A customer data platform (CDP) is a software application that supports marketing and customer experience use cases by unifying a company’s customer data from marketing and other channels. CDPs optimize the timing and targeting of messages, offers and customer engagement activities, and enable the analysis of individual-level customer behavior over time.
The discipline of data quality assurance ensures that data is "fit for purpose" in the context of existing business operations, analytics and emerging digital business scenarios. It covers much more than just technology. It includes program management, roles, organizational structures, use cases and processes (such as those for monitoring, reporting and remediating data quality issues). It is also linked to broader initiatives in the field of enterprise information management (EIM), including information governance and master data management (MDM). Gartner's definition of the market for data quality tools focuses on innovative technologies and approaches intended to meet the needs of end-user organizations in the next 12 to 18 months. As digital business requires innovations in data quality tools, vendors are competing fiercely by enhancing existing capabilities and creating new capabilities in eight key areas: audience, governance, data diversity, latency, analytics, intelligence, deployment and pricing.