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Customer data platform

Accelerate growth with a customer data platform and make good data available to all teams.
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Ana Forsberg
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75% Propensity to Buy
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High Propensity Buyer

Good user experiences
require good data

What is a customer data platform (CDP)?

A customer data platform helps you capture data from every customer interaction, consolidate that data into centralized user profiles and audiences, and connect the right data to the tools your teams need to grow.

Here’s how a customer data platform works:


A CDP helps you collect, clean, and structure your data into one place.


With all of your data in one place, you can remove bad data and respect user privacy. Data events


You can then use good data to build profiles and audiences to use across every tool.


Use your data, profiles, and audiences everywhere your business needs.
Data flow

Say you’re trying to get a better understanding of your customers. A customer data platform can help you collect data from touch points like digital ads, your company’s website, email, and any other place a customer might interact with your company.

The customer data platform will then unify the data into complete user profiles and make it possible to use the profiles across the tools you use every day like Facebook, Google, Optimizely, and your internal company dashboards. A single platform helps you create personalized experiences and get the insights you need to better understand your customers.

Who needs a customer data platform?

A customer data platform should empower every team to drive action or insights.
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The benefits of a
customer data platform

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Clean and organize your customer data

Customer data management is the process of acquiring, organizing, and using customer data. Customer data platforms make this process incredibly simple by automating and organizing data collection so that data is always usable. Image code block

Build insightful customer analytics

When you understand customer behavior, you make better decisions for marketing, product, sales, and more. By using a customer data platform, it’s easy to set up robust customer analytics that every team can rely on. Image code block

Improve data protection and privacy

With the advent of the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and other data privacy laws, respecting your customers’ data privacy is more important than ever. A CDP can help you protect their data. Image code block

How to choose a customer data platform

Choosing the right customer data platform for your organization is a big decision. You need to know the use cases you want to solve, your specific requirements, and whether the vendor is experienced working with companies like yours.

Here are a few resources to help you choose the right customer data platform:

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Choosing the best CDP in 6 steps

If you follow the six steps outlined in our guide, you'll have a much better handle on finding the right customer data platform that fits your company's unique needs. Learn more

Navigating the sea of customer tools

There are 7,000+ tools that use customer data in one form or another. You need to know which tools require customer data for today and for tomorrow. Learn more
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Buyer’s Guide to CDP

Our buyer’s guide for CDPs will help you understand when it’s time to buy a CDP, which features you need, and how to evaluate the various CDP vendors out there. Learn more

CDP success stories

Up to this point, we’ve mostly talked about customer data platforms in theory. It can be especially helpful to learn how other companies use their customer data platforms and the results they get from those tools.

That’s why we’ve compiled a few stories from companies that use a customer data platform to drive their business:

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We’ve pulled together a few resources to help you
learn more about customer data best practices:

Everything you need to know about customer data integration

You need to integrate customer data before you can use it. There are a few different types of data integration and methods to do it. Customer data platforms consolidate and integrate data, which involves taking data from multiple sources and storing it in a central data warehouse. Learn more about customer data integration
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Spotting bad data at your company

Bad data doesn’t only mean that your data was collected improperly. It can also mean that your data is out of date, inaccessible, unorganized, or simply not first-party data. To get the most out of your customer data platform, you need to understand what bad data is so that you can avoid it. Find and destroy your bad data
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Segment on customer data

Segment has helped thousands of companies collect, analyze, and get more out of their data. We’ve taken that experience and written an eBook with actionable strategies you can use to make data-informed decisions. With the help of your customer data platform, your customer data can be used to create personalized experiences and increase customer engagement. Learn all about customer data
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Next steps

Ready to accelerate your growth with a customer data platform? Check out our guide to buying a customer data platform or talk to the Segment team to learn how 20,000 companies have achieved success with our industry-leading customer data platform.
Customer data