What is it?

A Customer Data Platform (CDP) is a system that collects, unifies, and manages customer data from multiple sources to create persistent, unified profiles.

CDPs are designed to support activation, segmentation, and personalisation.

Examples in Action

• Unifying web, CRM, and product data
  
• Creating audience segments for activation
  
• Supporting personalised experiences
  
• Enabling consistent identity resolution
  

Typical Outcomes / Results

• Improved data consistency
  
• Better audience targeting
  
• Stronger personalisation capability
  
• Increased confidence in customer insights
  

This glossary entry reflects commonly accepted CDP definitions.