Tier 2 · Should know

CDP (Customer Data Platform)

In one line

Unifies customer data from all sources into persistent, activatable profiles for personalisation and marketing.

Fuller explanation

A CDP (e.g., Twilio Segment) ingests events from web, app, and CRM, resolves identity, and builds unified profiles that downstream tools can activate. In a composable stack it's the customer-data layer feeding personalisation and search. It's the engine behind credible personalisation claims.

Interview phrase

"A CDP is the difference between 'personalisation' as a slogan and personalisation as a real, governed capability."