Customer Data Platform (CDP)

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Definition

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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Subcategories

Products

Acoustic Marketing Cloud includes the products formerly part of IBM Watson. They include Acoustic Campaign (formerly Campaign Automation), Acoustic Experience Analytics (formerly Tealeaf), Acoustic Content (formerly Content Hub), Acoustic Personaliza...
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By Acquia
Acquia Customer Data Platform 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, ...
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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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The ActionIQ B2B CDP allows B2B companies to leverage all known and anonymous customer and account data to build a 360-degree customer view that powers highly personalized, impactful customer experiences.
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By Adobe
Adobe Experience Cloud is a collection of applications and services built on the first platform specifically designed for unmatched customer experiences, giving you the most comprehensive tools for insights, content, engagement, and more.
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By Adobe
Adobe’s Real-time Customer Data Platform, which is part of the Adobe Experience Cloud, allows B2C and B2B marketers to collect, normalize, and unify consumer and professional data into real-time person and account profiles for personalizing customer ...
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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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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, the leading pure-play customer data platform, liberates companies’ first-party data from disparate systems and makes it accessible wherever and whenever it is required to transform customer relationships and drive business growth.
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Blueshift SmartHub 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...
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