{"id":81692,"date":"2024-09-03T20:20:17","date_gmt":"2024-09-03T20:20:17","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/cdp\/"},"modified":"2026-09-28T14:51:10","modified_gmt":"2026-09-28T14:51:10","slug":"cdp","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/cdp\/","title":{"rendered":"CDP"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>A customer data platform (CDP) is a software system<\/strong> that collects and unifies customer data from multiple sources to create complete and consistent customer profiles.  <\/p>\n\n<p class=\"wp-block-paragraph\">Unlike other data management tools, <strong>a CDP is designed specifically for use by marketing teams. <\/strong> <\/p>\n\n<p class=\"wp-block-paragraph\">This allows marketers to get a <strong>comprehensive view <\/strong>of customer behavior and preferences, making it easier to personalize and segment campaigns.<\/p>\n\n<h2 class=\"wp-block-heading\">How does a CDP work?<\/h2>\n\n<p class=\"wp-block-paragraph\">The operation of a CDP can be divided into several main phases:<\/p>\n\n<h3 class=\"wp-block-heading\">Data collection:  <\/h3>\n\n<p class=\"wp-block-paragraph\">A CDP collects data from a variety of sources, such as:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Websites<\/li>\n\n\n\n<li>Mobile applications<\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/crm-customer-relationship-management\/\">CRM<\/a> systems <\/li>\n\n\n\n<li>Social media<\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/email-marketing-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">Email marketing campaigns<\/a> <\/li>\n\n\n\n<li>And other customer contact points<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">This data collection includes both first-party data (data a company collects directly from its customers) and third-party data.<\/p>\n\n<h3 class=\"wp-block-heading\">Data unification:  <\/h3>\n\n<p class=\"wp-block-paragraph\">Once collected, the data is unified to create single customer profiles.  <\/p>\n\n<p class=\"wp-block-paragraph\">This involves identity resolution, i.e. combining data from different sources to ensure that all data from the same customer is linked to a single profile.<\/p>\n\n<h3 class=\"wp-block-heading\">Segmentation: <\/h3>\n\n<p class=\"wp-block-paragraph\">With unified customer profiles, marketing teams can segment their audience more effectively.  <\/p>\n\n<p class=\"wp-block-paragraph\">CDPs allow segments to be created based on behaviors, demographics, purchase history, previous interactions and more.<\/p>\n\n<h3 class=\"wp-block-heading\">Data activation:  <\/h3>\n\n<p class=\"wp-block-paragraph\">Segmented data can be used to personalize marketing campaigns across multiple channels.  <\/p>\n\n<p class=\"wp-block-paragraph\">This includes digital advertising, <a href=\"https:\/\/mailrelay.com\/en\/\">email marketing<\/a>, website content and mobile campaigns.<\/p>\n\n<h3 class=\"wp-block-heading\">Analysis and measurement:  <\/h3>\n\n<p class=\"wp-block-paragraph\">Finally, a CDP provides analysis tools to measure the effectiveness of campaigns and gain insight into customer behavior.  <\/p>\n\n<p class=\"wp-block-paragraph\">This allows for continuous adjustments and optimization.<\/p>\n\n<h2 class=\"wp-block-heading\">Benefits of using a CDP<\/h2>\n\n<p class=\"wp-block-paragraph\">Implementing a CDP in a marketing strategy offers numerous benefits:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Comprehensive view of each customer: <\/strong> by unifying data from all sources, a CDP provides a complete and accurate view of each customer, facilitating personalization.<\/li>\n\n\n\n<li><strong>More effective segmentation: <\/strong> with detailed customer profiles, marketing teams can create more accurate and relevant segments, increasing the effectiveness of campaigns.<\/li>\n\n\n\n<li><strong>Advanced personalization: <\/strong> the ability to segment effectively allows messages and offers to be tailored to each customer, improving the customer experience and increasing conversion.<\/li>\n\n\n\n<li><strong>Marketing optimization: <\/strong> with accurate data and analysis, marketing teams can make informed decisions and adjust their strategies in real time.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Differences between a CDP and other marketing tools<\/h2>\n\n<p class=\"wp-block-paragraph\">It&#8217;s important to differentiate a CDP from other marketing tools, such as CRMs and DMPs:<\/p>\n\n<h3 class=\"wp-block-heading\">CRM (Customer Relationship Management): <\/h3>\n\n<p class=\"wp-block-paragraph\">CRM systems are designed to manage customer relationships and usually focus on sales and service interactions.  <\/p>\n\n<p class=\"wp-block-paragraph\">Although a CRM can store customer data, it is not optimized for unifying data from various sources and doesn&#8217;t offer the same segmentation and activation capabilities as a CDP.<\/p>\n\n<h3 class=\"wp-block-heading\">DMP (Data Management Platform): <\/h3>\n\n<p class=\"wp-block-paragraph\">DMPs are mainly used to manage third-party data and are fundamental tools in programmatic advertising.  <\/p>\n\n<p class=\"wp-block-paragraph\">Unlike CDPs, DMPs don&#8217;t usually process personally identifiable information (PII) and focus on targeting and activating anonymous audiences.<\/p>\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n<p class=\"wp-block-paragraph\">In short, a customer data platform (CDP) is an indispensable tool for marketers looking to obtain a complete and unified view of their customers.  <\/p>\n\n<p class=\"wp-block-paragraph\">By collecting, unifying and activating data from various sources, a CDP enables advanced personalization, precise segmentation and continuous optimization of marketing campaigns.  <\/p>\n\n<p class=\"wp-block-paragraph\">With email marketing as one of the key beneficiaries, implementing a CDP can significantly transform the effectiveness of marketing strategies and the customer experience.<\/p>\n\n<h2 class=\"wp-block-heading\">Related entries<\/h2>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/sendmail\/\">Sendmail<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/local-seo\/\">Local SEO<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/negative-seo\/\">Negative SEO<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/seo-search-engine-optimization\/\">SEO (Search engine optimization)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/serp-search-engine-results-page\/\">SERP (Search Engine Results Page)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/email-service\/\">Email service<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/email-server\/\">Email server<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/server\/\">Server<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/dedicated-email-servers\/\">Dedicated email servers<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/bias\/\">Bias<\/a><\/li>\n<\/ul>\n","protected":false},"template":"","class_list":["post-81692","glossary","type-glossary","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>CDP - Mailrelay<\/title>\n<meta name=\"description\" content=\"A customer data platform (CDP) is a software system that collects and unifies customer data from various sources to create customer profiles\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailrelay.com\/en\/glossary\/cdp\/\" \/>\n<meta property=\"og:locale\" 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Unlike other data management tools, a CDP is designed specifically for use by marketing teams. This allows marketers to get a comprehensive view of customer behavior and preferences, making it&hellip;","_links":{"self":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/81692","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary"}],"about":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/types\/glossary"}],"version-history":[{"count":4,"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/81692\/revisions"}],"predecessor-version":[{"id":96332,"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/81692\/revisions\/96332"}],"wp:attachment":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/media?parent=81692"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}