Summary: The article discusses the concept of Customer Data Platforms (CDPs) and the different types of CDPs that exist in the market. It explains that a CDP is not just about collecting and storing customer data, but also about the activation of that data to drive marketing and sales efforts. The article categorizes CDPs based on their former functions, such as former email tools, former event pipelines, former reverse ETL tools, former analytics tools, and native CDPs. It emphasizes that the activation part, where customer data is used to create valuable audiences and passed on to various tools, is what makes a CDP special.
It was quite a while ago when I heard the term customer data platform for the first time. And I had one big question: what is the difference between a CDP and a DWH? (View Highlight)