What Is a Customer Data Platform (CDP) and Why Does It Matter?

What Is a Customer Data Platform (CDP)?

A CDP, or Customer Data Platform, is software that collects and organizes customer data from various sources (first-party data) into one place (a Single Customer View) so marketers can put it to use.

How is a CDP different from a CRM?

• CRM: Focuses on storing sales data and communications (interactions)
• CDP: Focuses on storing behavioral data from every touchpoint, including the web, apps, and physical stores

Why do businesses need a CDP?

1. Unified Profile: See a complete picture of each individual customer, no matter which channel they came in through
2. Real-time Personalization: Serve ads or send emails to customers immediately based on their latest behavior
3. Cross-channel Marketing: Create a seamless experience wherever the customer is

Having a CDP helps a business move from "guessing what customers want" to "understanding customers from real data."