What is a CDP
A CDP Definition
The CDP Institute defines a Customer Data Platform as ‘packaged software that creates a persistent, unified customer database that is accessible to other systems.’ It’s a system that centralises customer data from all sources and then makes this data available to other systems for marketing campaigns and customer experience initiatives.
In many respects a CDP could be defined as a piece of middleware that ingests data from a business’s other marketing technology applications before processing and modelling it. Preconfigured integrations with thousands of platforms, mean that system deployment and data enrichment is a rapid process.
First Party Data
Unlike a DMP, which is typically focused on using cookie-based 3rd party data to allow advertisers to reach prospects they don’t already know, a CDP aggregates customer data from your entire marketing ecosystem helping you build a picture of who your customer is, how frequently they engage with you and what they’re interested in.