Why It's Time to Rethink the "Customer" in CDP

September 15, 2025

By: Michael Blumenfeld

Why It’s Time to Rethink the “Customer” in CDP

Marketers love acronyms — who doesn’t? Some, like KPI, are timeless. Others evolve into new disciplines, like SEO expanding into GEO. But one acronym that’s taken the business world by storm is CDP: Customer Data Platform.

At its core, a true CDP does three things:

• Ingests and connects all customer data and behavioral signals

• Creates a unified golden record for advanced targeting and segmentation

• Activates outreach across multiple channels (SMS, Web Push, Email, App, etc.)

Traditionally, CDPs have lived within the marketing department — understandable, since customer outreach has long been a marketing function. But what if that’s no longer the case? What if the data in your CDP isn’t just about customers? What if other departments could leverage this powerful MarTech tool to enhance their go-to-market (GTM) strategies?

I believe we’re in the midst of a major shift in how we think about CDPs — and I’m all for it.

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From “Customer Data Platform” to “Central Data Platform”

Let’s start by reimagining the acronym. Instead of Customer Data Platform, let’s call it a Central Data Platform. The core capabilities remain the same, but the scope of data expands dramatically. It’s no longer just about customer profiles — it’s about business intelligence across departments.

Take the home services industry as an example. According to various sources, the average homeowner stays in their home for about 13 years. Meanwhile, HVAC systems can last 15–30 years with proper maintenance. That means the equipment often outlives the homeowner.

So instead of marketing only to the homeowner, why not “market” to the equipment itself? Track service history, anticipate maintenance needs, and use AI to proactively engage both the customer and the asset. This approach:

• Makes vendors proactive instead of reactive

• Creates synergies with other digital systems (ERP, Field Service, etc.)

• Enables an omnichannel service strategy that spans B2C and B2B

The lines between B2C and B2B are blurring. Today, it’s all about B2B2C.

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Solving Business Problems with Data

Let’s look at a B2B example: wholesale distribution. These businesses move massive quantities of goods — either as raw materials for manufacturing or as finished products. Their success hinges on solving business problems with data.

Imagine a television distributor that’s spent years refining inventory forecasting based on historical order data. Then the economy shifts, a pandemic hits, or tariffs disrupt buying behavior. Suddenly, historical data is irrelevant. Warehouses overflow with TV Model A while Model B is understocked.

This is where a Central Data Platform shines. By integrating CDP data with inventory levels and warehouse availability, businesses can:

• Build real-time buying segments

• Enable just-in-time inventory

• Increase sales and reduce warehouse costs

Deliver products in near real time keeping up with ever changing market conditions for both themselves and their customers.

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Data is King

We’ve all heard the phrase “Content is King.” And while content remains critical, data is the true sovereign in today’s digital economy.

A modern CDP — or Central Data Platform — thrives on its ability to ingest and unify data feeds from across the enterprise. This includes:

• Transactional data from CRM, ERP, and POS systems

• Behavioral data from websites, mobile apps, and IoT devices

• Third-party data from partners, marketplaces, and data providers

• Operational data like inventory levels, service logs, and fulfillment metrics

• Real-time signals such as location, device usage, and engagement patterns

When these data streams are harmonized into a single platform, businesses gain a 360-degree view of their ecosystem — not just customers, but products, assets, and operations. This enables:

• Predictive analytics to anticipate customer needs and operational bottlenecks

• Dynamic segmentation based on real-time behaviors and contextual triggers

• Personalized experiences across channels, tailored to both people and products

• Cross-functional collaboration between marketing, sales, service, and supply chain teams

Ingesting diverse data feeds isn’t just a technical capability — it’s a strategic advantage. It transforms your CDP from a marketing tool into a business intelligence engine that fuels growth, agility, and innovation.

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Want to learn more?

We’re happy to review your current CDP setup and explore how to unlock cross-functional use cases that drive real business outcomes.

Let’s chat about how to get your data in shape and your platform firing on all cylinders. Get in touch today!

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