CDPs seek to provide an effective way to efficiently collect, manage and use an organisation’s first-party customer data to provide a unified view of the customer.
A CDP is a marketing system that unifies a company’s customer data from marketing and other channels to enable customer modeling and optimize the timing and targeting of messages and offers.
Offerings have evolved from a variety of mature markets, including multichannel campaign management, tag management and data integration. At the same time, pure-play, purpose-built CDPs have launched to capitalize on investor fervor and martech spending. Rather than a new technology, CDPs can be understood as a repackaging of already existing features that are inconveniently distributed and thus untapped across various alternatives.