What does a customer data platform do?

A CDP is an all-in-one customer database solution hosted by a single provider as a packaged software-as-a-service (SaaS). It builds a customer data foundation by collecting customer data from different channels and sources. CDPs come with out-of-the-box connectors for a speedy setup. The platform then automatically cleans and enriches customer data before unifying customer profiles. Thanks to this unification process, a CDP becomes the single source of truth for company-wide customer initiatives. The platform provides a single customer view (SCV) to marketing, sales, and support, making it easier to coordinate campaigns and initiatives. A CDP also derives consumer insights using artificial intelligence and machine learning. Teams can apply these insights for data-driven customer experiences and journeys. A true CDP solution is scalable and flexible, effortlessly adapting to a business’s growth, and not a patchwork of different solutions and vendors that needs to be replaced when a company’s client base expands. This makes a CDP a valuable tool for both global companies and small-to-medium enterprises alike.