty to retention of customers over time.
Advantages and Disadvantages of CDPs
Advantages of CDPs
1. Unified Customer View
One major benefit of a CDP is the power that it has to merge information from a variety of channels, like websites, mobile applications, social media, crm vs cdp systems, as well as offline transactions, without the need for any manual integration. A single customer profile allows companies to know each customer thoroughly, thereby eradicating data silos and inconsistencies that may appear between different departments.
2. Enhanced Personalization
CDPs allow companies to target audiences with high accuracy and provide customized interactions that suit the individual needs. Through scrutinizing the personal behaviors, buying records, and likes, firms can adapt their advertising strategies to reach each customer. Commonly, this becomes a company to receive greater interaction and better conversion rates.
3. Improved Customer Retention
Firstly, a company is able to spot the symptoms of customer churn at a very early stage when it properly understands customers' needs. As such, a company will be one step ahead in taking a customer care action to retain them. For instance, just by knowing the customer insight leads, a business may facilitate the occurrence of targeted offers, loyalty programs, or subtle reminders, which in turn will foster long-term relationships.
4. Data-Driven Decision Making
Customer data platforms not only gather data but also provide improved analytics and reporting features. Such insights empower the teams in sales, marketing, and customer service to make well-informed decisions supported by live data. Companies need no longer speculate on customer preferences but can implement strategies supported by data.
5. Omnichannel Consistency
A further essential benefit is the capability to deliver uniform messages and experiences across various channels. No matter if a customer has contact with your brand through email, website, or face-to-face, a CDP guarantees that the communication is both appropriate and coordinated, thus, a better customer flow is maintained.
Disadvantages of CDPs
1. High Implementation Costs
Deploying a CDP is usually a costly affair, more so if you are a small or mid-sized business. You have to go through the rigmarole of licensing your software, integrating it into the existing systems, data migration, and then the everyday use, which would require the maintenance of your software. A strategy is essential in making sure that the benefits obtained from the CDP outweigh the costs involved.
2. Complexity of Integration
It is often a complicated and time-consuming task from a technical point of view to integrate a CDP with all your data sources and marketing tools. Such businesses that have old and outdated systems or disorganized data structures may find it difficult to accomplish a seamless installation, which may subsequently cause slowdowns and inefficiencies.
3. Need for Skilled Resources
Operating a CDP is a complex task that involves expertise in data management, analytics, and marketing automation. Companies that lack the appropriate skills might find it challenging to release the maximum capability of the platform, resulting in diminished ROI.
CDPs offer tremendous value by unifying customer data and enabling personalization at scale, but they are not a one-size-fits-all solution. High costs, integration complexity, and compliance risks mean that organizations must carefully evaluate their goals, resources, and data strategy before investing. For companies committed to leveraging data for long-term growth, however, a CDP can become a game-changing platform that drives better decisions, stronger customer relationships, and higher marketing ROI.
Advantages and Disadvantages of CRMs
Advantages of CRMs
1. Centralized Customer Information
Customer Relationship Management software keeps all the information about the customers in one place. Besides contact details, the data may also include purchase history and communication logs. By unifying the information, the customer service, marketing, and sales team members can update and share data in real-time, thus making cross-department collaboration more efficient.
2. Improved Customer Relationships
CRMs really can give a business a picture of a client's needs by keeping tabs on every contact with a single client. As a result of this understanding, the company can provide customers with a more exclusive service and keep in regular contact with them, which in turn may bring about distinguishing loyalty to the company.
3. Enhanced Sales Management
CRMs offer a variety of useful features for the handling of sales pipelines, making revenue predictions, and discovering new avenues. The sales team is able to plan their work using the lead that they consider the most valuable, following up on the deals more efficiently, and finalizing them quickly as a result of having greater transparency of the whole sales process.
4. Increased Efficiency and Productivity
Automation features such as task reminders, email templates, and workflow management reduce manual effort. This allows teams to focus on high-value activities like nurturing leads and improving customer service instead of repetitive administrative tasks.
5. Valuable Reporting and Analytics
Customer Relationship Management systems offer businesses extensive visibility via advanced sales reports tools, marketing analytics, and customer behaviour tracking. Such insights help companies make informed decisions based on data and, at the same time, uncover opportunities for improvement.
Disadvantages of CRMs
1. High Implementation and Maintenance Costs
CRM solutions usually require big budgets in order to be established and maintained. Expenditures related to the systems may cover software licenses, system personalization, staff training, and regular updates. In the case of small businesses, this would have a heavy impact on their finances.
2. Complexity and Learning Curve
Complex CRMs sometimes have features that make them difficult for teams to learn within a short period. Basically, an untrained staff is likely to make a system ineffective because they may not embrace it as expected.
3. Risk of Poor Data Quality
A CRM depends on the data that is inputted into it. If the data is wrong or even outdated, it can lead to the making of bad decisions, ineffective campaigns, and less happy customers. Such an effort to keep data clean and reliable has to be continuous.
4. Potential Resistance from Employees
Staff may strongly resist the implementation of a CRM, especially in case they consider it merely additional work. Furthermore, without explicitly conveying the advantages to employees, their opposition might hinder the organization from using the system's value to its full extent.
CRM technologies offer great advantages as they gather all customer data in one place, facilitate customer relations, and increase the efficiency of the sales process. On the other hand, some problems like expensive software, trouble with system compatibility, and user difficulties with employee adoption still exist. A well-defined plan, the right training, and an ongoing effort to keep data clean are the prerequisites for a company to be able to fully tap into the resources of CRM. A CRM handled smoothly will be just the opposite of a mere instrument — it will become the key to winning over customers and corporate success.
Advantages and Disadvantages of DMPs
Advantages of DMPs
1. Advanced Audience Segmentation
DMPs enable companies to develop very detailed audience segments that rely on demographics, behaviors, and interests. Such segmentation not only allows marketers to customize advertisements to particular groups but also to raise the efficiency and effectiveness of the campaign of their business.
2. Better Advertising ROI
DMPs can lower the amount of waste in your ad budget by helping you target the appropriate audiences with appropriate content. A company can utilize financial and time resources on qualified leads who are more likely to turn into customers, which in turn leads to greater profitability of the marketing campaign.
3. Integration with Multiple Channels
DMPs are created in such a way that they can basically function with ad networks, demand-side platforms (DSPs), and other marketing instruments without any problem. Such an integration is what allows the audience data to be 'activated' or 'turned on' for use in different digital channels, which include display ads and social media.
4. Lookalike Audience Creation
An important feature of DMPs is the option to construct lookalike audiences. Through studying the features of present customers, companies are able to uncover new audiences that have comparable attributes, thus increasing their range without losing targeting precision.
5. Scalability and Reach
Because DMPs often rely on third-party and second-party data, they provide access to large datasets that can significantly expand a company’s audience pool. This scalability is particularly valuable for businesses focused on broad awareness campaigns.
Disadvantages of DMPs
1. Reliance on Third-Party Data
DMPs usually use a lot of third-party cookies and external data to provide their services, but these sources are becoming less and less reliable due to privacy laws and browser restrictions. Such dependence leads to a decrease in their durability in the long run.
2. Limited Customer Identity Resolution
Data management platforms (DMPs) are not centered on single customer identities as opposed to customer data platforms (CDPs) or customer relationship management tools (CRMs). Mainly, they deal with anonymous accounts that restrict them from establishing intimate, long-term customer relationships.
3. Data Privacy and Compliance Challenges
With increasing global regulations like GDPR and CCPA, managing compliance is a major concern for DMPs. Mishandling user data or failing to obtain proper consent can lead to legal risks and reputational damage.
DMPs are powerful tools for businesses that prioritize advertising, audience segmentation, and large-scale targeting. They can significantly improve the efficiency of marketing campaigns and deliver better ROI. However, their reliance on third-party data, limited focus on individual customer identities, and growing privacy concerns mean that organizations must carefully evaluate their long-term relevance.
For companies with heavy digital advertising strategies, a DMP can still be highly valuable, but it should ideally be used alongside other platforms like CRMs and CDPs for a more complete data strategy.
Why Data Management Matters Now: Latest Trends and Statistics
Bill Gates once said “Your Most Unhappy Customers Are Your Greatest Source Of Learning” (Medium). That is why platforms such as CDP, CRM, and DMP are important for any business, because relying on our customers' data can improve your company's entire workflow. And that is why it is so important to keep up with trends in this area.
Trends that influence how companies manage customer data are discussed in this part of the article. The trends discussed revolve around market expansion, the improvement of performance, and the changes in the CDP, CRM, and DMP strategies. Data indicates the importance of comprehending these changes for making sound strategic decisions.
CDP Key Trends and Statistics
The CDP market is expected to grow from 2025 to 2032 from $3.28 billion to $12.96 billion which means a 21.7% CAGR. Source: FortuneBusinessInsights, 2025
One more projection indicates the market increase from $9.72 billion in 2025 to $37.11 billion by 2030 with the CAGR of 30.7%. Source: MarketsandMarkets, 2025
The industry recorded its strongest organic growth since 2022, with a 3.4% increase in employment among existing vendors. Source: CMSWire, 2025
CRM Market Expansion
According to Grand View Research projections, the size of the market is expected to grow from $73.40 billion in 2024 to $163.16 billion by 2030, which corresponds to a 14.6% CAGR. Source: Grand View Research, 2023
Projects the SaaS CRM sector to grow from $54.98 billion in 2025 to $139.73 billion by 2030, an impressive 20.51% CAGR.Source: MordorInteligence, 2025
Cloud deployment represents over 64% of CRM usage, with 56% integrating AI, and 38% on mobile platforms.Source: GlobalGrowthInsights, 2024
DMP Market Trajectory
DMP market is, as of today, worth $3.2 billion and is expected to rise to $9.5 billion by 2033, with a 12.9% CAGR. Source: Verified Market Reports, 2024
A different report forecasts the increase from $3.1 billion in 2023 to $9.4 billion by 2032, with the 13.5% CAGR. Source: Market Research Future, 2023
The market prediction for customer data platforms (CDPs), customer relationship management (CRM), and data management platforms (DMPs) illustrates the possibilities of all three technologies keeping their main but separate functions as part of business strategies that are based on data. CRMs still lead the largest and most developed market, thus being the core of client engagement and sales operations.
The segment of CDPs is growing the most rapidly, the main drivers being the increasing insistence on personalization, the need for a unified customer view, and the transition to first-party data. At the same time, DMPs are gradually adjusting to the changes and thus remain a part of the advertising and targeted audience sectors despite the changes in the data privacy industry. The organizations can realize that the main point is no platform can do it all. The winners are those who succeed in making a proper use of these instruments to strike a balance between customer acquisition, personalization, and long-term relationship management.
Practical Tips for Choosing Between a CDP, a CRM, and a DMP
Determining the best data management platform to fit your business needs often means figuring out which one among DMP, CRM, or CDP, or maybe even a mix of them, would be the most suitable. They are quite different from each other, and the right one depends on what you want to achieve, the available means, and what matters most to you. Some of the tips that can help you make the right decision are as follows:
1. Define Your Primary Goal
At the beginning, you should define what you want to achieve. If the primary aim was to handle customer relationships that you already have and increase the turnover, then crm and cdp system would be the most suitable option. On the other hand, if the purpose is to synchronize data from various channels and to customize the customer journey, a CDP should be considered. Moreover, if marketing and audience targeting were essential aspects of your business, then a DMP could be the proper direction to take.
2. Assess Your Data Sources
Assess the kinds of data your business gathers and utilizes the most. Working mainly with known customer data, such as emails and purchase history, a CRM is enough to get the job done. When a company aims to merge first-party, second-party, and even anonymous data to create a customer profile, a CDP is the best option. In the case of a company that depends significantly on third-party audience data, a DMP will be the right tool to assist.
3. Consider Your Customer Engagement Strategy
Think about how you interact with your customers. If long-term relationships and service quality are critical, a CRM will help manage those touchpoints. If you want consistent, personalized experiences across channels like web, mobile, and offline, a CDP is necessary. For short-term ad campaigns and prospecting, a DMP works best.
4. Evaluate Technical Resources and Budget
CRMs, in most cases, are relatively simpler and less expensive to set up; on the other hand, CDPs and DMPs need larger financial and human resources investments to be successfully implemented. The technical know-how and budget of the team required to get the most out of the platform you select should not be underestimated.
5. Don’t Overlook Integration
The most effective data strategies often combine these platforms. A CRM may handle customer service and sales pipelines, a CDP may deliver personalized marketing campaigns, and a DMP may optimize advertising. Consider whether a blended approach could serve your business best.
The decision of whether to opt for a CDP, CRM, or DMP is contingent upon matching the platform with your business goals, data strategy, and available resources. You can pick the product or products that bring the most advantage to your company by defining your objectives, getting a thorough understanding of your data, and assessing both the expenditure and integration requirements.
How CDPs, CRMs, and DMPs Manage Customer Data
Managing customer data effectively is still a major problem that has been challenging businesses for quite a long time. The various platforms have different methods for tackling this problem. Generally, types of customer data platforms (CDPs), customer relationship management systems (CRMs), and data management platforms (DMPs) may look alike; however, the method of handling, data organization, and data activation is completely different. A proper understanding of the differences is imperative for making the correct choice of the best tool for your business.
CDPs: Unifying Data for Personalization
Customer Data Platforms (CDPs) are built to bring together customer information from multiple online and offline sources. They merge website interactions, mobile app activity, purchase history, and CRM inputs into a single customer profile. Once unified, this data is cleaned and organized, enabling marketers to create precise segments and launch highly personalized campaigns across all channels. CDPs focus on using first-party data for long-term customer engagement and retention.
CRMs: Structuring Data for Sales and Service
Customer Relationship Management (CRM) systems handle all information concerning current customers and potential buyers. Such systems also keep records of contact details, follow up on communication, and observe sales pipelines. The acquired data is the basis for the sales and the customer service teams to rejuvenate the relationships, deliver the required assistance, and make revenue predictions. Contrary to CRMs, CDPs focus less on personalization at scale and more on maintaining the rapport between the sales representatives and customers and facilitating the internal workflow.
DMPs: Activating Data for Advertising
Data Management Platforms (DMPs) are designed to gather and structure vast amounts of mostly anonymous audience data, e.g., cookies and device IDs. The main function of a DMP is to divide the audience into segments and to provide the data in a form that can be used in digital advertising campaigns. Offering accurate targeting and lookalike modeling, DMPs enable brands to connect with new consumers and increase the return on investment (ROI) of the paid media journey. Nevertheless, because of the third-party data dependency, they are more suitable for short-term campaigns rather than customer strategies.
While CDPs, CRMs, and DMPs all manage customer data, they do so with different goals in mind. CDPs focus on creating a unified view of each customer for personalization, CRMs structure data to support sales and service teams, and DMPs activate audience data for advertising. Together, these platforms cover the full spectrum of customer data management—from acquisition to retention—making them most powerful when used in combination.
CDP by Evinent
Evinent specializes in creating comprehensive data-driven platforms, including Customer Data Platforms (CDPs), Customer Relationship Management (CRMs), and Data Management Platforms (DMPs). With over 15 years of experience in AI, ML, and large-scale enterprise software development, Evinent enables businesses worldwide to unify, manage, and activate customer data for maximum impact.
Evinent CDP Solutions
Our Customer Data Platform (CDP) solutions aim at enabling companies to gather, centralize and activate first-party data. By turning the various customer interactions into a single source of truth, we enable businesses to provide one-to-one marketing, use AI-driven predictions and have greater customer engagement.
Key Capabilities:
Data unification from multiple channels such as web, mobile, and offline.
On-the-fly segmentation and audience activation.
Predictive analytics for projecting the customer's behavior.
Evinent CRM Solutions
Our CRM systems have been designed to make the sales process more effective, to keep the customers happy, and to make sure that they stay with the company. This is achieved by using traditional relationship management together with AI-powered intelligence. Evinent allows businesses to have automations, predictive analysis, and intelligent chatbots which are all integrated in a single platform without any interruptions.
Main Features:
Customer experience improvement powered by AI.
Lead scoring, follow-ups, data entry and many more processes are automated.
Decision making is supported with the help of tailored dashboards and metrics.
Mobile-first design for staff efficiency.
Evinent DMP Solutions
In the evolving digital advertising landscape, DMPs remain vital for audience targeting and campaign optimization. Evinent helps businesses collect, enrich, and activate anonymous data from multiple sources to support programmatic advertising and lookalike modeling.
Key Capabilities:
Aggregation of third-party and anonymous data.
Real-time audience segmentation for ad targeting.
Integration with DSPs and marketing ecosystems.
Scalable pipelines designed for high-volume data.
Our Real Experience with CRM
One of the leading projects of Evinent indicates how Evinent changes the business operations with tailor-made CRM development. For a top retail company in Central Asia, we developed a staff management system that is compatible with their current ERP.
Project Highlights:
Automated scheduling and resource allocation for 300+ field technicians.
Mobile CRM app for real-time task updates, material tracking, and customer feedback.
ERP integration through custom APIs for smooth data exchange.
Advanced analytics to monitor technician performance and optimize workflows.
Enterprise-grade security: MFA, encryption, SQL injection & XSS prevention.
Business Impact:
+20% faster task completion thanks to automated scheduling.
25% cost reduction by optimizing material usage and operations.
+30% increase in customer satisfaction due to real-time feedback collection.
Scalable architecture supporting future growth and operational expansion.
Why Choose Evinent
End-to-End Expertise: From data collection to AI-driven activation.
Custom AI Models: Tailored to your industry and workflows.
Enterprise-Grade Security: Encryption, MFA, compliance.
Proven Success: 100% success rate in delivering complex AI/ML projects.
Scalable Solutions: Built for growth in retail, finance, healthcare, and beyond.
Evinent is a unique partner that businesses can rely on to tap the power of customer data platforms (CDP), customer relationship management (CRM), and data management platforms (DMP). Our offerings integrate AI, ML, and big data analytics to unleash useful insights, simplify processes, and provide quantifiable outcomes.
CTA
Make your customer data work for you to outrun your competition.
Get in touch with Evinent to take up your next-generation CDP, CRM, or DMP solution.
Key Takeaways
- CRM, CDP, and DMP are not interchangeable.
CRM focuses on managing direct customer relationships and sales processes.
CDP centralizes multi-source customer data for personalization and analytics.
DMP specializes in audience segmentation and targeted advertising, mostly using anonymous data.
Each platform has strengths and weaknesses.
CRMs are good at managing relationships, while CDPs are focused on providing a single view of data, and DMPs on making the advertising more efficient. If you pick the incorrect one, you will be either isolating your data or restricting your marketing capabilities.Trends growing demand.
The CRM market continues to expand rapidly, CDPs are the fastest-growing category due to privacy-first data strategies, while DMPs evolve to stay relevant in a cookie-less world.The right choice depends on business goals.
Organizations seeking stronger sales pipelines should prioritize CRMs, companies aiming for personalized engagement should look to CDPs, and advertisers focused on scalable targeting still benefit from DMPs.Integration delivers maximum value.
For businesses that link CRM, CDP, and DMP, the customer journey visualization is no longer partial—such a journey is mapped from acquisition through personalization to loyalty, along with the possibility of tracing clear ROI.
FAQ
1. Can a business use CRM, CDP, and DMP together?
Yes. These platforms complement each other rather than compete. CRMs manage direct interactions with known customers, CDPs unify customer data across all channels, and DMPs help target audiences for advertising. Using them together allows companies to track the full customer journey, deliver personalized experiences, and optimize marketing campaigns effectively.
2. What is the main difference between a CRM and a CDP?
The difference between cdp and crm consists in the fact that: а CRM focuses on managing relationships with known customers, tracking sales, support, and engagement history. A CDP collects and centralizes all customer data, including online, offline, and transactional information, creating a unified profile. Essentially, CRMs manage relationships, while CDPs manage data for analysis, personalization, and decision-making.
3. Are DMPs still relevant in the cookieless era?
Yes, but their role is evolving. Traditional DMPs relied heavily on third-party cookies, which are being phased out. Modern DMPs now integrate first-party and contextual data, often in combination with CDPs, to continue delivering targeted advertising and audience insights while respecting privacy regulations.
4. Which platform is best for small businesses?
For most small businesses, a CRM is the starting point because it improves sales tracking, customer support, and workflow efficiency. As the company grows and collects more data, a CDP can provide unified insights, and a DMP can enhance advertising campaigns. Prioritizing based on current business needs ensures cost-effectiveness and faster ROI.
5. How do I know which platform my company really needs?
It depends on your goals:
Focus on sales and customer relationships → CRM
Need personalized marketing and unified customer data → CDP
Want audience segmentation and targeted advertising → DMP
Many companies benefit from integrating two or all three platforms to cover different aspects of the customer journey while maximizing data-driven decision-making.
