What you need to know about customer data platforms (CDPs)

Learn the essential terms and concepts around customer data platforms (CDPs), including types of customer data platforms, benefits of CDPs, and complementary technologies.

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Core definitions

Key topics that will help you learn about CDPs and why organizations use them to manage and activate customer data.

Customer data platform (CDP)

Learn the basics of customer data platforms (CDPs), including the types of CDPs, use cases, and benefits.

Composable CDP

Learn the key benefits, use cases, and architecture of composable CDPs.

Customer data management (CDM)

Learn how customer data management helps teams make strategic decisions, remain compliant, and serve customers well.

Enterprise data warehouse (EDW)

See how enterprise data warehouses (EDWs) can help organizations efficiently store and share data across teams.

Complementary technology and software

Learn about other types of technology and martech software that support or link to CDPs.

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Composable CDP built on Google BigQuery

A BigQuery composable CDP activates customer data from your BigQuery cloud data warehouse across various marketing destinations. Learn how it works.

Composable CDP built on Snowflake

Learn how a Snowflake composable CDP allows your team to activate customer data from your Snowflake Data Cloud across various marketing destinations.

Data management platform (DMP)

Learn how data management platforms (DMPs) work, their use cases, and how they can work alongside CRMs and CDPs.

Reverse ETL

Learn about the reverse ETL process and how it plays an important role in activating customer data.

Customer relationship management (CRM)

Learn about the concept of CRM and how CRM systems help sales and CS teams manage 1:1 customer communciations.

First party data platform

Learn about first party data platforms and how marketers can use them for more effective audience targeting.

Data clean room

Learn how marketing and advertising teams use data clean rooms for compliant customer data sharing that improves campaign results.

Related concepts and terms

Dive into other key definitions to deepen your understanding of CDPs and their impact on modern business strategies.

Customer data infrastructure

Learn about customer data infrastructure (CDI), including its components, benefits, and implementation steps.

Customer data activation

Learn about the role of customer data activation in modern marketing, and how companies can activate data to drive more informed campaigns and higher revenue.

Customer 360

Get a comprehensive understanding of Customer 360, including its benefits, challenges, use cases, and the implementation steps involved.

Composability in martech

Discover the concept of composability in martech and how it can unlock powerful, data-driven campaigns for marketers.

Identity resolution

Get insight into identity resolution, including its role in creating a unified customer view, types of identity resolution methods, and the benefits and challenges associated with implementing identity resolution strategies.