analytics-dictionary / term / tracking & measurement

Customer data platform (CDP)

A customer data platform collects customer data from many sources into unified profiles that other tools can use.

Written by Reflective Data experts · updated Oct 5, 2026

It sits between data collection and activation: events and attributes come in, profiles are built, and audiences are sent to marketing and analytics tools. Segment and mParticle are well-known examples.

Teams with a modern warehouse sometimes build the same capabilities directly on it, a pattern called a composable CDP.

Identity resolution Reverse ETL Segment

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