Customer Data Platform (CDP)

Data collected directly by an organisation from its own customers, users, or audience through owned channels such as websites, apps, CRM systems, transactions, and surveys. First-party data is considered the most valuable data category because it is collected with consent, is unique to the organisation, and provides direct insight into customer behaviour and preferences.

Data collected by entities that do not have a direct relationship with the individuals whose data is being gathered, typically aggregated from multiple sources and sold to other organisations for marketing, analytics, or enrichment purposes. The value and availability of third-party data have declined sharply due to privacy regulations (GDPR, CCPA), browser restrictions on third-party cookies, and growing consumer demand for data transparency.

The processes, governance, policies, and technology used to ensure that an organisation's critical shared data entities — such as customers, products, suppliers, and accounts — are accurate, consistent, and controlled across all systems and business units. MDM creates a single trusted source of master data, reducing duplication, resolving conflicts, and enabling reliable reporting and analytics.

A secure, privacy-preserving technology environment that enables multiple parties to combine and analyse their datasets without either party gaining access to the other's raw data. Data clean rooms use cryptographic techniques, aggregation rules, and access controls to enable collaborative analytics while maintaining data privacy compliance.

The documented lifecycle of data as it moves through an organisation's systems, showing its origin, transformations, dependencies, and destinations. Data lineage provides visibility into how data is created, processed, and consumed, enabling organisations to ensure data quality, comply with regulatory requirements (particularly GDPR's right to explanation), debug data pipeline issues, and assess the impact of system changes.

A centralised repository that stores large volumes of raw data in its native format — structured, semi-structured, and unstructured — until it is needed for analysis. Unlike data warehouses, which store data in predefined schemas, data lakes use a schema-on-read approach that provides flexibility for diverse analytical workloads including machine learning, real-time analytics, and ad hoc exploration.

A business model that creates value by facilitating exchanges between two or more interdependent user groups — typically producers and consumers — through a digital platform. Platform businesses generate powerful network effects and intangible assets including user data, algorithmic matching capabilities, and brand trust.

Proprietary datasets, analytics capabilities, and data infrastructure that provide competitive advantage. Data assets include customer behavioural data, market intelligence, training datasets for AI models, and proprietary databases that improve decision-making or product quality.