A Customer Data Platform (CDP) unifies customer identifiers and events into persistent profiles that marketing, product, and analytics teams can use.
Unlike a warehouse alone, CDPs emphasize identity resolution, activation (audiences, triggers), and often real-time personalization.
What a CDP typically does
- Collects first-party events and attributes
- Stitches identities across devices and channels
- Builds audiences and segments
- Syncs to activation tools and analytics
The right CDP strategy depends on privacy requirements, data maturity, and whether you need activation, analytics, or both.
