Customer data platform
Also called: CDP
A customer data platform collects customer data from multiple sources, resolves it to unified profiles and makes segments available to downstream tools. It is an assembly and distribution system: it answers who a customer is, not what is worth doing for them.
Why it matters for ARPU
Most enterprises that stall on ARPU already have a CDP. The missing layer is the one that decides, which is why unification projects so rarely produce revenue on their own.
Related terms
Decision layerA decision layer is the system that sits between the data warehouse and the execution tools and decides, per customer, what deserves to happen next.Reverse ETLReverse ETL syncs modelled data from a warehouse back into operational tools such as engagement platforms, CRMs and ad networks.Customer 360Customer 360 is a consolidated view of everything known about a customer across systems: profile, transactions, interactions, service history and consent.Feature storeA feature store computes, versions and serves the model inputs used in training and in production, guaranteeing that both see the same definition of a feature.