A unified customer profile is a single record that combines a customer's identity, behavior, transactions, consent, and attributes from every source.
Category
CDP Fundamentals
Also known as
unified profile
It is the atomic unit a CDP maintains and the record that AI, segmentation, and personalization read from. Its quality sets the ceiling for everything downstream.
In practice
The profile is only as trustworthy as its worst input. One system writing a stale or incorrect attribute can pollute every campaign and model that reads it.
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