A customer data platform (CDP) is a system that consolidates customer data from multiple sources into a single, unified view. This data can then be used to power marketing and other customer-facing applications. CDPs are often used to improve customer segmentation, personalization, and other data-driven marketing activities. They can also be used to better understand customer behavior, build better customer profiles, and generate insights that can help improve the customer experience. The following is a checklist of features and capabilities that are often found in CDPs.

• Define your audience
• Define your customer data strategy and objectives
• Define your use cases
• Select the right technology platform