A CDP collects customer data from scattered web, app, and store touchpoints, then connects it to profiles and segments. It creates a shared data layer between collection and activation.
In the demo, three signals converge on a profile and branch to channels. In practice, teams must define identity rules and which data can be used.
A CDP does not fix poor data or missing consent on its own. Design access permissions and deletion flows as well.
When to use
Consider it when disconnected channel data produces inconsistent audiences.