What is a Customer Data Platform?

A customer data platform (CDP) is a central location for customer data from a variety of sources. It aggregates and organizes that data to create a single customer profile that can be used to optimize marketing and customer experience initiatives.


For example, consider a retail company that operates both online and offline stores. They use a Customer Data Platform to aggregate data from their website, mobile app, in-store purchases, and loyalty program. The CDP collects information such as customer demographics, purchase history, browsing behavior, and interactions with marketing campaigns. With this unified view of customer data, the retail company can analyze customer preferences and behaviors, segment their audience, and deliver targeted marketing campaigns and personalized recommendations to individual customers based on their interests and past interactions.

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