A Customer Data Platform (CDP) is a packaged software that creates a persistent, unified customer database accessible to other systems. It centralizes customer data from various sources, including online and offline channels, and makes this data available for marketing campaigns, customer service, and all customer experience initiatives. (Source: Tealium)

Key Characteristics:

1. Unified Customer Database: CDPs aggregate customer data from multiple sources, including CRM, marketing automation, social media, and more.
2. Real-time Data Collection: CDPs collect customer data in real-time, enabling marketers to respond quickly to changing customer behaviors and preferences.
3. Data Quality: CDPs ensure data quality by resolving data inconsistencies, de-duplicating records, and enriching customer profiles.
4. Data Activation: CDPs enable data activation by providing APIs and integrations with downstream systems, such as marketing automation, ad platforms, and CRM systems.
5. Self-Service Audiences: CDPs offer self-service audience building capabilities, allowing marketers to create and manage customer segments without IT intervention.