Customer Data Platform(CDP)
A unified database that combines customer data from multiple sources for analysis and activation.
A Customer Data Platform is a unified database that combines customer data from multiple sources (website, mobile app, CRM, email, support, billing) to create a single customer view. Major CDPs include Segment, mParticle, Tealium, RudderStack, and increasingly built-in capabilities in HubSpot, Salesforce, and Adobe.
CDPs power modern marketing — segmentation, personalization, attribution, lookalike modeling. They're a foundation of first-party data strategy.
A retail brand uses Segment as their CDP. Customer data from website, mobile app, in-store POS, and email system flows into Segment, which then syncs unified profiles to Meta Ads, Google Ads, email marketing, and BI tools.
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