Customer Data in a single Database
Customer Data Platforms (CDPs) are a pre-built system that collects all existing customer data from available data sources and aggregates it into a single database. A CDP integrates with many other marketing systems and platforms and provides this data to other systems, for example for marketing campaigns, customer service and other activities related to customer experience.
While the acronym often appears in the adtech and martech spheres, the use of customer data platforms is not limited to marketing. CDPs have a wide range of functionalities, such as for sales customer support. The goal is to aggregate multiple data sources (online and offline) to create a comprehensive picture of the customer in one place, also known as “single customer view” or “360-degree customer view”.
CDPs can be the fundament of modern efficient marketing automation, understanding the customer journey, data segmentation and analytics, online marketing and advertising solutions as well as real-time personalization.