Customer Data Platform (CDP)

CDP — unified customer profile, объединяющий данные из всех touch points. Powers personalization, marketing, analytics.

Core features

Identity resolution: link anonymous и known identifiers. Real-time profile updates. Audience segmentation. Activation: syncing к marketing tools. Data governance: consent management, retention. Multi-channel: web, mobile, offline touch points.

Vendors

Segment (Twilio): market leader. mParticle: mobile-first. RudderStack: open-source. Tealium AudienceStream: enterprise. BlueConic. Adobe RTCDP. Custom: 6+ months engineering. Native cloud CDPs растут (AWS, Azure).

iGaming usage

Cross-channel journey: web deposit → email confirmation → app play. Segmentation для marketing: high-LTV predicted vs churning. Personalization: dynamic bonus offers. Real-time triggers: welcome flow, cart abandonment. Compliance: unified consent state across channels.

Data model

User: unified identifier с multiple keys (email, phone, device_id). Traits: demographic, behavioral, computed. Events: activity stream. Audiences: computed segments. External IDs: FB, Google для ad targeting. Real-time updates