# Customer Data Platform Cdp
**Source:** https://glossary.keenfunnel.com/terms/customer-data-platform-cdp
**Language:** French

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## Explication technique

A CDP ingests customer data from multiple sources, preserves granular history, resolves identities, applies profile and audience rules, and exposes governed data for analytics or activation. It differs from a CRM, which primarily manages interactions and operational records, and from a data warehouse, which is a broader analytical store.

## Pertinence commerciale

A well-governed CDP can improve audience consistency, personalisation, measurement and orchestration by reducing fragmented customer data across tools.

## Exemple d'implémentation

An organisation combines consented website events, purchases and CRM records, resolves them into persistent profiles, then sends an eligible high-value audience to its email and advertising platforms.

## Limites et idées reçues courantes

A CDP does not automatically fix poor source data, identity errors, unclear consent or weak governance. Real-time claims vary by product, implementation can be complex, and profile activation must respect purpose and user rights.

## Sujets

Ingénierie des données Architecture des systèmes Opérations sur les revenus Gouvernance de l'IA

## Sources

Customer Data Platform Institute — What is a CDP? — EU General Data Protection Regulation — https://eur-lex.europa.eu/eli/reg/2016/679/oj

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