A Customer Data Platform (CDP) centralizes and unifies customer information to help businesses drive revenue, loyalty, and efficiency. By integrating data from diverse sources—CRM, email, web, and social—CDPs create complete customer profiles and enable predictive insights beyond lagging indicators like CAC and NDR. Success requires protecting PII, unifying and cleansing data, and modeling it into analytics-ready formats. Companies can choose centralized or federated models for governance, and tools like reverse ETL make enriched data accessible in business apps. Done well, a CDP fuels targeted marketing, better products, and long-term growth.

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