A Customer Data Platform (CDP) is a centralized customer database that collects and unifies first-party customer data from multiple sources to build a single, coherent, and persistent customer database containing data on all touchpoints and interactions with a product or service. CDPs provide a single view of every customer and a reliable source of data for various marketing functions. They connect with other marketing platforms and systems, providing data to support campaign management, marketing analysis, and business intelligence. CDPs can identify customers from many different data sources by stitching together information under a unique, individual identifier. They store both known and unknown customer profiles in a central repository that integrates data from all of the organization’s software and operational systems. CDPs can be used as systems of record, and they provide data transparency and granularity at the known, individual level. CDPs allow marketers to apply advanced personalization, identify and segment key target audiences, provide relevant product and content recommendations, and implement retargeting programs. With CDPs, businesses can deliver consistent messages and integrated customer engagement. A comprehensive, up-to-date view of customers makes marketing campaigns more efficient, effective, and unified. Finally, having a centralized platform of reliable, integrated customer data enables businesses to make better, data-driven decisions and could even inspire new marketing programs.