Glossary
A customer data platform collects customer data from several systems into unified profiles that other tools can use. It is a category of product, and for most businesses it is premature.
Where a business genuinely has many touchpoints and high volume, that is valuable and hard to build by hand.
If two systems disagree about who a customer is, the platform will unify them into a confidently wrong profile. Identity resolution is the hard part, and it is a definitions problem before it is a tooling one.
Buying one first tends to produce an expensive integration project with no owner.
Only with genuinely many touchpoints and enough volume that manual unification is impractical. With two or three systems, connecting them directly is cheaper and forces the definitions to be agreed.
No. It unifies whatever it is given, including contradictions, and presents the result confidently. Definitions and ownership have to be resolved first.
A customer data platform collects customer data from several systems into unified profiles that other tools can use. It is a category of product, and for most businesses it is premature.
