Where Does a Customer Data Platform Fit In Your Tech Stack?

How CDPs compare to DMPs, Master Data Management, Data Lakes, CRM and other systems

Where Does a Customer Data Platform Fit In Your Tech Stack?

Most likely, your marketing technology stack includes dozens of systems that manage all types of customer data. These systems fall into three broad categories: source systems, assembly systems, and data activation systems.

So where does a Customer Data Platform (CDP) fit in all of this? The core function of a CDP is to maintain unified customer profiles. As a result, CDPs fill an important business need: providing complete, sharable customer profiles to power a unified, optimized customer experience.

This white paper from the experts at the CDP Institute explains how Customer Data Platforms (CDPs) compare to DMPs, Master Data Management, Data Lakes, CRM and other systems—and where a CDP fits in your martech stack.

This white paper includes insights on:

  • CDP minimum functions
  • CDP vs other systems
  • Finding the right CDP