The CDP Institute defines a Customer Data Platform “as a marketer-managed system that creates a persistent, unified customer database that is accessible to other systems." This definition has three critical elements:

1. It is a marketer-managed system. The CDP is built and controlled by the marketing department, not the corporate Information Technology department. Some technical resources will be required to set up and maintain the CDP, but it does not require the level of technical skill of a typical data warehouse project. What really matters is that marketing is in charge of deciding what goes into the system and what it exposes to other systems. In particular, it means marketing can make changes without asking anyone's permission, although it may still need outside help.
2. It creates a persistent, unified customer database. The CDP creates a comprehensive view of each customer by capturing data from multiple systems, linking information related to the same customer, and storing the information to track behavior over time. The CDP contains personal identifiers used to target marketing messages and track individual-level marketing results.
3. Data is accessible to other systems. Data stored in the CDP can be used by other systems for analysis and to manage customer interactions.

All CDPs share these core characteristics; however, not all CDPs are created alike. In addition to these foundational characteristics, many CDPs add additional value by leveraging and analyzing the data they integrate to map customer journeys, refine customer segments, or deliver targeted and personalized marketing campaigns.   

See the Interactive Customer Data Platform Stack on CabinetM. 

Products

Acquia Journey

By Acquia

Acquia Journey is an omnichannel tool that allows marketers to listen and learn from customers so they can craft a sequence of personalized touchpoints and trigger what they will see next. Whether your audience is using a web browser, an app, social ...

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ActionIQ

By ActionIQ

ActionIQ is a scalable, Customer Data Platform for Large Enterprises. ActionIQ is designed to leverage trillions of interactions and allow marketers to talk to their customers in unison across channels, enhancing the efficacy of CRM programs and deli...

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Adobe Experience Platform

By Adobe

Adobe Experience Platform is a Customer Data Platform within the Adobe Experience Cloud suite. Adobe Experience Platform enables marketers who wish to deliver personalized experiences in real-time across all channels and destinations, from cookie- an...

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Affinio

By Affinio

Affinio is a customer data platform that leverages graph technology to understand today's consumers. Behind Affinio is technology that analyzes the connections between billions of data points that exist within any consumer data set. Affinio will inge...

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AgilOne Customer Data Platform

By AgilOne

The AgilOne Customer Data Platform helps consumer brands develop relationships that increase the lifetime value of their customers via a single customer view, analytics and machine learning, and by activating customer data to orchestrate engagement a...

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APSIS One

By APSIS

APSIS One is a unified customer data platform for personalized marketing. Its features include data unification, strategic analytics, personalization, campaign orchestration, and automation.

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Ascent360

By Ascent360

Ascent360 is a Customer Data Platform that seamlessly integrates multiple data sources to create a comprehensive 360 degree view of your customer, allowing you to create and execute highly targeted marketing campaigns. With an intuitive drag and drop...

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BlueConic

By BlueConic

BlueConic is a customer data platform that harnesses the data required to power the recognition of an individual at each interaction, and then synchronizes their intent across the marketing ecosystem.

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Blueshift Customer Data Platform

By Blueshift

Blueshift Customer Data Platform is purpose-built to put predictive audience tools and recommendations into marketers' hands. Blueshift partners with industry leading platforms for every channel to orchestrate your customer journey including direct m...

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BlueVenn Marketing Platform

By BlueVenn

BlueVenn is a Customer Data Platform that enables you to create and execute flawless cross-sell and up-sell campaigns to increase customer lifetime value. Through the combination of a Single Customer View, analytics and customer journey automation, t...

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