A customer data platform (CDP) unifies data from multiple systems, such as CRMs, web analytics, email, and product usage, into a single profile. It provides a 360° view of each contact or account, enabling consistent personalisation and segmentation.
Unlike data warehouses, CDPs are marketer-friendly tools designed for activation, feeding unified data back into downstream systems like marketing automation platforms (MAPs) or ad platforms.
For B2B teams, CDPs bridge marketing and RevOps, ensuring that campaign decisions are guided by accurate, real-time insights.