What is a Customer Data Platform (CDP)?
A CDP is a marketer-controlled system that unifies data into a single customer view. Large omni-channel brands should look beyond basic capabilities and identify CDPs with features that meet enterprise needs.
Gartner defines a CDP as “a marketing system that unifies a company’s customer data from marketing and other channels to enable customer modeling and optimize the timing and targeting of messages and offers.” While customer data platform vendors will vary on specific functionalities and integrations, to be a true CDP, the platform must be a marketer-friendly web-based interface that enables:
- Data collection
- Profile unification