Customer Data Platform
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Customer Data Platform

Customer Data Platform (CDP) is a marketer-based management system that 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 view. This structured data is then made available to other marketing systems.[1] CDP provides Real-time segmentation for sophisticated personalized marketing.[2]

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


In addition, some CDPs provide additional functions such as analytics, predictive modeling, content marketing and campaign management.

Several commonalities for CDPs:

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

A Data Management Platform (DMP) collect anonymous web and digitally based data. CDPs collect data 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 sophisticated identity resolution needed to build a single customer view. Also, 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.

CDP Vs Marketing Automation Systems

A Customer Data Platform is fundamentally different in design and function when compared with marketing automation systems, though CDP provides some of the functionality of marketing systems and customer engagement platforms. CDP tools are designed from the ground up to talk to other systems. They also 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 large amounts of historical data.[5]


  1. ^ "CDP Basics". The Customer Data Platform Institute is a vendor-neutral organization dedicated to helping marketers manage customer data. Retrieved . 
  2. ^ What is a Customer Data Platform (CDP). Retrieved February 25, 2018, from
  3. ^ Greenberg, Paul. "How customer data platforms can benefit your business | ZDNet". ZDNet. Retrieved . 
  4. ^ "What is a Customer Data Platform (CDP)? - MarTech Landscape". MarTech Today. 2016-11-01. Retrieved . 
  5. ^ Earley, S. (2018). The Role of a Customer Data Platform. IT Professional, 20(1), pp. 69-76.

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



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