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Data and profile
CDP
Customer Data Platform
A CDP brings together customer data from multiple sources, resolves identities, and maintains a persistent profile available for audiences and activation.
- When it applies
- It appears when several channels need to share identity, attributes, and audiences, and current systems cannot maintain that view with the required latency and governance.
- What it is confused with
- It is not a data warehouse with another interface or a campaign engine. It may include capabilities from both, but its central responsibility is the activatable profile.
- Architecture consequence
- Before choosing a product, decide which data the CDP copies, which system remains authoritative, and which consumers justify maintaining another customer state.