CDP Overview ID & Cross-device Tracking Multi-Channel & Data Segmentation Predictive Web / EC / CMS Direct Mail Social SMS Push Notification Email Tel / Contact Center Paper DM Customer Analytics Preference Data (Zero Party Data) Engagement Data Browsing / Purchase History Geographic Data Delivery Source Mobile CRM ERP Web DWH Data Lake Standardization & Transformation Linking Identities Aggregation And indexing Journey & Orchestration Personalization Channel Interaction Target Audience DMP Decision / Engagement Data Integration Customer CDP Offline shop Paid Ads / Adwards DMP (3rd Party Data) Group-owned Data (2nd Party Data) Open Data (3rd Party Data) Personal & Demographic