Customer Data Platforms

Customer data platforms (CDPs) unify customer data from multiple sources into persistent, actionable customer profiles. By breaking down data silos, CDPs enable real-time personalization, segmentation, and analytics that power modern digital experience platforms.

Key CDP Capabilities

  • Unified Customer Profiles: Merge data from CRM, commerce, marketing automation, support, and web analytics into a single 360-degree customer view.
  • Real-Time Data Unification: Ingest and resolve identities across devices and channels in real time, stitching anonymous and known behaviors together.
  • Advanced Segmentation: Build dynamic audience segments based on behavior, demographics, purchase history, and predictive scoring.
  • Identity Resolution: Match customer identities across email, device ID, cookie, and login identifiers using deterministic and probabilistic methods.
  • Activation: Push segments and profiles to downstream systems including personalization engines, email platforms, advertising networks, and analytics tools.

Leading CDP Platforms

The following DXP platforms offer enterprise customer data platform capabilities:

  • Sitecore CDP - Built on the Boxever acquisition, Sitecore CDP provides real-time customer intelligence and unified profiles for experience personalization
  • Acquia CDP - Powered by Mautic, Acquia CDP delivers open-source customer data unification with marketing automation
  • Adobe Real-Time CDP - Adobe's enterprise CDP built into Adobe Experience Platform with advanced identity graph and activation capabilities

The Role of CDP in Your DXP

A CDP is the data foundation of any effective digital experience platform. Without unified customer data, personalization efforts rely on fragmented signals and incomplete profiles. CDPs solve this by ingesting data from every customer touchpoint, resolving identities, and making that data available in real time to personalization engines, analytics dashboards, and content delivery systems.

Sitecore CDP, originally Boxever, is a purpose-built customer data platform that excels at real-time decisioning and personalization. Its machine learning models predict customer intent and recommend next-best-actions. Acquia CDP, built on Mautic, offers a strong open-source alternative with marketing automation integration. Adobe Real-Time CDP is the most comprehensive enterprise option, leveraging Adobe Experience Platform's powerful identity graph to unify data at massive scale across the Adobe ecosystem.

Explore our DXP comparisons to evaluate customer data platform capabilities side by side.