Customer data platform

A customer data platform collects data from your site, app, tills and back-office systems, resolves it into one profile per person, and pushes segments to the tools that message them. Lifecycle teams buy one to stop rebuilding the same audience by hand in four different channels. The value sits in the identity and activation layers, not the storage. Before buying, check which destinations are supported natively and how fast a segment refreshes, since daily batch rules out most triggered work.