Gartner Research

A Marketer's Guide to What Is — and Isn't — a Customer Data Platform

Published: 09 March 2018

ID: G00343963

Analyst(s): Lizzy Foo Kune , James Meyers


Customer data platforms promise to support customer growth and retention goals by unifying customer profile data, but so do many other technologies. Marketing leaders can navigate this emerging and confusing category by analyzing these core features.

Table Of Contents


  • What Is a CDP?
  • What Isn't a CDP?
    • Enterprise Data Warehouse
    • Customer Identity and Access Management
    • Customer Relationship Management
    • Data Management Platform
    • Digital Experience Platform
    • Digital Personalization Engine
    • Marketing Dashboards
    • Master Data Management
    • Multichannel Marketing Hub
    • Tag Management System
  • What to Do Next

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