Contents What is a CDP?
According to the Customer Data Platform Institute (CDPI), a CDP is “a marketer-managed system that builds a unified, persistent customer database that is accessible to other systems.” The CDP acts as a centralized clearinghouse and repository for all sorts of data from various internal and external systems. Consider any place where a customer interaction is recorded, tracked, or managed. Past purchases constitute a big category of customer behavior, of course. But so do social media interactions and website visits, even when nothing is actually purchased. Collectively, this data produces signals that can be thought of as “electronic body language.”
