What is the primary purpose of a CDP?

The CDP Institute defines a Customer Data Platform as “packaged software that creates a persistent, unified customer database that is accessible to other systems.” Basically it’s a prebuilt system that centralizes customer data from all sources (engagement venues like a website or mobile app, CRM systems, data warehouses, etc) and then makes this data more easily available to other systems for marketing campaigns, customer service and all customer experience initiatives. With a CDP companies can orchestrate a more intelligent customer experience, have a richer view of their customer for better insights, and more efficiently manage their customer data.