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Customer Data Platform

A Customer Data Platform (CDP) unifies data from multiple touch-points, such as websites, apps, CRM systems, and support tools into a single, persistent customer profile. It allows teams to build real-time segments, identify behavior patterns, and activate data for marketing, personalization, and retention programs. Unlike traditional databases, CDPs are designed specifically for marketing and growth workflows, often integrating directly with ad platforms and automation tools. This leads to cleaner targeting, stronger attribution, and more relevant customer messaging.

You can use CDPs to tailor email journeys, suppress ads to converted users, or show different onboarding screens based on past interactions. With increasing privacy rules and third-party cookie depreciation, CDPs help strengthen first-party data strategies. Companies that deploy them well see sharper segmentation and better lifecycle performance from acquisition to loyalty.

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CRO

Landing Pages

A/B Testing

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The Agent-Led Web

The Conversion Gap

Optimizing the Entire Customer Journey

Explore more Glossary terms

Customer Journey Mapping

Customer Journey Mapping visualizes how customers move through stages like awareness, consideration, purchase, onboarding, and loyalty.

Customer Journey Management

Customer Journey Management focuses on designing, monitoring, and improving the end-to-end experience users have with a brand across channels.

A Customer Data Platform (CDP) unifies data from multiple touch-points, such as websites, apps, CRM systems, and support tools into a single, persistent customer profile.

Customer Acquisition Cost (CAC)

Customer Acquisition Cost (CAC) measures how much a business spends to acquire one new customer, including marketing, sales, and sometimes onboarding expenses.

Custom Conversion

A custom conversion is a user-defined goal in analytics or advertising platforms used to measure specific actions that matter to a business.

CUPED

CUPED (Controlled Pre-Experiment Data) is a statistical technique used in experimentation to reduce variance and improve test sensitivity.

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Ads Personalization

Journey Personalization

Audience Personalization

LLM Based Personalization

CDP Personalization

Experimentation Platform