Guide to: Customer Data Platforms (CDPs)

As marketing becomes more data-driven, understanding the customer has never been more crucial. But with more channels and data sources to contend with than ever before, it can be tough to make sense of all the information available.

A CDP is a software system that aggregates, processes, and activates customer data from a variety of sources. Think of it as a central repository of customer information that allows you to create a unified view of each customer’s interactions with your brand. This includes data from your website, mobile apps, social media, email marketing, CRM, and other sources.

How a CDP Works

A CDP integrates data from various sources into a single database, employing various algorithms to perform processes such as data cleaning, identity resolution, and segmentation. Once the data is consolidated and optimally organized, the CDP can activate the information for marketing activities, such as personalized campaigns, targeted messages, and product recommendations.

How Does a CDP Benefit Marketers?

CDP gives marketers the ability to create more targeted and personalized campaigns that are both effective and efficient. Because it centralizes data, a CDP can provide more accurate customer insights, which enable more strategic decision-making, better resource allocation and targeting, and improved ROI.

How Does a CDP Improve Customer Experience?

By gathering and presenting relevant customer data in real-time, a CDP enables businesses to provide better customer experiences across all channels. With accurate customer information, marketers can personalize messaging and provide relevant content at the right time, through the right channel to the right customer. This fosters a more meaningful and engaged relationship, resulting in improved customer satisfaction, loyalty, and retention.

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The Agile Brand Guide: Customer Data Platforms is now available

Customer Data Platforms

To see a full list of platforms, you can visit our Platform Directory.

From our Directory:

ActionIQ Customer Experience Hub

ActionIQ Customer Experience Hub is an innovative Enterprise Customer Data Platform for marketers, analysts, and technologists.


We are world’s first CDP to use Machine Learning for building unified customer identities and layer it with actionable campaign targeting recommendations to deliver disproportionate jump in Marketing ROI. FirstHive is a privacy by design GDPR compliant product & also…


Fulcrum’s mission is to improve the way field teams work by automating mobile inspection and data collection processes to ensure safer higher quality and more compliant outcomes. We are committed to empowering field teams every day with our next-gen Field…


Insider recently unlocked unicorn status and NASDAQ congratulated the company for becoming one of the few woman-founded women-led B2B SaaS unicorns in the world. Insider was named as the #1 Leader in The Forrester Wave for Cross-Channel Campaign Management 2021…


With a number of different CDPs to choose from, it can be a challenge to pick the right platform for your business. When making a choice, it’s important to take into account your specific business needs. Look for a CDP that can integrate with your existing tech stack and data sources, and offers robust analytics and reporting features that provide deep insights and data visualization, making data actionable.

A customer data platform is an indispensable tool for businesses that want to deliver superior customer experiences and drive engagement and loyalty. By consolidating customer data from multiple sources and making it easily accessible and actionable, a CDP can lead to more insightful decision-making, more personalized marketing, and ultimately, more successful business outcomes. As competition for customer attention continues to intensify, a CDP can provide a competitive advantage for savvy marketers who understand the importance of data-driven insights.