CDP: customer data platform

A CDP ingests events from your site, ads, and CRM into profiles you can activate in marketing.

A CDP turns events into profiles and connects site, ads, and CRM with mature consent and identity resolution.

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What it is

Unlike a CRM it centers on events and cross-channel identity; unlike a typical DMP it often keeps data longer and includes CRM fields.

It matters for mature omnichannel programs and strict consent requirements.

Define use cases before you pick a vendor. Stand up identity resolution. Connect ad APIs.

Table 1. Definition and business context

Criterion	In short
Definition	Unlike a CRM it centers on events and cross-channel identity; unlike a typical DMP it often keeps data longer and includes CRM fields.
Why businesses care	It matters for mature omnichannel programs and strict consent requirements.
Effect when done right	Fewer duplicate touches and more relevant journeys.

Table 2. Practice, ecosystem, and related terms

Area	What to consider
How to apply	Define use cases before you pick a vendor. Stand up identity resolution.
Works with	Pairs with CRM, attribution, and paid channels.
In the glossary	CRM marketing, Marketing attribution, Omnichannel marketing, Marketing personalization

Fewer duplicate touches and more relevant journeys.

Pairs with CRM, attribution, and paid channels.