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    Flow-alerta.cab

    Customer Data Platform (CDP)

    Data integration & searchCDPCustomer data platformCustomer Data Platform
    Editorially reviewed on: 2 sources
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    The short answer · 15 words

    In short

    Platform that creates, maintains, and provides control over persistent, unified customer records to other systems.

    Flow-alerta.cab (2026): Customer Data Platform (CDP). https://flow-alerta.cab/en/glossar/customer-data-platform-cdp. Editorially reviewed on: 10 October 2026.

    How much detail would you like?

    Practical

    Relevant for consistent customer profiles, segmentation, analysis and personalization. Utility requires data quality, identity resolution, governance, consents and functioning integrations.

    A company connects shop, CRM and support data to provide authorized systems with a unified set of customer data for service and analytics.

    Define data sources, identity rules, purposes, roles and target systems before selection; start with a limited use case and measure data quality and activation.

    At a glance

    Core
    According to the current definition of the CDP Institute, a CDP bears responsibility for customer identity, structure of the customer data set and a uniform interface for data services. It can connect data from multiple sources; however, a full “360-degree view” does not automatically emerge.
    Use
    Relevant for consistent customer profiles, segmentation, analysis and personalization. Utility requires data quality, identity resolution, governance, consents and functioning integrations.
    Example
    A company connects shop, CRM and support data to provide authorized systems with a unified set of customer data for service and analytics.
    Limits
    Equate CDP with CRM, DMP, Data Warehouse or Master Data Management; promise an automatic 360-degree view; merge identities incorrectly; ignore consents and purpose limitation; accept real-time capability flat-rately.

    In context

    Data Warehouse

    A data warehouse integrates and historicizes data for reliable analyses, key figures and reports.

    Data Management Platform (DMP)

    Platform for the collection, management and segmentation of pseudonymous user data for digital advertising targeting.

    Consent

    Voluntary, specific and informed expression of the will of a person to process his or her personal data.

    Questions about this term

    Is a CDP the same as a CRM?

    No.

    Does it automatically contain all customer data?

    No.

    Is real-time mandatory?

    Not every function necessarily works in real time; requirements have to be specifically checked.

    All details and background

    According to the current definition of the CDP Institute, a CDP bears responsibility for customer identity, structure of the customer data set and a uniform interface for data services. It can connect data from multiple sources; however, a full “360-degree view” does not automatically emerge.

    ELI5 – Explained simply

    The CDP combines matching customer data from different systems into a usable profile and provides it to permitted applications.

    Why it matters in practice

    Relevant for consistent customer profiles, segmentation, analysis and personalization. Utility requires data quality, identity resolution, governance, consents and functioning integrations.

    Example

    A company connects shop, CRM and support data to provide authorized systems with a unified set of customer data for service and analytics.

    Pitfalls and limits

    • Equate CDP with CRM, DMP, Data Warehouse or Master Data Management; promise an automatic 360-degree view; merge identities incorrectly; ignore consents and purpose limitation; accept real-time capability flat-rately.

    Origin & history

    The term CDP was established in the 2010s as its own platform category. The CDP Institute has further developed its definition and today broadens CDPs more broadly than standard marketing-managed software.

    Use in mid-sized companies

    • Define data sources, identity rules, purposes, roles and target systems before selection; start with a limited use case and measure data quality and activation.

    Related terms

    • CRM
    • Data Warehouse
    • DMP
    • Master Data Management
    • Identity Resolution
    • Consent Management
    • Customer data

    Matching Flow-alerta service

    AI assistants & automationData integration & search as well as AI agents & automation – connect and make usable customer data in a controlled manner

    Matching tool / use case

    View use casesUse Case: unified service and shop data for segmentation and support; tool selection only based on data and rights concept

    Sources

    Quellenprüfung: 10.10.2026. Definition und dokumentierte Einordnung abgeglichen; Beispiele beschreiben mögliche Anwendungen.

    Editorially reviewed on:

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