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CDP vs. DMP 

“Should we be using a CDP or a DMP…or both” is a question that arises often. Whilst they share similar attributes (both are based on managing customer data and designed to provide consumer insights) they each have their merits. The purpose of this article is to help standardise and differentiate between CDPs and DMPs from our experience as an expert consultancy in both technologies.
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Why Creative is Essential in Personalisation

We all know great creative when we see it; the power of cultural meaning through a universal truth that is also personally relevant. I love that moment, the “aha” — when a brand’s proposition and its story are in sync.
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Adam Richards
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Callum Steenson
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