A Customer Data Platform unifies customer data from multiple sources into a single view. It enables better personalisation, segmentation, and marketing activation across channels.
What a CDP Does
View CDP Functions
Data Collection: Ingests data from website, apps, CRM, POS, etc.
Identity Resolution: Links data to individual customers across touchpoints
Unified Profiles: Creates single customer view
Segmentation: Advanced audience building
Activation: Pushes segments to marketing tools
CDP vs CRM vs DMP
- CRM: Manages known customer relationships and sales
- DMP: Anonymous audience data for advertising (being phased out)
- CDP: Unified first-party data for all marketing
Popular CDPs
- Segment
- mParticle
- Tealium
- Bloomreach
- Klaviyo (CDP capabilities for ecommerce)
Do You Need a CDP?
CDPs are most valuable for businesses with data across many systems, multiple customer touchpoints, and a need for sophisticated personalisation. Smaller businesses often manage with their email platform and analytics.