What is a CDP?

Written By Alyssa Meritt

Managing, making sense of, and activating audience data, especially across multiple channels, is hard. That’s where a customer data platform (CDP) comes in.

The benefits of a CDP include the ability to:

  • reduce data silos: aggregate data in real time, across customer touch points,

  • deliver a single view of the customer: resolve or match IDs to create a unified customer profile,

  • enable operational efficiency: let various internal teams “self-serve” segmented audience data,

  • improve marketing and CX: activate 1:1, targeted messaging across channels.

This presentation deck, created while I was at Lytics, provides a high-level overview of how a CDP works.

Alyssa Meritt http://www.alyssameritt.com
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