Software that collects customer data from many sources (website, app, store, email, ads) and joins it into one profile per person, so other tools can use the same picture.
Example
Meera's website orders, in-store bills and email clicks sit in three places. A CDP would match them to the same customer, so an email can say 'new arrivals in your size' using what she bought in the store.
How you'll hear it
“We can't personalise across channels until the CDP stitches the store and website data together.”
Don't confuse it with
- CRM: a record of relationships and sales activity, usually updated by people; a CDP mostly assembles behaviour data automatically.
- Data warehouse: general storage for any company data, not built to activate marketing.
Related terms
Sources
- What is a Customer Data Platform (CDP)?, Mailchimp (Intuit)
- CDP vs. CRM: Key Differences, Mailchimp (Intuit)