Customer Data Platform

A Customer Data Platform (CDP) is a marketer-based management system. It creates a persistent, unified customer database that is accessible to other systems. Data is pulled from multiple sources, cleaned and combined to create a single customer profile. This structured data is then made available to other marketing systems.[1] A CDP provides real-time segmentation for personalized marketing.[2]

The CDP market is currently a $300 million industry and projected to reach $1 billion by 2019.[3]


In addition, some CDPs provide additional functions such as marketing performance measurement analytics, predictive modeling, content marketing and Enterprise Campaign Management.

Commonalities across CDPs:

  • marketer-managed;
  • unified, persistent, single database for customer behavioral, profile and other data, from any internal or external source;
  • consistent identifier that links all of a customer's data; and
  • accessible by external systems and structured to support marketers' needs for campaign management, marketing analyses and business intelligence.[4]

A Data Management Platform (DMP) collects anonymous web and digital data. CDPs collect data that is tied to an identifiable individual. Users of CDP can leverage the intelligence to provide more personalized content and delivery.

A data warehouse or data lake collects data, usually from the same source and with the same structure of information. While this information can be manually synthesized, neither type of system delivers the identity resolution needed to build a consolidated customer view. Data warehouses are often updated at scheduled intervals whereas CDPs ingest and make available data in real time. In practice, most CDPs use the same technologies as data lakes; the difference is the CDP has built-in features to do additional processing to make the data usable, while a data lake may not.

Marketing automation systems

A CDP is fundamentally different in design and function when compared with marketing automation systems, though CDPs provide some of the functionality of marketing systems and customer engagement platforms. CDP tools are designed to talk to other systems. They retain details from other systems that the engagement or automation tool does not. This is valuable for trend analysis, predictive analytics, and recommendations that can leverage historical data.[5]

Customer segmentation

A Customer Data Platform allows marketers to truly segment their data at deep levels. Superior customer segmentation means that the marketer can offer the most granular and targeted customer experience without having to continuously try and make customers fit into their predetermined molds. True customer segmentation is derived from the customer themselves. This means that marketers need a system that offers unified and personalized data views. A customer data platform is the marketer's solutions to true customer data segmentation.[6]

Examples of CDPs

An ever-expanding list of CDPs can be found on the CDP Institute Directory. Major providers include ActionIQ, AgilOne, Datorama, Optimove, Quaero, Simon Data and Zaius.


  1. ^ "CDP Basics". Customer Data Platform Institute. Retrieved 2018.
  2. ^ "What is a Customer Data Platform (CDP)". Treasure Data. Retrieved 2018.
  3. ^ Greenberg, Paul. "How customer data platforms can benefit your business | ZDNet". ZDNet. Retrieved 2017.
  4. ^ "What is a Customer Data Platform (CDP)? - MarTech Landscape". MarTech Today. November 1, 2016. Retrieved 2018.
  5. ^ Earley, S. (2018). "The Role of a Customer Data Platform". IT Professional, 20(1), pp. 69-76.
  6. ^ "Customer Data Platform". QuickPivot. Retrieved 2018.

Customer data platform from related digital

  This article uses material from the Wikipedia page available here. It is released under the Creative Commons Attribution-Share-Alike License 3.0.



Connect with defaultLogic
What We've Done
Led Digital Marketing Efforts of Top 500 e-Retailers.
Worked with Top Brands at Leading Agencies.
Successfully Managed Over $50 million in Digital Ad Spend.
Developed Strategies and Processes that Enabled Brands to Grow During an Economic Downturn.
Taught Advanced Internet Marketing Strategies at the graduate level.

Manage research, learning and skills at Create an account using LinkedIn to manage and organize your omni-channel knowledge. is like a shopping cart for information -- helping you to save, discuss and share.

  Contact Us