CDPs have emerged as a critical layer in modern marketing and CX technology stacks. Here's what they do, and when you need one.
Customer data is typically fragmented across dozens of systems: CRM, e-commerce platform, marketing automation, support desk, loyalty program, mobile app, and more. The result is multiple, inconsistent views of the customer — and an inability to deliver the personalized experiences that modern customers expect. Customer Data Platforms (CDPs) solve this problem by creating unified, persistent customer profiles that integrate data from all touchpoints.