What is a customer data platform?

What is a CDP?

A Customer Data Platform (CDP) centralises all your customers’ data into a single, unified view, making it actionable for creating personalised experiences. It integrates data from multiple sources like web analytics, PoS systems, social media, surveys and CRM systems, resulting in a detailed, personalised customer profile. With a CDP, the potential to enhance customer engagement is limitless.

How is a CDP different from a CRM?

A CRM handles the administrative side of customer relationships, like tracking contact details, sales processes, and support requests. Meanwhile, the CDP focuses on targeting, personalisation, and real-time responses based on customer behaviour. They work together by the CDP collecting CRM data to create a unified customer view, making them complementary systems.

Is a CDP the same as a data warehouse?

No, they’re two distinct systems. A data warehouse is a system that stores and processes vast amounts of varied data for analysis and reporting.

What’s the difference between a CDP and a DMP?

A data management platform (DMP) gathers data from websites, apps, and ads, including cookies, to help advertisers with targeting and audience segmentation. In contrast, a CDP is more focused on the customer, used to activate personalisation and engagement.

What is Adobe Real-Time CDP?

The Adobe Real-Time CDP is a system that allows you to unify cross-channel data into real-time customer and account profiles that are ready for activation anywhere – all while respecting customer preferences.

Adobe Real-Time CDP collects, organises and governs first party data so you can segment and enrich customer details in real time with ease. AI-powered insights let you build complete and current audiences to deliver more targeted and relevant campaigns. Look-alike audiences help you find new customers.

Adobes Real-Time CDP uses trusted partner data that doesn’t rely on third-party cookies to reach new customers, and it enriches your first-party data. Data is managed in a central location with enterprise-level governance tools to keep you compliant with regulations and preferences.

With Adobe Real-Time CDP, you can understand customers across their devices to improve engagement.