Level up your data skills
Welcome to the CDP Academy
We created this virtual institute of higher learning for any business leader looking to make better use of customer data. Today's businesses face no shortage of customer data, but many still struggle with turning that data into the competitive asset it should be.
A Customer Data Platform (CDP) is the foundational layer for collecting, analyzing, and activating customer data. This resource will explain what a CDP is, what it does, how to choose the right one, and how to make the most of it. Feel free to jump to the part that interests you most, or read straight through the entire course.
Navigate the Academy
CDP 101
What is a CDP? What's it for? Why do I need it? Start here to answer these questions and more.
Collect & Cleanse Customer Data
Your CDP journey starts with creating a single source of truth for your customer data. This page explains how to identify the right sources for your customer data, how to enrich it with second-party and third-party data, and how to cleanse and verify it.
Build Unified Customer Views
Once you have your data collected and processed, you can begin consolidating it from single points of data into comprehensive customer profiles. You will learn how to create persistent Customer IDs to map and analyze your customers’ journeys.
Derive Customer Insights
Here, you will learn how to put your new customer profiles to work. You’ll learn how machine learning and deep analysis can uncover new ways to reach customers with more relevant messaging.
Activate and Personalize Marketing
Generating insight isn’t the end of the journey: The final phase is to put the insights to work attracting new customers, engaging existing ones, and even redefining the future of your business. This page is full of inspiring real-world stories of CDP success.