Glossarycustomer data platformsmarketing technology

Customer Data Platform (CDP)

CDPmartechcustomer dataaudience segmentationuser profilessingle customer viewdata integrationanalyticsmarketing automation

A customer data platform (CDP) is a category of marketing technology designed to collect and organize data from a wide range of online and offline sources into a unified system.

CDPs give marketers the ability to view detailed analytics reports, build user profiles, define audiences and segments, and construct single customer views — consolidated records that capture everything known about an individual across touchpoints. The data can then be exported to downstream systems to improve advertising and marketing campaign performance.

data silos

MarTech
Also known as: marketing technology MarTech refers to the technologies and processes used for creating, managing, and measuring digital marketing activities. The term is a portmanteau of "marketing" and "technology,"…
Audience Segment
Also known as: user segment, segment An audience segment is a list of user profiles in which individual internet users are grouped together based on shared characteristics. Those characteristics can include behavioural…
Data-Management Platform (DMP)
A data-management platform (DMP) is a specialized platform that collects and integrates first-party, second-party, and third-party data from various sources, then makes that data actionable and usable for advertisers.…
Data Onboarding
Also known as: first-party data onboarding Data onboarding is the process of taking offline customer information — such as CRM records, purchase histories, or loyalty programme data — and integrating it with online…