A Customer Data Platform (CDP) combines data from different data sources into one system. The use of a CDP thus makes it possible to create a unified customer profile from various data points. These customer profiles can in turn be used in connected channels for a holistic customer approach. Usually, meaningful segments are created from the individual profiles for this purpose, so the platform is also used for segmentation.
Information from both brick and mortar and digital retail can be used as data sources. Examples of such sources are: CRM, Social Media, ESP (Email Service Provider), Search but of course also onsite data, and many more.
The ultimate goal is a unified customer experience that works across channels and devices.