CDP (Customer Data Platform)

Also known as: Customer Data Platform, CDP, Unified Customer Profile

Technology platform unifying customer data from multiple sources into a single, persistent profile for personalization and segmentation.

A Customer Data Platform (CDP) is a software platform that collects, unifies, and activates customer data from multiple sources—CRM, e-commerce, mobile apps, web analytics, call center, research data—into a single, persistent, real-time profile of each individual customer.

Unlike a CRM (which manages relationships with known customers) or a DMP (which handles anonymous third-party data for advertising), the CDP creates a unified profile combining first-party data from all sources and can be activated for real-time personalization across any channel.

In the context of market research, the CDP is the platform that allows connecting research insights with real customer behavioral data, enriching profiles with attitudinal and motivational attributes that transactional data doesn't capture.

Atlantia works with its clients to integrate research study data into their CDP platforms for personalized activation.