Article
Understanding the Capabilities of Modern Customer Data Platforms (CDPs)

Customer Data Platforms (CDPs) have become essential tools for organizations looking to unify and leverage customer data across channels and departments. At their core, CDPs are designed to ingest, manage, and activate individual-level customer data from multiple sources. As businesses grow increasingly reliant on customer insights to fuel personalization and engagement strategies, CDPs offer a centralized solution that bridges marketing, sales, customer support, and IT.
While there is a difference between B2B CDPs and B2C CDPs worth understanding, let’s focus on the 10 key features and capabilities that define leading CDP solutions according to Gartner:
Profile Unification: Creating a Single View of the Customer
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