A CDP is a packaged software that creates a persistent, unified database that is accessible to by systems. Data is harnessed and collated from various sources, cleaned and combined to create a single customer profile. This collated data is made available to other systems for marketing purposes.
CDP helps link the data from various sources, processes it, and sends it to downstream systems for activation. As an end-to-end personalization solution, Vue.ai performs similar jobs in data management, connecting, reconciling, and mapping information from different devices, channels, and touchpoints for the creation of a unified Omni level customer profile. The only difference is, while CDPs act as a System of Insight, sending data to downstream services for activation. While marketers can, in fact, trigger campaign activity through a CDP or integrated third-party vendor, a personalization platform is meant to act as the main hub for delivering individualized experiences — from data onboarding, audience building, and campaign creation all the way to testing and optimization.