A packaged software that creates a persistent, unified customer database that is accessible to other systems.
Let’s break this down:
t’s an out-of-the-box solution that’s configured to suit the needs of each client. Some development is still needed for setup and maintenance, but there can be significant savings on time, cost, and risk. This allows business users to have more control over the system while only needing some development support.
"Creates a persistent, unified customer database"
Data on every customer is captured from multiple sources and then linked together in the CDP to track user behaviour over time. The captured information can be used by marketers to target those customers on an individual basis and track results.
"Accessible to other systems"
The data tracked by the CDP can be used by other integrative systems to further track, manage, and analyze user behaviours.
CDPs consolidate and integrate customer data into one convenient place for marketers to gain insights for targeted campaigns.