// Marketing
CDP
Also known as Customer Data Platform
Customer Data Platform, a unified store of first-party customer data, resolved to a single profile per person or account.
In depth
CDPs (Segment, mParticle, RudderStack, Hightouch) sit between event sources and destinations. In B2B, the CDP resolves cross-device, cross-channel behaviour into a single account view that feeds scoring, personalisation and outbound triggers.
Related terms
Data Warehouse
The central analytical database (Snowflake, BigQuery, Databricks, Redshift) where all business data is consolidated.
Identity Resolution
The process of stitching multiple signals (emails, cookies, device IDs, IP) into a single canonical person or account.
First-Party Data
Data you collect directly from your own audiences and customers via your own properties and product.