Customer Data Platform (CDP)

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A Customer Data Platform serves as a unified source of truth of data by integrating data from first-, second-, and third-party sources to provide a comprehensive view of each customer. By capturing data from multiple systems, a CDP can link information related to the same customer, and store the information to track behavior over time. CDPs also connect to other systems for campaign management and customer experience initiatives.

We identify categories to describe the scope of the CDP:
  • Enterprise Suite: Tool with full suite of native integrations
  • Pure-Play: Unifies, visualizes and hosts data with integrations to other tools
  • Orchestration: Unifies and visualizes data through integrations but does not host the data
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