The Complete Guide to Customer Data Platforms

A CDP is an application that collects and stores customer data from across the organization and multiple channels into a single database for data unification and identity resolution, analyzation, and activation.

Essentially, a Customer Data Platform (CDP) is a database often used by marketers and customer experience teams to ingest customer data from relevant platforms, channels, and devices, including marketing, product, sales, and support systems to provide a single, unified view of your customers—a “golden record” or “unified customer profile.” Based on segmentation within the CDP, companies are able to activate hyper-personalized and data- driven consumer engagement across various marketing channels.