CDPs exist because behavioral data, profile data and campaign data historically lived in three systems. When they live in one, most of what a CDP does (identity resolution, audience building, syncing) stops being a separate purchase.
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- AutocaptureRecording interactions automatically instead of instrumenting each one. Quick to start with, expensive to govern once the schema drifts.
- Data governanceThe rules for what is collected, how it is named, who may see it and how long it is kept, decided before the data becomes a report.
- Data pipelineThe path an event takes from the SDK to the store: validation, transformation, consent checks and masking, in that order.
- EventOne recorded action with a timestamp, a user and a set of properties. The unit everything else on this page is built from.
- Event propertiesThe attributes carried by an event (plan, screen, version, value) that make it possible to break a metric down later.
- Event trackingDeciding which actions matter, naming them consistently, and sending them from every platform the product runs on.